My Tribe

Tribal NationTribal Nation

The New General MarketThe New General Market

Hip Hop

ObjectiveObjective

• Make the case for the establishment of a URBAN department to develop communications targeted to the hip hop /urban nation

The New AmericaThe New America

• “It’s not about race or place. It’s about attitude, a state of mind.”

• “This is the new mainstream.” BusinessWeek, October 27, 2003 Article on hip-hop

• “It’s not about race or place. It’s about attitude, a state of mind.”

• “This is the new mainstream.” BusinessWeek, October 27, 2003 Article on hip-hop

Hip-Hop is everywhere. • “What began as a musical genre

has evolved into a full-scale youth subculture—redefining what is considered "mainstream." Hip-hop is so mainstream, in fact, that "phat" and "bling-bling" have officially been added as words in the dictionary. The musical genre's cultural and signature style reflect a lifestyle that has influenced trends in cars, advertising, film and even fashion.”

DdiMagazine.com, February 1, 2004

The New AmericaThe New America

Tribe?Tribe?A group sharing a common, occupation, interest, or habit

Source: Webster’s II New Riverside Dictionary

So, What’s the Big

Deal?

• Comprised of young adults up to age 34

• Urban and suburban residents

• Strong AA-influenced, multi-cultural market– African Americans, Whites, Latinos, Asians– 70% of rap music purchased by Caucasians

• Most status-conscious in U.S. history

• Bonded by one thing: Hip-Hop culture– Music, fashion, language

• Spent over $2 billion on clothes in 2002

• “8-Mile,” the movie featuring Eminem generated $51.2 million in first week

Source: BusinessWeek,

USA Today

The New General Market The New General Market

Rein

ven

tin

g

Am

eri

can

a• More than 30 universities including

Harvard and MIT teach classes on Hip-Hop

• Urban Video Games are among the top 10– Grand Theft Auto– Def Jam Vendetta– Music produced by rap artists

• Retailers are actively trying to reach this profitable segment– Sean Jean, #2 selling men’s wear line in

Bloomingdale’s– Phat Farm labels are available at Sears and

JCPenney– 50% of JCPenney men’s wear sales are in Hip-

Hop labels– FUBU created Phi Sci, private label, exclusively

for Target

Politically ActivePolitically Active

• Growing political and social force

• Revivalists of 60s activism– Hip-Hop Summit– New Black Panther Party– Vote or Die– Citizen Change – “Mosh”

• TV

– MTV, BET, ESPN

The Medium Is The Message

The Medium Is The Message

The generation responds to a whole different set of media & formats:

• Integrated Media – Technologically advanced

– Mixed Tapes, DVD, e-blast, mobile

• Radio

– Urban, CHR

• Print

– XXL, Source, King, Smooth, Suede, Maxim

So Y2K!So Y2K!

• These media don’t stand a chance in this marketplace

– Ebony– GQ– Jet– Essence– Time– CNN– Sports Illustrated– TV Networks

It’s a different world!

Badges of Honor

Products that have Gone from Hood to Suburban

• TV monitors in cars– Originally a status symbols in

upscale that were tricked out to Suburban necessity for the kids

• 2 Way paging– Has evolved from “drug trade”

to “Wall Street” in the form of a Blackberry

• Hiking Boots– Evolved from “hood” to

worldwide category of leisure footwear

What’s Next?What’s Next?• Hip Hop Politician

– Russell Simmons

• Movies and Movie Scores– Kill Bill II

• Technology items– Rockbox

• Consumer Goods Companies– Rap Snacks

• Branded Content– BattleGrounds for Nike

• With its own set of:

– Rhymes and rhythms

– Protocols

– Linguistic nuances

– Social mores

– Political expectations

– Media habits

the Hip-Hop generation could be considered athe Hip-Hop generation could be considered a

Tribal NationTribal Nation

A New Nation Under A GrooveA New Nation Under A Groove

It’s

BIG Business

!

…Still Growing

• It’s a growing industry that’s led by second generation rap artists and promoters who have gone from streetwise to Wall Street-wise– Russell Simmons– Sean Combs– Jay Z– Jermaine Dupri– Nelly– Usher– 50 Cent

BOARDROOMBOARDROOM

New-Age EntrepreneursNew-Age Entrepreneurs

• These business moguls who cater strictly to the Hip-Hop generation – Manage multi-billion dollar businesses

– Develop and market own labels and products

• Music• Entertainment• Fashion

– Are fast-gaining peer recognition in the business world

– Are a new breed of African-American entrepreneurs unlike previous generations

• Believe in being the power

Russell SimmonsRussell Simmons

• Godfather of Hip-Hop. CEO/owner of:– Record Label– Ad Agency– Furniture and electronics maker– Clothing Label (male, female,

children, accessories)– Movie & TV Production – Def Comedy Jam– Def Poetry– Energy Drink– Credit Card

• CEO/owner of:– Record Label– Basketball Team (New Jersey Nets)– Sports Club– Clothing Label– Movie Production – Liquor– Recording Artist

• Brand Associations– Heineken– Reebok

Jay-ZJay-Z

Sean CombsSean Combs• CEO/owner of:

– Record Label– Restaurants– Clothing Label– Entertainment company– Ad Agency

• Accolades– Designs uniforms for Dallas

Mavericks– Special Edition Navigator– Winner of Clothing Design

Award– Host for 2005 VMA’s

The Advertising Illusion• One industry in which success has alluded them is

advertising

– Attempts have been made by:

• Russell Simmons - RushDeutch relationship was short-lived. Still owns Rush Communications to support Phat Farm and Run Athletics

• P. Diddy - Blue Flame had great plans, but had to scale back. Now in-house agency to Bad Boy and Sean John

• Original idea was to bundle artists to meet clients’ needs

• Lack of success could be attributed to their limited awareness of the unique skills and knowledge required to successfully manage agency profitably

The Opportunity

Today’s marketers are

anxious to make their

products and services

relevant to this multi-cultural

generation

Say It Loud!Say It Loud!“Coke is trying to fuel Sprite

sales by trying to create a pop icon firmly entrenched in the Hip-Hop culture.”

– USA Today

“Many of our customers identify with and the Hip-Hop culture.”

– Dave Garver, Executive Director of National Acquisition, Cingular

“We are committed to reaching out to Hip-Hop enthusiasts…in a way that is relevant to them.”

– Frances Britchford, Vice President of Marketing, Sony Ericsson

Price of EntryPrice of Entry• Current AA and general

market communications are too generic, and thus, irrelevant to this young and vibrant generation– Require different

imagery, graphics, music and language to gain their

• Attention • Interest • Desire • Action

So, What’s Up?

• Some general market agencies have established new group/division to assist their clients to reach this new mainstream youth market– Ad*itive - Arnold

Communications– TRU - TBWA/Chiat Day– Y&R

• African-American/urban agencies are yet to make a similar move

ThoughtThoughtClients may be more likely to award Youth

Assignment if they know that an agency has a division dedicated to reaching this segment

Clients may be more likely to award Youth Assignment if they know that an agency has a division dedicated to reaching this segment

Any Success Stories?Of course!!

Let’s look at two traditional brands.

“Show Me My Motto” - Miles Thirst

• #1 lemon-lime soft drink through 1997

• Growth slowed in 1998. Brand began to decline

• Effort made to resuscitate brand

• Decision made to target Hip-Hop generation – Miles Thirst was born

• Sales have been on the increase since debut of Thirst in February 2004

SpriteSprite

The Bat• Bacardi Gold had been

on the decline with African Americans for several years

• In 1999 launched three-market radio campaign that used Hip-Hop artists– Music-driven– Tastemakers– Van hits

• Campaign extended nationally in 2001

• Yearly sales have averaged 15% increase in targeted AA stores, over 3-year period

BacardiBacardi

• Like socio-political activists of 60s, aka, baby boomers, this generation is here to stay

• Burrell should be a master in reaching urban consumer

• Burrell should be at forefront of marketers’ efforts to reach this profitable consumer segment

• Burrell should be a shepard of the imagery for Hip Hop Culture

Call-To-ActionCall-To-Action

• Verizon• McDonald’s• Toyota/Scion• P&G• Beer• Other Bacardi

liquors

Prime Agency Candidates

Crystal Shaw

Melissa Stinson

Mohammad Shabazz

Staffing Recommendation

Staffing Recommendation

John RoachAaron Payne JeWayne Thomas

Aubrey Walker

Comprised of people that have passion for the genre

Linda Jefferson

Michael Tresvant

Lorraine Miller

Cheeraz GormanShanteka Sigers

Areas of OpportunityAreas of Opportunity• Branded Programming• Product Integration• Urban Targeted

Advertising• Brand Alliances• Event Marketing• Trendspotting• Cultural Immersions• Conference

Presentations and Seminars

• Research• Tool kit/Dos & Don’ts • Newsletter• Blogs

Are We Ready?Are We Ready?

Tribal NationTribal NationTheThe

Is Here!Is Here!

Why Burrell?Why Burrell?• Hip-Hop Artists have

started agencies and all have failed– They know the genre but not

advertising– RushDeutch– Blue Flame

• Other Agency have done it with moderate success– They know advertising but not

the genre – Hip-Hop as part of JWT– The Additive as part of Arnold– Tru as part of Chiat Day– Vigilante as part of Leo

Burnett

• We have both parts!

Why within Burrell?• Hip-Hop, although

multicultural, emanates from AA culture

• Part of promise is: Creative output will be done and performed by people within the genre

• Know advertising and Hip-Hop

• Have the contacts within the genre

• It is what is next• It is the influencer

Why Hip-Hop?

Why Hip-Hop?• Encompasses many youth qualities

– All the qualities that youth are a part of Hip-Hop

Genuine, dynamic, smart, entrepreneurial, sexy, fun, stylish, liberating, rebellious

• What rock used to be• We should be the purveyors of what

will be remembered as our culture• We should promise our clients to

have:– A relevant respectful view of Hip-Hop

Culture• It is turning the funnel upside down

to target the urban influencer

What should we do with Clients?

• Educate consumers on Hip-Hop Culture

– It is more than music– It more than 50, Jay, and Sean– It is more than the perception of

dealing drugs• Ala 50 Cent, Jay-Z, Biggie

– It is individualization and personalization

• Show how we can connect with the Culture

• Show how Burrell can facilitate this connection

1st Steps

• How to access other Clients

– Be part of the culture not an outsider

– Use the influence we have

• Hip-Hop Education

– Hip-Hop 101

• Hip-Hop Education

– Hip-Hop 101

• Show access to Hip-Hop World

– Immersions with clients and/or about their products

• Speaking Engagements– Use these opportunities to show our knowledge and

understanding of this market to court new clients

• Expand within current clients– Using influence with currents client to court new

clients (Scion and Bacardi)

• Birddogs– Spiffs for associates for referring clients

Getting New Clients

Getting New Clients• Youth Panel from within Youth Culture

– Two fold• Use their influence on acquiring new consumers• Use them as panel to inform clients about their business

– Tastemaker panel

• The Collective– Using influence of people on our team to court new

clients– Target new clients that we have contacts with– Bonus to the group for new clients

Internal Clients

External Clients

Youth PanelYouth Panel• Leonard Burnett – Vibe• Kenny McAllister – Rolling Stone• Dave Mays – Source• Shawn Gee – Music/Sport

Representative/Okayplayer• Kenny Johnson – PR/Events• Cee-Lo Green – Music Artist• Omar Owasso – Technology• Karl Carter – Entertainment & Street Teams• Lincoln Alabaster – Spike TV/MTV• Tim Brown – Sports

• Ben Gordan - Sports

• Tony Shellman – Enyce

• Mystic – Music Artist

• Jonas Baklava & Rob Stone – LRG

• Munson Steed – Rolling Out

• Bart Phillips – TV/Movie Production

• Talib Kweli – Music Artist

• Phillip Atwell – Video Director

• Coodie & Chika –Video Director

• Nzinga Stewart – Video Director

• Bryan Barber – Video Director

• Camille Hackney - Music

• TBD – Gaming