The fact that celebrities have the power to influence popular culture in many different ways is the only fact that is not controversial as far as anyone is concerned. Corporations in America as well as the celebrities themselves use this power all the time to promote, endorse, and advertise many different types of products. One example, although unintentional is the effects that Busta Rhymes" new single "Pass the Courvoisier" created. In the following, Roberts explains the monstrous impact this song had on Courvoisier and its sales.
Radio stations have played Busta Rhyme's latest megahit more than 97,000 times. Busta performed his ode to the pricey cognac on "The Tonight Show." And MTV and BET have aired the video version a combined 600 times. In it, Busta and his collaborator, P. Diddy, defeat evildoers, get the girls and toast to their triumphs with "yack," hip-hop's short hand for cognac Over the past several months Courvoisier's U.S sales have propped by double digits, thanks in part to Busta's making the drink "The hero of the song," says Stephanie Debartolomeo. (Roberts P.42).
This is just one example of how a simple endorsement or even a hint of a celebrity preference can make people sway their consumer decisions. The image that is associated with Busta Rhymes is now being associated with Courvoisier, and therefore is attracting the same millions of people who buy Busta Rhymes" CD. Similarly, Michael Jordan's endorsements of Gatorade, Hanes, and Nike have single handedly made these major corporations what they are today. Nelly's song "Air Force Ones" was created to endorse the Nike shoe, and did just that, making its sales double since the song hit the billboard charts. This is a power that only these celebrities with the "cool" image have and they use it to their advantage. Some celebrities even create their own brand of clothing, market themselves, and receive all the profits.