The point of both of these videos seems to be "look at my hat!".
I call this the "snapback threshold". It marks the point at which hip hop seems to have begun dangerously indulging in the whitey myth of limitless choice and, ipso facto, pulling away from the centrifugal force that should be keeping hip hop real: Nobody really cares about that obscure hat that's getting more camera time than you, just like nobody asked what you personally think about gold chains and grillz (they're garish as fuck) and nobody throws down in front of the House of Hoops on Christmas Eve because the Jordan XIs are superlatively beautiful sneakers (even though they are).
And to this white person who discovered hip hop in his 20s, the most important thing, the real draw, was the way it institutionalizes one way of doing things, sets in stone a standard, if you will, for speaking, dressing and living, and does so in real time, never pausing to formally set down its guidelines or ask the community for its input.
With its implicitly set rules, hip hop must not be understood - as it often is by people who derive their "knowledge" of "culture" from 19th century Germany - as a correlate of consumerism through its superficial parallels with the herd mentality behind things like Tickle-Me-Elmo mania, but, quite the opposite, as a way of hermetically sealing off a movement from the intrusion of an intricately constructed marketing discourse of bullshit notions of defining oneself through a limitless freedom of choice and opinions. With hip hop you still have options: think of a saying you really like and have your jeweler blingify it. Don't like the Jordan XIs? No problem, get the Half Cents or the Griffeys. And that's about as much choice as you, or anybody, needs; any rational goals of the idea having choices as a consumer in the first place have been fulfilled: a system for acknowledging and awarding those who make an effort is in place (something that for all its bitchiness about clothes, hipsterdom sorely lacks), and there's just enough room to set yourself apart from everybody else. Consumerism is engaged, applied, and then promptly cut off before the idea of self-reflection can really set in, leaving the self free, indeed even forcing it, to seek definition through doing, i.e. glorifying one's name through violence, partying like a rock star, and having tons of casual sex.
Sound familiar? If you're white, it shouldn't, and to this white person who had his fair share of "OMG, what the fuck was I thinking!" moments indulging in the wonderful world of consumer choice (Diesel flip-flops and, ahem, Levi's engineered jeans) before he finally learned, that's the whole point of hip hop. So please, Big Sean & Co., respect the "no hats" policy.
