HIP HOP & TARGET MARKETSDr. 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!?