Justin Bieber and Yukon: The Hidden Billion-Dollar Marketing Strategy in Lyrics The Playlist of Brands in Pop Culture

Music is no longer just about melody and rhythm; it's also about lifestyle, identity, and even advertising in today's cultural economy. Singers and rappers are increasingly incorporating brand names into their songs, a strategy that not only promotes products to millions of fans without incurring advertising costs but also significantly influences brand perception. This type of indirect advertising not only raises the cultural status of brands but also connects them with younger people who view their favorite artists as trendsetters.

Justin Bieber performs during his "Purpose" tour at Madison Square Garden on July 19, 2016 in New York (Mazur, 2016).

For instance, Justin Bieber's most recent single is "Yukon." Bieber mentions a specific car model in his lyrics, which aligns with a lifestyle associated with expensive cars. Even though the song isn't a car ad, it makes a strong connection between Bieber's cool image and the brand, which is something that traditional advertising can never achieve. This isn't a new trend. Hip-hop and pop music have long been effective platforms for brands to be featured. In her hit song "Bodak Yellow," Cardi B famously rapped, "These expensive, these are red bottoms, these are bloody shoes," which was a direct reference to the famous Christian Louboutin heels. The line sparked a viral conversation, which helped the brand's image reach a whole new audience.

Jay-Z was one of the first to use lyrical branding, often mentioning high-end champagne brands like Cristal. Later, he invested in his own brand, Armand de Brignac ("Ace of Spades"). Kanye West has also referenced Louis Vuitton, Gucci, and Margiela in many of his songs, illustrating the close connection between hip-hop and the fashion industry. Kanye's 2007 song "I'm Louis Vuitton Don" had such an effect that Louis Vuitton worked with him on a line of sneakers.

Drake also often mentions brand names in his songs. He talks about Alexander Wang in "The Ride," Nike in "The Motto," and Maybach in "Yes Indeed." His subtle shout-outs make luxury lifestyle branding normal for his fans around the world.

Nicki Minaj is another artist who has made name-dropping in her songs a considerable part of her brand. Her lyrics read like a list of expensive things to buy, from Chanel bags to Giuseppe Zanotti heels. This made fans think of her as someone glamorous and unique. ASAP Rocky is also closely associated with high fashion, frequently discussing brands like Raf Simons and Rick Owens.

Not only high-end fashion, but also everyday brands are used in music. Before Rihanna became the creative director for Puma, she sang about the brand. BTS members also casually mention brands like Converse and Gucci, which get a lot of people around the world interested. At the same time, Travis Scott's partnership with Nike's Air Jordans garnered even more attention due to the way he incorporated the shoes into his songs and music videos, which became an integral part of his artistic identity. For brands, this kind of indirect advertising is worth its weight in gold. Lyrical name-drops don't feel forced like traditional ads do; they seamlessly fit into the cultural narrative, making fans feel more connected to the brands they love. Fans often want to live like their favorite musicians, and the artists' personal connection to the brand makes it authentic and aspirational.

At Raffles Jakarta, we understand the profound impact of cultural connections between music, fashion, and advertising. Our Fashion Marketing & Management program teaches students about consumer culture, influencer marketing, and branding across industries. This September, our students will showcase their designs at Lippo Mall, an international event. This will demonstrate how future fashion leaders can initiate global conversations, just as the best musicians do with their music.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

BBC Culture. (2023, March 14). How hip hop changed fashion forever. BBC. https://www.bbc.com/culture

Billboard. (2022, August 5). Justin Bieber drops new track “Yukon.” Billboard. https://www.billboard.com/

Forbes. (2021, October 19). Cardi B’s Louboutin shout-out and the power of music in brand marketing. Forbes. https://www.forbes.com/

Highsnobiety. (2023, April 20). A history of rappers name-dropping fashion brands. Highsnobiety. https://www.highsnobiety.com/

Vogue. (2022, June 27). Nicki Minaj and the luxury brands behind her lyrics. Vogue. https://www.vogue.com/

Rolling Stone. (2023, December 9). From Drake to ASAP Rocky: How rappers shaped luxury culture. Rolling Stone. https://www.rollingstone.com/

Mazur, K. (2016, July 19). Justin Bieber performs during his "Purpose" tour at Madison Square Garden on July 19, 2016 in New York [Photograph]. Billboard. https://www.billboard.com/pro/dj-snake-justin-bieber-lyricfind-chart/