iPhone Case with a Lip Case On It: How Music Turns into Marketing

Justin Bieber's new song "Go Baby" has a line that fans immediately noticed: "That's my baby, she's iconic / iPhone case, lip gloss on it."

Hailey Bieber with the Rhode Lip Case (Fashionista, 2024).

This fun line isn't just a shout-out; it's also a nod to Hailey Bieber's viral Rhode Lip Case. Justin has turned a personal gesture into indirect advertising that millions of fans around the world can hear by putting the product in his music. This lyric makes the Rhode Lip Case part of culture itself, woven into a song that fans will listen to over and over again. It's a striking example of how music can influence brand perception. This differs from traditional advertising, where the sales pitch is straightforward. Art is a subtle but powerful way to promote a brand.

Promoting indirectly through lyrics

This isn't the first time Justin has done this. For a long time, pop stars and rappers have used their songs to promote high-end goods, their favorite brands, and even their own businesses.

• Cardi B's lyric "I like those Balenciagas, the ones that look like socks" made Balenciaga sneakers more popular.

• Nicki Minaj made Christian Louboutin heels famous by calling them "bloody shoes."

• Drake often mentions Nike, Chanel, and Hermès in his songs, which boosts his own status and the brands.

• Kanye West smoothly plugged Louis Vuitton and then his own Yeezy empire.

• Jay-Z made Cristal champagne and Maybach cars more common as symbols of hip-hop culture.

• Beyoncé made Givenchy more popular with her "Formation" video and put Ivy Park in the spotlight during her shows.

• Ariana Grande casually teamed up with Starbucks' Cloud Macchiato, making her drink choice a viral hit.

  These examples show how music mentions of brands create a halo effect: the item is no longer just a thing; it's a piece of culture.

The Effectiveness of Product Placement in Music Videos

Lyrics are just one part; music videos enhance the connection with visuals. Lady Gaga's song "Telephone" featured Virgin Mobile and PlentyOfFish, while BTS has showcased Samsung phones and their partnership with McDonald's. Billie Eilish's Gucci-heavy style or Travis Scott drinking Sprite are just as powerful. Fans don't just see these things; they connect them to the artists' personalities. That connection often prompts people to take action, such as buying the shoes, ordering the drink, or copying the look.

Why This Works

1. Authenticity: Fans think that famous people really use these things.

2. Reach: A lyric or picture cue gets to millions of fans right away.

3. Replay Value: People listen to and watch songs and videos over and over, which strengthens the brand mention.

4. Cultural Cachet: Connecting with an artist makes a product a sign of a particular lifestyle.

From Lyrics to Marketing for a Lifestyle

"Go Baby" by Justin Bieber demonstrates that in 2025, the best ads don't even resemble traditional advertisements. Justin turned a personal tribute to Hailey's brand into a worldwide promotional moment by putting Rhode's Lip Case into his music.

This is the kind of cultural marketing change that future leaders in the fashion and lifestyle industries need to be aware of. Our Fashion Marketing & Management program at Raffles Jakarta equips students with the skills necessary to analyze, anticipate, and devise strategies that keep brands at the forefront of cultural conversations.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Elle. (2025, August). Justin Bieber’s “Go Baby” lyrics and meaning. Retrieved from https://www.elle.com

Allure. (2025, August). Justin Bieber just made Hailey Bieber’s Rhode Lip Case go viral again. Retrieved from https://www.allure.com

Fashionista. (2024, February). Hailey Bieber with the Rhode Lip Case. Retrieved from https://fashionista.com/2024/02/rhode-lip-case-launch

Billboard. (2019, June). Cardi B and the power of brand mentions in lyrics. Retrieved from https://www.billboard.com

Vogue. (2018, August). Nicki Minaj and the rise of the red-bottom shoe lyric. Retrieved from https://www.vogue.com

The Guardian. (2020, September). How music videos became brand showcases. Retrieved from https://www.theguardian.com