I realize I'm a little late to this party, but will plow ahead, anyway. I caught up with the new TV commercial for Vitamin Water featuring 50 Cent, which you can watch here, a couple days ago. In case you missed it, or don't click the link, 50 Cent conducts the "National Symphony Orchestra" in Beethoven's Ninth Symphony, before they segue into his song "In Da Club." As commercials go, I'm sure it's effective and will sell loads of bottles filled with vitamin-enriched water, which will, of course, contribute to filling our landfills faster. But check out the overflowing cultural stereotypes on display here!
Most obviously, 50 Cent doesn't speak a word. His thoughts on Beethoven's Ninth Symphony are telegraphed to us by the elderly, white male announcers. He doesn't say anything about what Vitamin Water does for him, only takes a manly swig from the bottle situated next to the podium. His lack of speech puts him a couple rungs below Jack Benny's butler Rochester, and even makes him less sophisticated than minstrels, who, at least, had the ability to express themselves in speech and song.
Second, check out his clothes. He doesn't don the outfit of a conductor, but sticks to the uniform of a jersey and silver chain. He's not going to be corrupted by this white man's world, indeed, we'll see, he will transform it.
He starts conducting, and before long the orchestra is playing his song "In Da Club." Apparently, despite 50 Cent's late entrance into the program to replace the indisposed "Shimatsu Matsuka" (more on that bit of casual racism later), he dropped his song into Beethoven's Ninth. The announcers profess surprise, how could he "integrate" 50 Cent into the Ninth Symphony? The stereotype of the cultural upstart comes roaring into view at this point, as we see that 50 Cent, by dint of his overall street cred and lack of training, can upset the course of the one symphony most listeners know and probably thought was inviolable. 50 Cent overturns music history not because of any great artistic statement, but because he's too uncultured to know that you don't mess with Beethoven.
This sort of routine was central to minstrel acts at the turn of the century. A blackface actor, usually referred to as the interlocutor, would speak in a high-minded tone of voice and diction, and end up comically misunderstood by the other, simpleminded characters. Analogously, 50 Cent, in the commercial, is only understood, only becomes truly himself, when he upends the great symphonic tradition, and inserts his voice. The genius of the Vitamin Water commercial is to take away 50 Cent's usual mode of speech and turn the announcers into the high-minded interlocutor role, the voice of civility. Furthering the comparison and transforming it, they take up hip-hop's argot, and mangle it the way minstrel characters would mangle the Queen's English.
By turning 50 Cent and the announcers into a minstrel cartoon, they are mocked, which probably wasn't the producers' intention. What was their intention, it seems pretty clear, is to mock the orchestra world, with its tuxedos, its gilded auditoria, and its formality. (Not to mention people who use words like 'auditoria.') The producers didn't take two seconds to ask an orchestra about this world, but went on assumptions. Had they exhibited the slightest bit of curiosity, they might have shown an orchestra with at least a couple Asian musicians, and wouldn't have written in the bogus Japanese name Shimatsu Matsuka. All the inclusion of the Japanese name does is place classical music further from the mainstream, and make it seem even more foreign. Having the Greatest Generation announcers say, "The Nip conductor Shimatsu Matsuka" must have seemed a line too far, however appealing it must have been to the writers.
I can understand using an orchestra and mock-PBS production values to sell your beverage. That world is closed to many people, its rituals oddly divorced from quote-unquote real life. Subconsciously leaning on minstrel-show crutches and Yellow Peril cliches—yes, I know the Yellow Peril refers to the Chinese, but I bet Vitamin Water doesn't—is lazy and disrespectful, though, and since this commercial will probably be seen by scores of people who will never go to a classical concert, it seems appropriate to point out its numerous, insulting flaws.