A neon-green energy drink from rap-star Nelly called Pimp Juice? George Jones Country Sausages? DefCon3 carbonated drink from hip-hop mogul Russell Simmons? With the recording industry in the tank, music celebrities bored with their forays into fashion are finding a new future in food and beverages.

The idea, marketers say, is to strike while the brand is hot, transferring the public's interest in performers to their pet products. Singers are taking a lesson from super-marketers such as Oprah and Martha, extending their celebrity status to power the sale of a variety of products-especially food and drink products.

While oddly comical, no one should underestimate the power of hip-hop artists and other celebrities to sell units. Consumers eager to identify with their favorite superstar or fit in with various social groups are sure to snap up cases of each new celebrity-branded food and drink product.

There is, however, one caveat to marketers: a huge fan base doesn't guarantee success. After all, who remembers Bing Crosby's ice cream or Frank Sinatra's spaghetti sauce? The question is whether the celebrity can stay hot. As goes the celebrity, so goes the product.

(January, 2004)