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Hip Hop: Culture
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Why has the hip hop culture transcended ethnic boundaries? The urban street prep seems like an oxymoronic term. However, urban hip hoppers adorn themselves with the most unlikely preppy labels. Clothing styles that include such bourgeois labels as Tommy Hilfiger, Nautica, and Ralph Lauren, seemingly contradicts the image of the fearless street soldier.12
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Wild Style, co-created by Fab 5 Freddy and directed by Charlie Ahearn, is released featuring the first full-length account of all four elements in hip hop culture: Graffiti, DJ-ing, MCing, and B-boying. The actors are played by the real members of New York's hip hop scene including graffiti legends Lee, Zephyr, Fab 5 Freddy, Lady Pink, Crash, Daze, Dondi and showcases performances from Grandmaster Flash, Grandwizard Theodore, DJ AJ, Grandmixer D.S.T and Rock Steady Crew members: Crazy Legs and Frosty Freeze. The soundtrack was produced by Fab 5 Freddy and Chris Stein with performances by Double Trouble, Cold Crush Brothers, Fantastic Freaks, Chief Rocker Busy Bee, Rammellzee and Shockdell.
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Hip-hop music is a good case-in-point. When African American respondents were asked about aspects of their culture and traditions they feel are the most important to preserve, "Music/Songs" was cited second most frequently, right behind "History." As different types of African American music/songs become increasingly borrowed by the general population, they may become less effective as a means of connecting directly with African American consumers. So in this example mainstream hip-hop artists that are known to general audiences would not be considered as authentic as using more "underground" artists known exclusively by African American audiences.
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One of the many positive side effects of the hip hop culture is that it encourages corporations to recruit a diverse cadre of individuals. Hence, recruiting minorities who have the pulse of this culture becomes an imperative. The African American market alone has $325 billion in buying power. A myriad of organizations that appeal to the hip hop culture have diversified for competitive advantage. It makes good business sense. For example, half of Universal Muscic Group's employees are minority.
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Although hip-hop is the musical outgrowth of urban African-American culture, its popularity is not bound by geography or culture. According to Soundscan, the company that charts record sales, three-quarters of all hard-core rap albums were sold to white consumers in 1994.
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It reads like a rags-to-riches adventure loaded with hilarious rap beef, custom Lamborghinis, and international “pizzle.” G-Unit is all about the global and financial elevation of Hip-Hop culture. And DJ Whoo kid knows the key to success.
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