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Started from the bottom and now were here?: Hip-hop culture and its impact

In: Handbook of Research on Ethnic and Intra-cultural Marketing

Author

Listed:
  • Johnny Graham
  • Takisha S. Toler
  • Nakeisha S. Ferguson (Lewis)
  • Robert Alfonso Arias
  • Alonso Avila

Abstract

Over the last forty years, the cultural impact of hip-hop has permeated culture well beyond its New York City origins. While most are familiar with hip-hop as just a popular music genre, it is actually an ubiquitous subculture with its own unique identity, language, style, dance, rituals and traditions. Though rooted in the experiences of marginalized, urban Black communities, this subculture has diffused to mainstream adoption transcending race, ethnicity, and geography. This chapter specifically addresses the journey of hip-hop from margin to mainstream, detailing the formation of its cultural elements, and the transmission of its cultural identity to become a global phenomenon. Perspective is given to how this influence has translated over to the marketing and meaning of global brands. Insight is given towards future research regarding hip-hop's consumption, commercialization, subcultural characteristics, and overall international effect.

Suggested Citation

  • Johnny Graham & Takisha S. Toler & Nakeisha S. Ferguson (Lewis) & Robert Alfonso Arias & Alonso Avila, 2022. "Started from the bottom and now were here?: Hip-hop culture and its impact," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 9, pages 118-135, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20406_9
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