When a smart company wants to hit the hip-hop demographic hard they call upon Cornerstone Promotions. Last time around it was the "Classic" (Nike Remix) featuring Nas, Kanye West, Rakim, KRS-One with production by DJ Premier. This time around they're mixing things up with Smirnoff with a reinterpretation series by Common, Q-Tip, and KRS-One.
From the official press release:
Beginning this month, the makers of Smirnoff vodka are launching an exciting new Smirnoff Signature Mix Series, a campaign pairing three acclaimed rappers with contemporary beat-maestros to create new versions of iconic hip-hop songs. Nationally renowned artists 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' seminal "Criminal Minded."
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