Dave East Shares His History with New York Hip-Hop for Boost Mobile’s ‘We Are Where You At’ Campaign
Boost Mobile, the wireless lifestyle brand that made “Where You At” part of pop culture lexicon in 2004, is going back to its roots. The brand has put a fresh spin on its initial much-loved hip-hop campaign, which featured Ludacris and Kanye West.
The company recently tapped Rich Homie Quan to spread its message with a look at the Atlanta hip-hop scene. Now, Boost Mobile has enlisted 2016 XXL Freshman Dave East to highlight the birthplace of hip-hop, New York City.
"I think what sets a New York rapper apart from other rappers from other places is just being from New York," East says. "I feel like we birthed a lot of styles, a lot of trends, a lot of clothes, a lot ways people wear they clothes. I feel like it came straight from New York City."
The Harlem-bred MC, who recently signed to Def Jam, states that New York forever ties hip-hop and fashion together. Everyone's style has been influenced by New York rap.
"Where I'm from in Harlem, everybody look like a rapper," he continues. "Just regular people in the hood outside chilling that don't rap, that don't do nothing. So, I just feel like it's naturally already programmed. The fashion and the rap go hand in hand with New York City."
Watch Dave East's breakdown of his history with New York hip-hop. The rapper examines his neighborhood's legacy, detailing the evolution from the Children of the Corn to the A$AP Mob. The Def Jam signee then provides some perspective on the various boroughs in NYC.
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