Published on February 17, 2014
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!?
World Hip Hop Market LLC is a news-media and event production company specializing in international (non-American) hip hop. Photo Stream. Latest Tweets.
ONLY 2 WEEKS AWAY! Target Market News Presents The 2005 African-American Magazine Summit November 15th, 2005 Time Warner Inc. The Time & Life Building
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So you're judging hip hop off of artists/songs us hip hop fans don't even like. ... What is the target audience for rap? Add your answer.
According to Time Magazine, more than 70% of hip-hop albums are purchased by whites. The suburbs are now the major markets for hip-hop music.