On July 20, 1999, the world of hip hop would forever be changed with the release of New Orleans rapper, B.G. releasing “Bling Bling”. Featuring a then 16 year old Lil Wayne from Cash Money Records’s rap group Hot Boys, the song embodied a new era of flaunting wealth in rap. Filled with overseas yachts, stretch limosuines, and shinny, icy neck chains and gigantic wrist watches, the music videos for Bling Bling Rap became a status quo. In 2000, Birdman lead “Number One Stunna,” which continued the high pace energy and high speed helicopter chase present in the aerodynamic production of Bling Bling Rap. From Diddy and Bad Boys using the genre for party atmospheres, or JAY-Z and UGK gloating about the hustla quota attracting video vixens on “Big Pimpin’’.

As the chorus goes on the hit, “every time I come around your city, Bling Bling,” each region of American hip hop embraced a lifestyle that mirrored the rich, elite One-Percent. Although criticized for its capitalistic energy, Bling Bling Rap has remained important in creating a desirable persona for rappers. Just about every mainstream artist from that point on has had a song where they are literally (like on actual wax, as evident by the rapping style on the original “Bling Bling”) talking shit about their riches. Lil Wayne emulated his own style on the first three installments of Tha Carter series: “Cash Money Millionaires” in 2004, “Hustler Muzik” in 2005, and “A Milli” in 2008, while The Dream and Fabolous advise their love interests to just “Throw It In The Bag” while out shopping in 2009. Trickling into the current era of hip hop, there is Young Thug who, under the Rich Gang guidance of Birdman, talks about his “Lifestyle.”