Hip Hop Culture Analysis

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In hip-hop culture, name brand sneakers like Jordans and Nike’s are considered a rite of passage. As early as second-grade, children are taught that their level of popularity is hedged on the names on the bottom of their sneakers. In the song, Wings, Macklemore and Ryan Lewis explore America’s infatuation with sneaker culture and name brands.
Sneaker brands are great marketers; they create commercials with superstar athletes who promise the watchers they can fly high by wearing their $200 sneakers. Macklemore and Lewis touch on the excitement a child feels when receiving their first pair of sneakers in lines 1-4. Macklemore raps about touching the rim while playing basketball because of the sneaker’s air bubble. The thrill continues in lines …show more content…
In urban communities around the country, people are senselessly killed over expensive clothing and shoes. In lines 10-14, Macklemore begins to reminisce about his friend wanting the shoes to fit in and jump high while playing basketball. The tone changes towards the end of lines 15-17, Macklemore begins to sound reflective of not only his relationship with expensive shoes, but also America’s via consumerism.
The chorus of Wings is the beginning of Macklemore’s understanding of his connection with brands. Originally, he equated his self-worth with the price tag on the sneakers, in the chorus he begins to understand they are not correlated. Macklemore raps about buying his dreams, via a sneaker purchase, only to realize they are worthless.
Lines 20-24 articulates Macklemore’s feelings about the cycle and game of American consumerism. The companies create ad campaigns with celebrities to entice people to buy their product. Through countless ad campaigns on radio and television, people begin to feel like they need to have the item that is being sold, regardless of the cost. The product’s exclusivity is another selling factor because everyone wants to be apart of the movement. Macklemore continues to evaluate the plight of being a part of the consumerist cycle in lines 25-29. Although he acknowledges his part in the consumerist cycle, Macklemore
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