Ghetto Fabulous
“It takes rappers to make things cool,” says Marvet Britto, a publicist for rapper Eve and other top urban stars. Called “ghetto fabulous,” the phenomenon would seem to benefit everyone. An artist deems a product cool, sales jump, the rapper looks like a tastemaker and brands that were once the exclusive domain of bluebloods enjoy blinding exposure to a youthful crowd of new customers.
But no marriage is perfect. One source of strain: artists like Busta Rhymes are keenly aware of their marketing power, yet they often aren’t cashing in, choosing to rap the praises of their favorite brands for free. So now some hip-hop celebrities are launching luxury brands, including jewelry, spirits and even cigars.