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Under the Influence
Erin O. Patton

Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture

Paramount
March 2009
On Sale: March 18, 2009
180 pages
ISBN: 0980174546
EAN: 9780980174540
Paperback
$28.00
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Non-Fiction

From the tricked-out rides they drive, technology they adopt, and brands they wear to the beverages they drink, music they listen to, and language they speak, the Hip-Hop generation influences brands, sports, and popular culture.

Out of pure necessity, these innovators have applied creativity and ingenuity against the backdrop of the urban landscape. They've used their influence to transform their music and culture into a lifestyle, attitude, and distinct set of brand preferences that are emulated and adopted by the mainstream. Along the way, the music and culture have transcended race and become an avenue for enterprise as these self-made Hip-Hopreneurs have redefined the American Dream and become catalysts for change in entire industries and global markets.

Understanding this ongoing effect is crucial to success in an increasing range of product categories, from automobiles to consumer electronics, entertainment, fashion, food and drink, mobile phones, sports, entertainment, tourism, and marketing many kinds of luxury and mass merchandise.

Author Erin Patton begins with his own journey as a product of Hip-Hop's Generation X in Pittsburgh's steel-tough inner city. Eventually he moved on to navigate corporate America's advertising and marketing worlds.

Patton uses his unique perspective to chronicle how Hip-Hop became a dominant social and economic force, building brands, and directly or indirectly influencing the aspirations and behavior of consumers of all ages.

Specific examples Included in Patton's exploration are insights about Nike's Jordan brand, Stephon Marbury's partnership with Steve & Barry's, the use by the automotive industry of Funkmaster Flex, and the surprising developments behind some new alcoholic beverages.

Patton's award-winning 7 CiphersTM segmentation framework, which is included in this book, has been cited for its innovation by the Advertising Research Foundation and hailed as "Cracking The Code on the 21st Century Urban Market" by The Brookings Institution.

Using real-life case studies, rich insights and highlighting Hip-Hop notables who wield influence from the street corner to the boardroom, he illustrates how urban culture "software developers" and content creators determine which version of the culture will run on corporate America's mainframe each year.

A Generation of Entrepreneurs or Hip-Hopreneuers In the Hip-Hop culture, awareness of new products and demand for them tends to arise organically and spread virally. Patton masterfully captures how companies can manipulate the organic process that occurs within the laboratory of the urban experience, and explains how the Hip-Hop generation's preferences, brand attributes, and penchant for design and product development can translate into huge profits.

Under The Influence provides marketers with a front-row perspective, strategic framework and market-tested solutions to grow market share and avoid common pitfalls in the urban-youth-inspired market without sacrificing existing customer loyalty.

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