(CelebrityAccess News Service) — New Media Strategies, Inc, a business intelligence and marketing firm specializing in online brand promotion and protection, released the results of a recent online survey of hip-hop fans and consumers.
NMS found a majority of hip-hop fans and consumers, 60%, are more likely to see films or buy products, clothes, or video games if they feature their favorite hip-hop artist. Not too long ago, many artists refused product endorsement fearing fan backlash or being branded a "sell out," but now only a mere 6% replied that they would be "less likely" to see a film or buy a product due to an artist's endorsement. Just over a third (34%) stated an artist's endorsement "would not impact their decision" about a product or a film.
"In a time when the music industry is hurting, hip-hop artists, through clothing lines, shoe-endorsements and videogame tie-ins, are lighting up the cash register," said NMS CEO Pete Snyder. "As corporate America is finding out, working with HipHop artists can mean serious bling-bling for their bottom lines."
For example, Reebok's S.Carter Collection (by Jay-Z) became the company's fastest selling sneaker in company history. Clothes from Sean "P.Diddy" Combs's Sean Jean and Def Jam founder Russell Simmons' Phat Farm lines are hot sellers in both the urban and mainstream communities, and Simmons' DefJam Vendetta video game ranks as one of the year's best sellers.
When asked, "Which of the finalists will win Billboard's R&B/HipHop 'Artist of the Year' Award?" fans and consumers predicted 50 Cent by over a 3 to 1 (46%) margin over other artists. 50 Cent was followed by his mentor, Eminem (15%), Aaliyah (15%), and Nelly (3%). Twenty-one percent of fans answered that they couldn't predict the winner. "Given that 50 and Em placed #1 and #2 with fans and consumers, it is safe to say all is good in the House of Shady," said Snyder. — by Bob Grossweiner and Jane Cohen