Does rap placement work?

07/25/2005 |

Whether it's Courvoisier getting a lift from the hit Busta Rhymes song "Pass the Courvoisier," or apparel brands like Tommy Hilfiger, Burberry and Gucci getting shout-outs, hip-hop is a proven vehicle for getting brands to resonate with young, free-spending music fans. However, because hip-hop trends tend to be fleeting and because of the controversy rap music can engender, hip-hop product placement -- especially the paid variety -- can be a double-edged sword.

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