You may remember last year when the rap music video for "Hot
Cheetos and Takis," by a group called Da Rich Kidzz, started floating
around the Internet. If not, I'll just say it features some very hip
middle-school students dancing and rapping about after school snacks.
While there's no shortage of rappers endorsing products for free, this
particular example feels a little different because of the age of the
performers and their surprising skill. Are these kids honestly that
passionate for spicy corn-based snacks? Or, is the video a creative
attempt at subtle product placement
?
I did a little research and found out that not only are these kids' talents definitely being used for marketing purposes, but also this commercial isn't the only instance. A Kmart sponsored production of Da Rich Kidzz features a song called "My Limo" in which the children confuse their school bus driver with a limo service.
At first glance, it would be easy to believe that Da Rich Kidzz are actually just really excited to go back to school. That would mean the chorus chant, "My school bus is my limo," is an earnest feeling of pride about looking cool on the way to school. Between hooks, the video features individual kids rapping about their clothes in a way that mimics well-known hip hop terminology in an all-ages appropriate way. One girl brags, "this baby she got back-pack," while advertising buzz phrases like "back to school style" and "shop your way" are voiced throughout the performance.
Though not initially apparent from the groups' Vemeo page, other links explain that the video (and presumably the song production) was paid for by Kmart, in a rather well done example of guerrilla marketing.
It seems that pretending the school bus is a limo service works for the company's back to school advertising campaign as a way to project an image of confidence and success that middle school students are looking for in their clothing choices. The relationship to public schools, and the fact that Kmart is a relatively affordable department store, sort of confuses the issue. At one point, while one young man is repeating "my hoodie for a hunnie," we see two performers posing with a 10-dollar bill and a giant gold ring in the shape of a K. This, according to the flow of the verse, translates directly to "getting mad props, every single day."
It might be easy to deride this song as inauthentic because it confuses children to think that an affordable department store brand offers luxury and style.
On the other hand, the kids in the video seem like they're having a lot of fun. If it helps kids get excited about going to school by pretending the school bus is a limo service, then it might be a really good thing. In reality, it's a great example of talented kids expressing themselves artistically in a wholesome way. Regardless of who paid for the camera crew and studio time, it seems like a pretty good campaign to me.
?
I did a little research and found out that not only are these kids' talents definitely being used for marketing purposes, but also this commercial isn't the only instance. A Kmart sponsored production of Da Rich Kidzz features a song called "My Limo" in which the children confuse their school bus driver with a limo service.
At first glance, it would be easy to believe that Da Rich Kidzz are actually just really excited to go back to school. That would mean the chorus chant, "My school bus is my limo," is an earnest feeling of pride about looking cool on the way to school. Between hooks, the video features individual kids rapping about their clothes in a way that mimics well-known hip hop terminology in an all-ages appropriate way. One girl brags, "this baby she got back-pack," while advertising buzz phrases like "back to school style" and "shop your way" are voiced throughout the performance.
Though not initially apparent from the groups' Vemeo page, other links explain that the video (and presumably the song production) was paid for by Kmart, in a rather well done example of guerrilla marketing.
It seems that pretending the school bus is a limo service works for the company's back to school advertising campaign as a way to project an image of confidence and success that middle school students are looking for in their clothing choices. The relationship to public schools, and the fact that Kmart is a relatively affordable department store, sort of confuses the issue. At one point, while one young man is repeating "my hoodie for a hunnie," we see two performers posing with a 10-dollar bill and a giant gold ring in the shape of a K. This, according to the flow of the verse, translates directly to "getting mad props, every single day."
It might be easy to deride this song as inauthentic because it confuses children to think that an affordable department store brand offers luxury and style.
On the other hand, the kids in the video seem like they're having a lot of fun. If it helps kids get excited about going to school by pretending the school bus is a limo service, then it might be a really good thing. In reality, it's a great example of talented kids expressing themselves artistically in a wholesome way. Regardless of who paid for the camera crew and studio time, it seems like a pretty good campaign to me.
To learn more about limo service, Harrisburg, PA, residents should visit http://premiere1limousine.com/.
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