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.
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