What happens when you cross the music of a living guitar god and a rap icon who has been dead for 16 years? Answer: “Ramblize,” a mash-up that combines the rap of Notorious B.I.G.’s “Hypnotize” with Jimmy Page’s guitar riff from Led Zeppelin’s classic “Ramble On.” The track, which apparently dates back to 2011, was shared November 15 on Jimmy Page’s website and announced from his Twitter account with a cryptic message, “On this day Biggie Smalls.”
“Ramblize” combines Biggie’s 1997 “Hypnotize” rap with Page’s acoustic guitar from “Ramble On” (a song that was released in 1969 on Led Zeppelin II), as well as snatches of John Bonham’s percussion (the light tapping drumbeat you hear was allegedly created by Bonham tapping his bare hands on a guitar case) and Robert Plant’s vocals. For good measure, the song also tosses in the irresistible “Biggie, Biggie, Biggie, can’t you see?” chorus from “Hypnotize.”
Page has dabbled in hip-hip before, famously on “Come with Me,” a mash-up that combined Puff Daddy’s vocals with Page’s guitar parts from “Kashmir.” (The song was featured in the forgettable 1998 Godzilla remake.)
The genesis of “Ramblize” is unclear. Although Page officially released the track on his Twitter account, a version on YouTube is stamped with a 2011 posting date, which raises an obvious question about where, when, and how the track was created. And yet the news media such as Rolling Stone and XXL have hungrily devoured the musical morsel in recent days, providing Page and Notorious B.I.G. some viral buzz. Why? Because:
• Jimmy Page is a legend. When Jimmy Page speaks, the news media listen.
• Jimmy Page maintains a mystique caused by his infrequent digital appearances. His website is gated, and his official Twitter account is fairly quiet. As a consequence, what information you do receive from him carries more gravitas.
• Notorious B.I.G. has created a legacy and posthumous career, having lived fast, died young, and been credited with reinventing “East Coast rap for the gangsta age.”
It’s likely that we’ll start seeing more content from Page as he promotes the forthcoming remastering of the Led Zeppelin catalog. As for Notorious B.I.G.: he might have died years ago, but he never really left.
What do you think of the mash-up?
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CIROC Ultra Premium Vodka and the National Basketball Association (NBA) today introduced a multiyear marketing agreement and unveiled “The Toast of the NBA” campaign. This announcement heralds a larger partnership entered into with the NBA by Diageo, the world’s leading premium drinks business and parent company of CIROC. As part of the agreement CIROC Ultra Premium, led by Sean “Diddy” Combs, will take the lead to drive responsible celebration with NBA fans nationwide.
“I’ve been a fan of the NBA all my life and am excited to build a greater relationship for CIROC Vodka with this growing entertainment platform,” said Sean “Diddy” Combs, who oversees all branding and marketing for CIROC. “Life is filled with moments of celebration and nothing brings people together in celebration quite like sports. With CIROC I hope to elevate these moments and help champion social responsibility among fans.”
Combs and CIROC Vodka will work closely with the NBA throughout the season on and off the court to elevate key NBA lifestyle events such as NBA All-Star and the NBA Playoffs with fun and engaging social media programming, consumer sweepstakes and activations that bring to life what Combs calls the ‘Art of Celebration.’ The NBA will also work with CIROC to produce a series of public service announcements. The videos will feature NBA talent and will air across multiple media platforms throughout the season.
“Our new partnership with Diageo and CIROC Ultra Premium Vodka will elevate celebratory moments around our game and champion responsible decision making,” said Mark Tatum, NBA Executive Vice President, Global Marketing Partnerships. “We look forward to working with a company like Diageo, which has a long history of finding fun and engaging ways to promote responsibility to adults around the world.”
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One of the greatest rap groups out of Atlanta, OutKast’s Big Boi and Andre 3000 will team up again at next year’s Coachella Music Valley Music and Arts Festival. The festival is set to take place over two weekends on April 11-13 and April 18-20 in Indio, California. Reports also say that the group will play additional shows in 2014 as part of their comeback tour, perhaps providing cues to a possible reunion.