Summary
More than simply a form of music, hip hop has become an indelible part of popular culture. But hip hop can also be a lightning rod for controversy, and incorporating it into one's marketing strategy can backfire, taking with it a company's reputation and derailing marketing goals in the process. Louis Roederer Champagne managing director Frederic Rouzaud said the company viewed the music genre's affinity for the bubbly as "curious." While some shy away, many others recognize the huge marketing potential of the hip hop industry. Former MTV correspondent and freelance journalist Alisha Davis says, they look at the music charts and music sales, which are dominated by hip hop, and realized they have got to make inroads into this market. Hip hop as a marketing tool has proven flexible for the endorsement of most products, even those not associated with glamour or rich living.
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Extract
Gold Diggers & Playa Haters
In an interview with The Economist in early 2006, the managing director of Louis Roederer Champagne, Frederic Rouzaud, was asked about his views on the hip hop industry's well-known fondness for Cristal, the company's flagship brand. He said the company viewed the music genre's affinity for the bubbly as "curious." When the interviewer followed up with the question of whether or not this association could be detrimental for the brand, Rouzaud replied with a statement that hip hop leaders quickly took to heart; "What can we do?" he sai...
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