Hip-Hop’s Influence on Brands
By: Isha Edwards
It has been 35 years since its founding and hip-hop continues to thrive in urban
America. Once a block party fad that started in the Bronx, New York, hip-hop is now a
$4 billion-a-year-music industry that spans the globe. Although it has always been the
voice of inner city youth and young adults, hip-hop has
evolved to include the 25 to 34 year-old demographic
segment. Proving its staying power, for the past five
years hip-hop remains the top-selling genre over
country music and is second only to rock music.
Formerly known as rap, hip-hop is a moving cultural
force that first garnered the attention of corporate
America in the early 90’s. When hip-hop made its debut
into mainstream, corporate heads began to turn.
Enterprising brand managers embraced the culture and
soon realized substantial results.
In an effort to be a hip drink of choice, Coca-Cola’s
Sprite brand began using rap music in commercial ads
in 1994. Sprite Brand manager, Pina Sciarra affirmed
that Sprite’s appeal as a favorite soda quadrupled as a result of the ads. Taking notice
of Coke’s commercial success, Burger King and several restaurant chains followed suit
with similar advertising approaches.
By bringing the edgy styles of favorite rappers to specialty stores, the fashion industry
became a key contributor to hip-hop’s brand influence. Department store retailers such
as Macy’s took notice and filled their racks with the likes of FUBU, Phat Farm, Mecca,
ENYCE, G-Unit, and Apple Bottoms. Traditional designers even realized revenue
potential in the hip-hop market. In 1999, Tommy Hilfiger reported a significant increase
in annual sales after tailoring his line for “the hip-hop set.” Sportswear giant, Nike
expanded its celebrity-advertising list to include hip-hop artist, Nelly. In 2003, Nike
released 1,000 pairs of the rapper’s $120 limited edition Air Derrty sneaker. The
sneakers reportedly sold out within hours. Luxe designer, Louis Vuitton recently
jumped on the hip-hop brand wagon by making musician, solo artist, and Grammy
award producer, Pharrell Williams its “new face” for the brand’s 2006-2007 line of
Italian suitcases and bags.
Today, the hip-hop influenced urban apparel market does $2.2 billion in annual sales,
which includes a celebrity-based designer list from the likes of singer, Beyonce
Knowles to entertainment magnate, Sean “Diddy” Combs.
Among its influences, hip-hop transcends boundaries in politics, music, fashion, and
other forms of entertainment. With 100 million fans worldwide, hip-hop also dominates
many parts of mainstream media. Filmmakers, television show writers, and print
publishers for example, are among media professionals who readily incorporate hip-hop
lingo and fashion concepts in their products.
Despite the often-negative connotations associated with the culture booming balance
sheets is what compel companies to use hip-hop’s market appeal to gain leverage.
References
www.businessweek.com/bwdaily/dnflash/may2005/nf20050516_5797_db016.htm
www.brandchannel.com/brand_speak.asp?bs_id=120
http://usinfo.state.gov/scv/Archive/2006/May/12-522164.html
www.findarticles.com/p/articles/mi_m1077/is_8_60/ai_n13721324#continue
www.forbes.com/business/feeds/ap/2006/07/03/ap2855881.html
www.detnews.com/apps/pbcs.dll/article?AID=/20060517/BIZ/605170338/1005/LIFESTYLE
www.time.com/time/archive/preview/0,10987,19134,00.html
www.nobodysmiling.com/hiphop/news/72003.php
www.pbs.org/newshour/bb/entertainment/jan-june99/hiphop_2-24.html
www.allhiphop.com/features/?ID=1278
www.csupomona.edu/~rrreese/HIPHOP.HTML
www.blackelectorate.com/articles.asp?ID=1014
www.economist.com/intelligentlife/luxury/displayStory.cfm?story_id=6905921
http://news.bbc.co.uk/1/hi/magazine/5056744.stm
www.riaa.com/News/newsletter/press2001/031301_2.asp
www.riaa.com/news/marketingdata/pdf/2005consumerprofile.pdf
www.icce.rug.nl/~soundscapes/VOLUME02/Trends_and_shifts_in_music_sales.html
www.agendainc.com/brand.html
http://msn.com.com/2100-9588_22-5553356.html
www.vibe.com/news/news_headlines/2006/06/pharrell_becomes_face_of_louis_vuitton/
www.msnbc.msn.com/id/13350034/