SPRITE

Vince Staples just dropped his debut album, Summertime 06, to rave reviews, and he's now the latest subject of Sprite's "Obey Your Thirst documentary.

After rolling out the trailer Friday, Sprite X The FADER roll out the second installment of FADER X Sprite's "Obey Your Thirst" doc series, starring the one and only Nas. He reflects on his rise to stardom:

Sprite launched it's new documentary series with arguably the biggest man in rap right now, Drake, and it's following it up with a look at one of the genre's most influential figures. Nas will guest in the next doc, sharing knowledge of his long career.

Drake X Sprite are killing the branded content game today with the first installment of "Obey Your Thirst," courtesy of FADER.

Earlier this week, it was reported that Sprite was launching a new ad campaign that would feature some quotable rap lyrics on their pop cans, including lyrics from Drake, Nas, Biggie, and Rakim.

Sprite has always had a connection to rap music. As an advertiser, they were one of the first brands to promote their product with the assistance of rappers, and to specifically target an urban audience in so doing.

All-Star weekend is definitely upon us. With Kanye West gracing the stage at tonight’s 1st Annual Roc City Classic Event, we now have word that Drake and Nas will be doing the same tomorrow night.

It would seem like a no brainer, rap and advertising belong together, but the ad industry didn't always recognize what hip-hop could really do for marketing. This all changed in the 1980s. Each side began realizing what the other could for them.