Placeholder Image

字幕表 動画を再生する

  • This is one of my favorite hip hop records.

  • It's Ghostface Killah's Ironman released in 1996.

  • Listen toFish”, the 9th track on the record

  • My triple sevens broke the slot machines out in Queens

  • Grey Poupon is revlon rap, smack pawns, swing like batons

  • Yes, this archetypal Ghostface verse is cryptic, stream-of-consciousness, and in your face.

  • But...it also gave me a sense of de ja vu.

  • That's because 4 tracks before you'll hear this verse from Raekwon

  • First of all before we move on, this shit is like a Yukon, don

  • Spread it out like Grey Poupon

  • Wu-Tang must just love Grey Poupon, It makes sense -- they rap about food a lot.

  • But as I was working on a video about Kanye West, I heard him too rap this on his 2016

  • songFacts

  • Yeezy yeezy this is pure luxury I give em Grey Poupon on a DJ Mustard

  • That's fully 20 years later.

  • I listen to hip hop all day long so I started logging anytime I heard Grey Poupon referenced

  • in rap lyrics.

  • It turns out Grey Poupon is everywhere.

  • Why is this little jar of fancy mustard so ubiquitous in rap music?

  • Well it starts here.

  • The finer things in life.

  • Happily some are affordable.

  • Like Grey Poupon Dijon mustard.

  • These ads started in 1981 and immediately they were a hit.

  • When the first ad was tested in Seattle, the brand reportedly saw a 100% jump in sales.

  • They tested it again in in New England and the same jump in sales happened, proving it

  • wasn't a fluke.

  • Previously, the brand had only ever used print advertising, to appeal to an upper class audience.

  • But mustard was the condiment of the 80s, and Grey Poupon wanted a piece of the pie

  • even at a higher price point.

  • A jar of Grey Poupon was nearly double the price of French's or Guldens.

  • So in 1981 this ad aired, telling consumers across the US that Grey Poupon was gourmet

  • AND affordable while the phrase Pardon me, would you have any Grey Poupon?

  • Inserted itself into the American lexicon.

  • Over the next 10 years the campaign emphasized the mustard's affordability

  • while traveling on trains, planes, and yachts.

  • This brings us to the early 90s when Nabisco wanted to change up the campaign.

  • Usually you like the opp to create something new.

  • But it's pretty memorable why change it?

  • We should just figure out how to make it more approachable.

  • That's Lee Garfinkle.

  • He worked for the agency that made the ads.

  • We came back with the idea of the guys poking fun of each other.

  • Is this about the mustard again?

  • Yes.

  • Would you have some?

  • Oh since you're offering yes I would.

  • They added a squeeze bottle to emphasize that Grey Poupon was a fancy mustard you could

  • use every single day.

  • Sales took off again.

  • That same year Das EFX, the influential east coast hip hop duo, began recording their debut

  • album Dead Serious.

  • Das EFX are the ones who crammed multiple syllables in a bar by addingigityat

  • the end of words.

  • Wiggity-wait a minute, giggity-guess who, well it's, umm, me

  • The bumble B boogity woogity book the loopy Double O-K-iggity S

  • When Dead Serious was released in 1992 it went platinum and the singleThey Want

  • EFXquickly reached the Top 10 on the Billboard Charts.

  • But it's the songEast Coastthat marked what is probably the first recorded

  • Grey Poupon reference in Hip Hop history.

  • He's the Don, have you seen my grey poupon?

  • Bust this, we roll more spliffs than Cheech and Chong

  • Within that same month Wayne's World premiered.

  • Pardon me, do you have any Grey Poupon?

  • By the spring of 1992 this glass jar of bougie white wine mustard spread itself across the

  • pop culture landscape and started one of the weirdest trends in hip hop.

  • [Boots as waiter] Fuck naw I ain't got no Grey Poupon

  • [Rich female guest] Well anyway, I said, 'That's no burglar!

  • That's my butler.'

  • Mr. Rockefeller, let me in on the gossip I heard you and Mr. Getty are getting into

  • rap music or something]

  • This chart shows the rise of Grey Poupon in recorded music from 1992 to 2016 and it reveals

  • something interesting about how words are used in hip hop culture.

  • This particular brand of Dijon mustard has been like referenced a lot in rap music.

  • I've used it a bunch.

  • It comes up in freestyles all the time.

  • That's rapper Mike Eagle.

  • I think in this particular case there's a couple of reasons for it.

  • In one aspect I think it's how convenient of a rhyme it is.

  • You have a word like poupon and it rhymes with words like futon, neutron, and cupon.

  • 26, and I done lived a lifetime a few times.

  • From futons to Grey Poupons In church tryna get a little savings; yeah,

  • a coupon.

  • I spit that A1 everyday I'm hitting new primes.

  • Out of the 118 songs mentioning the mustard, the most common rhyming word is coupon with

  • 20.

  • Followed by futon and crouton.

  • I got the Grey Poupon, you been warned / Cause all beef return well done filet mignon / The

  • Don, smell of Dom on my breath as I Yawn, (slow)

  • Not only is Grey Poupon a good rhyming word.

  • It also represents something.

  • Hip Hop has always had this obsession with status symbols.

  • If you have money you have grey poupon you don't have french's mustard.

  • I think it's just a very effective commercial in that way.

  • Most of the songs mentioning Grey Poupon over the last 24 years have used it as a symbol

  • of class.

  • Half of them were used to brag and half were used as a juxtaposition to how poor they were.

  • But I want to be in that limo askin' for the Grey Poupon, for a change / I'm sick of saving

  • change from a coupon

  • Others have used the Dijon mustard to signifying how exquisite their rapping skills are.

  • Yeah, you're like a half-off coupon Me, I'm like a fresh jar of Grey Poupon

  • Give me the mic quick, I need something to poop on

  • And the rest, well Grey Poupon sells sex.

  • Get you in the mood throw them slow grooves on / Spread you on a futon like Grey Poupon

  • Have you been able to find a 2007 event that made it spike?

  • I think I did, Mike.

  • By 2007 the commercials hadn't been on the air for a full decade.

  • So why was it that from 2007 on there's just a huge jump in the number of references?

  • Well, the majority of Grey Poupon songs in 2006-2007 were on albums that debuted at #1,

  • had hit singles, and got a lot of radio airplay.

  • For instance Jim Jones' says Grey Poupon in his hit songWe Fly High.”

  • Talk a buck 80 If the bentley is the topic (That grey poupon)

  • But of course gotta fly ...? (Where?)

  • The track took off in late 2006 when the New York Giants' Michael Strahan started celebrating

  • sacks to the song with a Jump Shot, a reference to the song.

  • By 2007 kids in dance clubs across the country were jumpshotting everytimeBallinwas

  • sung.

  • It was the 28th most popular song by the year's end.

  • “2 Stepby Unk had an accompanying dance called the “2 Stepand it features a

  • Jim Jones verse that references Grey Poupon again.

  • I get bread like croutons (dough), I make dough like crouissants (bread)

  • I'm Grey Poupon (yep), Bentley shit baby (baby)

  • The same year producedShow it to meby T.I. with a Nelly verse.

  • That album debuted at #1.

  • Country niggas in the chevy passin' Grey Poupon

  • andBoomoff of what is probably Lil Wayne's greatest mixtape, Da Drought 3.

  • I got more clips then any movie you've saw / I pull up on ya like I need some Grey Poupon

  • Did I mentionSouthsidethe Kanye West Common collab?

  • Look at that neutron on his green like croutons People asking him, "do you have any grey poupon"

  • It was nominated for a Grammy for best rap album that year.

  • From 2007 to 2016 TK% of the grey poupon songs ranked on the billboard charts or were on

  • albums that did.

  • The commercial itself probably had little to do with the recent rise of Grey Poupon

  • in lyrics.

  • It seems that the more Grey Poupon was in people's ears, the more it was rapped by

  • other artists in subsequent years.

  • Nothing proves this more than the song Straatmeermin by the Dutch rap group, De Jeugd van Tegenwoordig.

  • It's entirely in Dutch except for this line.

  • Money uit de let's get it on Geen pindakaas maar alleen Grey Poupon

  • En dan nodigde ze me uit in haar con

  • I reached out to Kraft Heinz, who now owns the Grey Poupon brand to see if the Dijon

  • mustard is even sold in the Netherlands.

  • I got this.

  • No Estelle.

  • It's not.

  • Did you ever notice that a lot of rappers use the word?

  • Being the kinda rapper I am I've always paid attention to words.

  • When I looked at your list I was just dumbfounded that it was used that many times.

  • Looking at that list it almost has to be subconscious.

  • I think if anybody was aware that it was used that many times they wouldn't still use it.

  • Nothing is quite as ubiquitous as that.

This is one of my favorite hip hop records.

字幕と単語

B2 中上級

Why rappers love Grey Poupon

  • 217 1
    Samuel   に公開 2018 年 03 月 22 日
動画の中の単語

前のバージョンに戻す