Study Reveals Cannabis in 37% of U.S. Hip-Hop Videos, Highlighting Cultural Influence

A recent study published in the journal Substance Use & Misuse has quantified the prevalence of cannabis imagery in U.S. hip-hop and rap music videos, finding that over 37% of these videos feature cannabis. Researchers conducted an extensive analysis of 1,160 music videos from YouTube's Top 100 charts in both English and German, noting every appearance of cannabis and nicotine. The study highlights the significant cultural role cannabis plays in hip-hop, contributing to an estimated 49 billion cannabis impressions based on audience reach

The research underscores the unique relationship between cannabis and hip-hop culture, a connection that extends beyond mere imagery to embody identity, creativity, and community. Historically, cannabis has been integral to the genre, from the early days of cyphers and bedroom studios to the contemporary narratives of success and resistance. This deep-rooted association has helped normalize cannabis within mainstream culture, making it a staple in the visual and lyrical fabric of hip-hop

In contrast, the study found that German hip-hop and rap videos tend to feature more nicotine than cannabis, reflecting a different cultural landscape. This disparity raises questions about the cultural and regulatory factors influencing substance depiction in media. While the U.S. has seen increased cannabis visibility alongside legalization efforts, Germany's imagery remains more tied to traditional nicotine use, even amid changing regulations

The study's findings are particularly relevant given YouTube's popularity among young audiences and hip-hop's status as a leading genre for these demographics. By documenting the frequency of cannabis appearances, the research provides valuable insights into the media environment young people are exposed to. The study aims to inform discussions about media representation, not to judge or censor content, but to enhance understanding of cultural trends