# Hip-Hop Gin Commercials The Aloe Blacc Tanqueray Commercial is Big City Cool By Jordan Sowunmi | Published 2011-08-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/aloe-blacc-tanqueray References: [adweek](http://www.adweek.com/adfreak/tanqueray-gets-its-groove-back-rb-singer-aloe-blacc-134084) & [tanqueray](http://www.tanqueray.com/tonight/) The recently released Aloe Blacc-Tanqueray commercial is a perfect example of how the new music industry can work to the advantage of both artist and corporation. Aloe Blacc is the multi-talented soul singer, rapper, and musician from Orange County, California whose song "I Need a Dollar" scored a coup when it was used as the theme song for the [HBO](https://www.trendhunter.com/trends/govee-x-house-of-the-dragon) youth comedy, "How to Make it in America." His brand of music is decidedly non-mainstream, which means, in a downturned music economy, that touring and [song licensing](https://www.trendhunter.com/trends/mtv-video-music-awards1) is extremely important to his bottom dollar. Enter Tanqueray, a 181-year-old British gin company seeking a hip, new ad campaign. Thus, the Aloe Blacc-Tanqueray ad campaign is born. Using Blacc's "Tonight Downtown" track as a base for its campaign, the company has launched an interactive website devoted to nightlife partying. The Aloe Blacc-Tanqueray allows the niche market artist to make corporate cash, while allowing the stuffy old gin company to appeal to a burgeoning youth market. That's what I call a win-win. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 62% | Activity: 99% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Music Artist Brand Collaborations:** Opportunity for artists to collaborate with brands in creative advertising campaigns. - **Interactive Marketing Campaigns:** Companies can utilize interactive websites and media platforms to engage with their target audience. - **Youth-oriented Branding:** Brands can target the youth market by partnering with niche artists and incorporating their music into ad campaigns. ### Where This Applies - **Music Industry:** Artists can explore brand collaborations as a source of income and exposure. - **Advertising Industry:** Advertising agencies can create interactive marketing campaigns to enhance brand visibility. - **Alcoholic Beverage Industry:** Gin companies and other alcoholic beverage brands can target the youth market through unique branding initiatives. ## Related on Trend Hunter - [Generational Musician Gin Commercials](https://www.trendhunter.com/trends/a-toast-between-legends.md) - [Rapper-Beverage Partnerships](https://www.trendhunter.com/trends/smirnoff3.md) - [Rap-Themed Cider Campaigns](https://www.trendhunter.com/trends/straight-outta-crumpton.md) - [Hip Hop-Honoring Exclusive Campaigns](https://www.trendhunter.com/trends/chip-shop.md) - [Hip-Hop-Celebrating Margarita Kits](https://www.trendhunter.com/trends/teezo-touchdown-and-unwrp.md) - [Musical Beer Campaigns](https://www.trendhunter.com/trends/desperados-beer.md) - [Timeless Gin Campaigns](https://www.trendhunter.com/trends/classic-or-nothing.md) - [Singer-Starring Tequila Campaigns](https://www.trendhunter.com/trends/giveon.md) - [Design-Forward Gin Partnerships](https://www.trendhunter.com/trends/tanqueray-n-ten.md)