The Meaning Behind "Thrift Shop"

Many of us have heard the name Macklemore at some point or another. For those who have no idea who he is, Macklemore is a recently famous rap artist who released an album titled The Heist in 2013. One song in particular, "Thrift Shop," is the second single in history to reach the Top 10 Billboard without a label, as an independent artist. Macklemore is praised for his different twist of modern rap music. "Thrift Shop" is unique because not only is it considered a parody of modern rap music, but it sends a positive message to the audience through verbal and visual queues.

One of the main humor elements in "Thrift Shop" is the fact that Macklemore is mocking modern day rap. One current theme in modern rap is what material items the rapper owns. Most rappers will talk about their designer clothing, Rolex watches, nice cars, and other excess items. "As Biggie Smalls notoriously rapped, 'Money, hoes, and clothes, all a [sic] knows.' Accordingly, brand names take center stage in many rap songs, and cars and jewelry are often flaunted in music videos" (Mendelman). Macklemore uses this common theme and puts his own spin onto it. Instead of rapping about designer clothing and expensive items, he raps about all the cool things he bought at a thrift shop. He often states the price of the item. "Draped in a leopard mink, girls standin' next to me ...But shit, it was ninety-nine cents!" (Macklemore). 

Another element in which he mocks modern rap is how he talks about wearing that "big ass coat" and looking incredible in it. Modern rappers are often seen wearing giant coats as a fashion statement (see figure 1). Macklemore is seen through out his video wearing giant coats (see figure 2).

Figure 1. Big Boi wearing a giant coat.

Figure 2. A screenshot from "Thrift Shop" where Macklemore is showing off his big coat.

Macklemore has other elements in his video that mock popular rap videos, like always being surrounded by women (again, see figure 2). Instead of rolling up onto the scene in a fancy car, Macklemore prefers cycling on a blue bicycle that is much to small for him(figure 2). Also, parts of "Thrift Shop" take place in a club, which happens to be the setting for many other rap videos (like 50 Cent's "In Da Club).

Not only does Macklemore mock modern rap music, but he sends a positive message to his audience. First off, none of the girls in the video are wearing extremely revealing clothing. As seen in figure 2, both girls are showing no cleavage and have their shoulders covered while still looking beautiful. This particular element is sending the message that you don't have to dress explicitly in order to be beautiful. At one point in his video, Macklemore features a plus size woman. This is something that is almost never seen in modern rap videos (see figure 3).

Figure 3. A plus-sized woman is featured in "Thrift Shop".

A common theme heard through out "Thrift Shop" is that cheap clothing can look fabulous. Macklemore talks about going to the club wearing a unique piece of clothing he found at a thrift shop, and comparing himself to the man wearing a Gucci shirt. The man wearing the Gucci shirt spent $50 on it, and there are five other people in the club wearing that same shirt. However, Macklemore's shirt is unique, therefore he is noticed (Macklemore). This message is very powerful, because most people seem to think that money is needed to become popular. Macklemore demonstrates that it's not about the money, it's about being unique. He also shows that an individual can still look great while on a budget.

Not only did"Thrift Shop" make a massive leap onto the Top 100 Billboard this year, but it is also comical in many ways. It mocks modern rap themes, like taking place in a club, wearing expensive clothing, owning fancy cars, but it also sends positive messages to the audience by showing modestly-dressed women. At one point, a plus-sized woman is featured. In the end, life isn't about the money. As Macklemore clearly points out, you can dress fabulous and shop on a budget at a thrift shop.