TY  - CHAP
U1  - Buchbeitrag
A1  - Bug, Peter
A1  - Dao, Thi Quynh Anh
ED  - Bug, Peter
T1  - Music videos and fashion business : hip-hop study
T2  - Fashion and film : moving images and consumer behavior
N2  - Hip-hop culture defines itself through four central pillars: DJing, MCing, breakdancing and graffiti, but a fifth one, fashion, may be in the coming. Hip-hop has become the most popular music genre, and the influence it has on society is undebatable. But as hip-hop artists increasingly underpin their music with visual components, like music videos, the question arises if that has an influence on the fashion industry. This chapter clarifies which factors may determine a fashion business impact and discusses differences between mainstream hip-hop artists and the ones that are active in the fashion industry as well. The focus lays on the way and amount fashion is presented in the music videos. 24 music videos were analyzed, thereof 15 popular records from the past three years and nine of artists that are already considered as fashion influential. Additionally, a fashion influence index was created to compare the degree of fashion between the music videos. Numbers of styles, recognized brands, fashion related song verses, fashion related description box mentions and articles about the fashion in the music video were noted. Findings reveal that the number of outfits shown in the video did not have a direct link to the amount of traffic it produces in fashion media. The artists that are considered influential in the fashion industry, name brands in their song lyrics more often and show brand logos more frequent in their music videos than others. Though over the observed years, for the mainstream hip-hop artists, a rise in fashion awareness can be seen through a higher number of styles, recognizable brands and fashion related verses in the lyrics.
KW  - fashion and film
KW  - hip-hop fashion video
KW  - hip-hop outfit
KW  - music fashion video
Y1  - 2020
SN  - 978-981-13-9542-0
SB  - 978-981-13-9542-0
U6  - https://doi.org/10.1007/978-981-13-9542-0_8
DO  - https://doi.org/10.1007/978-981-13-9542-0_8
SP  - 155
EP  - 173
S1  - 19
PB  - Springer
CY  - Singapore
ER  -