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Craig Mack And The Impact of “The B.I.G. Mack” Campaign

Craig Mack passed away last night at the age of 46. We took a look back at the marketing campaign that fueled the beginning of Craig Mack and Biggie Smalls careers.



Last Night news broke that legendary rapper Craig Mack had passed away at the age of 46. NYDAILYNEWS, reported that Mack died of heart failure at a hospital in South Carolina.

Craig Mack was the first artist to release a hit record in Bad Boy’s label history with his song “Flava In Ya Ear” in 1994. “Flava In Ya Ear” sold over a million copies, earned a Grammy nomination for best rap solo performance and gave the rapper instant fame. In memorandum, @foodhip took a look at one of the most influential & successful hip-hop campaigns ever done.

From a marketing perspective, nothing quite compares to The B.I.G. Mack campaign. The Billboard-assisted marketing campaign for the tape included the trio sitting in a McDonald’s with one side of the menu featuring Big’s Ready To Die album and the other side displaying Craig Mack’s Project: Funk Da World, while Diddy held a “B.I.G. Mack” box with the two rappers sitting beside him.

The B.I.G. Mack campaign presented a unique coupling of music and branding that turned out to be just a small taste of what the marketing genius Diddy would deliver throughout his career.

Bad Boy managed to generate a significant amount of buzz with the introduction of the Craig Mack-Biggie collab promotional tape. The A-side was packed with six of Craig Mack’s singles including  “Flava In Ya Ear,” while the B-side featured seven Biggie tracks ranging from “Juicy” to the original version of “Me And My B*tch.”

Pairing two artists in a way that associated them with a global brand was one thing, but the corresponding street team push was likely a critical component in establishing the Bad Boy movement.

1994 is specifically one of hip-hop’s finest years, introducing us to artists like Nas, Outkast and Bone Thugs-N-Harmony. But the biggest career launch that year proved to be The Notorious B.I.G. with his Ready To Die debut coming later that year (September, 1994).

A star-studded and wildly popular remix to “Flava In Ya Ear” dropped in 1994 featuring The Notorious B.I.G., LL Cool J, Busta Rhymes and Rampage and took the hip hop realm by storm — particularly because it introduced Biggie to the masses.

Craig Mack quickly became a footnote while Biggie was the unmistakable star of the show, but his contributions to Bad Boy & Hip Hip culture will be recognized forever.

Sounds a bit like what social media can be in this era, doesn’t it? But how do you reach that kind of impact today? With everybody fighting for a finite amount of attention, marketers have to give it their all. One thing is for certain, the best possible outcomes come from having an extremely talented team. Craig Mack started the Bad Boy Dynasty. Sleep Easy King.

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Food & Travel

3 New Lay’s Flavored Chips Coming In March For A Limited Time Only

The PepsiCo Frito-Lay brand will have three limited-time flavors in stores, Wavy Electric Lime and Sea Salt, Flamin’ Hot Dill Pickle Remix, and Kettle Cooked Classic Beer and Cheese.



The new “Turn Up The Flavor” program is a new campaign from Lay’s potato chips introducing a new creative sampling of intriguing potato chip flavors. The PepsiCo Frito-Lay brand will have three limited-time flavors in stores, Wavy Electric Lime and Sea Salt, Flamin’ Hot Dill Pickle Remix, and Kettle Cooked Classic Beer and Cheese, all respectfully inspired by different genre’s of music; pop, hip-hop & rock.

Each flavor will be available in stores nationwide starting on March 4 for a limited time. Promotional Codes found on the flavored bags can be used to download an associated song and can enter the sweepstakes for a chance to win music-themed prizes, such as Live Nation Concert Cash to use toward concert tickets.

Which flavor will you be trying?


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Food & Travel

Jamaica Seeks to Add Reggae to UNESCO’s Cultural Heritage List was

Jamaica wants Reggae music to be added to UNESCO’s list of global cultural treasures worthy of protection.



Monday, UNESCO will announce a decision on Jamaica’s application to put Reggae on the world body’s list of the intangible cultural heritage of humanity.

The United Nations Educational, Scientific and Cultural Organization (UNESCO) encourages international peace and universal respect for human rights by promoting collaboration among nations. The World Heritage List is UNESCO’s List Of World heritage properties. So far, 399 examples of world heritage including dances, food-making practices, boat-building, games, festivals and more have been added. Jamaica’s sole contribution to the list is the Blue and John Crow Mountains.

A successful application is pretty much symbolic, but can serve to raise the profile of the country and aid in tourism.

Reggae music has been prevalent across the globe since the 1960’s. It was heavily popularized by the late recording artist, Bob Marley. Reggae music is now widely recognized as part of the Jamaican culture worldwide and celebrated at different music festivals like Hong Kong’s International Reggae Ska Festival.

Reggae music has also made significant impact in Hip Hop culture. In fact, Rap music originated on the island of Jamaica in the early 1960’s and not in black ghettos of the United States.

In the early 60’s Jamaican DJ’s would have a slick talking person “rapping” on the mic (also called chanters). Their job was to ensure jay no one would leave the dance floor. This form of entertainment became so entertaining that by 1963, Jamaica would release its first rap record, ”Skaiing West,” by a Sir Lord Comic and the Cowboys

Clive Campbell (born April 16, 1955), better known by his stage name DJ Kool Herc, is a Jamaican–American DJ who is credited with helping originate hip hop music in The Bronx, New York City, in the early 1970s. Caribbean heritage influenced his music, but that influence goes largely unrecognized. He was one of the first people to play club music from a sound system during Carnival, instead of traditional Caribbean instruments, like the steel drum. He brought the West Indian community and African community together through music- like Hip Hop.

Many other artists have been influenced by reggae music including, Lauryn Hill, Nas, Busta Rhymes, Sean Paul, Lil Kim, and Jay-Z.

In a statement made by Olivia Grange, Jamaica’s culture minister, “It will be a major achievement for Jamaica if we are successful in having the designation declared by Unesco.”

“This is in keeping with strategic steps that we are undertaking at my Ministry to strengthen Jamaica’s competitiveness as an entertainment destination as we reposition and diversify our product and generate high growth rates in both visitor arrivals and earnings,” Minister Hon. Edmund Bartlett said.

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Food & Travel

What Are Travis Scott’s Favorite Houston Food Spots.

A look at some of Travis Scott’s favorite hometown food places.



Here at HĪP Magazine (@foodhip) we try to showcase some of the best local food spots around the world.

We’ve learned a lot in our travels, mostly that rappers love talking about food.

We also often find ourselves in heated music-food discussions such as the location of the Cheesecake Factory Drake allegedly fought in and the amount of times Beyoncé cooks per year.

It was during these discussions when the question popped up, “What food does Travis Scott enjoy”.

During Travis Scott’s ceremony commemorating Astroworld Day in Houston, Travis Scott lowkey gave us an answer.

In his acceptance speech Travis Scott talks about how he enjoys local Houston favorites like Frenchy’s Chicken and Shipley Do-Nuts as well as his Grandmothers home cooking.

He added that he was anticipating celebrating Thanksgiving at home with his family this week and that it would be daughter Stormi’s first time celebrating the holiday.

One thing we’ve learned here during our travels is the best way to find the best food spots is to ask a local.

Since Travis Scott is a native of the Missouri City area we’re sure he knows some of the best places to eat.

Here’s our food finds:

Frenchy’s Chicken is a restaurant chain in Houston Texas that specializes in Louisiana Creole cuisine. Beyoncé has also made references to the chain on her song “I Been On”. The restaurant chain has about 9 locations in the Texas area and has been open since 1969.

Shipley Do-Nuts is an American doughnut chain with more than 300 franchises stores in Texas, Louisiana, Arkansas, Tennessee, Mississippi, Colorado, and Alabama. Their specialty is their hot doughnuts.

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