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THE HIP-HOP GENERATION Y CULTURE

THE HIP-HOP GENERATION Y CULTURE Bryan Borello, Marcus, Headlan, Janae Sickmeier, Jamie West MUSIC Generation Y Born into a world different from their parents With changes in technologies, families, work force, and demographics affecting attitudes

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THE HIP-HOP GENERATION Y CULTURE

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  1. THE HIP-HOP GENERATION Y CULTURE Bryan Borello, Marcus, Headlan, Janae Sickmeier, Jamie West

  2. MUSIC Generation Y • Born into a world different from their parents • With changes in technologies, families, work force, and demographics affecting attitudes • They are less innocent and less independent because of their knowledge

  3. MUSIC Hip-Hop • Hip-hop is beautiful because artists are able to lyrically and musically talk and compose anything they want • involves people • hip-hop has become politicized • The Internet will soon return the power of a song being a hit or not to the people

  4. HIP HOP HISTORY THE BEGINNING The Transition from “Fad” to Forever http://abcnews/onair/nightline/hiphop

  5. HIP HOP HISTORY • TIMELINE • 1974 DJ Kool Herc discovers “the breaks” • 1978 The MC’s take over from the DJ’s • 1979 “Rapper’s Delight” the Nation • 1980 Kurtis Blow goes GOLD • 1984 RUN DMC puts Rap on the map • 1985 Beastie Boys top the pop charts

  6. HIP HOP HISTORY • TIMELINE • 1988 NWA introduces gangsta rap • 1992 Dr Dre sells 3 million albums • 1993 Hip-Hop Clothing lines like “Phat Farm” emerge • 1994-96 Notorious BIG and Tupac rule the world • 1999 Lauren Hill wins grammy for Best Album • 2000 Eminem bridges the cultural gap

  7. LANGUAGE Defining styles Innovative forms Are you really down?

  8. EVENTS - Night Clubs (Underground Shows) - Shopping (Shopping Malls & Internet) - “Hangin’ out on the stoop” - On the basketball court

  9. EVENTS • Concert Tours • Puff Daddy No Way Out Tour • Cash Money Millionaires/ Ruff Ryders • Hard Knock Life Tour • Anger Management Tour

  10. MUSIC Why should kids be able to listen to hip-hop... • Kids need to hear the whole story and not just one thing(artists diversify the subject) • because of their exposure to media and personal experience, young children know more about guns, homelessness, drugs, job security and mental illness

  11. MUSIC Censored music • The children should receive and listen to a censored piece of music, but the adults should listen to the raw version

  12. MUSIC Does music affect a child’s behavior • Artists such as Grandmaster Flash say that they do not feel that a song could command an individual to go out and hurt another • More importantly we have to look at where the child is from and what they are going through. • What about how women are portrayed in music videos? • Generation y are becoming more and more mature at an earlier age because of their exposure to sex and violence

  13. MUSIC Does music affect a child’s behavior cont’d…. • But is it dangerous to proliferate those images? • Artists believe that it can ignite a problem on certain individual lifestyles, but they believe children won’t go do something just because they see it in a video

  14. MUSIC What hip-hop encompasses • Diversity • eclectic views • political consciousness • aggressive nature • hype • motivation

  15. MUSIC How do people see hip-hop today • In the early 80’s hip-hop was about recreating music and making something new, people just wanted to make the best music • Now, people seem to think that hip-hop appeals to masses of people • different goals (money)

  16. MUSIC Who are some current artists? • Lil’ Bow Wow • Snoop Doggy Dog • Eminem • Nelly • Pink • Jay-Z

  17. ARTIFACTS Common Artifacts • Wall Graffiti • Basketball & Sports • Records, Vinyl, & Turntables

  18. ARTIFACTS Materialism in Hip-Hop • Cars • Jewelry • Money • Clothing

  19. ARTIFACTS Artifacts w/ negative attributes • Guns • Alcohol • Women as Objects

  20. ARTIFACTS History of Hip-Hop Clothing • Somewhat Casual • Chains, Jewelry • Shoes – Converse • Dark Clothing • Baggy Pants, Vibrant Colors • Backwards pants & hats • Parkas • Shoes – Nike, Reebok • Ultra Flashy • Low riding Pants, Doo rags • Conservative attire to wearing almost nothing

  21. ARTIFACTS Gen Y and Hip-Hop Clothing Today • FUBU, Mecca, PNB, Tommy Hilfiger • Sports Apparel • Eclectic mixture of previous hip hop styles

  22. ARTIFACTS Statistics • What’s “in” according to 12-19 years old in 1996

  23. MARKETING Why? • Teenagers, ages 12-18, spend over 95 billion dollars a year • Hip-Hop generation holds the key to the whole youth scene

  24. MARKETING Movies • “…one subgroup of adolescents holds the key to the whole youth scene…” • With a focus on inner-city teens and hard-core hip-hoppers, the audience expands because of the appeal of urban youth • New Line Cinemas, Disney, and MGM all hold focus groups

  25. MARKETING Movies cont… • New Line Cinemas, Disney, and MGM all hold focus groups…

  26. MARKETING Why the Hip-Hop Crowd? • For most of the 1990’s, hordes of suburban kids, black and white, have adopted inner-city ways • Everything from music to clothing to language • A hit with inner-city youths is a sure sign it will be a much bigger success with the suburban market

  27. MARKETING The good, the bad, and the worse... • Capatilizing on the trend, it’s not just a drum machine and a rhyming dictionary • “Cross overs” will not be successful • Sprite advertisements were popular • Brands deemed as ‘true’ hip-hop can be seen everywhere • Bottom Line: Hip-hop culture is constantly evolving...

  28. MARKETING • American teens have always been fascinated with unsuspected heroes • The attraction comes from admiration, fascination, and fear • “…by entering into the hip-hop sphere, I felt like I was opening a whole new world that was closed to me before…”

  29. MARKETING Statistics • 59% of 18-20 year olds like or strongly like rap music

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