We created Count My Drip to be a digital series that taps into the intrinsically strong connection between hip-hop and fashion. In this series, we ask our favorite stylish artists to tell us the full fashion story including where they got it, how they picked it up, what inspired the purchase, and how much it cost in a true piece-by-piece breakdown. This content was designed to embrace what the IGTV platform is all about with a clean, vertical shot to emphasize the head-to-toe swag and the story behind the outfit.
Fashion, just like music, is very personal. Hearing the stories behind our favorite artist’s outfits take our relationship with them to the next level. Not only are these artists sharing their favorite designers and imaginative fashion creations, they’re also showing us that fashion staples like sneakers or white tees can take on a much deeper meaning. When DJ Khaled shares that the custom Father Of Asahd III kicks he wears honor both his family and his new album, or when Jidenna explains that his new music and new fashion choices are inspired by his African-American culture, we learn that pairing fashion and music can project more profound messages around an artist and their mission.
We’ve seen over 1.2M views across seven episodes of the Count My Drip series. It’s allowed us to expand into the fashion space through a music lens and gives our audience awareness to both growing and established artists with impeccable taste.
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