I can't tell whether it's new or not, but CMT's series Trick My Truck continues a string of references in country music-inspired pop culture to hip hop-inspired pop culture. I recently finished the rough draft of a paper on Trace Adkins' "Honky Tonk Badonkadonk," and one of the arguments I ended up making was that the white working class audience that has belonged to Country music for a long time is now under assault by hip hop, so country artists and the industry are responding in various ways to preserve their hold on that market. This seems to reinforce that.
And after browsing the photo galleries, I must say these things are pretty damn impressive.
