Wat Up, Dis Be Da Nippon Flava, Homie!

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Wat Up, Dis Be Da Nippon Flava, Homie!

  1. 1. JAPANESE HIP HOP SUBCULTURE & CONSUMER BEHAVIOR SASAKI KEI 09BN933W
  2. 2. Overview Emergence of Hip Hop Subculture in Japan Why Hip Hop? Taking it to the Extremes The Burupan/Blackface Market Size The Typical Hip Hopper Targeting the Hip Hopper Magazines/Internet/Ad Vehicle/Publicity/Live Tour Future Outlook of Hip Hop in Japan
  3. 3. Emergence of Hip Hop Wild Style (Fall 1983) Movie of a graffiti artist in NYC, ft. MCs, DJs, Breakdancers released in Japan Stars had a live performance in Japan due to popularity of movie Breakdancing in Yoyogi Park, Tokyo begins DJ Krush, a leading world-class DJ, started out breakdancing in Yoyogi
  4. 4. Emergence of Hip Hop DJs started to perform on radios in 1985 DJ Hiroshi Fujiwara (Godfather of Harajuku) 1st Hip Hop Club opened in Shibuya in 1986 The birth of Japanese Rap in the late 1980s Ito Seiko, Takagi Kan 1990s onwards A vibrant commercialized subculture in Japan “B-Boy Park”, biggest hip hop annual event every August since 1999 in Yoyogi Park, Tokyo
  5. 5. Emergence of Hip Hop “Japanese Hip Hop really exploded in the last two, three years. I never thought there would be a time when Japanese records could outsell American ones but it’s happening.” – Hideaki Tamura, Tokyo record-store owner (Interview with BBC in 2003)
  6. 6. Why Hip Hop? Japan’s unstable economy Studying hard and going to a good college no longer guarantees a good job Disillusioned youths Mood/Emotions Japanese youths might not understand lyrics of American rappers but they feel the mood of Hip Hop Expression of anger, frustration Channel to rebel in a conformist society
  7. 7. Taking it to the Extreme The Burapan (ブラパン) Hip Hop fans go to salons to tan/darken their skin Spot Afro, dreadlocks hairstyle Referred to as Blackfacers The Gosperats (Japanese R&B Group) Wear blackface makeup during performances African American fashion
  8. 8. Taking it to the Extreme Japanese or Black?!?
  9. 9. Taking it to the Extreme Why Blackface? Mostly High School and College students An opportunity to “rebel” in a conformist society Allows a sense of freedom unable to be experienced as a “Japanese” Critics from Japanese Hip Hop artists Japanese hip hop may appear superficial An “imitation” of foreign hip hop
  10. 10. MC Battle of the Hip Hoppers “Your parents, your grandparents are Japanese; You can never be the black person you want to be.” – Banana Ice, “Imitation + Imitation = Imitation” (1995) “First, it’s meant as a sign of respect towards black culture, but secondly, I want to stand out (目立ちたい)” – Kreva, Kick the Can Crew (1997)
  11. 11. Market Size No exact figures but size cannot be underestimated Hip Hop dance schools Increased from more than 40 to over 100 since 2005 just in Tokyo (Weber Jennier) Hip Hop fashion More than 300 shops in Central Tokyo (Takatsuki Yo, BBC) Hip Hop music Almost every club in Tokyo plays Hip Hop/R&B in one of their rooms
  12. 12. The Typical Hip Hopper Age 18 – 28 Baseball cap worn sideways or backwards 50 Cent, Nelly, Listens to Eminem, American & Orange Range, Japanese Oversized T-shirt/hoodie Kick the Can Hip Hop with huge logos in front Crew, Dragon like... Ash, Koda Kumi A Bathing Ape, Backpack slinging low to Shops at ACC, 4 Ballerz add to the ‘dropping’ feel Places like... Clothing, Ambition Baggy shorts that look Harajuku, like it’s falling anytime Hangs out Roppongi & with his Shibuya Clubs, homies at... Yoyogi Park Oversized sneakers to finish it off
  13. 13. Targeting the Hip Hopper Magazine Advertisements Most magazines have circulations of 100,000 – 300,000 Free magazines in music shops (HMW, Tower Records), fashion stores have at least 100,000 copies in distributions A single ad in a popular magazine costs about USD 2,000 and up
  14. 14. Targeting the Hip Hopper Hip Hop Insider Free paper with over 100,000 distributions at over 1,300 music and fashion shops in Japan 55% males & 45% females readership ranging in age from 16-32 Single Ad Budget is about USD 2,000 – 15,000
  15. 15. Targeting the Hip Hopper Internet Advertisements Japanese consumers are very ‘wired’ to the internet Popular music websites get over 1 million page views per month (www.topmusic.jp) Cost for a single ad in a popular website starts from USD 1,000 per month う い え お あ あ え い お う
  16. 16. Targeting the Hip Hopper Do it the Japanese way Tokyo has a metropolitan population of 35 million An advertisement truck that spins around the streets of Harajuku, Shibuya, Yoyogi Guaranteed to be viewed by several milllions Costs range from USD 2,000 – 5,000 per day
  17. 17. Targeting the Hip Hopper Publicity Radio interviews, articles published Using a song for a commercial or advertising campaign, movie, etc Live Tour Playing gigs at venues (expense in Japan not a revenue generating activity)
  18. 18. Future of Hip Hop in Japan Hip Hop consumption relies heavily on young consumers ranging in age between 16-30 Changing demographics of Japan Low birth rates Forecasted 8.9% (Euromonitor) decline in the population of Japanese in their twenties up till 2015 (23.3% fall since 1995) Aging population
  19. 19. Future of Hip Hop in Japan Forecasted declining figures up till 2019 for Age Group: 0-14...
  20. 20. Future of Hip Hop in Japan Forecasted declining figures up till 2019 for Age Group: 15-19 ...
  21. 21. Future of Hip Hop in Japan Hip Hop sales (fashion, music, equipment) will not vanish completely but see a steady declining trend Japanese consumers are sensitive to current trends Consumption trends will shift towards the “new old” to replace the “old young” Music genres more popular with the older crowd will become the new trend Hip Hop market has more or less reached its peak in Japan
  22. 22. Peace Out!

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