Neerlandica and literary scholar Aafje de Roest, who is doing a PhD in contemporary Dutch hip-hop, says the popularity of hip-hop influences the way we communicate with each other and the way we look. “It’s really a youth culture that has its own language, so many old people don’t understand these words right away.” Take the above word net; This is slang for money.

According to De Roest, young people who have never visited the Amsterdam Zuidoost region, where many emerging artists come from, are adopting the language and fashion of the region thanks to the music. “Lots of young people wear hip-hop clothing that has its origins in the Southeast. Take, for example, the merchandise from the hip-hop collective SMIB. Young people wear it all over the country.”

It may not always be immediately visible, but many outward expressions stem from hip-hop culture, says de Roest. “Think of streetwear like sneakers, big earrings, and loose-fitting clothes. They’re all inspired by hip-hop.”

She also says that young people are generally enthusiastic about this type of clothing; Standing in line to get a pair of shoes became completely normal. “A brand recently released a running shoe, and then guys were camping in front of the store. It’s so cool to see what people are willing to pay for it.”

From fitness magazines to fashion magazines

Hip hop influences sometimes extend beyond youth culture. “Words that hip-hop vogue are like fittie They were simply used by NOS when it came to the difference between Rutte and Kaag. “These are great operations,” says De Roest. Young people and artists create a place with their own cultural product, where they can tell stories about who we are. Social visions are exchanged in the hip-hop scene and it is an artistic reflection of society.”

As hip hop music becomes more popular, you also see hip hop artists more often in other forms of culture, for example as models for major brands or as actors on popular TV series. For example, Joost Dowib, aka Josylvio, has a partnership with clothing brand H&M. Khaled Al-Tarsh, better known as rapper Ice, made his name as an actor in the hit series Mocro Mafia.

The old, rebellious hip-hop personality still exists, says de Roest. “It doesn’t go away, but traditional institutions are embracing artists.”