Hip-Hop: subculture or super brand

Ednyfed Tappy and Chris Arning

The authors of this paper argue that a true understanding of the appeal of hip-hop can have valuable implications for marketers seeking to connect with young people.

Hip-Hop: Subculture Or Super Brand?

How understanding hip-hop culture can inform effective marketing communications

Chris Arning and Ednyfed Tappy Flamingo International

INTRODUCTION

The supposition made in the title of this project is that hip-hop is two things simultaneously: a pervasive and arguably hegemonic sub-culture and a ...

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