"Hey uncle, what is the trap that?"During the last year this question has been heard in all offices, bars, meetings and dinner rooms with your brother -in -law.Even more than "what is being a millennial?".This unknown is causing a socio-musical debate in which I do not want to enter or try to solve, since my musical knowledge does not go beyond Coldplay.But if he asked several people to define the Trap in three words right now, there would be no two equal answers.
It doesn't matter if producers, music lovers, music experts, philologists, historians, rappers and even the same traperos (like Bad Gyal who said he did not do trap but Dancehall).None of them would give a similar answer.It is the only conclusion that I have reached.However, after analyzing and asking different experts, I have found many patterns that can help clear this unknown.
The trap is rap.Well, a subcategory.It has a style and rhythm that you hate at the beginning, but that you end up loving in the end.He is autotune with dirty electro brushstrokes.It is an attitude, a pose.It is radical sincerity, not having hair on the tongue or shame.It is the tracksuit as a wardrobe.And gold.A lot of gold.They are values based on Malsers and Pillas (Trap is not an abbreviation of "trapicheo" but it could be perfectly).It is a way of dressing and dancing (the famous and already tired dab).It is an overdose of roses and purple.And Gifs.They are recurring visual techniques in their video clips, although they are less and less homemade and more professionals.In summary, it is a musical style with a very defined aesthetic and a culture that extends to the speed of Despacito -enough time to transform haters into traperillos adherents.
This has jumped the alarms of all marketing departments in the world.Because the nature of marketing is to constantly find trends, market niches, new business opportunities, new targets and squeeze them to take them out all their juice or, in this case, the entire flower.A very clear example is that large brands like Nike and Adidas make collections for the Trap world, with productions that have nothing to envy to football or basketball campaigns.Although the king sport also climbs to the train with Neymar as trap ambassador.Nike also launched a Mixtape of 17 themes collected by Flavio Rodriguez and produced by the Barcelona Duo Ba $$ ilones.
Even Lacoste, which has always been associated with a more preppy audience, has been well accepted by the artists of this new musical wave.Before making the leap to the mainstream, C.Tangana became the best ambassador of the firm, and you just have to check the amount of crocodile poles that come out in the Agorazein video clip, you know.
Another important and international brand, such as Calvin Klein, brought together a constellation of stars for the #mycalvins campaign.Kate Moss, Margot Robbie, Bella Hadid, James Rodriguez, Zoe Kravitz were one of the protagonists captured by photographer Tyrone Lebone.But the urban universe could not be missing and was represented by artists such as Young Thug, Keith Ape, Fetty Wap, Frank Ocean and our most international trapero: Yung Beef, PXXR GVNG leader.
Sprite, ambassador of the fresh, anticipating other sugary brands and closely related to music, such as coca- Cola and Pepsi, it is alleged with Drake to create a campaign that puts “that spark” value.They also created a special edition of cans.Finally, another difficult icon to label, which is between rap and trap, as is $ Ap Rocky.I imagine that the boy will have to pay his bills and excesses like everyone else.
