"'Survivor' wouldn't have happened had I not gone out there and helped CBS to sell sponsors to finance the first one. Part of my thinking on 'Survivor' was that it should have rewards that are corporate brands. A Big Mac, one thimble-full of Coca-Cola."

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McDonald's offers a king's ransom to any hip-hop artist who is able to put Big Mac into a song. MTV - and more to the point, Viacom - is succeeding in extending a teenage life to twenty-nine or even thirty-one years old. It is about extending this market and removing any intelligent substance in the music.

— Chuck D