One thing you can't take away from Hip-Hop artist is their music and their influence. Artist influence is huge in determining how long or short lived their career might be which is why it's one their most valuable assets. The goal of all artist much like brands and marketers is to STAY RELEVANT. A seasoned artist with a discography and track record for high sales is a proven authority of influence and will very well warrant the high cost of using them as marketing tools. One artist who I can name right off the top my head who does this flawlessly is Kanye West. ANYTHING Kanye touches becomes gold. For example take the clothing brand "PYREX VISION" (which is designed by Kanye's personal stylist Virgil Abloh) which BLEW UP the second Kanye wore a few pieces during a stage performance.
Notice the sweatshirt and the kilt, now take a look at these following plain folk emulating Kanye's outfit.
Suddenly the uber-priced clothing garments ($125 for shorts? REALLY?) are all the rage and everyone from muggles to celebrities alike are donning the "Pyrex" wares. Here's Def Jam singer Rita Ora, Rob Kardashian and rapper A$AP Rocky showing some love.
Goes to show the marketing strength one popular Artist can have and the ripple effect caused among other lower tier celebs who want to be included in the movement. Influence is Authority.
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