# Hip-Hop Goes Commercial By Greg Ponesse | Published 2006-04-07 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/hip-hop-goes-commercial References: [villagevoice](http://www.villagevoice.com/news/0237,parker,38205,1.html) It all began with Run-D.M.C. In 1986, the Queens-bred kings of rap bumrushed Madison Square Garden with their sold-out "Raising Hell" tour. Russell Simmons had urged the group to record a song extolling the virtues of [Adidas](https://www.trendhunter.com/trends/adidas-x-snipes), their favorite sneaker brand. The result was a Top Five r&b record, "My Adidas"—most recently included on Run-D.M.C.'s Greatest Hits, out this week on BMG Heritage. At one point during the show, Run stopped the music and asked everyone to take off a shoe and raise it to the ceiling. The sold-out arena swelled with the sweet smell of freshly purchased, [shell-toed Adidas](https://www.trendhunter.com/trends/la-adidas-superstar-ii). The always prescient Simmons made sure Adidas executives were on hand to see the impact of [product placement in a hip-hop song](https://www.trendhunter.com/trends/follow-your-ears). To the executives in attendance, the room reeked of funky marketing possibilities. "We didn't know the representatives from Adidas were there," says ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 71% | Activity: 41% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Market](https://www.trendhunter.com/market) ## Key Themes ### What's Driving This Trend - **Hip-hop Product Placement:** Brands can tap into the popularity of hip-hop culture by integrating their products in songs and videos, creating a potential revenue stream for artists and opportunities for cross-promotion. - **Hip-hop Brand Collaborations:** Collaborations between hip-hop artists and fashion or sports brands can create mutually beneficial marketing and promotional campaigns, leveraging each other's audiences. - **Hip-hop Influencer Marketing:** Brands can partner with popular hip-hop influencers on social media to reach a younger, diverse audience and increase brand awareness and credibility. ### Who This Affects Most - **Music Industry:** Record labels and music streaming services can offer product placement opportunities to brands and collaborate with them on marketing and promotional campaigns to increase revenue and exposure for both parties. - **Fashion Industry:** Fashion brands can collaborate with hip-hop artists and sponsor their tours, music videos, and events for increased exposure and brand recognition. - **Marketing Industry:** Marketing agencies can develop and execute creative and effective hip-hop influencer marketing campaigns to help brands reach and engage with millennial and Gen Z audiences. ## Related on Trend Hunter - [Celebratory Hip-Hop Collaborations](https://www.trendhunter.com/trends/hiphop-collaboration.md) - [Hip-Hop Craft Beer Collabs](https://www.trendhunter.com/trends/beer-collab.md) - [Celebrity-Endorsed Sneaker Campaigns](https://www.trendhunter.com/trends/start-with-sneakers.md) - [Sneaker-Inspired Art Exhibitions](https://www.trendhunter.com/trends/drip.md) - [Artist-Centric Networking Events](https://www.trendhunter.com/trends/adidas-x-snipes.md) - [Hip Hop Fashion Exhibitions](https://www.trendhunter.com/trends/fresh-fly-and-fabulous.md) - [Icon-Backed Blimp Tours](https://www.trendhunter.com/trends/ice-cube-1.md) - [Hip-Hop Group-Approved Cookies](https://www.trendhunter.com/trends/grandmas-cookies.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md)