My Tribe


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A in-house proposal created to try to focus on new ways to bring in new business into an existing ad agency using HipHop as a catalyst.

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My Tribe

  1. 1. Hip Hop Tribal Nation The New General Market
  2. 2. Objective • Make the case for the establishment of a URBAN department to develop communications targeted to the hip hop /urban nation
  3. 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. 4. The New AmericaHip-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 genres cultural and signature style reflect a lifestyle that has influenced trends in cars, advertising, film and even fashion.”, February 1, 2004
  5. 5. Tribe?A group sharing a common, occupation, interest, orhabit Source: Webster’s II New Riverside Dictionary
  6. 6. So,What’sthe Big Deal?
  7. 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. 8. • More than 30 universities including Harvard and MIT teach classes on Hip-HopReinventingAmericana • 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. 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. 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. 11. So Y2K!• These media don’t stand a chance in this marketplace – Ebony – GQ – Jet – Essence – Time – CNN – Sports Illustrated – TV Networks
  12. 12. Badges of Honor It’s a different world!
  13. 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. 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. 15. A New Nation Under A Groove• With its own set of: – Rhymes and rhythms – Protocols – Linguistic nuances – Social mores – Political expectations – Media habitsthe Hip-Hop generation could be considered a Tribal Nation
  16. 16. It’sBIGBusiness!
  17. 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. 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. 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. 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. 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. 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
  23. 23. The Opportunity
  24. 24. Today’s marketers areanxious to make their products and services relevant to this multi-cultural generation
  25. 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. 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. 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. 28. Thought Clients may be more likely to award YouthAssignment if they know that an agency has a division dedicated to reaching this segment
  29. 29. Any Success Stories? Of course!!Let’s look at two traditional brands.
  30. 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. 31. BacardiThe 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. 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. 33. Prime Agency Candidates• Verizon• McDonald’s• Toyota/Scion• P&G• Beer• Other Bacardi liquors
  34. 34. Staffing Recommendation Comprised of people that have passion for the genreAaron Payne Lorraine Miller Linda Jefferson John Roach JeWayne Thomas Melissa StinsonMichael Tresvant Crystal Shaw Aubrey Walker Shanteka Sigers Mohammad Shabazz Cheeraz Gorman
  35. 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
  36. 36. The Tribal Nation Is Here!Are WeReady?
  37. 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. 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. 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. 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. 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. 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. 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
  44. 44. Internal Clients
  45. 45. External Clients
  46. 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