* This text is written by Jonas Eriksson and was first published at JonasWrites.com
Listening to Kanye West and Jay Z’s latest albums, Yeezus and Magna Carta Holy Grail is making me think of lyrics in rap music. Arguably, Jay-Z and Kanye West are two of the biggest names in not only the genre, but in music today, so although their output might not be reflective of every rap artist out there (I know there ARE better lyricists), they bear a huge influence.
And when you listen to the lyrics to their latest albums you really understand how much influence top brands have in their lives/music and how much the brands must say thanks for being dropped in popular songs without having to pay for it.
If we begin with Magna Carta Holy Grail and the song Holy Grail, Jay Z starts out rapping about how money can fuck up your life:
Caught up in all these lights and cameras
But look what that shit did to Hammer
Goddammit it I like it
Bright lights is enticing
But look what it did to Tyson
All that money in one night
Thirty mill for one fight
But soon as all the money blows
All the pigeons take flight
Money, luxuries and fame are really what most famous rappers seem to have on their minds. Maybe it’s their way of dealing with it. In the next song, Picasso Baby, Jay Z is talking about the same theme, but you notice he has a thing for the arts (everything art-related in bold):
I just want a Picasso
In my casa, no, my castle
I’m a hassa, no, I’m a asshole
I’m never satisfied, can’t knock my hustle
I wanna Rothko, no, I wanna brothel
No, I want a wife that fuck me like a prostitute
Let’s make love on a million
In a dirty hotel with the fan on the ceiling
All for the love of drug dealing
Marble Floors, gold Ceilings
Oh, what a feeling, fuck it, I want a billion
Jeff Koons balloons, I just wanna blow up
Condos in my condos, I wanna row of
Christie‘s with my missy, live at the MoMA
Bacons and turkey bacons, smell the aroma
Okay, have to quote the next verse too:
It ain’t hard to tell, I’m the new Jean Michel
Surrounded by Warhols, my whole team ball
Twin Bugattis outside the Art Basel
I just wanna live life colossal
Leonardo Da Vinci flows
Riccardo Tisci Givenchy clothes
See me throning at the Met
Vogueing on these niggas, champagne on my breath, yes
House like the Louvre or the Tate Modern
Because I be going ape at the auction
Oh what a feeling, aw, fuck it, I want a trillion
Sleeping every night next to Mona Lisa
The modern day version with better features
Yellow Basquiat in my kitchen corner
Go ahead lean on that shit Blue, you own it
The next song on Magna Carta Holy Grail is called Tom Ford after the famous fashion designer brand. The chorus is Jay Z repeating the name Tom Ford over and over and that will surely create a deep interest in that brand. Jay Z is alluding to that he’s all grown-up and dressing better, but I’m sure Tom Ford can’t be happier about his brand’s inclusion in the song.
Then there is all this talk both from Kanye West and Jay Z about Paris. They seem absolutely obsessed with the French capital and its culture. It’s always been kind of hip for Americans to go to Paris, but they take it to another level and for their duo album they even have a song called “Niggas in Paris.”
I guess Paris represents luxury, snobbery, fine dining, super brands and outrageously expensive wines.
Here is a line from Tom Ford:
Paris where we been, pard’ my Parisian
It’s Hov time in no time, it’s fuck all y’all season
Piss Bordeaux and Burgundies, flush out a Riesling
I think what they want to shout on the rooftops is that “you have this perception of black people and rap music, but we rich and classy!”
Okay, this post is getting long. To make it shorter, I will just list all the mentions of brands and products in Magna Carta Holy Grail from here onwards (I have probably missed some):
Lamborghini Countach, Mercedes, Basquiat (several times), Hermes, Black Maybach (EXPENSIVE car brand), Yellow Lambo (Lamborghini), Sonos (Wifi music system), White Lexus, Jordan Packs (Nike Air Jordan’s), new Bugatti, Diablo (Lamborghini), Maybach partition, D’USSE (fine cognac), Mercedes, Ray Bans, Bally shoes, Gucci sneakers, Adidas, Fila, D’USSE, Hermes towel, Maybach, Suzuki Jeeps, Cherokees, Cherry M3 (BMW), Silver Toyotas, Teflon Q45 Infinite, MCM Seats, Versace plates, Basquiat, Mercedes, Hublot
Ouch. That’s a lot of BRANDS! Let’s see what Kanye West is talking about on Yeezus (he’s very angry on that album by the way, but it’s very good).
Benz (Mercedes) (5 times at least), Black Timbs (Timbaland shoes), Porsche, Bentley, Alexander Wang, Ranger Rover, Corolla (Toyota), Blackberry, Louboutin (shoes), Maybach.
So Kanye West’s Yeezus is not near the brand-dropping magnitude of Magna Carta Holy Grail. Still, it seems like I need to get myself a Maybach, some Basquiat paintings, shop more at Alexander Wang, drink more D’USSE, buy a Hublot watch, and make more millions.
I like both Magna Carta Holy Grail and Yeezus, but the best songs are when both Jay-Z and Kanye West rap about relationships, fear, hatred, love and feeling lost. Things everyone can relate to.
My favourite songs on the albums are:
MAGNA CARTA HOLY GRAIL: Holy Grail, Oceans, Somewhere in America and Blue (when Jay-Z raps about his relationship with his daughter and his fear that his marriage with Beyonce will break).
YEEZUS: Hold my liquor, Blood on the Leaves where I assume Kanye West is talking about old relationships. There’s so much dark and vulnerable emotion in this album. Just look at this verse from Hold My Liquor:
Bitch I’m back out my coma
Waking up on your sofa
When I park my Range Rover
Slightly scratch your Corolla
Okay, I smashed your Corolla
I’m hanging on a hangover
Five years we been over
Ask me why I came over
One more hit and I can own ya
One more fuck and I can own ya
One cold night in October
Pussy had me floating
Feel like Deepak Chopra
Pussy had me dead
Might call 2Pac over
Yeezy’s all on your sofa
These them Red Octobers
Still ain’t learn me no manners
You love me when I ain’t sober
You love me when I’m hungover
Even when I blow doja
Then her auntie came over
Skinny bitch with no shoulders
Tellin’ you that I’m bogus
Bitch you don’t even know us
“Baby girl, he’s a loner
Baby girl, he’s a loner
Late night organ donor
After that he disown ya
After that he’s just hopeless
Soul mates become soulless
When it’s over it’s over”
And bitch, I’m back out my coma
I think for someone to be really, really “trill” (true and real) you need to go where it hurts, not cover everything up in brands, brands, brands. Both Jay-Z and Kanye West does it in a few songs, but not to the extent I’d personally like them to.
Jonas Eriksson a creative director for a large online gaming group and a writer. He’s the author of several books: Everyday Psychopaths, Hollywood Ass. and The Wake-Up Call. He lives in Malta with his family.
Check Jonas’ website JonasWrites.com for some very interesting texts.