$DATI Dot Hip Hop, LLC purchased the rights from Uniregistry to become the registry operator of .HipHop in June of 2021 and received formal approval from the Internet Corporation for Assigned Names and Numbers (ICANN) in March of 2022. With very little end-user marketing since the initial launch in 2014, combined with relatively high registration prices, the .HipHop gTLD has had minimal adoption by registrars and end-users. However, the hip-hop movement has continued to grow exponentially during that time, as most recently evidenced by the 2022 Super Bowl Halftime Show featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar and 50 Cent. Additionally, many of the world’s most successful companies advertised during the Super Bowl, including Pepsi, IBM, McDonald's, HP, Cheetos, Nike, State Farm, Sprite, Chrysler, Adidas, Chevrolet, and others used hip-hop themes in their advertising campaigns. According to Juice Rodriguez, recently quoted in AdWeek, "Hip-hop isn’t just a genre at this point, it’s the epicenter of culture. No matter what your interests are—whether it be in sneakers, gaming, NFTs or art—then music will naturally be intertwined. Brands should comfortably lean in, as the alignment in hip-hop is just an organic way to reach new worlds."

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