• K.Ram

This research included a content analysis of the top 50 hip hop songs from Billboard's Year-End Charts from 2008 through 2011, totaling 200 tracks. Songs were coded for a variety of factors, including the gender of the rapper(s), the amount of brand references, and the kind of goods referenced, all of which were guided by Hegemonic Masculinity. The amount of goods and companies mentioned differed considerably depending on the gender of the performers, which is particularly noteworthy given the fact that women are disproportionately underrepresented in hip hop music. Male vocalists had a considerably greater number of brands referenced in their songs than female singers. Re-searchers discovered that the kinds of goods referenced in hip hop music differed depending on the gender of the vocalists. Male vocalists cited brands and goods in the areas of cars, alcohol, fashion, and entertainment, while female musicians mentioned more brands and products in the categories of travel and entertainment.

Brand Mention, Hip Hop, Marketing, Product Placement, Rap Music.

"Global Hegemony Maleness in Hip-Hop Music: Product Reference in Rap Music Depending on the Rapper’s Gender", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.232-236, July-2018, Available :http://www.jetir.org/papers/JETIRFJ06049.pdf

"Global Hegemony Maleness in Hip-Hop Music: Product Reference in Rap Music Depending on the Rapper’s Gender", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp232-236, July-2018, Available at : http://www.jetir.org/papers/JETIRFJ06049.pdf