NaQuila aka Stackz Gotti performed the song People Crying, using the term Monster by doing so associating the monster energy drink with Hip Hop culture. In the song it mentions the Bloods and Crips and the colors red and blue as favorite (symbolic) colors of these two street gangs.
The song was meant to crossover as a commercial for Monster Energy Drink, as many of her songs really go into detail about its themes this one plays with (touches on) many ideas about what people in general are going through today due to the economic downturn.
Now Lady Gaga and Kanye West are using the term and many other Hollywood acts are lining up to cash in on the new slogan. However the real intention of the use of the term was not gangster as it associated itself with street gangs in People Crying.
It was meant to start a new revelry in a friendly nature, without people killing each other. The stage was being setup for a Red Bull verse Monster Energy Drink commercial campaign, Similar to coke verse Pepsi, the idea was that there are really only two choices for real energy drinkers which is Red Bull or the many colors of Monster Energy Drinks.
The term Monster was meant to be all in fun to create a market for the Hip Hoppers to market themselves in commercial jingles. Hopefully Jay Z , Rick Ross, Nicki Manaj and Bon Iver, might read this article and like Lady Gaga and NaQuila aka Stackz Gotti, bring back the fun in the term. Because kids need something to laugh about and energy drinks for teens is legal unlike alcohol.
The energy drink market is estimated to be about 6 billion dollars annually. Therefore there is much rum for a powerful marketing campaign for market share. It is only a matter of time before the real players in the market battle it out for market share. My bet is it will be Monster and Red Bull.