A Business Outlook on The Jamaican Acquisition of
American Thug Life
Abstract
The increasing globalization and inter-connectedness of today’s world remains an
important factor for many businesses aiming to expand their operations. One of the key
elements in expanding globally is understanding how to market to the diverse consumers
of various cultures. By analyzing the recent transition of a Thug Life, including the wide
array of products and idealisms associated with it, from America to Jamaica, this article
provides some useful information on realizing the many cultural differences in disparate
countries, and shows how understanding these differences could potentially lead to better
marketing strategies, and ultimately, a more successful business.
2
Introduction:
For years, images of myriad choices, mass consumption, and the trending consumer
markets of the wealthier western hemisphere have created both spite and appeal from the
emerging markets of the developing world. Often times, there is a transition from the
conceptualization of such images to the actual practicing of them, whether it be by adopting
different clothing trends, listening to new main stream music, or simply accepting an
accumulation of disparate idealisms. Understanding this process, commonly known as
international product diffusion, can be a great benefit to many businesses that aim market
their products on a global scale. One of these consumer images is that of the American
Thug. Since the early 1970’s, the image of the American Thug has gained recognition and
prevalence nationally, as well as globally. Perhaps the earliest signs of American Thug Life
began in The Bronx, New York City. At this time, the now renowned hip-hop genre of music
began to gain popularity through various hip-hop icons like Tupac Shakur. It was not until
the late 1980’s however, that the notion of Thug Life began to gain relevance in the
American culture. Since then, the image of Thug Life and the wide array of products
associated with it have spread across the United States and are now recognized, practiced,
and consumed in other developed and developing countries alike. For the purpose of this
study, we will be analyzing the transition of American Thug life into Jamaica.
Origins and Precepts of Thug Life:
Tupac Shakur, the leader of Thug Life, grew up in East Harlem in the 1970’s during a
period of economic decline and social marginalization. Following World War II, cities grew,
highways were built, and those who could afford it moved to the suburbs. Discriminatory
3
practices such as blockbusting and redlining prevented many minority groups, especially
African-Americans, from following the rest of the population. They became trapped in the
urban slums of the city, marginalized by race and hindered in their ability to raise their
social and economic statuses. Consequently, when the recession of 1969 hit, “the burden of
the economic and fiscal crises fell disproportionately on [black people].”1 Crime,
unemployment, illiteracy, illness, drug markets, and violence became increasingly
prevalent in the Ghettos around America. Tupac experienced and witnessed these common
hardships combined with prevailing inequity and racism. His mother was a member of the
Black Panther Party and he had no father figure; his Godfather was convicted of murdering
a schoolteacher and his stepfather was on the FBI’s Ten Most Wanted Fugitives List. As an
escape to the problems that Tupac and many other youth faced, Hip-Hop emerged as youth
battled each other through dance moves rather than using violence. Tupac, however,
developed another way to express his self and became successful by crafting a
revolutionary style of Hip-Hop. Like many others, Tupac was faced with growing economic,
social, and racial problems during his youth. Initially, Thug Life was created as the name of
a rap group, but as time progressed, Thug life transformed into a unique lifestyle guided by
various rules aimed to influence young Thugs in America.
Thug Life is especially appealing to many because it began as such an
unprecedented lifestyle. Many who are attracted to this way of life are those who are
exposed to media and popular culture. Growing up in an impoverished, and many times
1
Michael Stern. “In Last Decade, Leaders Say, Harlem's Dreams Have Died.” New York Times. 01. Mar. 1978.
The New York Times. 05 Nov. 2010.
<http://select.nytimes.com/gst/abstract.html?res=F6061FFB355A13728DDDA80894DB405B888BF
1D3&scp=1&sq=harlem+blacks+leaders+say&st=p>.
4
unsafe, environment is one of the core elements common among many of the followers of
Thug Life. As a result, Thug Life in America targets a specific group of individuals:
predominately young African American men between the ages of 15-35 who are relatively
poor and who have not obtained substantial degrees of education.2 It also attracts minority
groups or even those who feel they have been treated unfairly and come from very little. In
a previous interview, Tupac discusses the profound impacts Thug Life can have on children,
acknowledging that “kids see it and mimic it.”3 Kids, as Tupac describes, that are hopeless
and “whose moms [are] crack head[s] and dads [have] gone missing,”4 are in constant need
of direction. Ultimately, Thug life targets those who have grown up less fortunate and need
a role model to succeed. is there a new market in america becuase of it? a new group of
people to advertise to? or this could go later
What makes a Thug’s image unique? A Thug’s apparel is one of the most
distinguishing aspects of the Thug culture. Baggy shorts, large T-shirts or collared shirts,
flat rimmed hats, and an abundance of jewelry ranging from large studded earrings to fancy
watches (sometimes authentic, more often fake) to large, overly ostentatious chains and
bracelets, are all examples of typical Thug apparel. Furthermore, Thugs are known for
wearing accessories such as bandannas, commonly tying them in a way that replicates the
way Tupac Shakur wore his bandana throughout his career. Some good examples of the
brands that produce this type of apparel are Sean John, Ecko Unlimited, and Rocawear.
Fittingly, each of these brands was created by a major figure in the Thug culture. The brand
“A Total News Source for Tupac (2Pac) & Hip-Hop Culture.” Thug Life Army. Web. 05 Nov. 2010.
<http://www.thuglifearmy.com/>.
3 “2pac Interview about Definition Thug Life and Big Mouth.” Prod. Troublesome3891. Perf. Tupac. 2008.
Short Film/Interview.
4 Ibid.
2
5
Sean John was created by hip-hop idol P. Diddy, Ecko was created by fashion icon Mark
Ecko, and Jay Z, the most popular hip-hop artist of the 21st century, created Rocawear.
Moreover, Thugs around the world frequently adorn themselves with an abundance of
tattoos, sometimes related to Thug life and other times associated with personal
preference. Tupac himself tattooed the words “THUG LIFE” across his stomach. The
combination of the distinct style of clothing, combined with tattoos, gives Thugs an
unmistakable image.
Diffusion of Thug Life Throughout America:
Before understanding how the American Thug image transitioned to Jamaica, it is
important to first understand how the American Thug image became prevalent in America.
Thug Life began to appeal to many young consumers in America as Tupac began to express
messages and his experiences through his hop- hop music. As time progressed, hip-hop,
and consequently, Thug Life, began to spread across America, eventually dispersing to the
West coast. This dispersion was undoubtedly enhanced when Tupac himself moved across
the country. When he was fifteen, Tupac moved to Baltimore Maryland, and in the late
1980’s he moved again to Marin City, California.5 As Tupac’s music spread throughout the
United States, so too did the messages he conveyed. Catchy music and meaningful, relatable
lyrics were played on the radio, receiving a considerable amount of attention. Tupac’s first
album, 2Pacalypse Now, was unprecedented in its images of violence, masculinity, and
vulgarity, often aimed towards police. His songs and their titles shed light to the major
problems in his black community. He writes, “in tha black community, all they know is
5
A Total News Source for Tupac (2Pac) & Hip-Hop Culture.” Thug Life Army. Web. 05 Nov. 2010.
<http://www.thuglifearmy.com/>.
6
violence”6 and consequently attributes the majority of his blame to the police. He explains
his inability to “walk tha city streets, without a cop harassing [him].”7 Tupac’s words and
lyrics constantly attacked the authorities yet he gave sufficient reasoning for his acts of
violence toward the police, commonly pointing to his past interactions with them as
justification. Many heard Tupac’s songs and were able to relate to his hardships growing up
and to his aversion towards the police. Although these words were relatable to many, his
music resulted in a profuse amount of attention from critics and media, debating the
negative influence of his music. Mostly in defense, and partially in response to such vulgar
and inappropriate language, the media verbally attacked Tupac. Controversy became so
strong that the vice president of the time, Dan Quayle, demanded that his albums be
withdrawn from music stores throughout the country. Quayle’s order ultimately failed and
ironically produced more popularity as Tupac’s words received more attention.
Consequently, contagious diffusion, expansion diffusion (snowball effect), and relocation
diffusion are forms of dispersion responsible for the wide spread proliferation of Thug Life.
Tupac’s death raised his popularity through excessive media attention over his
values as a Thug-Life rap artist. On September 7th 1996, Tupac was murdered in a drive-by
shooting in Las Vegas.8 Were Tupac’s lyrics of hatred justifiable or were they merely
random acts of violence? As Rivele, the screenwriter of Tupac’s resurrection movie said,
"He saw the contradiction between the musical persona of 'Thug Life,' and his essential
nature as a gentle, sensitive person. And that was partly responsible for his murder: He was
Tupac. "Souljah's Revenge." Rec. 1989. 2Pacalypse Now. Atron Gregory, 1991. CD.
ibid.
8 “A Total News Source for Tupac (2Pac) & Hip-Hop Culture.” Thug Life Army. Web. 05 Nov. 2010.
<http://www.thuglifearmy.com/>.
6
7
7
not a gangster, but the people around him were.”9 Many misunderstood what Thug Life
represents. After his death, there became more of a focus on the distinction between
Tupac’s ideals versus the gangster and violent people that he was often around. Shortly
after his death, Tupac was featured on the cover of Rolling Stone Magazine where he was
named the 86th Greatest Artist of All Time.10 A Tupac resurrection CD and movie were
created in his honor and frequently mentioned his morals as a Thug Life creator. Having
sold over 75 million albums worldwide and 50 million albums in the United States, Tupac is
now in the Guinness Book of World Records, titled the highest-selling rap artist.11
The Connection Between America and Jamaica:
The question then arises, how has the image of the American Thug transitioned into
Jamaica? To better answer this question, it is imperative to first understand the close and
ongoing interaction between Jamaicans living in America (New York, in particular, which is
the hearth of Thug Life), and Jamaicans living in Jamaica (Kingston in particular, which is
the breading ground for the spread of many American consumerisms.) With over 20,000
Jamaicans legally moving to the United States every year, there are now an estimated 2.5
million Jamaicans that live outside of Jamaica compared to the approximately 2.8 million
Jamaicans that live in Jamaica.12 Such staggering numbers make it easy to see how the
Daniel Kreps. "Tupac Movie to Focus on Rapper's Final Day | Rolling Stone Music." Rolling Stone | Music
News, Reviews, Photos, Videos, Interviews and More. 7 Aug. 2010. Web. 28 Oct. 2010.
<http://www.rollingstone.com/music/news/17386/195662>.
10 50 Cent "Tupac Shakur | Rolling Stone Music | Lists." Rolling Stone | Music News, Reviews, Photos, Videos,
Interviews and More. Web. 05 Nov. 2010.
<http://www.rollingstone.com/music/lists/5702/31963/32519>.
11 “A Total News Source for Tupac (2Pac) & Hip-Hop Culture.” Thug Life Army. Web. 05 Nov. 2010.
<http://www.thuglifearmy.com/>.
12 "United States Selected Population Profile in the United States Population Group: Jamaican (308-309)." U.S.
Census Bureau. 2006. Web. 15 Oct. 2010. <http://factfinder.census.gov>
9
8
mainstream American culture and the island culture of Jamaica have coalesced. The more
Jamaicans that move to America and then return back home to visit Jamaica, the more
aspects of American culture Jamaica adopts. The relatively small Jamaican population
magnifies this apparent cultural assimilation. That said, it’s not difficult to understand how
the Thug Image has become prevalent in Jamaica. But the question remains, in what ways
has it become prevalent?
For much of the information acquired on Jamaican Thug Life we relied on four
Jamaican informants with varying characteristics. The first informant was a 41-year-old
Jamaican female who currently works in the Bahamas but has lived in Kingston, Jamaica
her entire life. She visits home at least twice a year. The second informant is an 18-year-old
Student at the University of Richmond who also lives in the country’s capital of Kingston.
The third informant was an 18 – year – old male who also lives in Kingston, and the fourth
was a 19-year-old female who lives in Montego Bay. Each of these informants was chosen
to get a wide range of perspectives – male vs. female, middle aged generation vs. younger
generation, Kingston vs. Montego Bay. Much of the information provided below is adapted
from the various interviews conducted.
The informants provided an outlook that outlined the relationship between Jamaica
and the United States. One informant described how:
“It’s like when they {Americans] sneeze, we [Jamaicans] catch it. If there is a trend
that develops in America, we catch it in Jamaica first. The thing is, it’s not just with
clothing and music. Sometimes you see the youth saving up to buy the same cars as
Americans. Even the way Church services are carried out has changed because of
America. It’s like we have an Americanization of our culture. We still have our own
food and talk, of course, but things are always changing…and it’s nothing new, it has
been happening for some time now.”13
13
Nabila Khouri. "Thug Life in Jamaica." Personal interview. 15 Oct. 2010.
9
It is clear then, that in Jamaica, many see the concept of being “Americanized” as
cool and chic. It starts with the consumption of ideas – that buying and consuming like
westerners is cool– and then transitions into the actual buying of the products that many
American thugs consume. Another informant expressed how Thug life in Jamaica has taken
off because of the rapid acquisition of concepts shown on American television channels, in
hip hop music videos, and through images conveyed in the media. Describing fashion, one
informant stated that “if the youth in America start to wear tight shirts and they do so in
music videos, the youth in Jamaica pick it up right away.”14 It seems then, that young
Jamaicans in particular are extremely observant and receptive of the American culture. In
many ways, Thug Life and the consumer qualities it attracts, act as the conduit to spreading
American popular culture in Jamaica. On a broader scale, this notion emphasizes a core
idea in international business as whole. Developing countries are often eager to adopt and
accept the images and ideas of wealthier western countries. This is particularly evident
with the younger generations within developing countries. Through numerous forms of
media and by word of mouth, the youth within developing countries are becoming
increasingly more aware of and receptive to other wealthier cultures. Understanding and
strategizing around this concept could prove useful and profitable to businesses that target
a wide demographic of people and that are aiming to expand abroad.
Ways Thug Life has been Adopted in Jamaica:
Through widespread idealisms, music, and clothing, American Thug Life has quickly
been acquired in Jamaica. Thug Life in Jamaica is not simply a way of dressing and
14
Aaron Bailey. "Thug Life in Jamaica." Personal interview. 15 Oct. 2010.
10
consuming though. It reaches much deeper into the mind as a way of thinking. In many
ways, Thug Life is as much the consumption of notions as it is the consumption of products.
One of the main differences between American Thug life and Jamaican Thug life is that
young Jamaican Thugs acquire the Thug culture slightly younger, between the ages of 1330 (compared to 15-35 in America)15. Between these ages, many young Jamaican males are
profoundly influenced and intrigued by the male icons that portray the Thug image.
Initially, many young Jamaican men who began to practice the Thug life listened to
American artists such as Tupac and Biggie Smalls. These artists portrayed many of the
aspects of Thug Life such as race, violence, and potential monetary success that began to
become revered in the early 1990’s. More recently, however, our informants suggested that
several Jamaican artists have formed their own form of hip-hop called dancehall. This
genre of music combines traditional Jamaican reggae with American hip-hop to appeal to a
Jamaican consumer base. For example, where young American and Jamaican thugs see
Tupac as an iconic figure, young Jamaican Thugs also look up to iconic figures such as Vybz
Kartel, a renowned and current music artist in Jamaica. Similar dancehall artists include
Beenie man and Elephant man. Aside from the aesthetic quality of the music created by
artists like Vybz Kartel, notions of materialism, women, masculinity, and sometimes
violence can all be seen as the motivating factors that influence young men to listen to such
music. In essence, the lyrics combined with the rhythm of this mixed reggae/ hip-hop
genre, embody many of the elements fundamental to Thug Life making it appealing to many
Jamaican Thug consumers.
Along with music, the Jamaican Thug culture has adopted several elements of
15
Sarah Roper. "Thug Life in Jamaica." Personal interview. 15 Oct. 2010.
11
American Thug fashion. Almost all clothing traits common in American Thug Culture can be
observed in Jamaican Thug Culture. Baggy clothing, flat-rimmed hats, and ostentatious
jewelry are all American Thug trends that Jamaican thugs have embraced. What’s more,
Jamaican thugs frequently consume many of the brands such as Sean John, Ecko, and Roca
Wear that originated and developed in American thug culture. One of the main reasons
each of these brands has transitioned to Jamaica so fluidly is because these brands are
cheap enough for many Jamaican Thugs to afford, but expensive enough to maintain the
legitimacy of the Thug image. In many ways, the transition of Thug Life into Jamaica has
actually acted as a powerful but unintentional marketing tool for many of the companies
that target Thugs within America. Companies such as Sean John, and others mentioned
above, have received enormous attention from Jamaican consumers, consequently giving
these companies a larger and more diverse market to appeal to. In fact, as the globalization
of the interconnected global economy continues to occur, many companies are now able to
benefit from the increased transmission and reception of consumer images. This natural
and consumer provoked exchange of ideas has the ability to save businesses time and
money on marketing efforts that they would have otherwise had to conduct.
Diffusion of Thug Life Throughout Jamaica:
Another area of interest is the way Jamaican Thug Life has diffused and is still
diffusing throughout the Jamaica after the Thug concept was originally acquired from
America. The most obvious form of diffusion that our interviewers seemed to describe was
that of contagious diffusion. This type of diffusion describes the process of diffusing
through a “contiguous space after direct contact between the innovator(s) and potential
12
adapters of an innovation (or other phenomenon).”16 As some young men began to adopt
some of the American Thug clothing trends and consuming various forms of American hip
hop music, others quickly began to pick up on these trends, while adding their own
variations and additions in the process. Moreover, hierarchical diffusion, which describes
how a phenomenon spreads from a large place or hearth to smaller places, can also been
seen as a method of diffusion responsible for the wide spread of Thug Life within Jamaica.
For this form of diffusion, Kingston can be seen as the large hearth, while areas such as
Montego Bay can be seen as the recipients and and acquirers of the trend. Together, the
two forms of diffusion have allowed Thug Life to spread into what is now a well known
phenomenon throughout the country.
Comparison of Thug Cultures:
Something that became clear after conducting our interviews was that, although the
American Thug image has been vastly acquired in Jamaica, there are many facets of
Jamaican culture that make the Jamaican Thug disparate and unique. A good example of
this can be seen by examining the clothing trends in America and Jamaica. While Jamaican
Thugs tend to wear the same style of clothing as American Thugs, Jamaican Thugs
frequently prefer to wear green, red, black, and yellow, (the countries renowned colors)
often in combination with one another. These colors are usually worn to symbolize pride in
their country, highlight their Rastafarian religion, and or to follow the images that have
been portrayed by iconic Jamaican figures such as Bob Marley. Again, like in America, many
16
Michael Longan, "Glossary." Valparaiso University - Human Geography Glassay. 1996/1997. Web. 08 Dec.
2010. <http://www.valpo.edu/geomet/geo/courses/geo101/glossary.html>.
13
young Jamaican thugs chose to adorn themselves with an abundance of tattoos. These
tattoos however, are not always related to Thug life in the same way that they are in
America. Usually, the Jamaican Thug tattoos are more so related to the Rastafarianism
religion and personal preference.17 Rastafarianism in itself outlines one of the greatest
cultural differences between American Thugs and Jamaican Thugs. While many American
Thugs either claim the following of Christianity or Atheism, many young Jamaican thugs
believe in Rastafarianism, a religion commonly practiced in Jamaica. Finally, Jamaican
dialect varies dramatically from that of the dialect often associated with Thugs in America.
The Thug dialect in Jamaica, sometimes referred to as Patois, includes a vast array of
different words, expressions, and pronunciations when compared to common American
Thug language. Together, each of these examples portray one very clear and important
message; although the image of the American Thug is widely accepted in Jamaica, the
Jamaican culture is incredibly deep and unique in myriad ways, and therefore the Jamaican
Thug is a varying replica of the American Thug. This notion too can be very helpful for
businesses expanding abroad. Although the general idea of a product or concept may be
accepted in another culture, it is still important to delve into the regional differences and
cultural variations within different countries in order to sell a product that entirely
conforms to the targeted consumer.
Implications for Business
From a business perspective, and more specifically, from a marketing perspective,
the transition of American Thug Life into Jamaica highlights some important points. Firstly,
17
Nabila Khouri. "Thug Life in Jamaica." Personal interview. 15 Oct. 2010.
14
it is imperative for any business that aims to expand abroad to be cognizant of the various
trends prevalent in the country or countries it is planning on expanding to. With data and
knowledge of these trends, it will undoubtedly provide an upper hand to any business that
has a clear consumer base, as this knowledge can be used to strategically target these
consumers more efficiently and effectively. Further, one of the main ways Jamaicans
acquired American Thug life and the products associated with it was by forms of
mainstream media such as music videos and the Internet. If an international business can
tap into any of these forms of marketing and increase their use of product placement in
areas such as music videos and other mediums of mainstream media, the results could be
enormous. What’s more, the power of word of mouth in this case in particular was
phenomenal, once again showing the importance of establishing a solid consumer base and
catering to the needs and wants of that consumer base to keep them satisfied. Finally, and
perhaps most importantly, one clear fact is evident from this case; less developed countries
are increasingly eager to adopt, adapt to, and consume many forms of Western culture,
whether it’s music, clothing, or merely ideas. Understanding this mass appeal of the
Western world and finding ways to make it more available and practical to obtain in third
world countries could indeed prove extremely profitable for many growing international
firms.
Conclusion:
One of the most intriguing elements of the Thug Life image is that it still has
incredible potential to grow throughout the world. A targeted consumer base that is
dependable, loyal, and growing, combined with an abundance of uprising iconic figures that
are paving the path for young Thugs, provide the perfect marketing ingredients for the
15
continuing global spread of Thug Life. More specifically, however, the Thug image may be
close to reaching its growth potential in Jamaica because the population of Jamaica is not
increasing drastically, and only a specific demographic of people actually follow Thug Life
in Jamaica. The similarities between the American Thug and the Jamaican Thug are
numerous, supporting the notion that the images seen in the wealthier western culture do
indeed have a dramatic affect on the consumers of emerging markets. For international
businesses and businesses that could potentially expand globally, this concept is vital. That
said, an unexpected number of differences between the two types of thugs is also evident,
shedding light on the undeniable disparities between the cultures of Jamaica and America.
This is yet another notion that is important to observe for any global company. With global
media playing such a great role in communicating consumer images and trends of the
western culture to the rest of the emerging world, the possibilities for the expansion of
Thug Life are boundless.
16
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19