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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
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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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