Posted by DJ Gravy
Now that we’re in the post CD consumer era, it has become clear that major brands with proper budgets ie; not record labels are the answer to artists looking for exposure and… well, money! Jovi has seen some success in the last few years with an impressive appearance alongside Mr. Vegas on the Major Lazer LP, a recent leak went out of her on the “Fresh I Stay” remix with Flo-Ryda and Lil Wayne and now Ms. Rockwell has teamed up with Puma as part of their 2010 World Cup campaign.
Puma recently put us on to Jovi’s new music video, “Keep It Real”. While it is clearly a music video, it’s also basically a Puma commercial with the lovely Ms. Rockwell donning strictly Puma gear throughout the video. This is something we’ll be seeing more and more of as record labels’ ships continue to sink to the bottom of the sea, more lifestyle brands will be picking up the slack.
Once you get past the “Can’t Stop Now” intro theme, the familiar saxophone sample (you may recognize from Smif n Wessun’s Hip Hop classic, “Bucktown“) comes in with Jovi proclaiming herself as the Love Rebel Goddess that keeps it rilly real! One undeniable fact is that there’s not another female artist from JA that can simultaneously draw the authentic “Yard” card and cute pop princess with such ease. Look out for her Largeup exclusive webisode coming soon, and Jovi, Large Up your self!