<p>Brand placement in music is generally considered to have a positive effect on the brand, particularly in rap lyrics, where brands tend to be valued. However, negative brand criticism in rap lyrics is increasing, and little is known about this phenomenon. Based on theories of normative influence and the boomerang effect, we hypothesise that rap consumers support brands that are criticised in lyrics. We conducted three experiments with 742 rap consumers. Our results show that negative brand criticism in rap lyrics is perceived as a violation of rap standards, generating a ‘surprise effect’ and triggering positive reactions towards the brand. Our research reveals that the ‘surprise effect’ and willingness to advocate the brand mediate the relationship between negative brand criticism in rap lyrics and support for the brand. This explains why rap music consumers are more likely to support brands that are challenged in rap lyrics than those that are promoted. These results provide evidence of brand immunity through a subculture.</p>