7/24/2023 0 Comments 80s hip hop music videos![]() In the last two years alone, brands from Louis Vuitton to Saint Laurent have released rap-fronted campaigns to draw in younger customers. It’s not surprising given that the two countries are the top two producers of hip-hop in the world, which also helps to explain luxury brands’ interest in rappers and their videos. In Nielsen Music’s 2020 mid-year report, the music sales tracking company reported that hip-hop is the top genre in the US and France this year. Fur is a status symbol that’s stood the test of time, even in modern rap.Īnd when it comes to analyzing fashion trends, hip-hop music videos are a good place to look, particularly those posted to YouTube. The fur coat is a symbol of beyond-rich, it’s why the look fits in so well with the hip-hop universe. In Yo Gotti’s video for “Put A Date On It” featuring Da Baby, Gotti stands at the head of a long dining table donning a red coat embellished with a fur collar. In Dadju’s video for “Sous Controle” featuring Niska, the rapper walks into a mansion sporting a long fur coat before jumping into the song itself. It’s a classic look: big fur coat, ostentatious jewelry, hype entourage. Of the music videos analyzed, 18% featured some sort of fur, most often worn on coats. Over the past year, five main trends stood out in some of hip-hop’s top music videos: 1. ![]() Heuritech applied its in-house image recognition technology to do so, a method which allows for the detection of over 2000 attributes and products in each frame, like texture, color, model, and much more. To answer this question, Heuritech analyzed over 600 of the most popular hip-hop music videos on YouTube across 20 in the US and France. Travis Scott Cactus Jack AF1s Fashion trends in 2020’s hip-hop music videos on YouTube So what are some of fashion’s major trends in hip-hop music videos in particular? Moments like these speak to the power of images over fashion trends. Fashion brands haven’t let these numbers escape them: in Travis Scott’s music video for the song SICKO MODE, for example, he mentions the brand Nike, and has since been collaborating with the sportswear giant on their signature Air Force 1s. Today, music videos are diffused across social media to be watched on YouTube and other platforms by millions of fans, and with each album release it seems fans expect at least one or two videos to follow. These associations exist largely thanks to music videos, an art form in its modern form taking off in the 1980s with the rise of MTV. Cite Kanye West and his namesake brand Yeezy comes to mind cite Tupac and one pictures a red bandana and gold chains. And between Gen Z and millennials’ attachment to social media and penchant for the hip-hop genre, the interaction between fashion and music has never been so rapid fire. It’s not uncommon that a musical artist is the pioneer of a fashion trend, or even a fashion movement, it’s all about the universe the musician creates. And they always have been, from Michael Jackson’s shiny glove to Pharrell’s vintage Vivienne Westwood hat. ![]() Fashion and music are inextricably linked.
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