ap artists are accustomed to name-checking prestige car, clothing and jewellery brands in their lyrics. But if McDonald�s has its way Snoop Dogg, Jay-Z and 50 Cent may soon be giving it up for the humble burger.

The fast-food giant is reported to be launching a campaign that will offer financial incentives to rap artists who mention its Big Mac burger in their lyrics. McDonald�s will not pay an upfront fee, but intends to pay the artist between $1 and $5 (53p-�2.68) each time a track is played on the radio. It hopes to have several such songs on the airwaves by the summer. The initiative would be conducted by the US marketing firm Maven Strategies, which last year managed to get Seagram�s gin mentioned in five rap songs. Maven said it is going ahead identifying artists whose style would identify with the brand. McDonald�s would have final approval of the lyrics, he said.... more