THE YEAR IN BRANDSTAND

2005 was the year in which hip-hop moved even more squarely into the mainstream - Kanye West made the cover of Time in August, and Snoop Dogg played croquet in the pages of Vanity Fair…

In the Brandstand, it was the year that Missy Elliott’s Jell-o made the boys say hello, the year in which Mariah tottered back with a bottle of Bacardi, and the year in which the widest possible range of brands were showcased in the Billboard chart; from George Foreman Grills, to Froot Loops, to Listerine…

Hip-hop is rapidly becoming synonymous with youth culture – in a rapidly growing number of global markets. And hip-hop is now influencing the whole of luxury culture in ways that was unimaginable only a few years ago.

It was a lively year for the American Brandstand chart… Mercedes emerged as the top brand of the year, and 50 Cent outbranded the rest to become the top brand-dropping artist… Meanwhile, weapon brands surged…

• With 100 mentions, Mercedes takes back the top position that it enjoyed in 2003 before being eclipsed by Cadillac in 2004. It wins by a huge margin - 37% more mentions, than runner-up Nike at #2.

• 50 Cent dropped 19 brands this year, a big jump from the 5 he mentioned last year, and far ahead of runner-up artists Ludacris and The Game at #2 who both mentioned 13. Last year’s winner Kanye West drops to 5th place.

• In the post-bling environment of hip-hop 2005, the total brand count falls from 1215 to 1129, a drop of 6%. 35% of the 106 songs in the Billboard chart in 2005 contained brand references, compared to 40% in 2004.

• Runner up brands … 2nd Nike (63 mentions), 3rd Cadillac (62 mentions), 4th Bentley (51 mentions), and 5th Rolls Royce (46 mentions)

• Runner up artists… 2nd= Ludacris and The Game (13 brands)

• Fashion brands fell 9% from 230 to 211, automotive brands also dropped 5% from 448 to 425, while the fastest drop is in beverage brands sliding 36% from 227 to 145. The fastest growing category in 2005 was weaponry… The weapon count jumped 19% from 57 mentions in 2004 to 70 in 2005.

• The hottest new entry brand this year is pistol-brand Beretta mentioned by Dem Franchise Boys and The Game, which jumped into the Brandstand chart in 13th place. Surprisingly, some heavy-hitters from previous years dropped out of the Brandstand this year, including Gucci (5th in 2004), and Lexus (11th in 2004) neither of which were mentioned at all.

• Until this year, branded lyrics have been almost exclusively the domain of hip-hop lyrics. But in 2004, they spread over into R&B tracks, and this year moved into more pop-oriented tracks, such as Gwen Stefani’s Rich Girl and the various fashion brands in hip-hop-lite My Humps by The Black Eyed Peas.

• Overall the brands associated with lyrics this year have moved away from the ostentatious bling of 2004 towards brands with a more understated appeal.

• This year, rappers have been less guilty of plugging their own products; only Pharrell Williams in Drop It Like It’s Hot mentioned his own brand – Ice Cream Sneakers.

THE BRANDSTAND BRANDS IN DETAIL

1 – MERCEDES BENZ

2005 - 1st place (100 mentions)

2004 - 3rd place (63 mentions)

2003 - 1st place (112 mentions)

Mercedes Benz has been a mainstay brand in hip-hop since the NWA days of “Me and Lorenzo rolling in the Benz-o” but this year it has had exceptional success, both in the Brandstand chart, and in the real world…

Although the brand began the year with depressed sales, they bounced back with renewed interest led demand for B and M class models – and new ad executions which boost their fashion-forward credentials.

In the Brandstand chart it returns to the #1 spot which it had in 2003 (in 2004 it fell to 3rd place), despite increased competition in the luxury car category from brands like Rolls Royce and Bentley.

Rappers who have mentioned Mercedes this year include Kanye West, The Game and Ciara.

2 – NIKE

2005 – 2nd place (63 mentions)

2004 – 11th place (24 mentions)

2003 – 16th= place (26 mentions)

2005 has been a fairly solid year for Nike, now standing at 35% market share in the US and with confident expansion beyond its key men’s business.

In the Brandstand chart, it has climbed from 11th place last year and tripled its presence in the Billboard chart.

3 – CADILLAC

2005 – 3rd place (62 mentions)

2004 – 1st place (70 mentions)

2003 – 4th place (46 mentions)

Cadillac’s resurgence in 2003 and 2004 was spear-headed by the Escalade as the brand became a staple of hip-hop culture. Since then Cadillac has been very smart about connecting to its core hip-hop audience. In particular, inviting a range of hip-hop celebrities – and others – to offer their early input on the just-released 2007 model.

Cadillac remains a brand that really understands how pop culture relevance is a key part of marketing strategy in this marketplace.

There is a growing rumor that 2006 will see Snoop Dogg’s own line of $80,000 "Snoop DeVilles," featuring mink-covered seats, and other tricked out pimpifications.

4 – BENTLEY

2005 – 4th place (51 mentions)

2004 – 9th place (26 mentions)

2003 – 14th place (28 mentions)

Bentley has had a very busy year – being bought by VW, getting a new, more British brand personality, and being soaped up by Paris Hilton in that Carl’s Jr. commercial (an appearance which, the brand says, came, as a surprise.)

Its hip-hop appeal has grown as hip-hop has moved into a less ostentatious ‘old money’ mood – so we’re not surprised that it has been a strong year for the brand in the Brandstand chart.

5 – ROLLS ROYCE

2005 – 5th place (46 mentions)

2004 – 4th place (62 mentions)

2003 – 60th place (5 mentions)

The dedication that Rolls Royce has shown to bespoke customization is an important part of the brand (it now offers 45,000 different shades of paint finish).

Its ‘Pimp My Ride’ approach to customization has captured the hip-hop imagination, and the brand has been rewarded this year, in lyrics such as Pharrell’s custom Phantom with an “exterior like fish eggs / interior like suicide wrist red” in Drop It Like It’s Hot.

Like Bentley, and many brands that are currently riding high on a hip-hop wave, Rolls Royce is an old money brand which has been updated with a redesign that polishes its luxury credentials. It’s an good formula for hip-hop success.

Rolls Royce has been described as a “a car that caters to manners” and these days, hip-hop’s manners are impeccable.

6 – HENNESSY

2005 – 6th place (44 mentions)

2004 – 2nd place (69 mentions)

2003 – 8th place (35 mentions)

Hennessy has been a staple of hip-hop lyrics from Tupac to The Ying Yang Twins; and the brand shows no sign of losing relevance, despite the fast- moving pace of hip-hop culture.

The brand’s success in the US is spreading globally in other markets – Hennessy drinkers in Europe are increasingly younger and cooler than they used to be, and China and Eastern European markets are booming on a current of hip-hop appeal.

In the Brandstand chart this year Hennessy was represented by artists who include Three 6 Mafia and 50 Cent.

7 – CHEVROLET

2005 – 7th place (40 mentions)

2004 – 8th place (28 mentions)

2003 – 10th place (33 mentions)

Chevrolet in 2005 was all about the Impala. With the recent return of the muscle car trend, the Impala has triumphantly returned, to the streets, and to the lyrics of hip-hop songs.

The combination of the retro appeal of the Impala brand combined with an updated design has created a new appeal for the brand. According to industry sources, the Impala was the fourth-best-selling car in the country last year, and it looks set to continue to be as hot in 2006.

In the Brandstand chart, Chevrolet got shout-outs from Ludacris, The Game, and Lloyd Banks.

8= – LOUIS VUITTON

2005 – 8th= place (35 mentions)

2004 – 60th place (6 mentions)

2003 – 19th= place (22 mentions)

With a new flagship store in Paris and double digit sales growth this year, Louis Vuitton has proven more successful than ever, and consolidated its position as one of the most successful luxury brands in the world.

Reflecting its ability to connect to luxury culture is its swift move up the Brandstand chart this year, as it has emerged as a clearly dominant hip-hop brand.

The brand got lyrical endorsements in 2005 from Kanye West and Mariah Carey.

8= - CRISTAL

2005 – 8th= place (35 mentions)

2004 - 7th place (29 mentions)

2003 - 7th place (37 mentions)

For several years, Cristal has been the undisputed heavyweight champagne brand of hip-hop.

But this year, it has had more competition than ever before from both Dom Pérignon and Moët et Chandon reflecting a growing appetite and understanding of champagne brands in youth culture.

So far, Cristal remains strong…

However, early in December 2005, a supermarket chain in the UK announced that they are planning to sell the previously scarce brand, suggesting that the brand may lose some of its cachet in 2006…

Artists who were strong on Cristal in 2005 include some inventive mentions from The Game, Trina, Lloyd Banks and Lloyd Banks.

10 – AK-47

2005 – 10th place (33 mentions)

2004 – 14th place (23 mentions)

2003 – 54th= place (7 mentions)

The AK47 is the weapon of choice for guerrilla fighters worldwide, and has been the gun of choice in rap lyrics since at least as far back as NWA’s Straight Outta Compton.

Hip-hop has always flirted with images of violence, but the release of the 50 Cent movie and other real-life violent incidents in rap culture have brought the issue sharply back into focus this year.

Everyone from Trick Daddy to T.I. appears to have been packing AK47 heat in 2005.