XJ 2011 Jaguar XJ Stars In Rapper Jay-Z’s Latest Video

[HighestOfHigh]

He’s had the Maybach Exelero in one video, the Pagani Zonda and Ferrari F430 in another, and now rap star Jay-Z is about to use the all-new 2011 Jaguar XJ in his latest clip.

Considering rappers have long been known to pimp out their videos with auto exotica, it’s not surprising to see Jay-Z pick the new XJ this time around. The suave British sedan oozes sophistication and the fact that it isn’t even on sale yet makes it all the more exclusive.

The new video is for a song titled "On to the Next One" that features on Jay-Z’s latest album, The Blueprint 3.

Jay-Z fans and auto enthusiasts will be able to log onto www.InteractiveJaguar.com and Jaguar International to see the video in its entirety from next month onwards. The actual XJ will go on sale in the U.S. from April next year.

- http://www.motorauthority.com/blog/1039532_2011-jaguar-xj-stars-in-rapper-jay-zs-latest-video

 

[Osnabrueck]

Does it matter that anything will be in a music video? Seriously?

 

[Cashmere]

bewbs

 

[Centurion]

Does it matter that anything will be in a music video? Seriously?

Yes. Hence the urban popularity of the Bentley CGT and Escalade.

 

[Beemer B773ER]

Yes. Hence the urban popularity of the Bentley CGT and Escalade.

Oh..gotcha. I always wondered why them rich folks who proverbially reside on the other side of the tracks would want to purchase the Bentley CGT. They saw the car in Jay-Z and 50 Cent's respective videos and had that burning desire to buy one.


What exactly do you mean by 'urban' Luw ? I'm curious...

 

[Osnabrueck]

By 'urban' he means black people, and aspiring black people.

 

[martinbo]

Hey Osna, you know a thing or two about these things:

How does it work with this kind of "below-the-line" / "viral" marketing? [Please, forgive my lack of eloquency when it comes to marketing jargon.] Does Jay-Z and his producers decide that a Jag XJ would look spiffing in the latest video or does Jag put the word out that they're looking to "showcase" their latest offering - preferably in a big name, high budget video.

Who pays who royalties, if at all? Or, is it simply a case of you scratch my back and I'll wash yours?

I find that music videos - particularly in the hip-hop, pop, R&B and dance genre (less so with rock) - have an enormous potential for commercial exploitation via product advertising. Whether it's a pair of Prada sunglasses, designer Pumas or a luxury car of sorts - big brand names are making their way ever more pervasively into this medium of pop culture.

 

[Osnabrueck]

Often it's a quid pro quo - they need a car for the video, and the car needs exposure - provided it's the reaching the desired audience and sending the right message. There are also consultancies that seek out partnerships and have the connections to make these things happen - or at least put the gears in motion so that marketing directors can make an educated decision. Sometimes these people are embedded in the ad agency, but often they're small, lightweight outfits that are very specialized in this bourgeoning field.

In this particular case, I'd have to say that Jaguar got the in to Jay-Z and are paying him money. He's a brand unto himself, and just mere fact that this is generating headlines tells me that the word got out via a press release. I'm sure Jay cashed a good cheque for this one.

On the other hand, I wouldn't be so sure that RR paid or provided Snoop to feature the Phantom in the 'Drop it like it's hot' video. My guess would be that the car was just a rental and there was no engagement with Rolls on any formal level.

"Urban" branding (or any passive/viral branding for that matter) is a two-way street. It all comes down to who is lending their equity to whom and if there's an imbalance, who needs to pay the difference.

 

[martinbo]

Thanks Osna, great contribution as always... so enlightening.

So Jaguar whored themselves out in a hip-hop video - potentially. No offence to hip-hop as I realise this is where there's a lot of new money but I must say that this is a surprising change of tack by Jaguar! I'm still in two minds as to whether it will be to the success or detriment (or neither for that matter) of the new XJ's sales.

Some say there's no such thing as negative publicity, but I am grappling with the conflicting association of brash and bold hip-hop with a traditionally reserved and stately automotive marque.

But then again, I'm starting to become a little old-fashioned. Eish - getting old is not fun.

 

[Centurion]

By 'urban' he means black people, and aspiring black people.

No. By urban I mean young cosmopolitan people in general.

Pre-Bentley CGT the flying B was very much a brand for the wealthy, the snobbish and the old. But fast forward to 2009 and Bentley is now a brand perceived to be cool with a wide clientel of young success people proudly driving a CGT. But the biggest success is without a doubt the Cadillac Escalade which has been trailed by the CGT.

Cadillac is by all means not a vibrant brand but the mass exposure in music video saw it rise to top as a highly desirable car by young people. This because 18-30 year olds look up to their favorite music stars and ape them whenever possible.

Some might perceive these audiences to be "undesirable", especially when they kit their cars out with Ashanti or Giovani rims which cost more than an entry level bimmer. The marketing department of the car manufacturers curse but the CEO and shareholder applaude as they see the sales peak. They don't ware where the money comes from as long as it comes in. Sure they have their "ideal" customers but you don't always get what you want.

Regarding Jay-Z, this is clearly paid for, especially when Daimler cars i.e G55, S-Class, Maybach and Excelero have dominated his previous music videos. Jaguar needs this exposure to increase awareness of the XJ which is up against some very strong competition.

Besides that Hip-Hop and R&B is mostly frowned upon by older people, those resistent to change any phenomenon outside their comfort zone. Check the billboards and you'll see how important those genres are to the entertainment industry. Lastly no brand want to be perceived as "old", not even Rolls-Royce which is what I gathered from my discussion with their product marketing manager. Just check out the revamped RR website, it's devoid of any association with heritage, georgian architecture or anything that would hint at who a RR owner is.

 

[Mr Robert]

The synergies are working in cases like this. Let's say that it starts with a hip-hop¹ video, next step is that the car² is featured in movies as being used/preferred by the hip hop¹ audience, next thing you know - everyone associates the car² with that crowd. Then what? "Why not market it even more towards that audience, they seem to like the product..."

¹ please feel free to enter any given subculture.
² feel free to enter any product you like

 

[martinbo]

^ Written like a legal document. Oh, but wait...

 

[HighestOfHigh]

I understand that some people feel as though "Rapper" video's maybe worthless, but actually this could be a very important step for Jaguar. Jaguar is rarely used in video. That part usually goes to Benz, Bentley, Lexus or Rolls-Royce. Some people actually will allow this to influence their next automotive purchase. The audience that these videos attract admire what these artist deem as a worth car. The rap about these cars and glorify them in such a way that the car becomes a "MUST HAVE". Jay-z is a very well known rapper and is very respected (He is no Notorious B.I.G or Tupac), but he is considered a Legend among African Americans, Hispanics as well as Caucasians that listen to Hip Hop. He is well known globally.

Personally, I would never run out and buy a car because Jay-z had it in his video, but there are a lot of people who would. A lot of people didn't even know Maybach existed until Jay-z mentioned it in a song or drove one in his video. Even Mercedes-Benz has probably benefited tremendously from this type of advertising. God knows Biggie and Lil Kim mentioned it everytime they could. A song wasn't a song unless it had Benz in it lol. Heck Biggie was probably the intial one who started people calling the W140 the "Big Body Benz". This could really mean a few hundred sales for the Jaguar XJ, if not more.

By 'urban' he means black people, and aspiring black people.

I'm African Amercian "black", but I don't consider myself "urban".

 

[Zafiro]

Who care about a music video. I want his girl, Beyonce

 

[HighestOfHigh]

Who care about a music video. I want his girl, Beyonce

Oh yes, we all want that. But are you willing to put a ring on it?

 

[Beemer B773ER]

Then what? "Why not market it even more towards that audience, they seem to like the product..."

I understand where you're going with that logic, and yes it does seem to make sense, but one of the basic fundamentals of marketing, and more specifically target markets is that they not only need to be willing (have a desire to) buy your product, but they must also be able (have the means/money) to buy it.

In this case, ... it's borderline as to whether Jag's placement of their car in this video will result in any noticeable short-term benefits (ie: boost in sales over the next 6 months), but this strategy could be a fundamental one where they are simply trying to re-invent their brand (positioning/perception) rather than give people that desire to go out and buy one. We all know Jag is trying to shake-off it's 'old-school' image and now come across as 'new money', so I guess this is one of many small campaigns by Jaguar to re-invent their brand.


Also, thanks to Osna for that insightful post!