Tyler, The creator, the hip-hop star, released his 9th studio album “Don’t Tap the Glass” on 21 July. He teased fans earlier in the month with an installation during a concert held at the Barclays Center. With collabs from Pharrell, Yebba (under Sk8brd and under both names), Madison McFerrin as well as Pharrell himself, there is a lot of hype for the new album. One line in the song “Stop Playing With Me”, which is a popular track, has been attracting a lot attention on the internet. The line goes: “Spending Converse Money, What I Mean is / burning white paper, That’s a Zig-Zag.”
Even though Tyler is publicly sober, the nod may seem simple to some. However, if one knows Tyler’s art and history, then it makes a powerful statement.
Tyler is open and honest about his alcoholism. He has said in many interviews that he has never been a drinker and actively avoids drugs. It’s interesting that he mentions Zig-Zag papers. This is not an admittance to smoking them. It is rather a testament to how the iconic brand of rolling papers has become a part of hip-hop and creative culture.
What Tyler means when he calls the Zig Zag?
Cultural Credibility
Dr. Dre & The Notorious B.I.G. Since the 1970s, hip-hop legends have been referencing Zig-Zag. The regular use of Zig-Zag in hip-hop lyrics has cemented its position as an icon, shorthand for freedom, creativity, with a hint of rebelliousness.
Tyler was raised in the hip hop scene, and played an important role in its development. His use of ‘Zig-Zag’ in lyrics reflects more than wordplay—it shows his fluency in this shared language, highlighting his deep connection to the genre’s history and its lasting symbols. The subtle yet powerful move confirms his position among the hip-hop greats.
Nostalgia and its aesthetic
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. His influences include vintage skatezines, lo-fi, and classic Americana. This is a visually stunning world, which feels at once nostalgic and modern.
Zig-Zag is a perfect fit in Tyler’s visual style. Zig-Zag’s orange packaging, and the famous Zouave Soldier logo have been counterculture symbols for decades. 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. Zig-Zag’s decades-long cultural relevance, consistent design and shared creative language connect generations.
Irony and Subversion
Tyler is known for his creative use of symbols from different cultures. Tyler’s signature wink flips the meanings of words, makes fun of norms, and includes loaded references. He uses a lot of humor in his art, and it’s always a pleasure to look beneath the surface.
Tyler is on brand with a Zig Zag shout-out for an artist who does not smoke marijuana. This is a brilliant bit of subversion and irony. This is a nod of respect to the cultural significance and ties that the brand has to certain lifestyles. He is showing his respect for his cultural roots, and the evolution of that culture.
Zig Zag Music: The History that is Shared
Zig-Zag has been a symbol of counterculture for decades. The brand was founded in 1800 and gained iconic status in the 1960s and 1970s during cultural revolutions. It became a mainstay in underground and rock movements. In the 1960s, its distinctive logo appeared on murals, album artwork and was even woven into cultural fabrics. More than 50 years later, Zig-Zag is still a part of the zeitgeist—a rare brand that has stayed relevant through shifting trends and generations.
“Zig-Zag has been woven into the fabric of music and culture for decades — name-dropped in lyrics by artists from Dr. Dre to A$AP Rocky, featured in iconic album art, and passed around at studio sessions that shaped albums,” says Maggie Streng, Zig-Zag’s brand marketing director. Zig-Zag was there from the very beginnings of hip hop to present day, standing alongside artists that challenge conventions, create trends and foster community. Tyler, The creator’s shoutout of Zig-Zag is just the latest evidence that Zig-Zag continues to be a cultural icon, one which resonates with new generations and honors the legacy cannabis culture.
Zig-Zag’s visual flair, rooted in the music of rebellious movements and its bold style have made it a popular touchpoint among artists and designers from different genres. Numerous samples, flips and reimaginings of the iconic packaging and its logo are found in contemporary art, streetwear and merchandise.
Zig-Zag is a legacy brand that has been around for decades. It’s a cultural link between the past and today.
Tyler’s namedropping of Zig-Zag is not some random line. It’s intentional. This shout-out is a nod to the brand, which has long been associated with creativity, rebelliousness and artistic freedom.
Tyler is a world where this kind of thing really matters.