Hip hop & target markets

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!?