Inside the Brand Collabs of Hip-Hop Artists and Food and Beverage Marketing  

“His palms are sweaty, knees weak, arms are heavy / There’s vomit on his sweater already, mom’s spaghetti.” 

You’ve heard the Eminem lyrics. But have you had dinner at Mom’s Spaghetti? The Detroit rapper opened his restaurant in 2021 and it has become one of the top 20 restaurants in the USA in just 3 years.  If not, what about Travis Scott’s McDonald’s meal with extra bacon and lettuce? Or, are you into DJ Khaled’s Gatorade while golfing? 

The actual food isn’t what we’re here to talk about – it’s the food and beverage marketing. We’re a marketing publication, so that tracks. For years, the food and beverage (F&B) industry has been partnering with celeb hip-hop artists to advertise their products and skyrocket revenue.  

It might seem simple to us normal people – brand collaborates with an artist, and the message reaches fans. It gives the impression of mere influencer advertising. But there is more to it. Let us reveal the secret sauce of F&B brand marketing strategies and the involvement of hip-hop artists.  

Hip-hop, legacy, and influence give birth to a great food and beverage marketing strategy  

Music is everywhere, whether you are in a gym, subway, restaurant, a Starbucks Cafe, or in your room. It’s omnipresent. So are  

Hip-hop listeners – they’re incredibly diverse in age, gender, race, and location. Followers are hyper-local and incredibly dedicated. From the West Coast to New York, Spotify says the US is one of the top markets in hip-hop consumption. 

Music is everywhere. Artists are influencing their followers in the digital world. Over 70% of hip-hop fans follow their favorite artists on social media platforms for updates. The reach is maximum, the influence is soaring, and the words create magic. Why not employ these trends in marketing strategies to keep your game up?  

Food and beverage branding finds the culture 

Let’s talk culture. The culture. The global phenomenon of hip-hop embraces understanding surroundings, experiencing and seeing the actions and consequences, confronting society, and commenting on life. The rise from obscure nothing to in-depth imagination — that is the culture of hip-hop. 

So, when artists like Travis Scott collaborate with giants like McDonald’s, it’s about culture. In 2020, Travis Scott’s favorite McDonald’s meal — a Quarter Pounder with cheese, bacon, and extra lettuce, with a medium order of fries and BBQ sauce to dip — became available all across the USA for just $6. Budget-friendly, peculiar customization, and Travis’s favorite.  

In a Jimmy Kimmel episode, the Astroworld singer shared a childhood story. He explained that the Quarter Pounder was always his go-to no matter what he was doing, especially at night. When asked why he chose bacon on the side, he said the first thing he ever received from his dad was bacon. How sweet (well… savory) is that? 

McDonald’s sales skyrocketed. Quarter Pounder sales doubled in the first week and grew 10% in four weeks, raking $50 million in incremental revenue. And Travis Scott? He pocketed a cool $20 million from the deal. 

Why Travis?  

Four number-one hits on the U.S. Billboard Hot 100 chart and ten Grammy nominations. Beyond music, 2020 was a wild year, especially with socio-political news and Black Lives Matter trending – and people were looking for supportive black faces. 

But wait, there’s more! Other rappers and singers have collaborated with McDonald’s, Wendy’s, Popeyes, Taco Bell, Knorr, and others. 

Recently, Knorr teamed up with two big names in hip-hop: Cardi B and Ludacris. Last year, the Bodak Yellow rapper shared her love for the brand and launched a menu of affordable recipes like Bouillon, rice, and pasta sides using Knorr food combos. This year, rapper Ludacris dropped a remix of the famous song “The Choice is Yours” for Knorr sauce. The goal here is to promote a healthy lifestyle and food choices.  

The big takeaway? Brands are tapping into the love for hip-hop artists, their solid cultural connections, relatable backgrounds, and life struggles. It’s almost a recipe for success. 

Cut to the chase  

The F&B industry is creating waves by collaborating with hip-Hop artists. Brands leverage the artists’ strong cultural connections and digital influence to craft successful, engaging campaigns that resonate with diverse audiences.