Hip-Hop has become the leading global culture in recent years. This led to brands commercially exploiting the hype surrounding the culture and its biggest stars. However, upcoming talents, fans and producers, who make up 99 % of the scene, hardly benefit from the commercial exploitation of their culture.

In order to position itself convincingly as a supporter of Hip-Hop, ALDI Nord is launching the social campaign "Gute Beats für alle" (Good beats for everyone) in 2023, based on the brand claim "Gutes für alle" (Good for everyone). Three of Germany's biggest producers, Juh-Dee, Sirin and Young Mesh each produce a free, open-access beat inspired by their favorite studio snacks: ALDI's own brands River Cola, Sun Snacks Stapelchips and Milch-Jumbo.

In a challenge that uses TikTok and its mechanics such as sounds and stitches, aspiring artists can drop a part on their favorite beat on the hashtag #gutebeatsfüralle and win a studio session with the producer of the respective beat and even an official release of the track.

The campaign hashtag reaches 88 million views within four weeks, generates over 200 million impressions and a remarkable engagement rate of 20%. In total, over 500 specially composed tracks were submitted, which were rapped to the own-brand beats - many of which featured ALDI, although a mention was not part of the challenge. The winners' releases reach tens of thousands of streams within a few weeks, and the success of "Gute Beats für alle" proves that taking a community seriously and giving something back instead of just using culture for your own purposes leads to genuine appreciation.

Three different Hip-Hop styles, three studio sessions and three real releases on Spotify.
 

        
          


"Gute Beats für alle" prove: Give love to culture and culture gives love back, it's as simple as that. Or as Drake once said: