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Oak Brook, Illinois (pte017/29.03.2005/11:00) - Fast food giant McDonald's http://www.mcdonalds.com is set to launch a campaign that will offer financial incentives to rap artists who mention the group's Big Mac burger in their lyrics. As the Media Guardian http://www.mediaguardian.co.uk reports, McDonald's will not pay an upfront fee, but rap artists such as Snoop Dogg, Jay-Z and 50 Cent could be paid between 1 dollar and 5 dollars each time a track is played on the radio. The company hopes to have several such songs on the airwaves by the summer.
According to Walt Riker, a spokesman for McDonald's, the initiative will be conducted by the US marketing firm Maven Strategies, which last year managed to get Seagram's gin mentioned in five rap songs. According to Tony Rome, Maven's president, his aim is to identify artists whose style will identify with the brand. McDonald's would have final approval of the lyrics, he said.
However, the campaign has been condemned by the US lobby group Campaign for a Commercial-Free Childhood. The group has accused McDonald's of targeting a young audience who were already particularly prone to obesity. "They're dumping one of their most high fat, high calorific products on kids in a way that the kids won't even know that it's happening," said Susan Linn, the group's founder. However, Riker denied the claim. "Our customers are smart," he said. "They Know-how to make choices that are right for them."
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