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A beer commercial aired during the Super Bowl recently showcased ASMR, with actress Zoe Kravitz whispering, drumming her fingers against a bottle and pouring the liquid to release a gentle fizz.But it's largely hip hop's tastemakers who have ushered it onto the scene, with rap stars making their own ASMR videos or even integrating its techniques into their songs.Craig Richard, an ASMR researcher at Virginia's Shenandoah University, said the relationship also works in reverse, saying there's a "clear trend of integration of ASMR into hip hop".Despite its growing association with the genre, rap is not the only style drawing inspiration from ASMR: Canadian electronica DJ deadmau5 sampled a whispering YouTube star for the song "Terrors In My Head".For Hammonds, starting an ASMR series at music-focused Fuse was a "no brainer". Acclaimed trap producer Zaytoven along with rappers T-Pain and Wiz Khalifa are among those to appear on Fuse ASMR clips -- but there's one eccentric rap legend Hammonds is aiming for.
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