Following the footsteps of hip-hop heavyweights Jay-Z and Diddy, Brooklyn rap duo Junk Science has decided to market its own brand of beer.
The group's emcee, Baje One, said the idea, "probably came playing video games or something. Like, 'Oh, that'd be cool . . . we'll get a company to make a beer with the same name as the album, then we'll sell them together.' That's just a crazy idea -- it's kind of like the biggest thing we've ever tried to pull off."
Along with Embedded Records CEO DJ Ese, the idea came to fruition when Brooklyn brewery Six Points Craft Ale agreed to make a limited-edition brew, Gran'Dad's Nerve Tonic, to coincide with the release the group's forthcoming sophomore album of the same name.
This partnership offers a unique spin on the artist/advertiser relationship. Cross-promotion is nothing new but usually involves a company partnering with an artist to promote the company. The nominal result is an artist achieving indirect, residual success. From Jay-Z and Budweiser to Of Montreal and Outback Steakhouse, there are countless examples of advertisers gobbling up artists to sell their products. In this instance, the band stands to benefit directly from the product itself.
Kinda makes those hand-sewn sleeves you were putting your demo in seem kinda cheap now, doesn't it?
The group is on tour now to support the release of Gran'Dad's Nerve Tonic with Del the Funky Homosapien and Devin the Dude. [SOHH]
