I usually don’t pay much attention to other Hip Hop brands, or at least I try not to. Not following what others are doing has merits and drawbacks.
If you are not distracted or influenced by what others are doing, you can carry on, safe in the knowledge that whatever you make is all “you”. You can be blissfully ignorant of the fact that someone else may have the same idea. Worse still, someone may have the same idea and execute it more skilfully than you.
As any artist will tell you, what they see around them will probably creep into their work in some form or another, eventually, whether they are conscious of it or not.
Or, like Banksy, use the Mona Lisa or a Constable to create great urban art with its own context. How many renditions of Andy Warhol’s Campbell’s Soup Can or his Marilyn Monroe screen prints are there?