This article explores the rise of “MAGA rappers” – hip-hop artists who align with Donald Trump’s political ideology – and examines how this subgenre reflects a broader cultural shift in U.S. politics and popular music. While hip-hop has traditionally served as a vehicle for progressive political activism and critique of the establishment, a growing faction of right-wing rappers have emerged, using the genre to express support for Trump-era populism and the “Make America Great Again” (MAGA) movement. Through case studies of two prominent artists, Bryson Gray and Tom MacDonald, this article analyzes the lyrics, production styles, and cultural messaging that define MAGA rap. Drawing on Adam Krims’ theory of hip-hop poetics and Ernesto Laclau’s theory of populism, the article frames MAGA as not merely a slogan, but a cultural and political identity built on an “us vs. them” binary. Using multimodal discourse analysis, the study reveals how these artists construct a populist, conservative identity that blends nationalism, Christian values, and anti-liberal rhetoric – repurposing the tools of hip-hop to express reactionary politics. The article also considers the commodification of MAGA culture through music and merchandise, arguing that this subgenre represents both a cultural backlash against perceived elitism and an entrepreneurial exploitation of right-wing populism. Ultimately, MAGA rap underscores the genre’s malleability and the evolving relationship between popular music and American political identity.
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