Snoop Dogg was one of the first rappers, who represented the idea of ‘artist as brand’. Next to selling his records, he also thought about selling himself. When sales of his newest record were disappointing, he realised that the only way to stay relevant, was to be noticed for something else. Because of many public appearances and the right publicity, Snoop became an iconic figure. People not only associated him with rap music, but also with a certain way of living. The ‘Snoop Dogg brand’ was born. In this context, I find it important to reflect on the so-called ‘people brands’. I agree with the fact that people are not brands. Celebrities are not products that we can buy and consume, they only embody certain ideas and believes that we can relate with. Those believes are not limited to one product. George Clooney for example is not only the face of Martini, but also appears in the Nespresso adds. Therefore I find celebrity endorsement a more appropriate term instead of a ‘people brand’.
Eline Van Lombeek
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