Jay Z and other Rappers Hate The Greenback
by malik on Nov.19, 2007, under whatever
Pay attention as you watch the catchy new music video from the mega-star rapster Jay-Z, “Blue Magic”, and see if you can’t spot the product placement. It is not a fancy car that he is endorsing – although both his rides, a Rolls- Royce and soft-top Bentley, are plenty spiffy – but rather a currency – and it is not the dollar.
Like so many in the hip-hop genre, the song is a celebration of ostentatious wealth. But capturing the attention of commentators in this clip, shot in the glimmering, neon-lit canyons of New York City, are the repeated glimpses of flickering wads of €500 notes. Jay-Z has thus performed a currency defection: the dollar is not just down, it is out. The euro is the new bling.
First you have supermodels dissin’ the dollar and now the hip hop community has jumped on board. Next on Hova’s to-do list: Put down that Budweiser and pick up a Labatt Blue.
