P. Diddy signed a deal to promote Ciroc Vodka in 2007. (Seth Wenig/AP)Researchers at the University of Pittsburgh School of Medicine found that for every hour of hip-hop music that fans listen to, there are about three references to alcohol brands.
The study, published online in the journal Addiction, analyzed nearly 800 of the songs on the Billboard top 100 lists from 2005 to 2007. More than 21 per cent of the songs mentioned alcohol and a quarter of those mentioned a specific brand.
"Frequent exposure of young people to brand-name references in popular music may constitute a form of advertising and could encourage substance use among adolescents," said study author Brian Primack.
The research found that the brands mentioned in rap music are named as favourites by underage drinkers, especially women.
The authors said companies that sell alcohol don't typically seek out rappers to mention their product. However, distillers and rappers have entered into deals after the song has been released.
This was the case with Busta Rhymes and P. Diddy's hit "Pass the Courvoisier," released in 2002. Cognac sales jumped nearly 19 per cent the year after it came out and France's Allied Domecq entered into a promotional deal with the rappers.
Some rappers have their own alcohol brands and are promoting them in their songs, including Lil' Jon (Little Jonathan Wineries), Ludacris (Conjure Vodka), Jay-Z (Armadale Vodka), Snoop Dogg (Landy Cognac), TI (Remy Martin Cognac) and P. Diddy (Ciroc Vodka).
So, are rappers deliberately advertising alcohol, potentially to underage drinkers? Or are references to booze just a way of establishing a rep? Let us know what you think.
(This survey is not scientific. Results are based on readers' responses.)
Meet the Community Team
CBC News Community team, from left to right: Andrew Yates, Andrea Lee-Greenberg, Lauren O'Neil, John Bowman
If you're part of the CBC News community, you're likely to meet one of us: we're the folks working to produce and promote your stories. Read more about us.
More Your Community Entries
- 2012 (1150)
- Should the Quebec government suspend classes?
- Do you agree with the police watchdog's G20 report recommendations?
- Online dater sends out awkward post-date survey
- Should Nik Wallenda use a safety device to cross Niagara Falls?
- May photo contest: Fun Veggies
- How much would you pay for your own Tyrannosaurus?
- Canada's yearbook: Send us your graduation photo
- Should a sex exhibit be pulled from Ottawa's science museum?
- Skechers ordered to pay $40M over deceptive 'Shape-ups' ads
- CBC's Derek Stoffel on staying professional and stomaching injustice
- Should government seek clemency for Canadians on death row?
- Ugly Meter app worries cyber bullying activists
- And the winner of our April showers photo contest is...
- What would you add to Avery Canahuati's bucket list?
- Who is Titanic II backer Clive Palmer?
- Trending April 30: Titanic II, Conrad Black
- Should Conrad Black regain his Canadian citizenship?
- CBC's David McKie on investigative reporting
- Should rooftop missiles be installed for London Olympics security?
- Obama and Kimmel high-five at White House Correspondents' Dinner
- March photo contest: the winner!
- Shatner-hosted 2012 Juno Awards inspire fanfare
- 10 readers share their Katimavik stories
- Katimavik defended 26 years after Hébert hunger strike
- Earth Hour, Mega Millions, angry 'Beliebers' in morning trends
- Maple syrup hoarders prepare for shortage
- Top 5 at 5: CBC North
- Would bigger tax exemptions encourage you to shop across the border?
- What were your happiest years?
- Should charities lose their status for protesting?
- Community reaction to the Pierre Poutine revelations
- Top 5 at 5: Business stories
- Lady Gaga and Oprah Winfrey launch anti-bullying foundation
- Davy Jones honoured by fans on social media
- February photo contest: the winner!
- Women take the leap and propose marriage on Feb. 29
- Community reaction to closing of high Arctic lab
- Would you freeze-dry a deceased pet?
- U.S. storm watchers swap stories on social media
- Should Canada create an asbestos registry?
- January photo contest: the winner
- Top 5 at 5: Montreal stories
- Should Peru's uncontacted tribes be left alone?
- Is Ashton Kutcher right to block journalists from his Twitter feed?
- Would you wear Dress Pant Sweatpants in your workplace?
- Where do you donate your used clothing?
- Could a UN resolution help end Syria's unrest?
- Top 5 at 5: Politics stories
- Do you trust a camel that predicts Super Bowl winners?
- Community reaction to the Shafia trial verdict
- May (102)