People’s Instinctive Travels and the Paths of Rhythm (1990)
Genre
Hip Hop / Jazz Rap
Release Decade
1990s themes
Maker’s Mark Commercial Lyrics
[Narrator]
It starts with a good conversation
Music strictly for classics
Dress code fabulous
[A Tribe Called Quest]
Can I kick it? (Yes you can!)
Can I kick it? (Yes you can!)
Can I kick it? (Yes you can!)
[Narrator]
Best enjoyed in peace and quiet
This is my Maker’s moment
And I make it remarkable.
Watch the Commercial
Behind the Lyrics: Meaning & Story
The Maker’s Mark commercial song features the legendary track “Can I Kick It?” by the influential American hip hop group A Tribe Called Quest. Originally released as a single in 1990, the song is a cornerstone of the alternative hip hop movement, famous for its smooth jazz-inflected production and call-and-response hook.
Maker’s Mark adapted this hip hop classic to promote their premium Bourbon Whiskey, aiming to connect the “remarkable” craft of distilling with the timeless “fabulous” nature of the music. The juxtaposition of a luxury spirits brand with 90s jazz-rap highlights the sophisticated, social, and “classic” identity that Maker’s Mark projects to its audience. By focusing on a “Maker’s moment,” the brand emphasizes that their whiskey is best enjoyed as part of an elevated lifestyle and great conversation.
Frequently Asked Questions
Who performs the song in the Maker’s Mark ad?
The song is performed by A Tribe Called Quest, featuring Q-Tip, Phife Dawg, and Ali Shaheed Muhammad.
When was “Can I Kick It?” first released?
It was released in 1990 as part of their debut album, “People’s Instinctive Travels and the Paths of Rhythm.”
Where is Maker’s Mark headquartered?
Maker’s Mark is based in Loretto, Kentucky, and was founded in 1953 by T. William Samuels Sr.
What sample is used in the song?
The song famously samples “Walk on the Wild Side” by Lou Reed, along with several other classic jazz and rock tracks.
