April Rodriguez uses fashion and product placement of her own line, The Other Duck, in her video of dance choreography to “Slow and Easy by Zapp and Roger”. She wears a T-shirt which casually displays the bold font of “Sick My Duck” where a duck, the trademark for her fashion line, is depicted through a picture rather than words. Rather than merely viewing this as a fashion selection for wardrobe in the scheme of her video, this element can be ascertained as a something more. It delivers a message of consumption but also asserts the power of femininity. One can infer that the play on words from the interchange of I and U to make “Suck My Dick”. Surely, this phrase has been used in slang as an insult towards condescending men who think women are incapable of achieving or performing at the same caliber and the assertion of authority since Rodriguez is such an influential and highly esteemed individual within the dance community.
From an academic perspective – and dance choreography analysis aside – to analyze this component of Rodriguez’s video, the article “Shake it, Baby, Shake It: Consumption and the New Gender Relation in Hip-Hop” by Margaret Hunter provides interesting insight to this topic. The main components of this article are comprised of hip hop’s newly created culture of consumption rather than production and the rise of strip clubs, all affecting the currently production of mainstream rap music. Through consumption, hip hop relays a message not only through its music and lyrics but also through other outlets such as entrepreneurship and marketing, which function to enhance and reinforce its purpose and these implications embedded within context.
For example, this article discusses how a rap video is not just a commercial for a song; it is a commercial for all the products placed in this video. These paid product placements are commodified; they deliver a message of what is endorsed by these artists – the clothing line, shoes, and liquors – and the image portrayed. In a similar manner, Rodriguez is utilizing the same tactic but rather on a more meaningful note to promote female strength and respect in the dance community. Furthermore, the article describes “a new social experience mediated through objects, where people relate to one another through their purchases”. This certainly exemplifies Rodriguez’s attempt to communicate her values to her viewers, fans, and supporters through her artistic work – both in choreography and fashion. Essentially, this article and site being analyzed demonstrate the interplay of shifting gender relations and increased consumption of products in mainstream hip hop.
 Margaret Hunter, “Shake It, Baby, Shake It: Consumption and the New Gender Relation in Hip-Hop,” Sociological Perspectives 54, no. 1 (Spring 2011), http://www.jstor.org/stable/10.1525/sop.2011.54.1.15 (accessed November 8, 2011).