There was a time when being called a sell-out qualified as an insult rather than a compliment in hip hop. That was a long, long time ago, however, and no one is likely to look askance at T.I—who you may remember as a dude who just got out of prison for gun charges—for being named Global Creative Consultant of Remy Martin Cognac.
What exactly does a Global Creative Consultant do other than smile awkwardly while posing for pictures with the children of executives? According to an article on allhiphop.com T.I “will work to help with promotions, merchandising and digital media campaigns for a variety of the Rémy Martin cognac marques” in addition to “offering creative input towards Rémy Martin’s “Things are Getting Interesting” campaign.” For the cognac giant it’s a natural fit, as the article quotes Lamar Johnson, Director of Marketing and Branded Entertainment, Rémy Cointreau USA, Inc gushing, “Rémy Martin recognizes the similarities between the art of producing fine cognacs and blending music and words to create hit songs.” Uh, sure. If you say so. If T.I excels at the job, he may just get promoted to Universal Creative Consultant and promote the cognac on Venus and Mars. If nothing else, Remy Martin should be lauded for providing employment for an ex-convict. Somewhere, former Terror Squad member Remy Martin is stewing in anger.