I love the part in the beginning of Ocean’s 13 where Reuben tells Bank (played by Al Pacino) that there was a code amongst “guys that shook Sinatra’s hand.” While that ritualistic sensibility might’ve originated with the “friends of mine/friends of ours” sets of old, is has somehow trickled down and made evident again through the likes of Diddy, Jigga, and most recently as part of a promotional campaign for this years VMAs, Drake.

I’m interested not by the reasoning behind the stark, overall gravitation towards Old Blue Eyes- we can all only wish that we embodied an ounce the eternal cool that he was portrayed as having- but more at the fact that hip-hop’s fetishistic transparent obsession with his persona is so recurring. Last week, I had an opportunity to view Drake’s TVC on MTV.com, and the first thing that came to mind (before I could mentally complement it, because it is a dope spot) was “wait, isn’t being Sinatra Jay’s thing?” It’s been less than a year since “Empire State of Mind” hit full swing and the critical mass and mainstream media were obsessed daily with his self-pronouncement of being the “new Sinatra”, creating a storm of rumors that “Empire” would now, or soon, replace “New York, New York” as the city’s consummate psalm.

The funny thing is upon hearing “Empire State of Mind” for the first time last year, I thought, “wait, isn’t that Diddy’s thing?” (I also thought “wait, isn’t the ‘state of mind’ thing Nas’s thing? But from that, I digress.) Out of all the pioneers in Sinatra-ization of hip-hop, Puff is definitely the groundbreaker; we all remember in 2003 when he, Ashton Kutcher, and a finally- recognized-for-his-celebrity Jamie Foxx touted themselves the “new Rat Pack”, socially portraying themselves as Sinatra, Dean Martin, and Sammy Davis, Jr, respectively.  Then, in 2008, he famously reprised that character, copiously, and successfully channeling Sinatra in his campaign for Ciroc:

So, with all these examples having mainstream implications, why has is been acceptable to style jack so transparently (and I mean this in the most non-critical way possible)? Remember on “Big Brother” where Kanye was rhyming about his quiet dispute with Jay-Z because he told Jay he did a song with Coldplay and the next thing he knew, Jay had a song with Coldplay? I would’ve expected that same agitation to appear somewhere in this circumstance, especially since they oft share the same stage. I guess that ultimately, Sinatra has become a caricature to our culture in some capacity; we celebrate the “idea” of Sinatra rather than his artistic achievement. More Halloween than homage.

In closing, and in my humble opinion, I’d most certainly take Puff Daddy, Jaÿ-Z, and Drake over Sinatra 1, Sinatra 2, and Sinatra 3 anyday. Admiration is cool, but let’s not sweat dude.

Sometimes yelling into a filtered mic is what you need to get the creative process started.

WHAT YOU DON’T UNDERSTAND

According to Business Week, Lady Gaga has signed a normal endorsement deal with on to be the creative director for a line of Polaroid products debuting later this year.

I’m usually not a fan of vanity positions, but hey, they’ve proved successful before! I’ll keep my eye on this one. Video from today’s announcement at CES is below (via AgencySpy), and the full press release is located after the jump.

SUITS!

Lady Gaga will make a special appearance at the Polaroid booth at the 2010 Consumer Electronic Show (CES) in Las Vegas on Thursday, January 7 at 10:45am to talk about her new creative and business relationship with the Polaroid brand.

“I am so proud to announce my new partnership with Polaroid as the creative director and inventor of specialty projects,” said Lady Gaga. “The Haus of Gaga has been developing prototypes in the vein of fashion/technology/photography innovation–blending the iconic history of Polaroid and instant film with the digital era–and we are excited to collaborate on these ventures with the Polaroid brand. Lifestyle, music, art, fashion: I am so excited to extend myself behind the scenes as a designer, and to as my father puts it–finally, have a real job.”

“Lady Gaga’s broad creative talents and the way she connects with her fans in her own, unique manner made her a natural choice for Polaroid,” said Stephen Miller, co-CEO of PLR IP Holdings. “Polaroid has had a special connection with its customers for years, we are delighted to be partnering with Lady Gaga to continue with that tradition and bring new and exciting products to the next generation.”

The partnership with Lady Gaga is the most recent in a string of partner announcements by PLR IP Holdings, LLC (PLR), the new owner of the Polaroid brand. In the past six months, PLR has assembled a family of Polaroid partners for product development, marketing distribution and licensing. Building upon Polaroid’s rich history, the Polaroid partner network will support fans and users of classic Polaroid products and deliver new Polaroid products to a new generation of Polaroid customers while staying true to Polaroid’s long-standing values of fun and simplicity.

New products by Polaroid and Lady Gaga are to hit retail shelves starting in late 2010.