With his signature directorial style, Hype Williams ushered hip-hop and R&B into the new millennium visually. His work gave credence to the industry we experience today. In times of tech evolution, like at the cusp of the new millennium on the brink of the Internet, culture needs visionaries that usher in the new frontier. In hip hop, the future belongs to the tastemakers.

Managing a streetwear brand in its truest sense requires a balance between mainstream awareness and the preservation of brand codes. In the case of Joe Freshgoods, it is a unique blend of brand narrative with his own quintessential codes to create authentic connections with streetwear lovers globally. As a creative director, Freshgoods roots narratives in perspectives of Chicago and what it means to be in community. This is my guess on how.

Lil Wayne’s impact on the canon of modern hip hop cannot be overstated. His contributions have transformed both its model and sound. By expanding his reach to build on the natural synergies of hip hop and relevant subcultures, like skateboarding and rock & roll, Wayne cemented his global superstardom.

Behind Drake’s icon is the strategy that grew him to superstar status. This is how the perfect storm of marketing strategy broke Drake and helped sustain his boom for more than a decade.