T.I. Deal Axed by Axe Body Spray: Rappers and the Problems They Create

19 Oct

by Dr. Boyce Watkins, Syracuse UniversityScholarship in Action 

TMZ is reporting that the rapper T.I., who was recently sent back to prison, is going to be cut from his endorsement deal with Axe Body Spray. A representative for Axe stated that, "We will no longer feature T.I. in our promotional campaign."
It’s no surprise that T.I. lost his deal with Axe. He is probably in the midst of having several film and recording projects derailed, and won’t be a usable commodity for quite some time. While it might seem that a man of such tremendous talent would be able to easily recapture his spot at the top of the world, we can’t make that assumption so quickly.
As I mentioned in the article about Kanye West yesterday, corporations are not into risk-taking. By proving himself to be an unreliable celebrity spokesperson, T.I. is going to be considered toxic on Madison Avenue. Millions of dollars are on the line when corporations sign celebrity brands, and managing those brands requires careful and responsible behavior at all times.

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