Hiphop is the voice of Gen-Z and the viral TV series Euphoria proves it

WORDS BY
Alina Amin

DATE
22.02.2022

CATEGORIES
Background     

What’s in for Gen-Z?

Chances are, if you log in to Instagram, YouTube or TikTok, you might see some form of content on the HBO show Euphoria. 

Euphoria is a coming-of-age TV series on the life of the 17 years old Rue, played by Zendaya, and the people surrounding her. Some would say it’s the Gen-Z version of iconic teenage shows like 90210, Dawson’s Creek or O.C. California. Compared to those shows, it’s much more *scandalous*, with drugs, nudity and violence being prevalent throughout the entire story. 

Some would say it’s too much, others say it’s a perfect representation of the American youth. But this is not what this article is about. 

Today we’re talking about the relationship Hiphop has with the show. And why Euphoria is the best example that you need some Hiphop in your life.

Drake, Future the Prince
and Euphoria

If you’ve made it to the end of an episode, you probably saw that Drake – yes, Drake – is the executive producer of the show together with his friend Future “the Prince”. Back when the show first aired in 2019, it wasn’t really clear what Drake’s role actually entailed.

In a recent Interview, actress Storm Reid then explained that Drake and friends visited set and were present throughout the table reading for season 2. She explained he was so invested and into it – even though he didn’t have to because, well, he’s Drake. 

Looking at Drakes Euphoria-related Instagram activities, it feels like he is the show’s biggest fan. He constantly hypes episodes and the actors up, was responsible for a release party, where they handed money out that “could buy cars”. 

Producing the thing

When asked, most actors of the show didn’t really know what his tasks were or if he even had tasks. His producer role at Top Boy brings a little light into darkness. After watching the show and becoming a huge fan of it, the rapper was very disappointed when he found out that the show got cancelled.

He wasn’t ready to let Top Boy go, so he ended up meeting the team from Netflix and revived the show, making it a success. 

Similarly, Drake is using his powers to place Euphoria in a certain niche and make the show relevant to Hiphop – the biggest youth culture movement in pop culture, with 42 % of Gen-Z identifying with it.  

Some also speculate that he’s also in charge of the soundtrack, which would make sense, since it’s packed with Hiphop. And when we say Hiphop, we mean that old school shit.

2Pac and DMX continue to
make sound for the youth

When one character called Kat reinvents her entire identity, her first step into school was bound to be iconic. The character played by Barbie Ferreira is listening to DMXs’ “X Gon’ Give It To Ya” before snapping out of her dream-like state.

Similarly, the characters are at a party at a key-moment of the story in the beginning of the second season while DMXs’ “Party Up” is playing in the background. There are many of these very memorable moments in the show and in most of them we can hear either an old school or a new school Hiphop song.  

The songs resonate with the mental state each character is in, creating a captivating, music-video like visual experience. 

In the middle of it all is always Hiphop, standing as the sound of the youth. 

Why we should have
Euphoria on our radar

The premiere of Euphoria’s second season had over 13 million viewers two days after it aired, almost doubling the number of viewers compared to the first season. With 2.4 million viewers on the day it aired – Sunday night – it was also the strongest release number-wise on HBO Max since the platform launched.

The premiere of Euphoria’s second season had over 13 million viewers two days after it aired, almost doubling the number of viewers compared to the first season. With 2.4 million viewers on the day it aired – Sunday night – it was also the strongest release number-wise on HBO Max since the platform launched.

The hype also goes beyond the crazy numbers. People that are involved are making serious waves. Recently, the production company A24 appointed Donni Davy, head makeup artist of Euphoria, to the team for their newest venture, a beauty brand. To no surprise, people are re-creating the looks all over social media. 

The influence of the show is huge and with that influence, Hiphop continues to manifest itself as the voice of the youth. 

So, what does that mean for brands and companies? Well, for starters, it’s a perfect example of Hiphop-artists and music shaping the way media looks and sounds. Hiphop is everywhere, and Euphoria is just the newest craze to show us that. 

If you’re not working with Hiphop, you’re missing out on a movement that’s shaping popular culture in the best way possible.