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Case Study
How Capital Bra opened the F&B market for hiphop  

Ulrich Kammerer



taking off …

For the first time ever, hiphop surpassed rock as the most popular genre in the US in 2017, according to Nielsen’s year-end report on the music industry.

Rap’s undisputed heavyweight world champion in terms of commercial success is Jay-Z. But it’s been a long road from selling rocks on the corner to his own streetwear brand Rocawear, to becoming a billionaire.

Nowadays he is holding shares in companies that go far beyond the music industry: the champagne brand Armand de Brignac, the cognac producer D’Usseé and the ride service provider Uber for example. For this, Forbes Magazine listed him in 2019 as the first rap billionaire in history.

Hiphop culture in Germany still is some steps away from that. But the trend is the same. According to GFK Entertainment, in 2019 hiphop replaced rock as the most successful gerne after pop in Germany as well. That opens a lot of new doors. 

Self-made businessmen like Dr. Dre, Diddy or Kanye West know how to make use of their fame: expand your portfolio. In this spirit German rapper Capital Bra made a major move in 2020. He took off as a pizza baker…

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