ABOUT

“Flex Culture'' is how it's called when a rapper shows off the expensive goods he can afford as a sign of self pride. But even though rap music is rooted in the black community, all products rappers flex on their songs and videos are from big, global brands owned by white folks. On Black History Month, Mercado Livre got together with two of Brazil's biggest rap stars to subvert the flex culture, creating a music video in which, instead of flexing brands like Gucci, Dior and Balenciaga, they flexed small local brands owned by black entrepreneurs.