Hip Hop 50: Equity & Culture, Hyperrealism & Luxury, Creators to Watch
Hero Collective
Hero Collective is a 100% black-owned, creative and social marketing company focused on turning brands in to heroes.
With the 50th Anniversary of Hip Hop this past weekend, this edition’s Culture Hack takes a look at ownership and equity in?Hip Hop. We also explore hyperrealism, internet culture, and the future of luxury fashion and take some time to spotlight five creators you should follow that are pushing the culture forward and shaping their respective industries. Welcome back to Culture Hack, our newsletter authored by our very own Heroes: students of culture, creators, and boundary-pushing, shape-shifters hell-bent on changing the world. Our work is rooted in deep cultural understanding, based on our lived experiences, expertise, and relentless learning that we use to help brands find and leverage their “Cultural Superpower.”
When hip-hop legend Dr. Dre sold Beats Electronics to Apple for a reported $3 billion on May 28, 2014, he pocketed a reported $400 million, making Dre the wealthiest hip-hop artist in the world at the time. The title was later surpassed by Jay Z in 2019 . Whether moves were made publicly or in silence, the growing business acumen of hip-hop artists has evolved into a bigger conversation surrounding ownership and equity.
When Dre sold beats, Black Eyed Peas frontman Will.I.Am said, “It’s not just good for the company; it’s good for the culture ... kids in inner cities not only dream about being athletes and musicians, but now entrepreneurs, and bringers of new, disruptive, cool lifestyle products.” As hip hop artists expand their sights beyond the genre, and build a legacy that transcends their music catalog, in what ways does it influence the way artists leverage their assets, and how does it translate into modern hip-hop culture?
Recently, hip hop producer Swizz Beatz spoke out on his and fellow producer Timabaland’s decision to sell Verzuz, their popular livestream music platform. Last year, they reached a settlement with Triller, the app’s parent company, in the amount of $28 million after suing for breach of contract. As a result, the ownership stake for participating Verzuz artists that were part of the pair’s original deal was also increased, providing 43 artists with equity , giving back to the artists that helped build their brand. Timbaland said: “Nobody’s ever done that when it comes to Black business and really teaching our culture.”
Whether artists are making a way for other artists or for their own brand beyond hip hop, it’s becoming the norm to expect more from the brands that want a piece of what you own and have created. Jay Z has said that “Hip-hop from the beginning has always been aspirational. It always broke that notion that an artist can’t think about money as well”, a lesson that is being unlearned by hip-hop artists and the culture alike. While artists navigate record deals and brand partnerships, they’re learning their value beyond the bars, and have come to expect fair compensation for their contributions to the culture. To quote Snoop Dogg “I want some equity. Give me a piece of the pie. If I can’t get no equity, [f***] you and your company.”
Hello hyperreal. What fashion’s turn toward internet culture says about luxury and influence in 2023
‘Authentically artificial’, Greta Gerwig’s self-proclaimed descriptor of the Barbie aesthetic, may be my phrase of the year. It’s a reference to the film’s revelry and intentional embrace of life in plastic. But it’s also reflective of a shift in 2020s internet culture away from faking the real to being really fake. And from Pharrell’s pixelated Louis Vuitton runway to MSCHF’s big red boots, it’s permeated the upper echelons of fashion and luxury too. They’re calling it hyperrealism.
We hear a lot about people constructing their identities online as third spaces, often as extensions or exaggerated versions of their real selves. Indeed, 1/3 of Generation Z go as far as to say their online self is their most authentic. But what happens when people try to reconstruct these aesthetics in the physical realm, and the lines between online and offline blur? These trends in hyperrealistic fashion are what happens when looking like the internet becomes the new luxury. Boots that look like cartoon feet. Minnie Mouse heels that defy conventional footwear forms. Minecraft -inspired high fashion. AI-inspired, 3D-printed, anti-functional craft.
Without overstating the obvious, the premiumization of cartoonish internet culture is just another signal of Gen Z aging up into the audience driving culture at large. Just as high fashion appropriated club culture and streetwear in years gone by to remain relevant to ‘the youth’. Perhaps it also represents fashion’s acceptance of social buzz driving perceptions of luxury and desire. Designing for social in every sense of the word [those MSCHF memes are still inundating our feeds].
More mainstream brands (the Paris Hilton Crocs collab being a particular fave] are already getting in on the hyperreal action. For any other brand who may be interested, think about how you could lean into your own version of ‘authentically artificial’. And tapping into that as a way of making the next generation’s desire for escapism and crafting their identities feel that little bit more real.
- Ed Hunt
The level of creativity continuously emerging from social media communities is thrilling and inspirational. At the same time, it leaves brands with a unique but challenging opportunity to immerse themselves in creator culture. This immersion demands more than mere participation; it entails a deep understanding of the values, narratives, and aspirations that resonate with creators and their audiences. As these rising stars are constantly pushing the boundaries of art, technology, entertainment, and more, we have curated a list of a few promising, diverse creators making their mark and are poised to shape the future of their respective industries.
Deemed one of TikTok’s “It Girls,” 23-year-old Monet McMichael is known to be one of the most relatable and authentic creators to date. Creating engaging content that spans a range of topics from hair, fashion, lifestyle, and much more. From ‘Get Ready with Me Videos’ to brand trips and many more different experiences, Monet is not shy in showing that she will have fun in every phase of life. Her storytelling ability and overall positivity have gained her 3.6 million followers and over 226 million likes on TikTok.?
领英推荐
The Tiktok duo of two best friends, Folayan Kunerede and Bobbi Tyler have gained widespread recognition for their high-energy rap videos on TikTok, characterized by their signature running approach toward the camera. With 1 million followers and 30.3 million likes on TikTok, their engaging content has received praise for its positive, humorous, and creative expression. Notably, they've released a well-received single titled "You Wish" and are currently working on their debut EP. Flyana Boss's upbeat presence and authentic portrayal of black women position them as rising stars in both the TikTok and music spheres.
Jaeki Cho has emerged as a notable Korean-American food influencer and the charismatic host of "Righteous Eats," a TikTok series that showcases some of New York City’s hidden gems. With a TikTok following surpassing 684,400 and 167,000 on Instagram, his distinctive style provides insightful knowledge as he explores diverse culinary cultures. Rooted in authenticity, zeal, and meaningful audience interaction, Jaeki Cho is unquestionably a rising star in the realm of food influencers.??
Renowned for her candid and insightful beauty content, beauty journalist, photographer, and influencer, Charisse Kenion has a substantial following of about 24,000 on TikTok. She adeptly navigates the crossroads of beauty, race, and culture. Charisse's journey began as a beauty writer for Refinery29, encompassing makeup, skincare, and hair. In 2016, she launched the "BeautyMe" podcast, where she engages industry experts and influencers in discussions on all things beauty. With a solid commitment to diversity and inclusion, Charisse actively voices her concerns about the representation of women of color in the beauty industry.?
Agus Panzoni is known as a trend forecaster, influencer, and TikTok creator, with a follower count of about 287,000 on TikTok and 101,000 on Instagram, celebrated for her insights into Gen Z fashion trends. Formerly a trend researcher at WGSN and a category manager at Depop, she ignited her TikTok journey in 2020 to share fashion trend perspectives, rapidly ascending as a Gen Z trend forecasting sensation. Panzoni's humorous and informative TikTok videos cover diverse fashion themes, from emerging trends to sustainability and the ‘sims-ification ’ of creators.?
As creative displays of identity and individuality, artistic expressions, and novel concepts continue to grow across platforms, bands find themselves standing at a crossroads. Presented with the need to adapt to the evolving modes of communication and expression that social media facilitates. The call to action for brands is clear: to not only witness the surge of creativity but to actively participate in it. Our only hope is that they can keep up!
- Naomi Augustin, MBA , Carolina Roldan , Chaderia Moore , and Adriana T.
Snoop Dog recently wrote on LinkedIn about equity and the creator economy, calling out the disparity in compensation and brand partnership between creators of color and their white counterparts.
It looks like TikTok will be adding labels to AI-generated content, according to reports from The Verge .
Instagram is adding more music integration to your feeds, adding a music feature for carousel posts.
Joe Anthony spoke to The Drum about how Hero Collective approaches chemistry sessions and other insights on the new business and RRP process