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Jabari Asim: In the Jay-Z/Cristal Flap, a Ray of Hope?

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Posted on Jul 7, 2006
Jay-Z boycotts Cristal
From jay-z.net

By Jabari Asim

Editor’s note: With the superstar rapper (right) boycotting the vaunted champagne company for publicly insulting him, might this be an opportunity to encourage the hip-hop and liquor industries to stop pushing alcohol on kids? 

Jay-Z is PO’d.

The man many consider to be the world’s most successful rapper has declared he has no more use for Cristal champagne, a brand he has enthusiastically invoked in best-selling songs. He is working to remove references to it from his vast repertoire and plans to stop selling it in the clubs he owns.

Jay-Z got his rhymes in a twist when the maker of Cristal appeared to diss the rapper and his fellow revelers in hip-hop high life. In an interview with the Economist magazine, Frederic Rouzaud, managing director of Champagne Louis Roederer, implied that the blingosphere’s appetite for the Cristal brand was less than desirable. He said with apparent resignation, “we can’t forbid people from buying it.’‘

No, but you can discourage them from doing so, and that’s exactly what Jay-Z aims to do. He has suggested that a consumer boycott is in order. 

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Boycott. Now that’s a word you don’t hear so often these days. Hard for me to encounter it without thinking of Rosa Parks and brave Alabamans walking and carpooling their way to justice. But I suppose it applies just as well to millionaires whose sensibilities have been offended. A bottle of Cristal, it should be noted, can go for $300 or more. That’s a lot of bus fare.

So that does it. No more bottles of this high-priced bubbly for me. The next time I’m at Plumm, the swank Manhattan nightspot, I’ll tell the waiter to fill my flute with Dom P. Rose, a variety Jay-Z is experimenting with these days.

Seriously, though, I’m not mad at Jay-Z for expressing his displeasure. Just as with women and others who have taken offense at his sexist, misogynist lyrics, he has a right to be peeved by what he sees as disrespectful treatment. But there are far bigger alcohol-related problems among the urban population that helps keep his tunes at the top of the charts, and he would probably be quick to agree.

For instance, while Cristal seems hesitant to embrace young black consumers, the makers of malt liquor are more than eager to establish a relationship. They are among the alcohol manufacturers who target African-American youth, according to a new study by the Center on Alcohol Marketing and Youth (CAMY), at Georgetown University. The analysis, an update of an earlier study, found that alcohol ads on radio and television and in magazines in 2003 and 2004 reached more African-American youths ages 12 to 20 than youths in general on a per capita basis.

The study says that the ads appeared on all of the 15 television programs most popular among African-American youths. That group was also targeted for 30% more magazine alcohol advertising than were youths in general during the period covered by the study. Alcohol is the drug most commonly used by both African-American youths and adults, a fact that cannot be blamed entirely on predatory advertisers. We also have to acknowledge the influence of the music that made Jay-Z famous. In a study of 1,000 popular songs from 1996 and 1997, for example, 47% of rap tunes mentioned alcohol, far more than songs from any other genre. Add those influences to the myriad billboards dotting urban communities and the adults staggering beneath them and you wind up with a significant problem. The CAMY study notes that the age-adjusted death rate from alcohol-induced causes for blacks is 10% higher than that for the general population.

Derryck Moore is a program manager for Turning Point, a Minneapolis agency that provides outreach services to adults struggling with alcohol abuse and other dependencies. Speaking for himself and not the agency, Moore suggested that the best way for concerned adults to combat these factors is to begin by speaking frankly to the young people in their lives.

“It all begins in the home,’’ he said, “just being able to speak to them about the things they see and read, and informing them about the outcomes. Educating ourselves and communicating with one another should be a big part of a collaborative effort—parents, schools, churches and community centers.’‘

And rappers? “They play a big part in this,’’ Moore said. “They should take responsibility too. Their ability to influence affects so many lives.’‘

Can you imagine Jay-Z speaking out on alcohol abuse? One marketing strategist has called him “the E.F. Hutton of hip-hop.’’ What we need is an E.F. Hutton of sobriety. Sure, it sounds like a crazy dream. I bet a naysayer or two said the same thing to Rosa Parks.
   
Jabari Asim’s e-mail address is asimj(at symbol)washpost.com.


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By Urizen, July 13, 2006 at 10:43 pm #
(Unregistered commenter)

Is that really a comment by jay-z? I mean the real jay-z?

Its really sad if it is - all the mispelled wurds!

What is rap anyway, once you strip away all the moon-june-spoon misogeny? Its not poetry. Its not art or music.

It is a corporate commodity no different than the Partridge Family, The Bay City Rollers etc

The one percent of it that’s made by people serious about art - we never get to hear because the thug pablum of jay-z and snarly dogg drown it out.

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By dierdre, July 10, 2006 at 8:40 pm #
(Unregistered commenter)

What is a “Jigga”?  If I say that in public, will I be OK?  The “dude that made a million blah blah” has absolutely nothing to do with the fact that his early, sudden, and apparently sodden, success, and the other “musicians” of a similar ilk,  don’t know how to behave properly in public.  Of course it would take a Frenchman to place quality in consumption, over the kind of grossly excessive, common, and abusive use of a drink invented to be used in a totally dissimilar fashion.  He made a business decision which only enhances his product:  he doesn’t need the money from “Jiggas?” swilling from the bottle and spraying it and buying it in huge quantities because they CAN.  I don’t see a lot of sharing of their booty (using the word to mean “goods”) with the common Jiggas, who could surely use a drink.  I’m from New Orleans.  Send your Cristal THERE.  And really, people: we’ll all be dead from Global Warming in something like 5 years, so save your Cristal, and go out and do something important: SAVE THE PLANET, because your jigga-limo-gold chain-lifestyle won’t mean dick when we’re all on fire and there’s no food. I guess you can stay on the pipe and ignore it, but it’s real, and your fat bank balance won’t be able to buy you ANYWHERE to run, unless you be on de Love Boat with Rummy and Cheney.  Good Luck with that!

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By Jay2thaR, July 8, 2006 at 11:30 pm #
(Unregistered commenter)

That’s right Jay…Boycott the hell out of that Cristal. I hope sales go down so far, they dont find them for at least 2-3 years!

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By deb bate, July 8, 2006 at 5:36 pm #
(Unregistered commenter)

Now, this is the kind of life-absurdity-affirming news I happen to need while taking a break from being steeped in Truth-Out articles on the bombing of Iran, which I am reading to put my own-living-on-Permanent-Disability (under $8k a year) into perspective. 

When I was working during college (before any of these Rappers or Paris’s or Lindsey’s even registered on any screen at all, assuming they were roaming the astral somewhere waiting to party), I was a “floor sales” person at a fancy uptown liquor store.  The boss, who favored Schlitz after hours, had a tiny, tennis-playing French wife who schooled us all in saying: (Ecouter y repete!) “May I suggest ze LOUIS ROEDERER?”  Of course, I did a stand-out impersonation of this silly, insufferable bitch, which always slayed the stoners.

How ignorant of me not to realize zat ze Louis Roederer people make ze Cristal, which everyone swigs out of the bottle, sprays one another with, then licks it off (if we’re talking Paris and her similar slut-bunny-ilk).  Who knew?  I always thought ze Louis Roederer was pricey enough.

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By Leroy Lerono, July 8, 2006 at 4:07 pm #
(Unregistered commenter)

It’s pretty moronic to claim that Hip hop artist don’t push their product to the to the kids (or the Masses).  Why do you think they have publicists, marketing teams or the media machine to promote their albums, lifestyles, movies, etc?  They create the demand and the 10 to 30 year olds follow.

This is all comes down to business or marketing 101 and not about race.  In the business world we call it: PRODUCT POSITIONING.  Cristal position their brand as a drink for the classy elite. Does hip hop deseve to be categorized as classy elite?  I think not. 

Hip Hop glorifies a life filled with meaningless sex, violence and drugs.  All of sudden, Jay-Z is surprised companies like Cristal want to disassociate themselves from this lifestyle? For almost the past 10 years, Jay-Z and the hip hop world has been stuffing down our throats their material and violent images. I don’t think pulling the cheesy racist card will work this time around.

Should Cristal be critized for not wanting to be associated with a group who promotes violence or Misogyny? I don’t blame them at all.  And the same goes for White trash, country music drunks as well.

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By Jay-Z, July 8, 2006 at 1:46 pm #
(Unregistered commenter)

Hip hop artist’s dont push anything on to kids, the white ceo’s, and clown artists (clown artists being anything BET or MTV) do.  Kids are told not to listen to hip hop music, so naturally they want to.  Hip hop bring millions to high price liquor, this is a huge mistake by Cristal.  This would not be a issue if Jayz were courty music.  I here country music talking about drink all the F-ing time, and most american parents would not object to their kids listing to Hank Williams Jr.

PS Frankster;
Hip Hop is much much deeper than 15 minutes!!  Just remember this Hip hop music is country music performed by inner city african americans!

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By Leroy Leroni, July 8, 2006 at 5:56 am #
(Unregistered commenter)

As we all know, the hip hop lifestyle is represented through images relating to Money, Cars, Thugs, slutty women, etc.  Why should a premium product, like Cristal champagne, want to be a associated with such a lifestyle?  It’s pretty hypocritical to see Jay-Z and the hip hop community to be shocked from such remarks, especially when they work so hard to reinforce such a negative image.  Moreover, The CEO’s comment should not even be considered racist because most people who   buy hip hop albums (white middle America) can’t afford a bottle of Cristal anyways.  The same can be said for African-Americans, who are economically disadvantaged (on avergage)to white Americans.  Plus, apart from most celebrities, most people who go to hip-hop clubs can’t afford a bottle of Cristal, unless their a Drug Dealer or someone with a means of illegitimate income.  Cristal is marketed to be drinked in a socialite atmosphere.  And I don’t think the hip-hop lifestyle was included wtihin that campaign.

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By sns, July 7, 2006 at 11:12 pm #
(Unregistered commenter)

yeah right, the mere suggestion of Jigga speaking out about abuse goes against everything he stands for—the dude that made a million before he ever had a single out; how do you think he pulled that one off?

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By Frankster, July 7, 2006 at 10:23 pm #
(Unregistered commenter)

Isn’t it about time for Hip Hop’s 15 minutes to be up, anyway?  Let’s move on, America.  Please.

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