I want to show the brand in a more tasteful light, whilst still remaining its ties and connection to its loyal customer base. the loyal customer base I speak of is united by hip hop music predominantly. I wanted to reflect the change in hip hop rap culture to mainstream in my concept.
Contemporary mainstream popular rap artists includes Eminem, Nicki Minaj and Tinie Tempa. I think the perception of hip hop has changed to the mainstream since the days of Busta Rhymes due to how it has developed and evolved being on a world stage, and artist collaborations with artists of other genres and being sold on such a level. In other words, its relationship to the mainstream has evolved. Rap music reaches out to many young and old and has evolved into pop. It is truly an art in the sense that you can mix it with other genres and for it to develop into the contemporary genre it is today.
I want to reflect on this change in attitude towards the music genre. If the Evisu brand is so deeply connected to its fans who love rap, r'n'b pop, and since the musical genres have evolved to take up a DIFFERENT MOOD, that is international, then so must the brand.
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