Have hip-hop’s commercial aspirations alienated its consumers?

Thu, 15 Nov 2012 21:57:00 +0000

Eminem once rapped "My first year in 9th grade, can't forget that day at school/ it was cool till your man MC Shan came through/ And said that Puma's the brand 'cause the Klan makes Troops." He isn’t the only one who bought a pair of shoes because a rapper said it was cool. Years before, in 1986, Adidas become popular thanks to Run-DMC’s hit “My Adidas,” which was probably the first time rap music become an (accidental) commercial vehicle for a product. Nearly 20 years later, not as many rappers are spittin’ about shoes as they’re talking about more opulent things. Like the Maybach Benz. Even someone who isn’t familiar with rap has probably heard of the car, one of the most ubiquitous status symbols in rap. And because it is also the most expensive, it's become a commercial failure that will be discontinued in 2013, after a 16-year run on the market.

Salon.com > Run DMC

Have hip-hop’s commercial aspirations alienated its consumers?