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The name says it all: rapper Gucci Mane
Photo: Picasa / WireImage
The rapper Kontra K. criticizes the luxury brand and show-off hype in hip-hop.
"We rappers screwed up a lot," says the Berliner, according to the NDR announcement, in a new report in the YouTube format "STRG_F".
According to research on the public digital service Funk, almost half of the rap hits of the past five years contain brand names.
In 31 of 71 examined titles, which landed at number one in the German single charts, brands are celebrated: Gucci (13 songs) most often, followed by Louis Vuitton (eight songs) as well as Rolex and Prada (five each).
"Gucci Gang" by US rapper Lil Pump received one billion views on YouTube and the piece "Nur noch Gucci" by German musician Capital Bra 59 million.
At the same time, sales of personal luxury goods among the "Generation Z" born after 1995 are increasing sharply.
The share of this group in total sales of luxury brands has increased from one to 13 percent in the past five years - although statistically speaking it has the least money.
“It used to be about how crazy you were.
Today it's about what crazy things you have.
Who has the craziest chain?
Who wears the crassest, most expensive shoes?
Who has the limited edition what the fuck ?!
The main thing is that it costs a lot of money.
And that's nonsense «, says Kontra K., who used to wear expensive branded clothes himself in his videos.
Rap influences and shapes the next generation.
"To say yes, we are not our children, is the cheapest excuse."
sak / dpa
