According to San Francisco consulting firm Agenda, which tracks brand mentions in song lyrics for its annual “American Brandstand” survey, no beer brands were mentioned in hip-hop lyrics during 2005, although import brand Corona did land three mentions during 2004.
Ad Age says Anheuser-Busch seeks to change the score, and has made a bold move to embrace a hip-hop and score some urban points.
A-B named Shawn Carter “co-brand director” for Bud Select today, noting, in a press release, that the rapper “will participate in Budweiser Select planning sessions to provide his unique spin, thoughts and insights on various brand programs.”
The release added: “Jay-Z also will be involved in providing direction on other upcoming Budweiser Select television ads, radio spots, print campaigns and several high-profile events.”
Jay-Z is CEO of Def Jam and Roc-A-Fella Records.