The rap game is all about your aesthetic. What you do, how you do it, how you look and how you market yourself are all a massive factor in a successful career. Some rappers take their aesthetic to the next level, creating something completely unique out of their brand. When they accomplish that, they can receive a cult-like following because it becomes much bigger than just the music; it becomes the culture.
With that said, we're taking a look at some of the most aesthetically sound rappers in the game. These dudes won't necessarily stand toe-to-toe lyrically with Eminem (althought ICP would like to this so...) but they are definitely doing something right. Check out a few artists with the best aesthetic.
Wu-Tang Clan
Wu-Tang Clan was one of the first rap groups to take their visual aesthetic really, really seriously. They liked a lot of things, and all of those things was VERY present in their music. From Kung Fu to wallabees, the New York collective took their interests very seriously and boasted them thoroughly, even in present day.
The visuals were always rugged and raw, and quite narrative a lot of the time. Check out the video for "C.R.E.A.M."
Run DMC
Run DMC was the first rap group to have a strong visual aesthetic. Adidas, glasses, chains, hats, track suits, and their New York attitude all had a great impact on their success. Run DMC even partnered up with Adidas officially.
Odd Future
Odd Future have a ton going on in their image. So much, in fact, that these foul-mouthed skaters had to start their own clothing line! Their style is on point and the goofiness is fun and unique in rap music. It doesn't hurt that they have their own TV show and radio station to flex both their musical and comedic abilities.
When Yams passed, it was said that he was the one responsible for Rocky and the rest of the A$AP Crew's rise. How? He didn't produce or rap, but in reality, Yam surged their popularity through aesthetic. Through his Tumblr and vision for A$AP's brand, he was able to establish one of rap's most dangerous crews.
Kanye West
Kanye West
Kanye West hasn't been consistent with his aesthetic, but it's always been strong. For a while, it was polos and backpacks. Then it was glow in the dark and neon. Then it was 80's clothes and auto-tune. Now it's all black everything...
Now he's helping bring his dope vision to the rest of the artists out there, thanks to his DONDA design company. These days we're seeing everyone from 2 Chainz to Big Sean step up their visual game, thanks to DONDA's direction.
Yung Lean
Yung Lean
Yung Lean definitely has his own thing going on. As the United States' favorite Swedish rap artist, Lean melts psychadelic, '90s-ish visuals over druggy beats to create an aesthetic that is appealing to young people all over the world. We've never seen anything quite like it, and it's definitely worth a mention.
The Weeknd's face was pretty much kept under wraps as he released his classic three mixtapes in 2011. That anonymity helped propel him to great heights when he started appearing in concert and in public. Now that he's a certified star, his aesthetic has switched, but you can usually still expect some experimental sounds and sexual falsetto when you see a new joint from the Toronto singer.
Insane Clown Posse
Love 'em or hate 'em, ICP has the strongest aesthetic out there