As hip hop has a seen a shift in the means by which its artists express their masculinity, from violence and intimidation to wealth-flaunting and entrepreneurship, it has also seen the emergence of rapper branding. The modern-day hip hop artist is no longer limited to music serving as their sole occupation or source of income. By the early 1990s, major apparel companies "realized the economic potential of tapping into hip hop culture ... Tommy Hilfiger was one of the first major fashion designer[s who actively courted rappers as a way of promoting his street wear". By joining forces, the artist and the corporation are able to jointly benefit from each other's resources. Hip Hop artists are trend-setters and taste-makers. Their fans range from minority groups who can relate to their professed struggles to majority groups who cannot truly relate but like to "consume the fantasy of living a more masculine life". The rappers provide the "cool, hip" factor while the corporations deliver the product, advertising, and financial assets. Tommy Hilfiger, one of the first mainstream designers to actively court rappers as a way of promoting his street wear, serves a prototypical example of the hip hip/fashion collaborations: