Rappers can now partner with big brands without losing their credibility. Up until recently, artists who did commercials and promotional campaigns for major corporations were considered “sellouts.” But with album sales plummeting and music becoming freely available all across the internet, it’s extremely difficult for musicians to stay afloat without taking advantage of outside opportunities. Fans understand this, so they’re open to the idea of their favorite artists going corporate. In short, lucrative strategic partnerships between artists and brands are becoming all but commonplace. Rappers in particular are the perfect candidates, because they’re edgy, but accessible.