73% of all hip hop songs mention at least one brand. But even though rap and hip hop are rooted in the black community, all brands rappers mention in the lyrics are from big, global brands owned by white folks.

To give visibility to small black brands, Mercado Livre, biggest e-commerce in Latin America, got together with Djonga and Tássia Reis, two of Brazil's biggest rap stars, to create a song and music video. But instead of Gucci, Balenciaga, Dior and such, they mentioned Soulbrio, ResistoOPM, Da minha Cor and other small local brands owned by black entrepreneurs.

In the music video, both artists wore clothes and accessories from those brands. When a brand was mentioned, a Youtube card redirected millions of viewers to a video featuring that brand's story and to their online store on Mercado Livre.

LYRICS FOR 'FLEX THE CULTURE', BY DJONGA AND TASSIA REIS:

Enjoying everything I can

My nobility is to enrich our kind

Check out where I'm at

Don't say you didn't notice

I'm living above the top

Don't say you didn't notice

(repeat)

They come in a jet, flying above

While my people just survives

We seek approval I don't know from whom

Have you ever seen someone wearing a chain to be free?

I swear it's nothing for us to praise

There are those who say we even need it

But if it's the rule of the game, I just win

My career is an eternal climb.

Flashing Preta Pretin I feel in power.

Wearing ResistoOPM I feel chic.

Look in my eyes and be in shock.

I'm always at bars but buy at boutiques.

It's nothing I'm proud of

But if it's the rule of the game, I just win

This is a chess of black pawns.

So I only exist because I think.

The goal is not to just fill our stomach

It's sex in a less tense atmosphere

More leisure and health for our children

My ideology is nothing but common sense.

Dear Father, I only ask you for this to last

And one thing that between us is consensus

Is that what lifts me up I embrace

And what pulls me down I let go.

Enjoying everything I can

My nobility is to enrich our kind

Check out where I'm at.

Don't say you haven't noticed

I'm living above the top.

Mounted on cash, Savage rhythm

Fresh princess, Modash look

The intimates call me Kings

I'm not the modest type

this is an outrage

I'm the living dream of my loving ancestors

So I use Da Minha Cor

to remember myself I can rule the world.

Working hard to gather goods

For my children, inheritance

I don't even know if I'll have them

But the money is there at the bank

I take care of my glow, like skin care

Always in a smooth mood, like Bel-Air

Only Soulbrio goes in my hair

I know you saw it, I know you want it

Enjoying everything I can

My nobility is to enrich our kind

Check out where I'm at.

Don't say you haven't noticed

I'm living above the top.

(repeat)

On Black History Month, Mercado Livre wanted to support brands owned by black entrepreneurs. Those brands are, in most cases, micro or small brands, due to the lack of incentive from the government and Brazil's strong structural racism that prevent black men and women from thriving (and from seeing themselves) as successful entrepreneurs.

So we decided to create a song/music video that subverts one of hip hop music's most classic traits: to mention big global brands in the song lyrics.

The rappers we chose were Djonga and Tassia Reis, who have 1.4 Billion plays/streams when combining Youtube and Spotify numbers. They are established artists who were also trending due to recent releases and mainstream appearances. So we knew a new song from them would be a hit, especially because it would be their first feat ever, becoming the perfect medium to give those small brands an unprecedented level of visibility.