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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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slide1

THE HIP-HOP

GENERATION Y

CULTURE

Bryan Borello, Marcus, Headlan, Janae Sickmeier, Jamie West

generation y

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
hip hop

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
slide4

HIP HOP HISTORY

THE BEGINNING

The Transition from “Fad” to Forever

http://abcnews/onair/nightline/hiphop

slide5

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
slide6

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
slide7

LANGUAGE

Defining styles

Innovative forms

Are you really down?

slide8

EVENTS

- Night Clubs (Underground Shows)

- Shopping (Shopping Malls & Internet)

- “Hangin’ out on the stoop”

- On the basketball court

slide9

EVENTS

  • Concert Tours
  • Puff Daddy No Way Out Tour
  • Cash Money Millionaires/ Ruff Ryders
  • Hard Knock Life Tour
  • Anger Management Tour
why should kids be able to listen to hip hop

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
censored music

MUSIC

Censored music
  • The children should receive and listen to a censored piece of music, but the adults should listen to the raw version
does music affect a child s behavior

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
does music affect a child s behavior cont d

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
what hip hop encompasses

MUSIC

What hip-hop encompasses
  • Diversity
  • eclectic views
  • political consciousness
  • aggressive nature
  • hype
  • motivation
how do people see hip hop today

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)
who are some current artists

MUSIC

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

ARTIFACTS

Common Artifacts
  • Wall Graffiti
  • Basketball & Sports
  • Records, Vinyl, & Turntables
materialism in hip hop

ARTIFACTS

Materialism in Hip-Hop
  • Cars
  • Jewelry
  • Money
  • Clothing
artifacts w negative attributes

ARTIFACTS

Artifacts w/ negative attributes
  • Guns
  • Alcohol
  • Women as Objects
history of hip hop clothing

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
gen y and hip hop clothing today

ARTIFACTS

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

ARTIFACTS

Statistics
  • What’s “in” according to 12-19 years old in 1996
slide23

MARKETING

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

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
movies cont

MARKETING

Movies cont…
  • New Line Cinemas, Disney,

and MGM all hold

focus groups…

why the hip hop crowd

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
the good the bad and the worse

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...
slide28

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…”
statistics29

MARKETING

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