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Hip hop & target markets

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Information about Hip hop & target markets
Education

Published on February 17, 2014

Author: kimhurns

Source: slideshare.net

Description

Black History Month discussion of Target Markets, Behavior and the Tanning of America (book is basis).
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HIP HOP & TARGET MARKET S Dr. Kimberly Hurns Black History Month 2014

STEVE STOUTE • Music Executive • Has won a variety of professional advertising awards • Owner of Translation, a transcultural advertising agency • Partnered with Shawn Carter (Jay-Z) to develop Translation Advertising firm • His understanding of how hip-hop morphed into mainstream culture enabled him to relate to a new generation of thinking.

GROUND RULES • Target markets can sound uncomfortable; racist, negative generalizations • This is a SAFE place to discuss and learn • No Judgments!

CONTEXT • From 2000 to 2010, the number of Americans who consider themselves multiracial grew faster than those who self-identify as a single race. • The evolution of how we think about target markets is impacted by social, cultural, economic and political change; and these things impact one another • And, art and entertainment affect social change, not always the reverse • We do not often exam race when it comes to business and the selling of products, consumerism

TARGET MARKETS • Age • Race • Income • Education • Geography • Behavior

HIP-HOP ( RAP MUSIC ) • In 1999 Hip-Hop outsold country music • Music sells took place in illogical zip codes • Hip-Hop was a cultural explosion happening under the radar • It was counterculture and therefore ignored and/or criticized • But, the clash of cultures and generations created mashup that redefined “urban” • The poetry of hip-hop was global and it propelled brands

QUESTION •In general, marketers should not use race to segment markets to advertise products.

GOAL OF THE BOOK From a marketing standpoint, put an end to “boxing” individuals based on color. Steve Stoute

HIP HOP GOES MAINSTREAM

MY PROPOSITION Like social enterprises, Capitalism can serve as a tool to promote real inclusion and change!?

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