Moët and Cristal used to be mainstays of hip-hop lyrics, with aspirational MCs flaunting the good life. Now, those same artists are putting their mouth where their money is—and owning brands that compete directly with those that once turned up their nose at a rapper’s cosign. For Taste, Abe Beame goes beyond the trend to sketch a compelling portrait of the artist as a mogul.
It is fitting that the big bang for rapper-booze entrepreneurship was a perfect illustration of the blatant disrespect—if not outright contempt—major corporations had for the hip-hop community and the millions of dollars hip-hop fans pump into their companies annually. In 2006, Frédéric Rouzaud, the president of Louis Roederer, was asked whether hip-hop’s attraction to his product could be detrimental to the brand. “That’s a good question, but what can we do? We can’t forbid people from buying it. I’m sure Dom Pérignon or Krug would be delighted to have their business,” he said.
More picks about hip-hop
Lost Recipes
“The Mind Squad and editorial staff like theirs—people who understood and loved the music—would create a new, vibrant, and deeply informed style of cultural journalism that defined an era.”
Da Art of Storytellin’ (A Prequel)
“I’d heard that moan in the presence of older Southern black folk my entire life, but I’d never heard it connecting two rhymed verses. Art couldn’t get any fresher than that.”
The Rhythms of “Rock Creek Park”
“The Blackbyrds’ ode to DC inspired a new generation of artists.”
Tyler, the Creator Always Does Things His Way
“Known for both his openness and his mysteriousness, the rapper, producer — and now actor — keeps people guessing.”
How the ‘Slamming Door’ Sound Became Embedded in Hip-Hop History
“If you’ve listened to any rap or pop music made in the 21st century, you’ve heard John Lehmkuhl’s most famous creation, a thwacking metallic percussion sample named ‘Tribe.’”
What Happened to Ice Cube?
“He once meant everything to Black kids like me. His descent in the Trump years is a grim reminder of what we’ve lost.”
