The commercialisation of hip hop music and culture since the movements inception in the 1970s has been a massive transformation. Seen as an underground movement in the seventies and early eighties, it is hard to believe advertisers and MTV executives were concerned about linking their products with hip hop. The association of Run DMC with Adidas, Kurtis Blow with Coke and the Fresh Prince with Mountain Dew in the mid eighties has paved the way for the multi million dollar industry that surrounds Hip Hop today. Ice T and Flava Flav have reality tv shows, Snoop Dogg features in video games, Puff Daddy sells purfume, clothes and many rap stars such as 50 Cent have crossed over into film, selling themselves and their images as a commodity. Hip hop aesthetics have made the cross over as well and are commonly used in advertising. In just a few decades hip hop has become arguably the most lucritive music genre for advertising.
Anna
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