The re-semioticisation of rap songs

‘Apna Time Aa Gaya?'- The re-semioticisation of rap songs from protest art to consumerist art

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write about why content marketers should more deeply consider the re-semioticisation (altering of the meaning) of the rap genre that they are engaged in