Hip-hop: Subculture or super brand?

Date of publication: November 5, 2003

Company: Flamingo

Abstract:

The presenters argue that a true understanding of the appeal of hip-hop can have valuable implications for marketers seeking to connect with young people. Hip-hop incorporates a number of key values which resonate powerfully with the youth target. This presentation seeks to describe and explore these values and how they work, before articulating the interaction between hip-hop and the world of brands - an interaction which has rich potential if it can be properly harnessed.

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