IntroductionIN THE 1990S, NUMEROUS AMERICAN SCHOLARS started to write seriously about hiphop.1 is a complex culture, even though it is depicted in a one-dimensional way through the mass media. is widely accepted that hip-hop culture first manifested itself in the early 1970s throughout the five boroughs of New York City, but first in the urban wasteland known as the South Bronx. emerged from the African-American, Latino and Caribbean-American communities. According to Tricia Rose, It is to be perceived as the reaction of marginalised youths in postindustrial urban America. music and culture rely on a variety of Afro-Caribbean and Afro-American musical, oral, visual and dance forms and practices.2 includes four main branches of expression: deejaying (the art of combining sounds and songs using two or three turntables); b-boying (dancing); aerosol art or graffiti writing; and the emerging part of the iceberg, emceeing (rapping).Hip-hop is a way of life that conditions the way its participants are looking at the world, or at society, and the way they interact with other individuals. also participates in the making of their social identity. According to pioneer Kris Lawrence Parker, also known as KRS-One, Hip-hop is something you live and rap is something you do.3 The music industry and the media have helped to make the words hip-hop and rap synonymous, leaving out the other elements of the culture. In this article, when I use the word hip-hop, I will be referring to the culture along with all its elements and not only rap music. Anthropology envisions culture as the abilities individuals acquire in order to think and act according to their environments When one talks about culture, it implies a set of habits, values, an ideal that conditions the way participants look at society, their aspirations and their life choices.* As a consequence, it concerns much more than clothing, songs and videos.Ever since the 1980s, hip-hop has become a cultural product that is being sold and bought all over the world. is a product that garners millions of dollars, produces waged activities and boosts the American and the world economy. culture, mostly through rap music, became a legal way to escape from social exclusion and poverty for a category of young people in America and in Europe. In May 2014, Forbes magazine estimated the personal fortune of certain African-American hip-hop entrepreneurs: the most well known are the producer, rapper, record producer, actor and entrepreneur Sean Combs (born 1969), also known by his stage names Diddy and P. Diddy, whose fortune is valued at US$700 million, and the rapper, entrepreneur and music producer Sean Carter (born 1969), aka Jay-Z, with an estimated fortune of US$520 million. Andre Young, aka Dr Dre, a rapper and music mogul, has an estimated fortune of US$550 million. In 2008, he cofounded the Beats brand of audio equipment with Interscope chief, Jimmy Lovine.6 These artists/ business executives as well as their partners have become dynamic commercial assets.Since hip-hop entered popular culture, it became also a product willing to sell out, to please. Popular culture is commercial, in other words, it is marketed in order to make profits. repeats itself hoping that the products that had commercial appeal will be successful again. At the same time, its producers not only reflect the beliefs and the values of its consumers, they shape them. The culture has had a strong impact on the clothing and food industries, on the media, education, language, sexuality, gender relations, social and economic policies in the United States and other parts of the world.The hip-hop generation is between thirteen and fifty years old. This culture gives them a specific language, a common notion of authenticity, common values and common landmarks that transcend their own ethnic and cultural heritage. Even if the process might be questionable, hip-hop is a cultural unifier. …