Hussle and Motivate: An Afrocentric Understanding of Constitutive Rhetoric Toward Economic Empowerment in Nipsey Hussle’s Victory Lap Album

Abstract

This essay examines the rhetorical strategies of the late Nipsey Hussle regarding the intersection of cultural rhetoric, identity, economic success, and financial literacy. Using what I call Afrocentric constitutive rhetoric as a methodological lens, I argue that Nipsey empowers his listeners toward an identity of economic success, specifically for marginalized communities, underscoring the ontological capacity of Hip-Hop rhetoric. To support this claim, I analyze select lyrics from Nipsey’s Grammy-nominated album, Victory Lap, released in 2018. Further, I illuminate the culturally distinct qualities of Nipsey’s rhetoric by coupling theorizations of Afrocentricity and constitutive rhetoric and its impact on identity formation for his listeners. Finally, I maintain that a cultural approach to constitutive rhetoric positions scholars to better understand the nuance of culturally specific rhetorical productions related to identity and economic empowerment.