By the late 1980’s/early 90’s, Hip-Hop was accelerating to the top of the charts as a cultural phenomena. Coast to coast — (and now internationally) — a plethora of demographics and various characters began ascribing to rap as their preferred method of musical expression. Why? What is it about this aspect of American culture that could take the masses by storm?
You see, for those who appreciate it, rap does something for the soul that is almost ineffable. And for those who do not appreciate rap; there is still something about marketing to be learned from this industry, by all — yet, I suppose, that sentence reveals a sense of bias I have while I write this article…nonetheless.
In order to understand what rap does for the listeners, we need to also understand the visual art form it historically inspires: Graffiti.
If you ever have the opportunity to browse a graffiti—artist’ sketchbook, you will be struck by the amount of times someone can write their name over and over. Upon further examination and discussion — one will quickly learn it is not so much about the name by which the artist can write — but the proper execution by which the artist can write the same name, in a new style.
Furthermore, the variety of styles not only adds value to the artist’s portfolio — it is what those styles mean to him or her. Those styles, add meaning to the existential questions an artist might have about one’s self.
The reason rap inspires this art form, is precisely because rap is about believing in the ability of self to overcome. This is evident if you listen to almost any rap song from 1986-1995. Rappers would often use their lyrics as a means to differentiate oneself from other lyricists in the pursuit of monetary value for their skill set.
Is that not the root of all business?
Before I cover how to apply this to your business today, here are some lyrics that establish this theory: