From the N.W.A. days to his tone setting 1992 gangsta rap album The Chronic and its follow-up, 1999’s The Chronic 2001, Dr. Dre has been innovative, imaginative and a savvy entrepreneur when it comes to his music, production and artist discovery. He even had the good sense to abandon the Death Row ship before it sank. But 7 years is a long time between first and second albums, and he’s trumped that now as it’s been 9 years since the second.
According to Dre, however, the long rumored final solo project he’s been working on for years, entitled Detox, is just around the corner. And in conjunction with Detox, Dre has teamed up with some liquor specialists to release a cognac, as well as sparkling flavored and regular flavored vodka. This type of collaboration is an interesting mixmatch of music and alcohol products, and embodies some of the themes we’ve been examining and discussing here at Evolving Music in terms of the new methods artists are using to cross-promote and increase revenue.
The good Doctor has announced that Detox, “in a perfect world,” would be released in November or December. The liquor company, Drinks America, has said they’re looking 60 days out for the release of the bottles. This would mirror the November release of 2001, set everything up for the holiday season, as well as bring much needed booze into the lives of so many sad souls around December. I can imagine sitting in my recliner, watching the rain hit my window as I bounce to Dre’s new beats and sip his cognac by the fire. There’s of course going to be some club hits on the album, and those’ll go nicely for all the go-goers slamming his flavored sparkling vodka, using it as an excuse to remove even more articles of clothing.
Two things I find humorous and interesting here….1) Marketing an album called Detox with beverages that get you intoxicated and 2) the marketing tie with alcohol when Dre’s history and previous albums speak to another substance of choice. I wonder if one of the sparkling vodka flavors will be “Grass.”