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New-school brand creation and creativity – Lessons from Hip Hop and the global branded generation

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Abstract

Although academic marketing literature exists on the value of hip hop as a marketing tool, there appears to be less on hip hop's philosophical roots and why it proves to be so effective. This study attempts to fill this gap, investigating the apparent natural synergy with brand theory – in that they are both able to captivate and engage consumer-centric sub-cultural groups. Findings indicate that brands and hip hop weave themselves into the fabrics of society – creating social capital and providing a way for individuals to connect with the world. Through metaphor, slang, symbolism and sampling, they recycle and preserve aspects of culture; but in doing so, they also innovate. Two critical success factors in both appear to be the ratification of authenticity and an encouragement towards shared ownership. However in contrast, hip hop places precedence on overt and clear signalling of competitive intent. The methodology used is an Expert Delphi study – which also draws from a review of song lyrics, participant observation studies and in-depth interviews. This provides a basis for inductive reasoning and syllogisms. The aim is twofold: to present a new hip hop-inspired model for brand creation; and second to offer an innovative approach to in-depth qualitative studies, using ‘Word Cloud’ software.

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Authors and Affiliations

  1. University of Greenwich, Maritime Campus, Old Royal Naval College, SE10 9LS, London, UK

    Jonathan A J Wilson

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  1. Jonathan A J Wilson
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Correspondence to Jonathan A J Wilson.

Appendices

APPENDIX A

Case example chronologies, which illustrate hip hop's approach to innovation, through sampling

Case example 1:

Hip hop group run DMC
1977:

Rock group Aerosmith released the single from their 1975 Toys in the Attic album called ‘Walk this way’.

1986:

Run DMC covered Aerosmith's song, adding their own rap lyrics.

1986:

of street clothing. The following are extracts from their ‘My Adidas’ song, which demonstrate their deep-rooted love:

… wore my sneakers but I’m not a sneak

My Adidas cuts the sand of a foreign land

with mic in hand I cold took command

my Adidas and me both askin P

we make a good team my Adidas and me

we get around together, rhyme forever

and we won’t be mad when worn in bad weather

… Now the Adidas I possess for one man is rare

myself homeboy got 50 pair

got blue and black cause I like to chill

and yellow and green when it's time to get ill

got a pair that I wear when I’m playin ball

with the heal inside make me 10 feet tall

my Adidas only bring good news

and they are not used as selling shoes

1986:

Aerosmith/Run DMC ‘Walk this way’ was the first hip hop song to hit the Top five in The Billboard Hot 100.

1987:

Aerosmith/Run DMC ‘Walk this way’ won a Soul Train Music Award for Best Rap Single.

1999:

Number 5 in MTV's 100 Greatest Music Videos Ever Made.

2004:

Rolling Stone magazine ranked Aerosmith's original version as number 336 and the Aerosmith/Run DMC collaboration at 287, in their list of the 500 greatest songs of all time.

2007:

Aerosmith/Run DMC ‘Walk this way’, was released as an official Comic Relief fund-raiser, covered by UK pop groups, Girls Aloud and the Sugababes.

2008:

Aerosmith/Run DMC ‘Walk this way’ was ranked number 4 on VH1’a 100 Greatest Songs of hip hop.

2009:

Aerosmith/Run DMC ‘Walk this way’ was named the 8th greatest hard rock song of all time.

Case example 2:

1982:

Knight Rider US TV series appeared on television.

1998:

US hip hop recording artist, Busta Rhymes released ‘Turn It Up(remix)/Fire It UP’, achieving gold certification. His vocals flow over an instantly recognisable adapted version of the theme music to Knight Rider.

1998 and 2002:

British Indian musician and Bhangra artist Panjabi MC sampled Busta Rhyme's ‘Turn It Up(remix)/Fire It UP’ instrumental, adding Punjabi language singing and bhangra instruments (dhol drums and tumbi strings) over the top – creating the song mundianto bach ke [Punjabi translation: beware of the boys]. This song enjoyed global successes outside of Punjabi language speakers; and included the usage of its instrumental by the BBC and as a ringtone.

2003:

An updated version was released as ‘Beware of the Boys’, featuring the English language vocals of multi-platinum US artist Jay-Z.

2003:

Panjabi received an MTV Europe Music Award, as the Best Dance Act; and a MOBO Award for Best UK Act.

APPENDIX B

Biographies of participants

Method/approach: Biodata was requested from all participants using a standard template. In some cases, additional questions were asked subsequently to gain further information: where either it was considered that insufficient data had been provided, or more was needed in order to allow for greater cross-comparisons. In addition, as a result of interactions during the study, it became apparent that other relevant facts were disclosed – and therefore these were also included. The biodata served as a means to ratify the significance of the qualitative personal opinions, expert knowledge elicitation and experiences, anecdotal evidence and participant observations.

The data below indicate that the sample of hip hoppers collectively hold 75 years of work experience, over 600 songs produced and over 12 million copies sold. Comparably, the non-hip hoppers also boast similar work experiences, and in some cases more music sales.

Participant observer/researcher

Brand, Advertising and Marketing Communications consultant. Senior Lecturer.

Live touring vocalist and bass guitarist, throughout Europe and parts of Central Asia, at major music festivals (Rock, Asian Underground, Electronica).

Songwriting (hip hop genre) and performance credits on a video game series, which have collectively grossed in excess of 70 million copies and $120 million worldwide.

Session bass guitarist credits on a critically acclaimed World Music studio albums.

Hip hoppers – Professional interest

Respondent 1. Globally acclaimed songwriter, music-producer, vocalist, guitarist and drummer for record labels, film, adverts and video games.

Music genres: Hip hop, R‘n’B, Pop, Electronica, Guitar, Reggae, Dance, World Music.

Over 16 years of professional experience.

Over 600 songs written and/or produced.

Worldwide, multi-platinum, gold and top 40 album/single achievements, for major and independent record labels: 8 million tracks sold individually and 4 million as part of a collective.

Respondent 2. Songwriter, music-producer, club DJ, independent record label owner.

Music genres: Hip hop, Drum ‘n’ Bass, Asian Underground, Electronica.

Over 14 years of commercial and professional experience, in the United Kingdom, Europe, India and North America.

Respondent 3. Songwriter, music-producer and vocalist.

Music genres: Hip hop, Drum ‘n’ Bass, Asian Underground, Electronica.

Over 20 years of professional experience, in the United Kingdom, Europe, India and North America.

Respondent 4. Music-producer, club DJ and Radio DJ for the world's largest and autonomous public service broadcaster independent record label owner.

Music genres: Hip hop, Drum ‘n’ Bass, Asian Underground, Electronica.

Over 10 years of professional experience, in the United Kingdom, Europe, India and North America.

Respondent 5. Music-producer, songwriter, club DJ and award-winning radio DJ/television presenter for the world's largest and autonomous public service broadcaster independent record label owner.

Music genres: Hip hop, Drum ‘n’ Bass, Asian Underground, Electronica.

Over 15 years of professional experience, in the United Kingdom, Europe, India and North America.

Hip hoppers – Personal interest:

Respondent 6. Graphic designer, illustrator, web-designer and brand consultant.

Over 12 years of professional experience, in the United Kingdom.

Personal non-professional interest in: Hip hop, Drum ‘n’ Bass, Jungle, Dance, R’n’B, Reggae, Disco, Electronica, Guitar.

DJ-mixes and Plays Guitar Hero for pleasure.

Respondent 7. Former music contract lawyer, handling several major label recording artists.

Currently a sports agent, managing some of the world's top title-holding UFC/MMA fighters (Ultimate Fighting Championship and Mixed Martial Arts), attracting viewing figures of over 20 million in Asia alone.

Personal non-professional interest in: Hip hop and Jazz.

Non-Hip hoppers:

Respondent 8. Portrait artist, Major-label signed songwriter, Rock guitarist and vocalist.

Over 24 years of professional experience, in Europe and the Far East.

Music genres: Guitar and World Music.

Respondent 9. Company-owner and executive music producer for TV, film and chart. Music composer, music programmer, club DJ, marketer, marketing lecturer.

Over 10 years of professional experience in the UK.

Over 170 songs produced.

20 million tracks sold for international record labels.

Respondent 10. Former bass guitarist and songwriter in a world renowned rock group, advertising executive for the world's largest communications services group, music recording and promotions company director.

Over 8 years experience.

Music genre: Guitar.

Global music sales in excess of 40 000 units.

Respondent 11. Digital Manager responsible for online and social networks at a UK museum, which charts musical experiences in the United Kingdom.

Strong personal interest in music, in all its forms.

Respondent 12. Professor of Management and Entrepreneurship.

Personal interest in Pop and former Club DJ.

Respondent 13. Solicitor.

Personal interest in Guitar (Indie/Grunge) and 1960s music.

Portrait painter and hobbyist guitarist.

APPENDIX C

Below are select exhibits of song lyrics fed into Wordle [www.wordle.net/]. Wordle is a tool that generates ‘word clouds’ from text that is inserted into a field. The clouds give greater prominence to words that appear more frequently in the source text.

Artists work was selected from the period of 1985–2008, according to:

  1. 1

    Notoriety – Owing to: sales, awards, magazine reviews and fan polls.

  2. 2

    Lyrical content that discusses Hip hop. Songs with themes that did not address hip hop culture in any significance were rejected.

Note: Following this, argot/slang verbs and nouns were subsequently translated and synthesised, supported by adverbs and adjectives – in order to allow for grouping under key themes. It was apparent that although some slang shared a commonality amongst artists, others created their own meaning and usage of words, according to context.

Examples:

  • Dog: Hip hop friend (human).

  • Shaolin: is used initially by the Wu Tang Clan to describe Staten Island, New York; but has subsequently been adopted by other artists, as a show of solidarity and affiliation.

  • Shit: has multiple meanings, ranging from musical tracks, to skills, and clothing. Its use as a noun, often denotes ownership of a positive possession; as opposed to its use as an adjective – which is used to classify something as being of poor quality.

See Figure C1, C2, C3 and C4.

Figure C1
figure 5

 Artists: Dead Prez – Song: ‘Hip Hop’ 2000.Source: www.wordle.net/show/wrdl/2079124/Dead_Prez%3A_Hip-Hop.

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Figure C2
figure 6

 Artist: KRS1 – Select Lyrics of 15 songs discussing Hip Hop, over the period 1987–2008.Source: www.wordle.net/show/wrdl/2078962/KRS-1.

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Figure C3
figure 7

 Artist: Guru, from Gang Starr, and Jazzmataz – Select Lyrics of 11 songs discussing Hip Hop, over the period 1985–2003.Source: www.wordle.net/show/wrdl/2079204/Guru_-_Gang_Starr_lyrics.

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Figure C4
figure 8

 Artists: Wu-Tang Clan – Song, ‘Protect your neck’ 1993.Source: www.wordle.net/show/wrdl/2079172/Wu_Tang_Clan_-_protect_your_neck.

Full size image

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Wilson, J. New-school brand creation and creativity – Lessons from Hip Hop and the global branded generation. J Brand Manag 19, 91–111 (2011). https://doi.org/10.1057/bm.2011.7

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