Capitalizing on “Hip-Hip” Culture

Hip-Hop Culture has made it’s way into the mainstream. With Hip-Hop artists topping the Billboard Hot 100, hip-hop artists are gaining mainstream success and attention. Advertisers are listening and capitalizing on that appeal. The number 1 song this week is by a hip hop artist, and 6 hip hop artists are in the top 10. If brands want that instant “cool” factor they are calling on artists like Drake and DJ Khaled. Even ads that are normally targeted to middle class moms, are using hip hop celebrities like MC Hammer.

This is not the first time Hip-Hop has “gone corporate.” Hip-Hop giants like Tupac and Ice Cube aligned themselves with brands in the early nineties. The difference is the cross-over, as artists like Shaq and Kendrick Lamar are doing commercials for mainstream giants such as American Express. Some might argue that Hip-Hop artist are selling goods for a society that does not fully embrace their culture, but wants to exploit them to sell goods. The Atlantic argues that the features in these commercials adds to the consumerism and materialism that is prevalent in Hip-Hop culture. Either way, the success of these ads shows that this trend isn’t going anywhere, anytime soon.