Hip hop & target markets
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This document discusses how hip hop music transformed target markets for consumer products. It introduces Steve Stoute, a music executive who helped bring hip hop into the mainstream through his advertising firm. The document notes that from 2000 to 2010, the multiracial population grew most in the US. It argues that art and entertainment can drive social change by exposing new audiences and ideas. Finally, it suggests that capitalism, like social enterprises, may be able to promote real inclusion and change if used properly.
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Hip hop & target markets
- 1. HIP HOP & TARGET MARKET S Dr. Kimberly Hurns Black History Month 2014
- 2. 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.
- 3. GROUND RULES • Target markets can sound uncomfortable; racist, negative generalizations • This is a SAFE place to discuss and learn • No Judgments!
- 4. 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
- 5. TARGET MARKETS • Age • Race • Income • Education • Geography • Behavior
- 7. 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
- 8. QUESTION •In general, marketers should not use race to segment markets to advertise products.
- 9. GOAL OF THE BOOK From a marketing standpoint, put an end to “boxing” individuals based on color. Steve Stoute
- 11. MY PROPOSITION Like social enterprises, Capitalism can serve as a tool to promote real inclusion and change!?