Smirnoff Vodka has announced they’re teaming up with a collection of Hip Hop artists to help launch an exciting new Smirnoff Signature Mix Series, designed to pair rappers with the day’s hottest producers to remix classic hip-hop anthems. Common, Q-Tip, and KRS-One are joining musical forces with Just Blaze, Cool & Dre, and DJ Premier to remix Common’s “The Light,” A Tribe Called Quest’s “Midnight,” and Boogie Down Productions’ iconic anthem “Criminal Minded.” The program was developed in partnership with Cornerstone marketing.

The concept is actually dope. Each one of the remixes is said to be inspired by a different drink made with Smirnoff Vodka. (Don’t know how true that is but its still and ill concept.) “The Southside,” made with Smirnoff Green Apple flavored vodka and cranberry juice, is the inspiration for Common and Just Blaze’s collaboration. “The Blueberry Abstract,” is linked to the Q-Tip and Cool & Dre project and “The Cypha,” represents KRS-One/ DJ Premier colabo.

This is when Hip Hop makes me proud. This campaign gells my two first loves, marketing and Golden Age Hip Hop. I salute Smirnoff and their agency Cornerstone on this one. They’ve been able to create a marketing concept that not only markets the project but actually GIVE something to the consumers who purchase it. What a concept! Take notes Madison Avenue. This is how its done.

“I’m honored to have the opportunity to revisit one of my signature songs and give it a breath of fresh air,” said KRS-One. “I’m grateful to Smirnoff for providing the opportunity to work with such great talent on
such a ground- breaking idea and recreate hip-hop songs.”

New York, Los Angeles, Chicago, Detroit, Philly, Atl, and D.C. should expect to see a fully integrated ad campaign spanning all mediums hitting the streets soon. In each of these cities, artists are scheduled to perform these resurrected classics. Log on to SmirnoffSignatureMixSeries.com for more information and behind the scenes video of the making of the campaign.