Beyond the Beat

Current rap moguls have begun to expand their influence beyond simply making music. As rap has gained popularity, the business of rap has grown exponentially. Not only do HipHop musicians focus on producing hit music, but they have begun to focus on expanding their influence beyond their lyrics. Artists today aim for additional ways to market themselves while still influencing popular culture, often reaching the most unlikely subjects. Last week I watched my 12 year old sister walk in from the mall wearing bright red shutter sunglasses. Before I had the chance to tell her how ridiculous she looked, I recognized the glasses as a symbol of Kanye West’s persona. Who else could have started a trend of wearing sunglasses with shutters covering your line of vision? None other than the infamous rap mogul Kanye West. An entire industry stems from rap musicians’ work, and not just from the money generated by their music. Rap artists have also taken hold of the fashion industry. Almost every prominent HipHop artist today has his or her own brand, clothing line, or perfume. Don’t believe me? See if any of these look familiar:
Apple Bottom Jeans (Nelly). Sean John (Diddy). Shady Limited (Eminem). Rocawear (Jay-Z). G-Unit (50 Cent). Baby Phat (Kimora Lee Simmons).

Exposure to rap’s corporations is inescapable because rappers constantly build their brands, customizing a public personality. Successful HipHop artists today are not only defined by the popularity of their music but also by the vastness of their corporations.