MARKETING MIX: Global pulse - And ya don't stop

The world of hip-hop continues to prove a sure-fire vehicle for brand promotion. After all, it is much more than a music genre; it's an attitude and a lifestyle. Brands that are adopted instantly become the last word in cool. Just ask Courvoisier - the name-checking by Busta Rhymes (among others) has made it the poison of choice on the hip-hop party scene, paving the way for other premium alcohol brands to dip their toes in the urban market. For artists, brands are signifiers of absolute success, especially when offering their own apparel range. P Diddy has Sean John and Wu Tang Clan has run Wu Wear for many years. Unless you have a clothing line to add to your platinum plaques, you're just not hip-hop.

Heavyweight 50 Cent's G-Unit group collaborated with Reebok to produce this street-approved sneaker.

After success with his male clothing line, Nelly is set to release his Apple Bottoms label catering for the fuller female figure.

Jay-Z and Damon Dash use their Roca Wear ads to plug Roc-A-Fella recording artists at the same time, such as Juelz Santana.

Information supplied by D_Code from HeadlightVision. For further information call 020 7150 3350 or e-mail


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