Black Sheep Unaware Of Kia Commercial
Apparently, Dres of Black Sheep wasn’t privy to the rapping hamsters in Kia’s latest ad campaign. D-R-E-S shares his thoughts with VIBE on the group’s song being used and how he’s expecting some royalties to come along with it.
“The Choice is Yours” is in a new Kia commercial and some other classic hip-hop songs have been getting commercial revivals too. What’s up with the resurgence of golden era hip-hop in advertising?
I think it’s reflective of a time period of a certain level where it was good feelings. Certain songs just represent a good feeling and I think “The Choice is Yours” is one of those that was so fortunate to have that life. There are songs that⎯like with when Obama won⎯you knew where you were and what you were doing and “The Choice is Yours” is like that. I didn’t have any time to do any form of huge promotion globally so at this time that I got an album coming out, it’s such a blessing that so many people are turning their heads to notice, wow Black Sheep, what’s Dres up to? But it kind of goes to the walk of an artist especially from my era⎯everything was kinda young and this Kia commercial, I didn’t even have anything to do with it.
So you didn’t even know it was going to happen?
I wasn’t even contacted. I have yet to receive payment on it but don’t get it twisted, I will. I’ve been talking to Kia for the past week or two so certain things might be done moving forward in maximizing what we’re trying to do. But Universal, the record label, was basically the ones that signed off on it and gave them permission to use my likeness so that’s a different story that might wind up having a life of itself as well. I wouldn’t say that the label did everything that they were supposed to do but that goes to us being young artists and not understanding some of the things that we were signing. I would say to the artists today⎯and this is 20 years later⎯that I’m not the administrator of some of the things that I should be especially so far down the road. But God moves in mysterious ways and I see it as a blessing at the end of the day.