Marketing campaign announced by Cornerstone Promotion and Smirnoff getting ready for launch tonight. It will involve well respected hip-hop figures including Krs-One, Q-Tip, Dj Premier, Cool & Dre and more. Three popular and classic songs (Common’s “The Light,” A Tribe Called Quest’s “Midnight,” and Boogie Down Productions’ “Criminal Minded”) will be revisited by the original artists and new producers. I’ll toast to the hope that the artists can strike a comfortable balance between promotion and artistic integrity. It’s tough enough to revisit classics. I commend Smirnoff for their goal of “fostering and promoting both established and emerging musical talent.” But I can’t help but feel a bit skeptical about how a particular flavor of Vodka can get translated into a particular collaboration. Will fans familiar with the body of work here be able to connect the beach and swimsuits imagery that Pineapple Juice evokes with the reality rap that Criminal Minded is known for? Whatever happens, I’m just glad to hear new stuff from these artists and I look forward to the videos and shows that are being planned as part of the series. And although I prefer Bourbon to Vodka, parent company Diageo also happens to own my favorite beer, Guiness. So big up to them. I guess. Visit SmirnoffSignatureMixSeries.com (good looks Roberto)
“The Southside,” made with Smirnoff Green Apple flavored vodka and cranberry juice, is the inspiration for Common and Just Blaze’s collaboration. “The Blueberry Abstract,” made with Smirnoff Blueberry flavored vodka and lemonade, is linked to the partnership between Q-Tip and Cool & Dre. “The Cypha,” an exciting blend of Smirnoff Raspberry flavored vodka and pineapple juice, represents the collaboration between KRS-One and DJ Premier.
