Media and Economy in North America

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Hip Hop Name Drop

• Media and Economy in North America
• Dr. Cathy Waegner
• Selvi Demir, Judith Neuhoff,
• Ursula Frischmann

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Introduction

• What is Hip Hop?
• cultural movement
• African American roots
• Originated in New York City in 70s

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Early Hip hop

• Run Dmc unintentionally promoted trend with
  their Song my Adidas

we make a good team my Adidas and mewe get
around together, rhyme foreverand we won't be
mad when worn in bad weatherMy Adidas..My
Adidas..My Adidas
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• Beastie Boys
• wore Mercedes Signs around their Necks

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What do you think are the Common themes hip hop
songs?
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Common themes

• Money
• Cars
• Sex
• Alcohol
• Designer labels

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Lil kim the Jump OFF
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Bacardi
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Barbie
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Bulgari
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Ferrari
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Bentley
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Hummers
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Benz
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Escalade
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Jaguar
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Tims
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Woolrich
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Sprite
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Bentley
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Hummers
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Benz
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Escalade
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Jaguar
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Tims
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Playboy
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Range rover
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Brooklyn mint
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American Brandstand

• ?a research project of
• Agenda Inc. a pop culture
• brand strategy agency
• based in san Francisco and
• Paris
• http//www.agendainc.com/brand.html

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Findings
Prestige, aspiration and luxury predominate
throughout the chartThe Billboard chart presents
a key Barometer (albeit an unscientific one) of
brand relevance in hip hop and youth culture

• http//www.agendainc.com/brand03.html

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BrandStand 2005 1. Mercedes (100
Mentions) 2. Nike (63)3. Cadillac
(62)4. Bentley (51)5. rolls Royce
(46)6. Hennessey (44)7. Chevrolet
(40)8. Louis vuitton (35)8. Cristal
(35)10. Ak-47 (33)
http//www.agendainc.com/brand03.html
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Relationship between artists and companies

• Mc Donalds

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The suns attempt
http//news.agendainc.com/mt-agenda/content/archiv
es/2005/03/the_sun_attempt.html
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Relationship between artists and companies

• 2. Courvoisier

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Relationship between artists and companies

• 3. Reebok

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When do you think product placement in songs
started???
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Answer 1903 Under the Anheuser bushHarry
von tilzer
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Come, come , come and make eyes with me, /under
the anheuser bush/ come, come, drink some Budwise
with me/under the anheuser bush, /hear the old
German band/ just let me hold your hand/ yah! Do,
Do, Come and have a stein or two, Under the
andheuser Bush. Bush.50 Cent would be proud!
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Thank You Very Much For Your Attention !!!