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Music videos and fashion business : hip-hop study

  • 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.

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Metadaten
Name:Bug, Peter; Dao, Thi Quynh Anh
DOI:https://doi.org/10.1007/978-981-13-9542-0_8
ISBN:978-981-13-9542-0
Erschienen in:Fashion and film : moving images and consumer behavior
Publisher:Springer
Place of publication:Singapore
Editor:Peter Bug
Document Type:Part of a Book
Language:English
Year of Publication:2020
Tag:fashion and film; hip-hop fashion video; hip-hop outfit; music fashion video
Pagenumber:19
First Page:155
Last Page:173
Catalogue entry:Im Katalog der Hochschule Reutlingen ansehen
Dewey Decimal Classification:330 Wirtschaft
Open Access:Nein
Licence (German):License Logo  Lizenzbedingungen Springer