We all know that musicians love to brand name drop in their lyrics, sometimes they are being paid to do it, sometimes they think they’ll get some free product and sometimes the names just rhyme. Jay Z managed to really wind up his paymasters at Audemar Piguet when he started lyrically slagging them off and then pitching his services to Hublot, funnily enough he’s now officially in the Hublot camp with the new Shawn Carter watch.
Anyway it turns out that four alcohol brands accounted for more than half the alcohol name checks between 2009 and 2011. Some serious sounding people at Boston University School of Public Health and the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health sat down and listened to 720 tracks and by the end of this mammoth mixtape they were gasping for Patron tequila, Hennessy cognac, Grey Goose vodka, and Jack Daniel’s whiskey which made up over 50% of the alcohol name drops.
Anyway there is a serious side to this. Youths are estimated to listen to 2.5 hours of music a day so in effect they are listening to a very long ad break for alcohol. You can read about the study’s details here. It does make you wonder whether we may get to a time when music lyrics come under the scrutiny of the advertising authorities bearing in mind the universal access to music available to kids.
Of course brand name dropping never gets better than the Fast Food Rockers classic which has been an extremely effective weapon in the war against healthy eating.