CNN reports that Jay-Z (presumably among others) is boycotting Cristal champagne because of comments made my Roederer’s managing director in The Economist:
In a special summer issue of The Economist magazine, Frederic Rouzaud, managing director of Louis Roederer, said the company viewed the affection for his company’s champagne from rappers and their fans with “curiosity and serenity.”
Asked by the magazine if the association between Cristal and the “bling lifestyle” could be detrimental, Rouzaud replied:
“That’s a good question, but what can we do? We can’t forbid people from buying it. I’m sure Dom Perignon or Krug would be delighted to have their business.”
CNN also quotes Jay-Z:
“It has come to my attention that the managing director of Cristal, Frederic Rouzaud views the ‘hip-hop’ culture as ‘unwelcome attention,”‘ Jay-Z said in a statement released Wednesday. “I view his comments as racist and will no longer support any of his products through any of my various brands including The 40/40 Club nor in my personal life.”
Now, the phrase ‘unwelcome attention’ came from The Economist’s writer, not anyone at Roederer. Jay-Z is still pissed off. He’s still crying racism.
Because, you know, it must be because of skin color. It cannot possibly be because these people are lowlifes, or at least try very hard to appear to be what I would consider lowlifes.
Super-luxury brands like Cristal, Bentley, etc., etc. all depend on maintaining some illusion that their product is in fact much, much better than lesser competitors, and that discerning consumers (with the cash) are willing to pay several multiples of the ordinary price for a similar product because their palate is so refined that they just can’t bear choking down White Star or Veuve Cliquot.
This is necessary because nearly everyone with the money to buy Cristal — and this includes Jay-Z and Sean John “Puffy” “Puff Daddy” “P. Diddy” “Diddy” Combs, pictured above enjoying the fruit of his labors — has worked hard and made some very shrewd decisions to get to the point where spending several hundred dollars on a bottle of champagne seems plausible.
You absolutely must have the illusion that this is a product for super-connaiseurs because spending several hundred dollars on a bottle of champagne is never a reasonable proposition. In Anglo-American culture, at least, spending money solely for the purpose of being seen to spend money is gauche at best. White bankers who drink Cristal are doing it for precisely the same reason as Jay-Z, but for the product to achieve the same effect for the banker — i.e. to send the message ‘I am so successful that I can spend several hundred dollars on a bottle of champagne, when a $50 bottle is almost indistinguishable’ — it is of the utmost importance that his purchase is able to be seen, at least by himself, as not purely conspicuous consumption. Otherwise, he’s not saying ‘I’m successful’, but rather ‘I’m a chump’.
So the conspicuous-consumption culture of much of the rap world these days not only threatens the super-luxury brands because that world is all about overt conspicuous consumption, but because the highest-profile representatives of the culture go out of their way to appear uncouth to the mainstream. They want to be seen as pimps, hustlers, and thugs, motivated only by the basest things.
This is not going to help sell Cristal to the vast majority of people who can afford it: the banker doesn’t want to be associated with the pimp/hustler/thug culture, he doesn’t want to be seen to be conspicuously consuming, and he doesn’t want to be seen as merely following a trend — especially a trend set by people like Jay-Z.
But morons like Jay-Z et al. choose not to see this, or even to see that the Roederer guy was in fact very circumspect about his company’s feelings. Jay-Z instead prefers to see everything as being about his skin color. People who judge him by the color of his skin are bigots: and even if somehow they weren’t, there’s nothing that Jay-Z can do about the color of his skin. By claiming that everyone who criticizes him, or who even seems to criticize him, or who doesn’t approve of him 100% (i.e. anyone who doesn’t ‘celebrate & discover’ him) as a racist (or at least a ‘hata’), Jay-Z essentially exempts himself from criticism.
This might work well enough for Jay-Z, because he goes home to a giant pile of $100 bills every night (usually I would mean this strictly as a metaphor, but I wouldn’t be particularly surprised to find that he has a Scrooge McDuck Money Bin somewhere in his house). It’s a disservice to a lot of people who take him seriously, though, because it’ll discourage them from self-improvement of any kind, and thus keep almost all of them from ever being able to afford Cristal at all.






