There’s been a lot of hype in the hip hop blogs about rappers boycotting a luxury champagne brand. You might enjoy Hadji Williams article on the topic (via Clyde Smith).

Williams argues that “everybody in hip hop hates the [brand in question]“. If that’s the case, why keep talking about it?

Williams suggests that the rappers never received any money from the champagne manufacturer. That’s hard to believe. Why would those guys be selling the stuff so heavy for the past 10 years? Rap stars hire professional managers. There must have been some exchange of value going on.

From my perspective, there was something happening there, whether or not anyone wants to admit it. This recent dust up looks like the successful end of a successful business relationship. Well done guys.

That’s it. No drama except for the drama that the companies/media have created to help sell products and ads.
The media side of the deal may drag racism and classism into the mix, and that’s unfortunate to the extent that people take the story seriously. The story that they’re telling sounds racist enough. Rich european company versus street smart rappers. Good storyline with lots of potential. Just don’t forget that they’re creating drama.

What lessons might other media savvy businesses learn from the Rap Star Champagne Case Study?

My guess is that the story went something like this:

• Company solicits relationships with top entertainers.
• They strike a deal in private.
• They’re professional; they developed an exit strategy.
• Rap star hypes the company.
• Company makes no public comment.
• All affiliations are kept absolutely secret by both sides.
• They let the relationship run it’s productive course.
• When it’s clear that one or both party’s needs and/or priorities have changed, they enter the exit strategy phase.
• Exit strategy does not simply follow the “all free publicity is good publicity” line. That would be foolish.
• Instead, they’ve created a spin off narrative that reinforces the brand image of both parties moving forward.
• Rap stars reinforce their street credibility and populist appeal.
• Champagne manufacturer reinforces their exclusivity and premium status.
• Media reinforces their willingness to sell ads.

The end.