Made In America (the movie). How agencies, brands and hip hop are a formula for success


Photo Credit: RocNation.com

I just read an article  in AdAge, about Budweiser, Translation and Jay Z partnering up to produce a movie.

My first reaction was “that shit is sick!” (sick=great for my linguistically slang challenged readers).

What’s so sick about it, for one, are the straight macks behind it: Ron Howard, Brian Grazer, Steve Stout, Jay Z – all titans of their respective fields.

But what’s even sicker is that Budweiser (aka deeeeep pockets) is the driving force behind it.

Who would have thought that combining a beverage brand, an advertising and a hip hop mogul would have made such perfect sense?

Me.  Been trying to do it for years.

But I digress.

Mind you, this is not the first time this combination has come together.

Master of the Mix, the reality show on Centric, was a combined effort of Smirnoff/Diageo (brand), GTM (an Atlanta-based PR/creative agency), Just Blaze and Kid Capri (hip hop).

Smirnoff/Diageo bankrolled the production of the series, which successfully married liquor, celebrity and hip hop in what has become a flagship show for the network.

But there’s a marked difference between a television show on a minor network (don’t be mad Centric, but you’re not BET, which isn’t Viacom) and a feature length film with national/international distribution.

And while Kid Capri, Just Blaze, Biz Markie, and the host of DJs that were contestants on the show, made it one of the most highly rated shows in Centric/BET’s history, it really pales in comparison to Budweiser’s planned effort with Jay Z.

The movie will focus on two days of the Budweiser Made In America concert festival, in mid-September, when Jay Z and 25 hip hop and electronic music artists hit the stage.

In addition to Jay Z, the line-up includes Drake, Rick Ross, Wale, Janelle Monae, and Jill Scott.

You’ve probably already seen the ads featuring Jay Z, promoting the event.

And with the sheer star power of the backers and participants, it’s sure to be a blockbuster.

But it’s also probably going to be a serious piece or art, as well.

There’s talk about submitting the film to festivals, and Ron Howard ain’t no slouch, so I’m very interested to see what the narrative of the movie will ultimately be.

I can already see the film taking on a Decoded type of feel, with Jay Z narrating the lead-up to the event, and the cameras following him, and the various players as they make their way to and from the stage.

I wonder if they’re going to produce an app for it like they did for Decoded.

Steve Stout, get at me! I’m your guy if you want to talk integrated mobile strategy.

I’m definitely keeping an eye out for this, and will update you with anything I learn about it as it comes together.

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