The new hip-hop gender relation has also transformed the politics of dancing to fit the strip club themes of consumption and sexual transaction. Rap music videos advertise these products, as well as the consumption of women of color's sexual performances. The 'rap lifestyle,' marketed to consumers through multiple media outlets, focuses on the consumption of designer clothes, jewelry, cars, and liquor, often sold by the rap moguls' companies. Hip-hop's focus on conspicuous consumption, buttressed by the success of entrepreneurial rap moguls, has merged with strip club culture to create a new gender relation based on sexual transaction.

Through a qualitative content analysis of videos and lyrics several themes emerged. This study examines the forty-one best-selling rap videos of 2007–2008.

Although its gender and race relations have historically been problematic, they have recently transformed in particular ways. Hip-hop is a popular music genre that has generated a multi-billion dollar industry.

Whos the dwarf in die antwoord videos