After teasing fans with an installation at a concert at the Barclays Center earlier this month, hip-hop superstar Tyler, The Creator, finally dropped his highly anticipated ninth studio album, “Don’t Tap the Glass,” on July 21. The album features collaborations with Pharrell Williams (under both his name and his alter ego, Sk8brd), Yebba, and Madison McFerrin, and has been met with a lot of hype and excitement from fans. As they dive into the lyrics, one line from the track “Stop Playing With Me” has caught a lot of attention online: “Spending Converse money, what I mean is / Burning white paper, that’s a Zig Zag.”
To some, this may seem like a simple reference, but for those familiar with Tyler’s artistic style and the rich history of hip-hop and counterculture, it’s a perfectly placed nod that speaks volumes, even coming from an artist who is publicly sober. Tyler has been open about his sobriety and has mentioned in interviews that he’s never been into alcohol and actively avoids substances. This makes his mention of Zig-Zag rolling papers even more interesting. It’s not an admission of using them, but rather a sign of how deeply the iconic rolling paper brand is woven into the language and look of creative rebellion and hip-hop culture, going beyond just smoking weed.
Tyler, The Creator’s reference to Zig-Zag reflects the brand’s legacy of counterculture relevance. From Dr. Dre and The Notorious B.I.G. to Redman and Eminem, legendary hip-hop artists have been name-dropping Zig-Zag for decades. Its regular appearance in lyrics cements its status as a touchstone, a symbol of a lifestyle that values freedom, creativity, and a touch of rebellion. Tyler grew up immersed in the hip-hop scene and played a key role in shaping its modern sound. His use of ‘Zig-Zag’ in lyrics goes beyond wordplay—it showcases his fluency in this shared language, highlighting his deep connection to the genre’s history and its lasting symbols. It’s a subtle but powerful way to confirm his place among hip-hop’s greats.
Tyler The Creator’s artistic direction, whether it’s his album art, music videos, or fashion lines, is known for its cool mix of influences. He often draws from classic Americana, vintage skate zines, old-school weed branding, and lo-fi aesthetics. It’s a carefully crafted visual world that feels both nostalgic and unmistakably modern. In this context, Zig-Zag fits seamlessly into Tyler’s visual playbook. The brand’s instantly recognizable orange packaging and famous Zouave soldier logo are long-standing symbols of counterculture. Much like his love for retro fonts, cartoonish graphics, and bold colors, Zig-Zag’s visual identity aligns perfectly with Tyler’s own—a look that’s both distinctive and impactful. With decades of cultural relevance and consistency, Zig-Zag has earned its place as a key element in Tyler’s aesthetic of nostalgia.
