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It has become common over time for hip-hop artists to promote products used as smoking alternatives. Naturally, marijuana comes to mind, even if it’s not designed or marketed as a direct counter to tobacco products. It goes without saying that Snoop Dogg is among the most enthusiastic public cannabis advocates in the United States, and we posted earlier this year about a Headcount cannabis voting project supported by several figures from the hip-hop world (including Pusha T and Styles P).
Regarding a more direct alternative to smoking and tobacco products, hip-hop figures have also gotten involved with the vaping market at times. A piece on vape marketing at The Conversation noted last year that there were intentional efforts to feature vaping in prominent music videos, including the one for DJ Khaled’s “No Brainer.” Additionally, countless hip-hop artists have been spotted vaping, ad some –– including Snoop Dogg, Curren$y, and The Weeknd –– even have their own products. Quality vaping products are not that hard to find but the prices vary a lot. Vape Central Group probably has the best Elf Bar BC5000 price on the market right now. It’s one of their more popular products.
In some respects, these trends could be looked at as a responsible effort by the community to make cannabis and vaping “cool” the way cigarette smoking used to be. On the other hand, however, cannabis is not viewed as a true alternative (in that it is seldom used to help smokers quit), and vaping comes with its own significant health risks. Now, however, there is a fresh and intriguing alterative nicotine market emerging that may actually be of direct assistance for those looking to move away from smoking. This makes one wonder if some in hip-hop circles may take it upon themselves to promote new products the way they’ve done with things like marijuana and vape pens.
The new market is for nicotine pouches. Building on the past success of products like nicotine gum and lozenges, these pouches are small enough to be placed against the upper gums inside users’ mouths. There, they provide a “hit” of nicotine –– as well as satisfying flavors for those who prefer them –– such that users feel less of an urge to smoke (and ingest tobacco and harmful chemicals). The products have emerged more or less over the past five years, and according to a blog post on Prilla looking at the global nicotine pouch market, they’re demonstrating particular potential in the U.S. The U.S. makes up over 71% of “global tobacco-free oral nicotine sales,” and leading brands are expanding their business rapidly. Clearly, the money and interest are in place for this to become a dominant smoking alternative market.
So, could hip-hop influencers help to take pouches over the edge? O the oe had, it makes sense. As discussed above, there’s plenty of precedent for stars in this industry to promote lifestyle consumables that –– for some –– may take the focus off of tobacco products. Additionally, PubMed’s overview of nicotine pouch marketing indicates that a variety of creative approaches are already being taken, with leading brands advertising online, on TV, and even through “entertainment channels.” Given this information, endorsements or campaigns featuring prominent hip-hop figures doesn’t sound particularly outlandish.
On the other hand, nicotine pouches might simply not interest hip-hop artists and influencers in the same way cannabis and vaping products have in the past. While a nicotine pouch is more useful than cannabis as a tool for smoking cessation, and appears at this stage to be healthier than a vape pen, it is also designed to be discreet. There is not as much of a lifestyle component, which means that an endorsement is just that, rather than any kind of personal statement or image boost.
Only time will tell, but it’s an intriguing market to keep an eye on given past promotions and endorsements. Famous personalities in the world of hip-hop undoubtedly have the clout to push pouches even further into the mainstream.
© 2022, Seth "Digital Crates" Barmash. All rights reserved.
