l.a. times: pitbull, diddy and other rappers step up alcohol endorsements
From the Los Angeles Times:
In the video to Pitbull's latest chart-topper, "Give Me Everything," he pours a glass of Voli vodka, careful to display the label; in the lyrics and video for his single, "Rain Over Me," he hails the vodka as the new "it" drink. In both clips, the bottle takes center stage as the rapper is swarmed by flashing neon lights, svelte models and crooning pop wingmen.
Pitbull has transformed his latest videos into not-so-subliminal ads for Voli, in which he owns a stake. He is the latest in a string of business-savvy rappers taking the phrase "popping bottles" to the bank by aligning themselves as spokesmen for liquors, often creating their own branded vanity lines.
For the full article, visit latimes.com.