Is the Demise of “Brand Hip Hop” at Hand?

I normally weigh in on specific products or companies, but today I want to discuss a cultural brand, the “Hip Hop” culture. Rap music is the core of Hip Hop culture or, Brand Hip Hop, and although not a brand in itself, its core attributes have a profound influence on fashion, products, entertainment and just about anything else you can think of. Whether you like the style of music or not, it is safe to say that every American born after 1970 has been touched and influence by it; from inner-city African Americans to small town Caucasians and everyone in-between. Brand Hip Hop is a reflection of the urban African-American lifestyle and represents a nonconformist, individualistic lifestyle that, like the Hippie movement in the 60’s and the Disco era in the 70’s, appeals to younger people who are looking for an outlet to rebel against anything traditional and conforming. In addition, Hip Hop culture, or more specifically the “Gangsta Rap” part of it, represents a tough street attitude, which is appealing to those who are disenfranchised or want more respect. So basically the essence of Brand Hip Hop is a tough, independent, street savvy lifestyle.

Rap music, the center piece of Hip Hop culture, began in the 70’s on streets of New York City, before rapidly spreading nationwide in the 80’s. Since the late 80’s Rap music has been a powerhouse music genre, and the urban culture that surrounds it has major influence on American and now worldwide popular culture. The one thing that made it so popular among all races and classes is it has edge and is an authentic reflection of urban life. The songs, the clothing and the attitude, everything about it feels real and connects with people for that reason.

Despite becoming mainstream and highly commercialized over the past 20 years, Hip Hop artists and culture managed to keep an authentic brand image and maintain credibility. Brushing aside anyone who might diminish its credibility and surviving the few that did slip though like MC Hammer and Vanilla Ice, Hip Hop has endured and influenced everything and everyone it touched along the way. It has also made a lot of people a lot of money including record companies, shoe manufactures, clothing designers, jewelry makers, movie studios, liquor companies, etc, etc. More importantly it has given talented individuals who otherwise had limited opportunities the chance to make millions, become stars and even give back to their communities. Its impact over the past couple of decades is too big to even begin to possibly measure it.

That all could change very fast, Brand Hip Hop may have finally peaked and it is very feasible that it’s cultural relevance may have started or will soon be on the decline. The clues are all there, movie studies cranking out Hip Hop themed movies (Get Rich or Die Tryin’, ATL), Dozen’s of new rap artists with mediocre talent being cranked out every few months by the major labels, formerly street hard mega rap stars like Snoop Dog showing up on commercials for internet services (AOL) and cars (Chrysler). But the real point that defines the beginning of the end for Brand Hip Hop may be during Kevin Federline’s (K-Fed) début rap performance last week on Teen Choice Awards, broadcast nationally on Fox (see it here); rap music and the Hip Hope culture officially managed to lose both its edge and its credibility during those few minutes.

Kevin Federline, the former backup dancer and dead-beat who married Britney Spears, with no credibility or talent, was given a national stage and unintentionally delivered a parody performance that nothing less symbolizes everything Hip Hop has become. It would have been funny if it was a comedy bit on HBO’s Da Ali G Show, but it wasn’t; it was real. Sure K-Fed may not be embraced or respected by the major players in the rap industry, and it has nothing to do with him being white (Eminem made that a non-issue), just in some way K-Fed managed to highlight how far Brand Hip Hop has deviated from what made it great, it’s authenticity is gone and therefore so is its credibility. K-Fed did not kill it himself; he merely exposed the decline to the entire world. With its viability sure to gradually diminish, it will have less and less of an influence on consumer and cultural behavior and eventually give way to something new, something that is real.

Jake Crocker is a Partner and Brand Marketing Director at Martin Branding Worldwide, Inc. and can be reached at: jcrocker@martinbranding.com