2. Objective
• Make the case for the
establishment of a URBAN
department to develop
communications targeted to
the hip hop /urban nation
3. The New America
• “It’s not about race or place. It’s about attitude, a state
of mind.”
• “This is the new mainstream.”
BusinessWeek, October 27, 2003 Article on hip-hop
4. The New America
Hip-Hop is everywhere.
• “What began as a musical genre has
evolved into a full-scale youth
subculture—redefining what is
considered "mainstream." Hip-hop is
so mainstream, in fact, that "phat"
and "bling-bling" have officially been
added as words in the dictionary.
The musical genre's cultural and
signature style reflect a lifestyle that
has influenced trends in cars,
advertising, film and even fashion.”
DdiMagazine.com, February 1, 2004
5. Tribe?
A group sharing a common, occupation, interest, or
habit
Source: Webster’s II New Riverside Dictionary
7. The New General Market
• Comprised of young adults up to age 34
• Urban and suburban residents
• Strong AA-influenced, multi-cultural market
– African Americans, Whites, Latinos, Asians
– 70% of rap music purchased by Caucasians
• Most status-conscious in U.S. history
• Bonded by one thing: Hip-Hop culture
– Music, fashion, language
• Spent over $2 billion on clothes in 2002
• “8-Mile,” the movie featuring Eminem generated $51.2
million in first week
Source: BusinessWeek, USA Today
8. • More than 30 universities including Harvard
and MIT teach classes on Hip-Hop
Reinventing
Americana
• Urban Video Games are among the top 10
– Grand Theft Auto
– Def Jam Vendetta
– Music produced by rap artists
• Retailers are actively trying to reach this
profitable segment
– Sean Jean, #2 selling men’s wear line in
Bloomingdale’s
– Phat Farm labels are available at Sears and
JCPenney
– 50% of JCPenney men’s wear sales are in Hip-Hop
labels
– FUBU created Phi Sci, private label, exclusively for
Target
9. Politically Active
• Growing political and social force
• Revivalists of 60s activism
– Hip-Hop Summit
– New Black Panther Party
– Vote or Die
– Citizen Change
– “Mosh”
10. The Medium Is The Message
The generation responds to a whole different set of media & formats :
• Print • Radio • TV • Integrated Media – Technologically
advanced
– XXL, – Urban, – MTV,
Source, CHR BET, – Mixed Tapes, DVD, e-blast,
King, ESPN mobile
Smooth,
Suede,
Maxim
11. So Y2K!
• These media don’t
stand a chance in this
marketplace
– Ebony
– GQ
– Jet
– Essence
– Time
– CNN
– Sports Illustrated
– TV Networks
13. Products that have Gone from Hood to
Suburban
• TV monitors in cars
– Originally a status symbols in
upscale that were tricked out to
Suburban necessity for the kids
• 2 Way paging
– Has evolved from “drug trade” to
“Wall Street” in the form of a
Blackberry
• Hiking Boots
– Evolved from “hood” to worldwide
category of leisure footwear
14. What’s Next?
• Hip Hop Politician
– Russell Simmons
• Movies and Movie Scores
– Kill Bill II
• Technology items
– Rockbox
• Consumer Goods Companies
– Rap Snacks
• Branded Content
– BattleGrounds for Nike
15. A New Nation Under A Groove
• With its own set of:
– Rhymes and
rhythms
– Protocols
– Linguistic
nuances
– Social mores
– Political
expectations
– Media habits
the Hip-Hop generation could be considered a
Tribal Nation
17. BOARDROOM
…Still Growing
• It’s a growing industry that’s led by second generation rap artists
and promoters who have gone from streetwise to Wall Street-wise
– Russell Simmons
– Sean Combs
– Jay Z
– Jermaine Dupri
– Nelly
– Usher
– 50 Cent
18. New-Age Entrepreneurs
• These business moguls who cater strictly to
the Hip-Hop generation
– Manage multi-billion dollar businesses
– Develop and market own labels and products
• Music
• Entertainment
• Fashion
– Are fast-gaining peer recognition in the business
world
– Are a new breed of African-American
entrepreneurs unlike previous generations
• Believe in being the power
19. Russell Simmons
• Godfather of Hip-Hop. CEO/owner
of:
– Record Label
– Ad Agency
– Furniture and electronics maker
– Clothing Label (male, female, children,
accessories)
– Movie & TV Production
– Def Comedy Jam
– Def Poetry
– Energy Drink
– Credit Card
20. Jay-Z
• CEO/owner of:
– Record Label
– Basketball Team (New Jersey Nets)
– Sports Club
– Clothing Label
– Movie Production
– Liquor
– Recording Artist
• Brand Associations
– Heineken
21. Sean Combs
• CEO/owner of:
– Record Label
– Restaurants
– Clothing Label
– Entertainment company
– Ad Agency
• Accolades
– Designs uniforms for Dallas
Mavericks
– Special Edition Navigator
– Winner of Clothing Design
Award
– Host for 2005 VMA’s
22. The Advertising Illusion
• One industry in which success has alluded them is
advertising
– Attempts have been made by:
• Russell Simmons - RushDeutch relationship was short-
lived. Still owns Rush Communications to support Phat
Farm and Run Athletics
• P. Diddy - Blue Flame had great plans, but had to scale
back. Now in-house agency to Bad Boy and Sean John
• Original idea was to bundle artists to meet clients’
needs
• Lack of success could be attributed to their limited
awareness of the unique skills and knowledge
required to successfully manage agency profitably
25. Say It Loud!
“Coke is trying to fuel Sprite
sales by trying to create a
pop icon firmly entrenched
in the Hip-Hop culture.”
– USA Today
“Many of our customers
identify with and the Hip-
Hop culture.”
– Dave Garver, Executive Director of
National Acquisition, Cingular
“We are committed to
reaching out to Hip-Hop
enthusiasts…in a way that
is relevant to them.”
– Frances Britchford, Vice President of
Marketing, Sony Ericsson
26. Price of Entry
• Current AA and general
market communications
are too generic, and
thus, irrelevant to this
young and vibrant
generation
– Require different
imagery, graphics,
music and language
to gain their
• Attention
• Interest
• Desire
• Action
27. So, What’s Up?
• Some general market
agencies have
established new
group/division to assist
their clients to reach
this new mainstream
youth market
– Ad*itive - Arnold
Communications
– TRU - TBWA/Chiat Day
– Y&R
• African-American/urban
agencies are yet to
make a similar move
28. Thought
Clients may be more likely to award Youth
Assignment if they know that an agency has a
division dedicated to reaching this segment
30. Sprite
“Show Me My Motto” -
Miles Thirst
• #1 lemon-lime soft drink
through 1997
• Growth slowed in 1998.
Brand began to decline
• Effort made to resuscitate
brand
• Decision made to target
Hip-Hop generation
– Miles Thirst was born
• Sales have been on the
increase since debut of
Thirst in February 2004
31. Bacardi
The Bat
• Bacardi Gold had been
on the decline with
African Americans for
several years
• In 1999 launched three-
market radio campaign
that used Hip-Hop artists
– Music-driven
– Tastemakers
– Van hits
• Campaign extended
nationally in 2001
• Yearly sales have
averaged 15% increase in
targeted AA stores, over
3-year period
32. Call-To-Action
• Like socio-political activists
of 60s, aka, baby boomers,
this generation is here to
stay
• Burrell should be a master
in reaching urban consumer
• Burrell should be at
forefront of marketers’
efforts to reach this
profitable consumer
segment
• Burrell should be a shepard
of the imagery for Hip Hop
Culture
33. Prime Agency
Candidates
• Verizon
• McDonald’s
• Toyota/Scion
• P&G
• Beer
• Other Bacardi
liquors
34. Staffing Recommendation
Comprised of people that have passion for the genre
Aaron Payne Lorraine Miller Linda Jefferson John Roach JeWayne Thomas Melissa Stinson
Michael Tresvant Crystal Shaw Aubrey Walker Shanteka Sigers Mohammad Shabazz Cheeraz Gorman
35. Areas of Opportunity
• Branded Programming
• Product Integration
• Urban Targeted
Advertising
• Brand Alliances
• Event Marketing
• Trendspotting
• Cultural Immersions
• Conference Presentations
and Seminars
• Research
• Tool kit/Dos & Don’ts
• Newsletter
• Blogs
37. Why Burrell?
• Hip-Hop Artists have started
agencies and all have failed
– They know the genre but not
advertising
– RushDeutch
– Blue Flame
• Other Agency have done it
with moderate success
– They know advertising but not
the genre
– Hip-Hop as part of JWT
– The Additive as part of Arnold
– Tru as part of Chiat Day
– Vigilante as part of Leo Burnett
• We have both parts!
38. Why within Burrell?
• Hip-Hop, although
multicultural, emanates from
AA culture
• Part of promise is: Creative
output will be done and
performed by people within
the genre
• Know advertising and Hip-
Hop
• Have the contacts within the
genre
• It is what is next
• It is the influencer
39. Why
Hip-
• Hop?
Encompasses many youth qualities
– All the qualities that youth are a part of
Hip-Hop
Genuine, dynamic, smart, entrepreneurial,
sexy, fun, stylish, liberating, rebellious
• What rock used to be
• We should be the purveyors of what will
be remembered as our culture
• We should promise our clients to have:
– A relevant respectful view of Hip-Hop
Culture
• It is turning the funnel upside down to
target the urban influencer
40. What should we do with Clients?
• Educate consumers on Hip-Hop Culture
– It is more than music
– It more than 50, Jay, and Sean
– It is more than the perception of dealing
drugs
• Ala 50 Cent, Jay-Z, Biggie
– It is individualization and personalization
• Show how we can connect with the Culture
• Show how Burrell can facilitate this
connection
41. 1 Steps
st
• Hip-Hop Education • Show access to • How to access other
Hip-Hop World Clients
– Hip-Hop 101
– Immersions – Be part of the
with clients culture not an
and/or about outsider
their products
– Use the
influence we
have
42. Getting New Clients
• Speaking Engagements
– Use these opportunities to show our knowledge and
understanding of this market to court new clients
• Expand within current clients
– Using influence with currents client to court new clients
(Scion and Bacardi)
• Birddogs
– Spiffs for associates for referring clients
43. Getting New Clients
• Youth Panel from within Youth Culture
– Two fold
• Use their influence on acquiring new consumers
• Use them as panel to inform clients about their business
– Tastemaker panel
• The Collective
– Using influence of people on our team to court new clients
– Target new clients that we have contacts with
– Bonus to the group for new clients
46. Youth Panel
• Leonard Burnett – Vibe • Mystic – Music Artist
• Kenny McAllister – Rolling Stone • Jonas Baklava & Rob Stone – LRG
• Dave Mays – Source • Munson Steed – Rolling Out
• Shawn Gee – Music/Sport
• Bart Phillips – TV/Movie Production
Representative/Okayplayer
• Kenny Johnson – PR/Events • Talib Kweli – Music Artist
• Cee-Lo Green – Music Artist • Phillip Atwell – Video Director
• Omar Owasso – Technology • Coodie & Chika –Video Director
• Karl Carter – Entertainment & Street Teams • Nzinga Stewart – Video Director
• Lincoln Alabaster – Spike TV/MTV
• Bryan Barber – Video Director
• Tim Brown – Sports
• Camille Hackney - Music
• Ben Gordan - Sports
• TBD – Gaming
• Tony Shellman – Enyce