Hennessy in Lyrics: 20% of Rap Music Referrs to Alcohol

“Pass the Courvoisier“, Conjure Cognac and “sippin Henny”.

When is a song (or rap), not a song?  And if it mentions a brand by name, should it be classed as advertising?  This is the question that’s been raised by the University of Pittsburgh School of Medicine in its just released journal, Addiction.

793 songs have been studied from the US Billboard top 100 during the years 2005 – 2007, and 21.3 per cent of them mentioned alcohol.  Of these, 24.3 mentioned the alcohol by brand.  It appears that the top brands mentioned are Hennessy Cognac, Patrón Téquila, Grey Goose Vodka and Cristal Champagne.

Pass The Courvoisier - Cognac Rap

Because the legal drinking age in the US is 21, it’s illegal to direct advertising at anyone below this age.  And the majority of those who listen to rap music are teenagers.  So this brings about the ethical question of ‘is rapping advertising?’

Songs such as ‘Pass the Courvoisier’ by Busta Rhymes and P Diddy in 2002, saw sales of Courvoisier leap 18.9 per cent in the following year.  It also saw the parent company of Courvoisier, Allied Domecq, forge a deal with Rhymes and Diddy’s management company.

Landy Cognac soon followed suit with Snoop Dogg becoming the face of their eaux-de-vie in 2008 and featuring the drink in the song ‘Luv Drunk.’

Dr. Brian Primack, who has led the study, said that “Brand appearances are important to assess because they may function as advertising, whether or not they are paid for or sanctioned by the alcohol industry.”  He also says that it’s not yet known if this kind of advertising is more effective than regular advertising, but it’s something that needs to be assessed.

Of course, the association of music and alcohol is not limited to just rap artists.  Country star Willie Nelson and crooner Mariah Carey have also lent their names to various alcoholic beverages.

Sources: www.thestar.com