Generation Y

1
THE HIP-HOP GENERATION Y CULTURE
Bryan Borello, Marcus, Headlan, Janae Sickmeier,
Jamie West
2
Generation Y
MUSIC

• 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
Hip-Hop
MUSIC

• 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 MCs take over from the DJs
• 1979 Rappers 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
Why should kids be able to listen to hip-hop...
MUSIC

• 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
Censored music
MUSIC

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

12
Does music affect a childs behavior
MUSIC

• 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
Does music affect a childs behavior contd.
MUSIC

• But is it dangerous to proliferate those images?
• Artists believe that it can ignite a problem on
  certain individual lifestyles, but they believe
  children wont go do something just because they
  see it in a video

14
What hip-hop encompasses
MUSIC

• Diversity
• eclectic views
• political consciousness
• aggressive nature
• hype
• motivation

15
How do people see hip-hop today
MUSIC

• In the early 80s 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
Who are some current artists?
MUSIC

• Lil Bow Wow
• Snoop Doggy Dog
• Eminem
• Nelly
• Pink
• Jay-Z

17
Common Artifacts
ARTIFACTS

• Wall Graffiti
• Basketball Sports
• Records, Vinyl, Turntables

18
Materialism in Hip-Hop
ARTIFACTS

• Cars
• Jewelry
• Money
• Clothing

19
Artifacts w/ negative attributes
ARTIFACTS

• Guns
• Alcohol
• Women as Objects

20
History of Hip-Hop Clothing
ARTIFACTS

• 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
Gen Y and Hip-Hop Clothing Today
ARTIFACTS

• FUBU, Mecca, PNB, Tommy Hilfiger
• Sports Apparel
• Eclectic mixture of previous hip hop styles

22
Statistics
ARTIFACTS

• Whats in according to 12-19 years old in 1996

23
Why?
MARKETING

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

24
Movies
MARKETING

• 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
Movies cont
MARKETING

• New Line Cinemas, Disney,
• and MGM all hold
• focus groups

26
Why the Hip-Hop Crowd?
MARKETING

• For most of the 1990s, 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
The good, the bad, and the worse...
MARKETING

• Capatilizing on the trend, its 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
Statistics
MARKETING

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