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Multi-national corporations are always trying to find fun ways to get their product to spark the interest of the consumer. Co-opting rap music has proven to be a reliable tactic, particularly with the aid of cultural gatekeepers. General Electric (GE), in a partnership with Vevo, will release “Shake The Dust,” a breakdancing documentary executively produced by Nas, on Dec. 24. “Shake The Dust” documents dancers from the poorest neighborhoods across the globe, and the positive social changes brought about by breakdancing.
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