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Check almost any hip hop video from almost any era. Just as rappers love beautiful women, gaudy jewelry, and designer duds, you will see as many slow-motion shots of spinning rims and custom cars as you will the latest video vixens and fresh sneakers. Love of automobiles has been at the core of hip hop music and culture since “Rapper’s Delight” was released in 1979. In as much as the biggest names in the game have to maintain a reputation for staying ahead-of-the-curve in terms of fashion trends, and have to make sure their jewels out-bling the next man’s, a top-tier rapper has to make sure he has the most tricked-out thing on wheels. MC Lyte’s infamous Jetta, Dr. Dre’s 64 Chevy sitting on Daytons, Jay-Z posed in front of the black Bentley for the Hard Knock Life album cover—rappers and cars go hand-in-hand.
The brands that rappers have most identified with over the years have remained startling consistent, from Lincoln Continentals to the always-popular Mercedes Benz, to trendier modern brands like Bentley and Maybach. Jay-Z was given his own GMC Denali, and Funkmaster Flex has been the biggest pitchman for (what else?) the Ford Flex. Apple and Hyundai even partnered to design a custom T-Pain car.
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In an age when flossing is becoming less-fashionable, much has been made about rappers and their taste for living lavishly. But, let’s be honest, love of fine motor vehicles isn’t exclusive to hip hop: Jay Leno’s fixation with and obscenely diverse collection of classic cars is well-documented, and comedian Jerry Seinfeld reportedly has one of the largest private collections of Porsches in the world. But, as hip hop is born out of the street and of the people, the general public tends to heap more responsibility on rappers for the conspicuous consumption. Many of their fanbase can’t afford to spend and live as they do, so should they be setting a better example? “I don’t want a car because of what a rapper says,” said James Martinson of Atlanta, Ga. “I want a nice car because it’s a nice car!” That sentiment was prevalent on a sunny weekend in the town aptly named Hotlanta, but here’s hoping that rappers endorse cars that make a little more fiscal sense in these times. Why can’t Prius give Weezy an endorsement deal? – todd williams
