Two things sparked this article, first watching peacocks Run-DMC documentary King's From Queens. Another spark I was randomly YouTubing old Super Bowl commercials and revisited M.C. Hammer's Cheetos popcorn commercial for the 2020 Super Bowl. The ad used nostalgia to tap into folks trying out a new product, but it led me down a Hammer rabbit hole.
I came to the conclusion M.C. Hammer regardless of how people feel about his rapping skills, or whatever else that led to the rap industry turning against him. Was Hip-Hop's first real pop star. Sure Run-DMC were the first cross-over stars due to their collaboration with Aerosmith on Walk This Way. But Hammer took what they did and ran off with it. His album Please Hammer Don't Hurt 'Em went diamond (10 million copies sold.)
He was an amazing showman with his high energy footwork that was James Brown inspired. To my knowledge, he was one of the first hip hop stars that truly believed in a full production for his concerts. Lights all over the stage, full band with backup singers and back up dancers. Along with his clean image we soon saw Hammer everywhere.
He hosted Saturday Night Live in 1991 to help promote the Addams Family movie, which he had the lead single on. Made guest appearances on sitcoms such as Amen and Out All Night. Not stopping with guest appearances, he was all on TV screens with endorsements.
Pepsi commercials , Taco Bell commercial , a sponsorship with British Knight sneakers complete with an ad. A few KFC commercials one of which Paul Mooney famously ripped on. It didn't stop there though with Hammer.
He had his own Saturday Morning cartoon Hammerman. Which ran for a season on ABC in 1991. And had lunchboxes released in conjunction with the show. There was even M.C. Hammer dolls made by Mattel, which are probably a fortune now if someone still has one in its original packaging. I'm honestly surprised he didn't have a video game similiar to Michael Jackson's Moonwalker on Sega with his likeness.
We can't forget his trademark pants that were synonymous with him. That in itself was a marketing tool. From 1990 to probably 1992 Hammer was everywhere. While he may have mismanaged his money, and gotta ridiculed for it. He paved the way for other rappers to get money in various ways.
Come on. Would artist like Snoop Dogg, Megan The Stallion or Drake have some of the endorsements they've had if not for Hammer? Following the Run DMC documentary, we need a true M.C. Hammer documentary. It's time Hammer is properly given his flowers for his contributions to hip hop. Acknowledging him as the first real rock star of rap is a step in the right direction.
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