One of the most powerful truths about hip-hop is the way in which it constantly evolves and reinvents itself. Two years ago, hip-hop was characterized by a Cristal-wielding Gucci-name-dropping attitude.
It was a time when rappers signed merchandising deals with fashion brands, but with 50 Cent’s G-Unit line and Eminem’s Shady brand now out of business, rappers are consolidating their relationship with more aspirational products.
The fascination between hip-hop and luxury brands has not lessened, but the relationship between hip-hop’s most well-known rappers and luxury brands is clearly evolving.
Rappers are beginning to leverage their business acumen to have a stronger role at the heart of luxury brands, not just as consumers, but increasingly as consultants, and with a role to deliver a new generation of consumers to brands that are in various stages of familiarity with a less traditional consumer base.
Those that are most effective are, unsurprisingly, the most visible and those with the biggest cross-over appeal; Pharrell Williams, Kanye West, Jay-Z, and P Diddy.
The relationship between rappers and luxury has taken three main forms…
#1 The rapper as luxury spokesperson… P Diddy + Ciroc in $100M deal (Via EFluxMedia); Kanye West + Absolut (Via Reuters)
#2 The rapper as luxury creative director… Pharrell Williams + Louis Vuitton (Via AllHipHop)
#3 The rapper as luxury strategist… Jay-Z’s new advertising agency has already been rumored to have signed several luxury clients (Via MTV)