Celebrity branding without the celebrity
Article Reprint
Like many musicians, the erstwhile giants of hip-hop have discovered that selling brands often means a more reliable revenue stream than selling music. It’s why the aughts have found Sean “Diddy” Combs spritzing on his Sean John cologne and sipping his Ciroc vodka; Salt-N-Pepa pushin’ it for Geico; and Snoop Lion (formerly Dogg) shilling for—to name a few—Nike, Burger King, Orbit, Hot Pockets, Adidas and, in the most recent Super Bowl, Eat24.