Under the Influence: Tracing the Hip-Hop Generation's Impact on Brands, Sports, and Pop Culture
Many baby boomers are perplexed about the music their grandchildren listen to, the clothes they wear, and the sports heroes they admire. This book, written by a leading marketer to the urban youth culture, explains the connection between music, sports, and culture and the consumption patterns of youth. For example, readers will learn how the innovation of "mixtapes"--a collection of unreleased songs in the CD format--was crucial in the marketing success of artists such as 50 Cent. Also informative is the story of Nike's successful marketing of Air Jordans and how the company dealt with criticisms related to violent activity by those wanting this footwear. In chapter 4, Patton discusses his "7 Ciphers" for decoding urban consumer behavior and market dynamics. Though the "core urban" consumers are primarily African Americans and Hispanics age 14-25 who live in the inner city, other groups, such as the "tertiary urban," live in and around cities such as Atlanta and New Orleans. This volume will be of value to anyone involved in marketing to youth or interested in understanding the rise of the urban culture and its impact on society.
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