American Brandstand

Lucian James, founder of brand consultancy Agenda, explains how his tracking of product mentions in hip hop lyrics can pay off for marketers

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Kanye West's debut album, The College Dropout, earned the 28-year-old rapper 10 Grammy nominations, went multiplatinum, and sold 2.7 million copies in the U.S. Which explains the crescendo of anticipation leading up to the Aug. 30 release of his follow-up, Late Registration. The album is almost guaranteed to rocket up The Billboard 20 (The College Dropout peaked at No. 2), which means it will also make its mark on a different index: American Brandstand.

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