By Amy Houston

Hip-hop has made its mark on popular culture to inspire everything from fashion brands to social media trends. As a result, top brands have embraced hip-hop artists in their marketing to captilize on the artists’ creativity and fame – but it can have mixed results. The Drum explores the winners and the losers laying down the beats.

In recent years rapper-brand collaborations such as McDonald’s Travis Scott meal, Just Eat’s jingle with Snoop Dogg and Reebok’s Cardi B collabs have been extremely lucrative for both the corporation and the star. Hip-hop music has firmly cemented itself in Read full story ›

Source: The Drum