Hip-hop and rap music has become a marketing mainstay for brands—but young consumers only buy when it’s done right. 

Hip-hop and rap music has become a marketing mainstay for brands—but young consumers only buy when it’s done right. We’ve all seen how Travis Scott’s McDonald’s meal, Snoop Dogg’s jingle, and Cardi B’s Reebok collab have been a hit among Gen Z and Millennials, but for these gens, the most memorable rap artist collabs are the ones that “tell real stories about real people.” Brands view hip-hop’s biggest artists as an endorsement opportunity to attract young consumers while artists can capitalize off of simply name-dropping a brand in their lyrics. But because pop culture has consistently tried to borrow and steal from hip-hop and rap artists for years without giving credit, brands who “don’t do their homework” and work with artists just for the clout are often subjected to ridicule from young audiences who can “see straight through the obvious appropriation of culture for commercial means.” (The Drum)