There was a time when rappers weren't respected enough to get the other kind of deal.
Before rappers were getting profitable endorsements from fast food companies and cell phone carriers, there was only one main path to corporate co-signage - MALT LIQUOR.
We know all about the 40-ounce bottles that ravaged the hood in the 80's and 90's.There were a number of companies that had an affinity to the 'hood like Old English, a brand that gets name-dropped by rappers like The Game.
No other brand exploited Hip-Hop's love of getting stupid drunk the way St. Ides did back in the day. But, the relationship with the liquor company wasn't wholly negative. The rappers that worked with St. Ides produced a lot of good music. Hey, we're talking Tupac, Snoop Dogg, Dr. Dre, Redman, King Tee and more.
These days Hip-Hop is embraced by pricy, upscale spirits, but lets not forget that brown liquid in the big bottle.
Check out some of the exclusive songs from St. Ides and Hip-Hop.
SNOOP DOGG AND TUPAC
METH & RED
ICE CUBE & GETO BOYS
DR. DRE & SNOOP
THE NOTORIOUS B.I.G.
RAKIM'S ST. IDES PROMO