What I discovered from my target audience questionnaire that most of them listen to rap/hip-hop music every day for hours at a time, usually when travelling. There is a range of interest from more mainstream artists like Childish Gambino from those who are lesser known like Young Thug, these artist tend to be known among those who are avid fans of rap music rather than the mainstream audience. 

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I also learnt that you don't need to shop at a particular place to have your clothes representing rap, it's just the uniqueness or the style of what you wear; like hoodies and coats (it is difficult to pin-point as there is such a range).