Those involved in the hip-hop loop have long since witnessed the hip-hop culture transcend all expectations since its humble beginnings in the late 70s and early 80s. With notable pioneers such as Russell Simmons, Run DMC, and the Sugar Hill Gang laying the foundation for present stars such as Sean “P.Diddy” Combs, Jay-Z, and Eminem, this culture has thrived into a hands down success. Advertisers, media/film outlets, and radio stations have taken full notice of the affect and role that this genre has played in shaping the current U.S. market over the past 10 years.

Hip Hop is no longer just a music genre. As a matter of fact if you talk to those who have been a part of the hip hop

Tommy Hilfiger joined the bandwagon of companies to use hip-hop rappers as spokemen. Without fully abandoning its traditional marketing approach , the company cultivated its hip-hop audience using strategies such as giving rappers free shopping sprees. One was awarded to grand Puba after his hit “What’s the 411” with Mary J. Blige when he included the brand name in his lyrics on the song: “Girbaud’s hanging baggy Tommy Hilfiger’s my gear.” Snoop Dogg was even seen doned in Hilfiger wear on an episode of Saturday Night Live. On the strength of the hip hop listeners, the company’s sales shot past a billion dollars a year, making it the blockbuster label throughout the 90s.

movement since its conception, they will tell you that it is a culture filled with enrichment and enlightment in several different aspects. Its creativity spans from music to clothing and beyond. At first it was categorized as a unique way for the urban community to express its talents, but soon developed into a full-bred society with an immense following. It didn’t take long for marketers and other business people to realize that this was no longer merely a community expression, but a money making venue. Rap is the music, hip-hop is the style, urban is the mindset in this affluent culture. Advertising hip-hop goes well beyond the music being played, it speaks to a lifestyle, and offers an exceptional environment for product branding.

There is hardly a major consumer company around that isn’t trying to cash in on hip-hop’s popularity, if not its edgy authenticity. Hip-hop music, and its signature style: rap, emerged from mostly impoverished, predominately black urban neighborhoods, grew into an entire way of life, and dominates present day youth culture. It’s no longer about race or place. It’s an attitude, a state of mind. Marketing experts estimate that one fourth of discretionary spending in America today is influenced by hip-hop.

Hip-hop has made many crowning achievements over recent years, including having sold over 84 million records in 2002, replacing “pop” music as the Nation’s most popular selling music. Hip-Hop is also the fastest growing radio format, expanding from 6 U.S.Radio Stations in 1993 to now over 160 across the country- not to mention a top rated hip-hop station in each if the top 11 U.S. radio markets. The research provided a breakdown also of the Hip-hop generation, consisting of gender split, ethnic composition, college attendance, household demographics, and work status.

Ultimately there does not seem to be a significant breakdown between the black market and general markets anymore. Urban marketing is about selling to people outside of their race. It’s about selling to those who are willing to buy. But while urban marketing takes many of its outlooks from the urban community, all blacks aren’t urban. With spending power estimated to exceed $680 million by 2006, as researched by MarketResearch.com, blacks comprise the largest buyin

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