Krs-One has been shining on deals with Nike and Smirnoff recently. Here’s some quick background on why he doesn’t consider it selling out. By the way, Criminal Minded ‘08 is an exceptional track. I feel like it’s not getting talked about enough. Link
DigitalJournal.com: So how do you think the hip-hop business model is changing?
KRS-ONE: Today, artists like myself or Chuck D or Talib Kweli hold a degree of credibility that’s attracting companies like Red Bull, Cadillac, or Nike. Executives at these companies are our fans. And they are really sick of the state of music. So what they’ve done is spend $250,000 of their own money, in the case of Nike, to create a song with Kanye West, Nas, Rakim, and KRS ONE. We don’t rap about the shoes because they don’t want us talking about that. They just want us to create a song they can play on their website. Authenticity is the new business model and these companies need a product that’s not destroyed by an artist’s shady image.
DigitalJournal.com: But won’t some old-school hip-hop fans say you’re selling out?
KRS-ONE: When you get KRS ONE, I’m not changing my message for nobody. If you do business with KRS, you’re getting anti-war statements, you’re getting stuff about the Temple of Hip Hop. A sellout is someone who buys you and changes your message, but we’re not doing that.
he makes a good point
yeah he does cept the point about The Execs being tired of the current state of music…. they’re in it to make money….so hmmmm how about we pay folks like krs-one talib and em cause they are the heroes of a large market of hip hop heads from 25-40 that are coming into careers and stability. and actually can afford brands like Cadillac and GMC…. The title should have been “get It how you live”
Not like this is anything new for Kris, the man who remade “The Revolution Will not Be Televised” into a Nike ad back in the day.. if he can get away with that, this should be no problem.
Kris, whatever you gotta tell yourself to sleep at night, man…
The question of real interest to me is whether or not Smirnoff believes this kind of marketing will have an impact on their bottom line? I guess that question is slightly rhetorical since they obviously paid for it to happen. But can they really measure or quantify the results? Cornerstone must have some numbers or something to show to these executives when they broker these deals, right? Then again, maybe this is just an expenditure strengthen or alter their brand perception instead of a sales driver? In any case, if people listen to and discuss this song 5 years from now, will Smirnoff be in the conversation at all? The track itself has nothing to do with Vodka. KRS even slightly negates the idea of his silent endorsement of the product by pointing out in the very beginining that him and Premo are getting paid, kind of hinting to the idea that they’re just in it for the money and studio time. But yeah, as a fan, I say keep’em coming. Similar to that Belvedere deal with the Rza and Vincent Gallo. Have fun with it while you can and give the heads what they want.
“Criminal Minded 08″ is kinda…bleh…
Primo needs to update his drum-kit.
They Aint See-out…Hip Hop Game Is Changing Nodody Want To Hear That Disney ABC-123 Rap, Only People That Buy That Mainstream Shit Is 12-19 Year-olds…21 or Over U Can Drink So Their Tageting Older Heads Jus Like Dude Said Caddy’s n Shit Older Heads Relate To Knowledge Not Booty Shakin 1 Week Wonder Music………1, Philly 2one5th
[...] KRS-One on why he’s not a sell-out (watch out for that upcoming joint with Joe Flizz) [...]
My concern is WHICH company fronts the bread. It’s a drop in the ocean for Nike to throw sum cash a rapper’s way, but would they still be so generous if a track was made about exploiting child labour? Someone of KRS’ fame could do a lot of good for ethical brands that cannot keep their heads above water due to companies like Nike and Adidas.
It hurts me to know the realities of these brands, we all endorsed them when we were kids and knew no different. They are a brand attached to Hip Hop as much as Technics or Linolium.
What happened to Criminal Minded..you’ve been blinded, looking for a style like mine?..You can’t find it.
Originality is not your brand of sneaker in Footlocker. Thanks for the rant.
Where a person is, is relative to who is leading him. The greatest trick is the one wherein you get to hold the bag. So when the object floats across the room and you open the bag and the missing item pops out, you are first-hand witness. You know and trust your own consciousness. You know you are sane perhaps even exceptional in your own way of knowledge. The trick works because you wont ever find yourself tricked. What does this have to do with KRS-ONE, Talib Kweli ….etc. Smirnoff is what they have always been and they will always be an alcohol company. Simple, kids grow up, we grew up and we still listen to and look out for KRIS and ‘em. When they sold Adidas (by wearing them) we wore them if they are selling Alcohol some of us are gonna follow also. It aint hard to tell it’s just subtle. KRS-ONE is holding the bag and his own legend, his own reputation, his own legacy convinces him that he couldnt be selling out all while he is selling out. Because when he looks in that bag the same trick is in it that created Supa Fly, perms, 40 ozs, Snoop Dogg, Crystal, Booty Shake music, BET at midnite. And what might that be? MONEY same bag same trick same magicians different mark.
Yea it makes sense. The song classic by all of those guys is ill
Big Up Trailer Trash, My Sentiments Exactly, I mean shit is money that fucking important that you would put your catalog as an outspoken artist at risk?
I mean it to me makes me question everything Kris is saying, yo its alcohol, how are you conscious when you are promoting a product that lowers consciousness? Does Kris Drink? Is this what Kris is saying?
A story comes to mind.
A young woman brought a child to gandhi. “Gandhi, tell my son to stop eating sugar”.
Gandhi pondered this for a moment and replied. “Bring your son back in 2 weeks”.
Very well she said, she picked her son up and headed back into the heat of the dessert.
2 weeks had passed and she returned with her son again, “Gandhi please tell my son to stop eating sugar”. Gandhi looked directly at the boy and said “Stop eating sugar”.
She looked at him aghast, Couldn’t you just have done that 2 weeks ago and save me a trip across the dessert?
Gandhi replied, “2 weeks ago I was still eating sugar”.
We must Embody what we teach our we are hypocrites. The do as I say not as I do model is what is causing confusion.
Blastmaster Krs don’t fool yourself. Im dissapointed, I still love your music and have learned much from the Teacher, but if you take money from someone you are endorsing them. Its that simple, if they are not in alignment with your stated goals and ideals then you might want to pass on that check and just go on tour and connect with your fans, I mean damn.
[...] • KRS still talks in 3rd person: KRS One talks about the new business model and how doing deals with Nike and Smirnoff isn’t necessarily selling out. Of course, he says all of this while referring to himself in third person. Someone needs to help this dude. GRANDGOOD [...]
KRS sold out a long time ago. This is not the first time. The old Nike commercial that features Gil Scott Harring’s “The Revolution Will Not Be Televised, the voice-over on that commerical is done by guess who? KRS one. He sold out a long time ago. Real recognizes real.
[...] to this excerpt from Grand Good,KRS’s standard for selling out is whether hechanges himself for the corporation: KRS-ONE: [...]
I was just thinking about that Nike commercial. It was years ago and I still think that KRS ONE is a sellout! I’m glad I’m not the only one. How on earth could he think that remaking a poem that characterized the Black Power Movement for a silly Nike commercial isn’t selling out?
” A sellout is someone who buys you and changes your message, but we’re not doing that.”
What a bunch of baloney. He can’t even get the conditions right…how is someone a sellout who buys? You either sell or buy! He lost all cred to me back in the 90’s with that Revolution Will Not Be Televised stunt. I think I saw it twice on TV and was truly bothered by it. And it was all about money, and it never brought any authenticity to the product (so KRS One you were NOT successful at that).
This is real sad news, Krs One made a NIKE spot?!wtf, major disappointment..and this? this is some sellout shit right here, no ways around it, you can only sell your integrity once, didnt kris know that?
[...] KRS (who’s worked with Nike in the past to create commercials) and Rakim (who teamed with KRS, Nas, Kanye and Prim for this ad) maintain their authenticity. Neither has to water down their content in order to be palatable for [...]
I can undersatnd a coon like Nelly,TI or Young Jeezy doing that stuff,but a legend like KRS One,who rap against coomercialism and take part in it,this dude is a coon.