Is Sprite’s ‘Obey Your Thirst’ Campaign Connecting?

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Photo Credit: @RobinMartea Instagram

‘OBEY YOUR VERSE’

When Sprite launched their ‘Obey Your Thirst’ campaign earlier this Summer, I was ecstatic because I knew how well the brand is able to connect with the hip-hop culture. This was eminent from the beginning, when they ran their ads in 1994, featuring artists such as Pete Rock, C.L. Smooth and Grand Puba. The brands aesthetic is brought to life by the studio setting, the clothing and most important, the freestyles.  Continue reading

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Are Rap Labels A Bad Thing?

THE LABEL LIMIT

We’ve long given hip-hop genre sub-labels, including titles such as trap, street, gangster, and conscious. For the most part, a theoretical answer for sub-labels is to separate authentic and inauthentic hip-hop. Authentic hip-hop is typically typecast as lyrical and being a direct reflection of an artists reality. Inauthentic hip-hop is generally stereotyped as being chalk full of exaggerated lyrical content and watered down production. When it comes to labels, all artists that fall under one of the sub-labels within the rap category struggle to advance outside of their designated box. As limiting and frustrating as it is, are rap labels a bad thing or is it possible to prove the media and fans wrong by pushing past the label limit?
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