Brands and Product Mentions in Rap Music: An Analysis of Branded Entertainment in Rap Music Lyrics From 2006-2020

Tricia M. Farwell

Middle Tennessee State University

Ben Stickle

Middle Tennessee State University

Denise Shackelford

Middle Tennessee State University

Abstract

With the way consumers access and engage with music changing due to the internet, record labels have looked at product placements as a crucial way to build declining revenue from music plays. The present study examines rap music’s lyrical mention of brands in most popular songs on the U.S. Billboard charts from 2006 to 2020. Overall, it is clear that the appeal for brands to partner with the music industry, and for artists to include brand mentions in songs, is still prevalent. Yet, these partnerships must be strategically pursued to lead to benefits to both the artist and the brand.

Keywords: brand mentions, product placement, content analysis, music, rap, branded entertainment

Farwell, Tricia M., Ben Stickle, and Denise Shackelford. “Brands and Product Mentions in Rap Music: An Analysis of Branded Entertainment in Rap Music Lyrics From 2006-2020." Journal of the Music and Entertainment Industry Educators Association 23, no. 1 (2023): 81-113. https://doi.org/10.25101/23.3.

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