If you haven't heard by now, McDonalds announced a new initiative to reward MCs (hip hop artists) everytime they mention "Big Mac" in one of their songs (think of it as a frequent rhyming program). The MC is rewarded with $1-$5 each time the plug hits the radiowaves.

A couple of weeks ago P. Diddy visited Toronto plugging his fashion line Sean Jean. When asked about McD's product placement plan he said he'd consider it if the price were right and if it made sense in the song. Okay, P. Diddy is a businessman and successful one at that. Undoubtedly, Hip Hop is the biggest player in the music business. You could ask, "What's the harm in cashing in? A brother's gotta make his paper, right?"

Wrong. Consider this: The American Obesity Association reports that the percentage of visible minorities who are overweight, obese or severely obese increased over the last decade; statically outpacing their white counterparts. The result: a higher percentage of diabetes, hypertension and heart disease in people of colour.

The report goes on to say that "cultural factors that influence dietary and exercise behaviors are reported to play a major role in the development of excess weight in minority groups."

Ask any MC and they will tell you that hip hop is a way of life. Arguably, no other musical form has had as great a cultural impact in the last twenty years as hip hop. That's why corporate America is getting in the game. Obviously I can't tell P. Diddy that he shouldn't sell out (arguably he already has). But for those young artists out there and those who buy the music, check out Boyz in the Hood. There's this great scene in which Larry Fishburne's character connects the decay of urban communities to liquor stores existing on every street corner. The same can be said of the fast food industry; just check out Supersize Me. After you rent these movies, think about their messages and then ask yourself if corporate America -- and hip hop for that matter -- has your back.

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