Brands Who Are Real Champions for Hip-Hop
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With an undeniable influence, hip-hop is the cultural movement every brand is trying to tap into. But whose doing it, and whose doing it right?
Over the past 40 years, hip-hop has transformed from an underground niche to a mainstream powerhouse, becoming the defining beat in the sound of pop- culture. Most recently, hip-hop has made historic strides, surpassing rock as the most consumed genre and accumulating a purchase power of $453B amongst its’ diverse and youth-driven audience (Gen Hip Hop Study). Why wouldn’t brands want to connect?
However, the desire for brands to connect with hip-hop often results in pandering to black culture, tokenism, lack of historical context, and cringe- worthy advertisements. This in part due to the diversity problem within the industry, and therefore a lack of professionals who can speak directly to the hip-hop experience.
Nevertheless, these poor attempts to integrate hip-hop into advertising is indicative of a much greater issue. Most brands are not actively contributing to hip-hop culture, just profiting off of it. For the plethora of campaigns that feature hip-hop’s biggest songs and artists, there are few brands helping to elevate the people and the communities that breed it. This not only contributes to the commodification of hip-hop, but is a disingenuous effort from advertisers.
So, how can brands tastefully merge with hip-hop to champion the culture that is changing the world? See the best-in-class examples below.
1. Sprite
Since the 80’s, Sprite has been in harmony with hip-hop, pioneering the act of spotlighting rappers and hip-hop artists in national television ads. Fortunately, 30 years later, the forward-thinking brand continues to revitalize itself, empowering youth culture and hip- hop in the process.
In late 2019, Sprite launched a new campaign to explore the influence of hip-hop outside the bounds of music, trading in the iconic “Obey Your Thirst” tagline for “Thirst For Yours”. While the copy change may seem slight, it signifies the ongoing push to give hip-hop justice, shedding a light on its ever-evolving narrative.
Despite the status quo of employing only the biggest rappers for ad campaigns, Sprite continues to take an underground approach. The “Thirst For Yours” campaign exclusively features emerging artists from the “Sprite Way” program, a content initiative that advocates for independent, up-and-coming hip-hop talent. As the campaign pivots to promote Sprite’s new ginger collection, the brand continues to prove its hip-hop rooted identity, is not in vain.
2. AT&T
The history of AT&T as an ally for hip-hop dates back to 2015, when the media conglomerate signed a deal with REVOLT TV to distribute the music network to U-verse TV subscribers. A clear move to back the culture and content that resonates with so many of its users, only marked the beginning of a flourishing partnership between the two companies.
AT&T’s commitment to fostering community and knowledge behind the business that is hip-hop is evident now more than ever, as AT&T is the presenting sponsor of the REVOLT TV Summit, a multi-city hip-hop conference purposed to bring hip-heads, artists, and industry executives together.
The two media giants also joined forces to celebrate Atlanta’s (404) day. An event paired with a digital campaign, the celebration honored the genre’s modern-day hub, shining light on the city’s contributions to hip-hop and the people who make it possible. The campaign includes industry heavyweights, Coach K, Kei Henderson, and Jermaine Dupri, who share a personal take on the city’s relationship with hip-hop.
The collaboration is not only greatly deviant from how brands traditionally approach hip-hop, only investing in the talent, but illustrates how brands can merge corporate initiatives with marketing to uplift and impact culture.
3. Microsoft
For Microsoft, true homage extends beyond any feature or cameo. Leveraging AI capabilities, the technology company is paying tribute to hip-hop in the form of experience.
Last month, the brand launched [R]Evolution Hip-Hop, a popup art- exhibition, tailored to share and chronicle the deep history of hip-hop. Located the genre’s birthplace, Bronx, New York, the installment uses AI technology to give classifications to hip-hop’s development and personalize the experience for each visitor.
Eight years in the making, the project is indicative of Microsoft’s commitment to building technology that possesses rich cultural relevance, extending beyond the bounds of practicality. While some brands outside the entertainment realm struggle to authentically engage with hip-hop, Microsoft is the ideal demonstration, harnessing brand identity to create tangible value.
4. 1800 Tequila
At the heart of hip-hop lies collaboration and mentorship. With a mission to empower the future generation of artists and creators, 1800 Tequila partnered with Future to release Vol. 2 of the 1800seconds album, putting this principle into practice.
After a successful release of 1800seconds Vol. 1 with rapper Pusha T., the brand reprised the project, releasing an album and digital content series to document the collaborative creation process.
Ultimately, the 1800seconds project recognizes that new hip-hop artists need more than just a platform to amplify their artistry.
In the digital age, music is more saturated than ever and creative guidance is required for new talent to cut through the crowd. The partnership not only allows new talent to arise under some of the most accomplished in the game, but is doing so in a way that advocates for community vs. competition in a cut-throat industry.
