While many, including myself, have focused on Hip-Hop becoming the most consumed music genre in America, the Hip-Hop community has enjoyed growth in other areas as well. In the 2000s Hip-Hop artists first started becoming connected with big companies to be the faces of brands trying to appeal to the black community. It started out with rappers being in simple commercials like Wu-Tang Clan with St. Ides malt liquor and LL Cool J for GAP.