From The Province: In the video to Pitbull's latest chart-topper, "Give Me Everything," he pours a glass of Voli vodka, careful to display the label; in the lyrics and video for his single "Rain Over Me," he hails the vodka as the new "it" drink.
Brand associations have long been a symbol of status for performers. But Pitbull, like his contemporaries Sean "Diddy" Combs, Ludacris, Snoop Dogg and many others, have taken it to the next level. Instead of just making references to the products they enjoy, they're rapping about products they're selling.
Pitbull has transformed his latest videos into not-so-subliminal ads for Voli, in which he owns a stake. He is the latest in a string of business-savvy rappers taking the phrase "popping bottles" to the bank by aligning themselves as spokesmen for liquors, often creating their own branded vanity lines.
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