Using Music Videos To Sell Food, And A (Heavy) Metal Cookbook : The Two-Way In two unlikely instances of mash-up marketing, a new hip-hop video features wholesome youths rapping about organic dairy farming. And a new cookbook is aimed at fans of heavy metal: Mosh Potatoes.
NPR logo Using Music Videos To Sell Food, And A (Heavy) Metal Cookbook

Using Music Videos To Sell Food, And A (Heavy) Metal Cookbook

It's been a pretty hectic day here at NPR HQ, but there's still time to update you on news on the food front. Because at some point today, I detected a meme. And my job's nothing if not to flag the occasional meme for you, dear reader.

First of all, I learned from Grist that the British dairy firm Yeo Valley is featured in a new hip-hop video meant to promote their organic milk — a move that may seem inevitable, given the normal pronunciation of the company's name:


With wholesome-looking kids lip-syncing a rap about their devotion to cows, milk and thoughtful organic farming, the video is smooth and catchy. But for me, what takes it to the next level is the shot of the cows grazing in sync with a string sample — it really puts those Holsteins from Chick-Fil-A to shame.

I had to wonder if this take on hip-hop farming was possibly inspired by Zach Galifianakis' 2007 remake of Kanye West's video for "Can't Tell Me Nothing." With Will Oldham as his sidekick, the two get all prairie-fabulous in a way that the Yeo Valley kids can't quite touch. I would link to it here, but the song includes some bawdy talk that the Yeo kids would also not touch.

But that's not all. As Paste reports, it turns out that next month, a cookbook called Mosh Potatoes will be unleashed on fans of heavy metal — not only Iron Maiden, but iron skillets, as well. For the book, Steve "Buckshot" Seabury compiled recipes from members of Anthrax, Megadeth, Life of Agony and a host of other names you would not connect to good cooking.

But consider, if you will, the day job many musicians take while trying to make it: they work in restaurants — and mostly in the kitchen. In that light, it makes sense. There's even a show on the IFC channel that touches on the concept, called Dinner With the Band.

So, that kind of makes sense. But I admit, the urge to connect dairy farming with beats and rhyming is a bit more mysterious, as enjoyable as the results may be.