Public Relations are the mouthpiece of corporations without a doubt, and during today’s day and age, much like everybody else, sometimes they can put their own foot in their mouths. While driving, I was listening to rapper Jay-Z, in his song Ön To The Next One” he caught my attention with one line through the full song.
“I use to drink Crystal but Motherf**ers racist”
That line alone led to a days worth of Google and realizing the perfect example of how Public Relations could put their foot completely in their mouths.
For a miniature history lesson, Crystal was the leading front runner item within the Hip-Hop-era along with the culture of your fancy Champaign-high-class-drinkers, in other words Crystal had the best of both worlds and selling for $300 a bottle. This craze developed making the brand of Crystal synonymous with the word of Champaign.
During the Google sprint, I came across the statement that apparently ticked Jay-Z off, where President and CEO, Frédéric Rouzaud, the article posted.
“When asked about Cristal’s association with hip-hop, Rouzaud responded that he viewed it with “curiosity and serenity.” He went on to say, “What can we do? We can’t forbid people from buying it. I’m sure Dom Pérignon or Krug would be delighted to have their business.”
In laymen’s terms he’s saying we can’t forbid people in the hip-hop culture from buying the product or showing off the product in the way their glamorizing the Champaign, but he would love for hip-hop artist to choose another product over his own so the name of Cristal could have a cleaner image.
In almost immediate backlash, Jay-Z responded by saying “I would never ‘drink Cristal or promote it in any way or serve it at any of my clubs’ for what he felt was off hand, patronizing disrespect for the culture of hip hop.
As you could imagine anyone who embraces a product for several years, supplies the product throughout their clubs and flashes the product through their million-dollar video shoot, only to find out the president of the product wants everyone but your culture buy the product, would be pretty upset to say the least.
So in response the Jay-Z along with a horde of other rappers has done the only logical thing to do, waging war against crystal, urging many of their fans along with friends alike to buy their secondary choice of product, being champaign Armand de Brignac, also known as the “Ace Of Spade”, which has received a number of “shout out’s” ever since. Even entering the rhymes of Jay-Z as on the same song, in fact, the next line he stated’.
“So I switched Gold Bottles on To That spade”
Currently, while mid-war continues, Armand de Brignac’s currently the #1 selling champaign in the world, while I’m not sure where crystal ranks, but the status is not close to where it was when the hip-hop community was supportive.
During this interview below, Jay-Z speaks on the issue during the final seconds of the video, still an entertaining interview to say the least.
After hearing this, I could only draw two questions along with two conclusions which is, was Crystal wrong, and are rappers or any musicians better at PR then…. (wait for it) ACTUAL PROFESSIONALS (dramatic music). My answer, yes to both. How do you feel?