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Are you a print subscriber? Smirnoff is the latest spirits brand to hook up with hip-hop artists for entertainment initiatives. Schultz - Cincinnati Hookup Expert Crazy Stupid Love 0. You'll get the essential information you need to do your job better, including 7 free articles per month on Ad Click here and Creativity Ability to comment on articles and creative work Access to 9 custom e-newsletters like Ad Age Daily, Ad Age Digital and CMO Strategy To get unlimited content and more benefits, check out our Membership page.

Once registered, you can: Jay-Z unofficially kicked off the new movement two years ago by taking on an urban-marketing role for Anheuser-Busch, only to jointly launch his own advertising agencyTranslation Advertising, within Interpublic Group of Cos.

Diddy continued the trend last fall by taking on marketing duties for Diageo's Ciroc brandaiming to make the nascent vodka the "official vodka for New Year's Eve.

Dre into the increasingly crowded market of hip-hop booze tie-ins, begs the question: Will too many rappers vying for fans to share their affinity for their favorite liquors enhance or ultimately dilute the effect?

Name-checking spirits has always been a natural part of hip-hop lyrics and culture, with even Diddy going so far as to name his single with Busta Rhymes and Pharrell "Pass the Courvoisier.

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Drinks America, a company founded in by J. Patrick Kenny, a beverage-industry vet of Joseph E.

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Seagram Company and Coca-Cola, links personalities like Donald Trump and Willie Nelson with custom-created liquor beverages to put a celebrity-bent spin on booze market.

Dre his own tequila, created specificially for him. Dre deal represents the first music deal to come out of Drinks America's partnership with Interscope Records, which was inked last summer.

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Jody Samuels Ike, senior brand manager for Smirnoff, said the campaign speaks to Diageo's broader goal of reaching consumers based on their lifestyle habits. Hip-hop's universal appeal "We're looking to say who's the consumer we want to target, where are they, what are they enjoying and how can we insert our brand into their activity and how we approach from Smirnoff's point of view," she said.

Our hope is consumers will look at Smirnoff and say, 'Wow, they brought me something original that was a unique partner who brought me something in original ways.

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Long gone are the days when an artist like Michael Jackson cut a high-profile deal with Pepsi to promote their products in their ads and on tour. Omnipresent performers Beyonce and Fergie can now have multiple endorsement deals with different brands as their album sales dip millions below the number they would have sold even five years ago.

Crucial branded tie-ins For new artists, it's become nearly impossible to develop a major following without a branded tie-in. Many of the major breakout music stars of the past year, from Paramore to Sara Bareilles to Feist, have all benefitted from a corporate tie-in or licensing of their song via an ad.

But with so many moving parts attached in today's modern music endorsement deal, creating these strategic brand partnerships with musicians is something Cornerstone's Mr.

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Stone doesn't take lightly. Watching the YouTube views go from 3, to 12, to close to 3 million views changed that. Watching the radio story, if you're hearing a Jay-Z or a Kanye West track, then hearing the Nike record, or hearing the KRS-One record in mix shows, it's an exciting feeling to see this as part of the hip-hop culture.

There's an understanding that as long as it's credible and done for the right reasons it can live in that world.