INTRODUCTION

Culture of Hip-hop was born in 1970 and it keeps developing until today. Hip-hop basically has four kinds of forms which are DJing, Rapping, Graffiti, Break-dancing, and Beatboxing. However why music, in this case is Rapping, can build great influence to the listeners. Music is form of cultural expression that does not necessary experience race and other identity relationships. This aspect appeals to youth experiences because racial identities do not mean only simply one thing for them. Since identities of race are combination of multiple identities, such as national context, class, and even gender. This turns up in Hip-hop music which focuses on mixed identities to find local’s expression.

Hip-hop music is no longer seen only as song to listen but has become a lifestyle to youth in modern era. They feel this music can represent them who are struggling to find meaning and identities in their society which most of them do, regardless of they are White, Black, Asian, etc. However, other kinds of Hip-hop culture like graffiti art and break dancing also have same influence like Hip-hop music. This condition makes business players who are outside of Hip-hop industry find opportunity to contract famous and successful Hip-hop music artist to commercialize their products. These companies use the mindset that has been built by the artist and indirectly put that image in the commodities which appeal to young consumers.

The thesis of this paper is how Hip-hop cultures specifically music and its artists have used their popular effect to influence how branding partnership works and create big business opportunity for automobile, fashions, and food and beverage industries to reach their target marketing which are young adult and teenager consumers. The argument will be focused on how Hip-hop artist have had a great influence on mainstream consumption