Spring 1999 VOL.3 UrbanTrends ® A quarterly newsletter published by MOTIVATIONAL EDUCATIONAL ENTERTAINMENT Why Do Urban Youth Set The Cultural Trends?

In a continuing effort to share what we have learned about today's urban youth, in this issue we provide practical information on how to reach this increasingly influential market. In our first issue, we featured an article which outlined some of the earmarks of urban youth culture and the value system it embraces. In the last issue, we examined some of the unhealthy influences and envi- ronmental factors which help explain how those values came to be. We detailed eight environmental variables which provide the "why behind the story." We believe that, as with any potential target audience, it is crucial to "get inside the

heads" of urban youth before you can suc- “ cessfully market to them. That is why our “ campaign design process includes looking at both the traditional, internal culture and THE WHY the external variables which impact young people in America's cities. behind the STORY

The '90s have seen the development of a Teens of all cultures, who are innately rebel- much wider audience. vast, seemingly singular youth market that is lious, can relate to the angst, frustrations and driven by urban youth, specifically low- values of urban youth culture. Whether they Savvy marketers at companies such as income African Americans. More and more live in the mall-centered suburbs or small Pepsi, New Line Cinema and Nike are we see the styles, music and lingo of urban towns in rural America, the lives of many effectively using edgy, urban images, styles youth reflected in mainstream advertising, teens are touched by difficulties: the and sensibilities to pull in this market. They marketing and life. Demographics alone break-up of nuclear families, violence, drug, have been able to depict their brands as real, don't tell the story of the disproportionate alcohol and child abuse, racism, AIDS and relevant and respectful of urban youth influence this group has on purchasing and declining options for educational and culture. What do you need to do, in order to social issues both here in this country financial success. These non-urban youth repeat their successes? and abroad. look at the environment that their urban A few general tips: counterparts must survive in, and can feel a 1. Use scenarios which feature the Urban youth are a powerful consumer similar struggle, in emotion, if not in their experiences of the "average" youth. For market. They make a big impact in two experiences. example, campaigns which show ways. Based on their relative market size, characters engaged in activities on they disproportionately influence entertain- As new technologies have allowed American college campuses will leave behind a ment consumption patterns in this country. media to be exported all over the world, what substantial number of youth, for whom While African Americans make up about goes on in our inner-cities is now exposed the post-high school education is either 13% of the nation's total population, they internationally. That exposure to hip-hop an unfulfilled dream or seen as a waste of buy 25% of the movie theater tickets sold. culture, music and fashion, helps explain the time. Yet, most young people have In addition, as trendsetters for larger worldwide popularity of ethnic music (rap, attended high school. Even those who mainstream markets, they strongly influence reggae and salsa) and the fascination with have gone on to college remember what buying patterns among teens across the Black urban culture. Urban youth originate their high school days were like. By spectrum. For example, rap music, was new styles and trends that dominate youth finding the common denominator, which born in America's toughest inner-cities, and culture all over the globe. For many product reflects the lives of both the regular continues to be created overwhelmingly by categories and social issues, this audience guy/working class and the upwardly urban African American youth; yet 3 out of truly defines "cool." If your message hits the mobile, you have increased your chances every 4 CDs sold are purchased by subur- mark for this audience, it will greatly increase for success. ban white youth. your chance of broadening your appeal to a ...Continued on page 2 Cultural Trends (continued) 2. Focus on relationships, especially Conclusion: These tips are first steps in FromTheEditor intimate ones. As more young people the right direction. However, because we become disenchanted with society in believe in effective, yet socially-responsible Greetings, and thanks for your continued general, they focus their attention on the marketing, we must include this caveat: support of UrbanTrends! We hope that you "people they can count on" -- their don't take this group for granted or your enjoy this issue; we enjoyed bringing it friends, their boyfriends/girlfriends and efforts will backfire. Since they are already to you. family. suspicious of mainstream media messages, UrbanTrends is moving aggressively to 3. Create campaigns by and for youth of and are savvy enough to see through respond to your interests and needs, while color. Today's youth want to see attempts to co-opt their culture, without continuing to grow as a publication. The themselves and their lives reflected in careful research and preparation on your latest technology will help us continue to messages intended for them. Include part, a botched campaign could leave you in serve you better. Starting with the next issue, the “insider's” perspective, provided by a worse position than when you started. an online edition of UrbanTrends will be youth themselves, when devising Authenticity and respect for the culture are available through MEE's web site, communication strategies. keys to success in reaching this audience. www.meeproductions.com. The online 4. Use the music and high energy Anything less will be rejected out of hand. edition will allow you access to the extended- production that appeals to youth. Music In Japan, they’re bouncing to hip-hop versions of all the great articles published in remains a universal language for music at health clubs and partying all UrbanTrends issues, along with archives of communicating with young people. night to rhythm and blues at the Soul past issues and links to related web sites 5. Create a consistent, positive corporate Train Cafe´. Women are curling their hair referenced in our work. Subscription holders presence in the community. No matter into Afro-style haircuts – called “wafferu” will receive the password to access the how many snazzy, creative national ads you run, your product and company hair – while their boyfriends are growing online edition imbedded in the hard copy goatees or going to tanning rooms to version, which will continue to be delivered. won't be seen as authentic unless it touches youth in the communities where darken their complexions. Suddenly Two great ways to access "news you can Black is very, very beautiful for some of use!" What more can you ask? they live. Grassroots activities and sponsorship of community programs Tokyo’s trendiest youth. We received some calls about an article we create an ongoing sense of goodwill and (Philadelphia Inquirer) felt was a health concern regarding our "buy-in." young people in the last issue. I would like to UT clarify our position. The article, which outlined excessive sugar consumption as a health risk for young people, was intended to highlight The Evolution of Hip-Hop: the importance of parental involvement and control in the lives of all youth -but especially Capitalizing on Movies low-income, urban youth. This is a theme Hip-hop culture, embracing the language, Ice Cube, Will Smith, and Queen Latifah. that you will find presented in many of MEE's published materials. Many of our societal culture, fashion, hairstyles, and worldview Sean "Puffy" Combs was interviewed concerns for our youth are a direct result of of a generation of urban youth, is about the creation and maintenance of his the neglect of overburdened parents, many consistently expanding its influence. entrepreneurial empire in the October, of which can not afford to or are not able to 1998 edition of Forbes magazine, a bas- be home raising their children full-time. Witness this year's Grammy Awards, tion of mainstream capitalism. In where for the first time, a hip-hop artist, addition, a new generation of young, The article was not designed to deal with the Lauryn Hill, won the ceremony's perceived danger of excessive consumption African American directors, including F. highest prize, "Album of the Year." She of any substance. Sugar is a good and Gary Grey, John Singleton, and the valuable commodity found in many products, has also been featured on the covers Hughes Brothers, maintain a powerful but in excess, it, like any other enjoyable of at least five mainstream national voice in today's movies. These directors product, is not healthy. For the purposes of magazines this year. have "much props" among today's urban our discussion, any other enjoyable youth that walk into movie theaters Although hip-hop is commonly linked substance could have been substituted for expecting to see their lives reflected on in people's minds to the music "sugar" because the focus of the article was the big screen. the lack of adult and parental control in the industry, MEE's research has shown lives of the youth population. I hope this that hip-hop culture and music In another area of influence, many of the clears up any confusion. are having a significant impact across the moguls of hip-hop music have now spread into other areas of the entertain- Thank you for your support and keep giving board. Fashion, advertising, and particu- us your feedback.. larly movies (with the emphasis on their ment industry, bringing their worldviews accompanying soundtracks) are and urban credibility with them. For exam- Sincerely, just three of the areas that have ple, Russell Simmons, founder of Def Jam been significantly influenced by hip-hop Records, owns an advertising agency culture and music. (Rush Communications) and apparel company (Phat Farm), and has been pro- Several hip-hop artists have expanded ducing movies for over 5 years. No Limit Ivan J. Juzang beyond music into film acting, including Entertainment, rapper/producer Master President ...Continued on page 3 – 2 – HIP HOP & MOVIES (continued) Insights on Music P's motion picture company, is financing its own films, having done $100 million in sales i Product placement in movies is a very Music and African Americans in 1997 alone. Since its music division sold effective way of marketing to African over 15 million records last year, it's consid- Americans. This tool provides repeated From gathering around the fire to the rhyth- ered to have a built-in fan base in the national exposure for the duration of the movie cycle, while practically guarantee- mic beat of drums in an African village, to the hip-hop market. ing that the intended target market is Negro spirituals sung by slaves toiling on reached. One apparel company has Southern plantations and the marchers in Urban youth are a big part of the revenue already seen the wisdom of this option. stream for the movie industry. MEE's In an effort to reconnect with 15-to-24- the '60's Civil Rights Movement; from the research shows that urban youth go to the year-olds that have increasingly turned Motown Sound to the Hip-Hop Generation, movies almost every week, and that they are to other labels, Levi's entered into an storytelling and music have always been agreement with MGM studios for the also big consumers of movie rentals. major components of African and African movie "The Mod Squad." The agreement American culture. Music serves as a guide to Overall, African Americans make up only includes a line of clothes based on the 13% of the population, but by some movie. In addition, Levi's will consumer decision-making, an interpreter accounts, represent $9.5 billion a year in outfit the main actors in the movie in of social issues, and a gauge of ticket sales. hopes to attract teen interest. community attitudes within the African (American Demographics) American community. Because of its insider's knowledge about the i At this year’s Grammy Awards, hip- lives of urban youth, MEE has served a hop musician Lauryn Hill won five The Power of Radio select group of film companies seeking to Grammys, a record for a female artist. market their movies to this audience. Since Most notably, Hill’s “album of the year” Music is a primary form of communication 1993, MEE has provided market research award was the first of its kind for a hip- for African Americans, and radio has (focus group testing of ads and movie hop album. (Associated Press) become an extremely effective vehicle for rough-cuts); designed movie trailers and i According to the Recording Industry reaching them. On average, African print advertising; and helped to promote Association of America, rap alone Americans listen to up to four (4) hours of some of the most profitable Black films of accounts for about 10 percent of the radio per day, significantly more than other this decade (including Menace II Society, sales in the $12 billion record industry. groups. Radio stations, along with individual Moreover, hip-hop music and its rap Friday, Jason's Lyric, and Dead Presidents). component have a wonderful spin-off radio programs, often have a very loyal, Marketers must realize that movies power. Though mostly African demographically similar listening base. From embracing hip-hop culture and the American men perform rap music, an advertising perspective, this phenome- marketing opportunities they provide are young White males buy more than half non is beneficial because it allows a very particularly powerful marketing tools when of the records. The “crossover” trend specific form of targeting. In addition, using spans further than the music scene. used correctly. For African Americans, Now the connection between the hip- radio disk jockeys (DJs) to promote a mes- movies possess the most credibility as a hop scene and the apparel styles is sage or product is an effective form of adver- media channel, when compared to televi- closer than ever. Hip-hop fashions gen- tising, because DJs tend to carry a high level sion, radio, and print. In addition, unlike just erate revenues between $750 million of credibility in the urban community. a generation ago, the opportunities for and $1 billion a year – and are growing. As one executive put it: “Kids look at repetitive viewing are quite numerous. TV now to see how low-income urban The power of radio and music becomes Movies now go from the big screen at the kids wear their clothes, so they can more and more evident as the hip-hop cul- movie theater, to pay-per-view cable televi- wear theirs accordingly.” (Emerge) ture and African American influence become sion, to rental movies, to regular cable, and both mainstream and international. For then to broadcast television. i Why might movie companies soon be example, one of the most popular drive-time able to get rid of their costume bud- radio talk shows (five million listeners in over UT gets? Because deals with apparel man- ufacturers keep proliferating. Recently 95 markets) today, "The Tom Joyner two feature films and a TV show have Morning Show," combines both storytelling lined up tie-in deals with clothing com- and music through a mix of rhythm and panies that live and die by teen con- blues, hip-hop, humor, and social activism. sumers. The intent of these tie-in deals Listeners to that show have proven to be is to provide added exposure for the movies, while delivering the critical engaged, activist individuals who have been buzz needed to keep brands hot in the responsible for major change in this country eyes of the most fickle of markets – the when informed about racist or unfair policies lucrative, teen market. Levi’s, J. Crew, in business and government. That same and Tommy Hilfiger are examples of power has been used to save urban/African apparel companies that have taken the step to tie-in with movies and TV American-themed television shows that shows. The top two teen habits are were being considered for cancellation. buying clothes and going to the movies,” so the connection between Hip-Hop Music the two industries is highly logical. Hip-hop music, in particular, has been (American Demographics) ...Continued on page 4 – 3 – Insights on Music (continued) expanding beyond boundaries of race Hip-Hop Music in Advertising JustTheFacts and geography. The continued diversification of rap/hip-hop, combined with increased Hip-hop music in advertising attracts and h According to a U.S. Centers for Disease airplay on both domestic and international keeps the attention of urban youth. For Control and Prevention (CDC) study of radio stations, has facilitated the spread of example, Sprite's use of hip-hop music in its youth in the Job Corps program, the African American culture to other cultures commercials attracts urban youth to its the number of reported AIDS cases may be in America and around the world. Through advertisements, if for no reason other than declining overall, but African Americans – hip-hop music, the social, religious, political, to listen to the songs themselves. By young women in particular – are still get- and economic conditions of our society are captivating urban youth with hip-hop music, ting infected at startling rates. The study reflected, through the prism of an urban Sprite is able to then express its message of found that HIV prevalence among 16-to-21- worldview. The international youth trying to get them to purchase its products. culture, in particular, has embraced this new year-old Black women was seven times higher than for young White women. In influence, ranging from hip-hop dance Additionally, the use of actual hip-hop artists fact, young Black women had the highest classes to adopting the "urban in advertising can better direct your message HIV infection rate for any group, male or look." For example, a Philadelphia Inquirer to urban youth. Hip-hop artists are seen as female. Specifically, five Black women per article, "Gangsta in the land of geisha," notes legitimate opinion leaders to urban youth; 1,000 were infected, compared to two per that all things African American are suddenly they are extensions of themselves, often 1,000 among young people generally. very beautiful and "totally cool" to the youth having come from the same backgrounds. (Heart and Soul) of Japan. At the same time, especially among young people, the attraction to hip-hop artists has Urban music is BIG business. According to h From a University of Washington been shown to hold even across cultural USA Today, rap, hip-hop, gospel, and jazz study of 233 juvenile cases in three account for 35% of the $13 billion generated boundaries. UT Washington counties, involving 170 White yearly by the music industry. In an article in youths and 63 Blacks; sociologists have the Houston Chronicle, Chairwoman of found that probation officers’ portrayals of Elektra Entertainment, Sylvia Rhone, said Black and White juvenile offenders differ "The fact is that hip-hop music is really greatly, leading to harsher sentencing driving the economy of the record business recommendations for Black youth. these days. It's the force drawing con- sumers into record stores." The study, published in the American Sociological Review, found probation offi- So how can an organization use hip-hop cers were more likely to attribute Black music and radio to help authenticate their juvenile crimes to internal attributes or messages to urban youth? MEE's research aspects of their character such as disre- has revealed that using hip-hop music and spect toward authority and condoning artists in advertising and using radio behavior. On the contrary, delinquency in non-traditional ways can be very effective. among White offenders was more often attributed to environmental factors such as q Rap music continues to grow in its being exposed to excessive family conflict third decade. In 1998, for the first time, or hanging out with delinquents. it was the top selling genre in music. (Jet Magazine) Concurrently, Hip-Hop music continues to exhibit its diversity as groups such as the Roots, Outkast and rappers such as h Emerge published its sixth-annual Lauryn Hill and Common drive “The Next Basketball Bottom 50 report, which is a Movement.” The Roots are in the fore- compilation of the schools with the worst front of this movement of artist that are graduation records for Black basketball stretching hip-hop’s creative boundaries and striving to maximize the music players. It is based on the NCAA’s tracking artist’s potential. “The Next Movement” of graduation rates of scholarship athletes in Hip-Hop music includes a range of who enrolled as freshmen from 1988 styles, from the hip-hop informed rhythm through 1991 and completed their course and blues of Erykah Badu and D’Angelo to work within six years. The report shows the “trippy,” double-time raps of Outkast. What unites the Next Movers is their ref- that on average Black collegiate players erence to old school rap, soul and funk remain big losers in the classroom when and the desire to address subjects far compared to their White counterparts. beyond gangsta stereotypes. With the (Emerge) success of their counter parts such as Puff Daddy, Will Smith, Mase and Master P, The Next Movement may be the next hip- hop subset to explode. h (The Philadelphia Inquirer)

– 4 – Who’sHotWho’sNot MEE conducts ongoing quantitative and qualitative research to find out who young African Americans think is Hot and who’s Not in the entertainment and sports industries. This research has assisted MEE’s clients in casting for movies, commercials, or spokes people. The following results were compiled from a national survey administered to 150 African American and Latino youth ages 15-25. Male Rappers Female Actors DMX: N.Y. based rapper with nationwide appeal Vivica Fox: Very attractive; Mentioned practically every time Jay-Z: Did not appear in MEE’s last Hot/Not (summer of Jada Pinkett: Males love her 1998); Demonstrates the dynamics upon which hip-hop Jennifer Lopez: Hispanic, but popular w/ African Americans trends change OutKast: Atlanta based group Male Sports Figures Will Smith (see Actors) Not: Kobe Bryant: Jordanesque in his demeanor; Mature for his age; Role Model? Female Rappers Allen Iverson: Appeals to all-important urban males (nationally); Lauryn Hill: Appeals to both males and females; 24 y/o; Socially Best represents urban youth culture conscious; High street credibility; Trans-national Foxy Brown: Sexually explicit rapper Female Sports Figures Master P’s label Mia-X: Lisa Leslie: WNBA star Future Stars:Chamique Holdsclaw: Male R&B Relatively popular & #1 pick in WNBA draft Dru Hill: Appeals primarily to females; The “new”Jodeci; Marion Jones: Future superstar in track & field K-Ci & JoJo: Frontmen from Jodeci; Staying power Tyrese: #1 write-in; Popular with ladies; Previously in Coke Male Comedians commercials Steve Harvey: Appeals to all ages Boys II Men Not: Cedric the Entertainer: Side kick on the “Steve Harvey Show” Bernie Mac: African American icon Female R & B Chris Rock: #1 write-in Monica: Two years ago, MEE predicted she was on the rise, now she is here; Mentioned practically every time Female Comedians Mya: Young and on the rise S’More: Rated high for two years Brandy: The next Will Smith? Erykah Badu: The next African American spokesperson? Male Actors Chris Tucker: Overwhelmingly funny and popular Will Smith: Now seen primarily as an actor 1999 Martin Lawrence: Still popular in syndication

e MEE's "Who's Hot" survey revealed that Will Smith is considered a highly popular movie star in the eyes of low-income African American youth. However, in a Catch-22, Smith's increased prominence as a mainstream movie icon, may be the very reason for his decline in popularity as a validated, street-credible rap/hip-hop artist in the eyes of low-income African American urban youth (see Hot/Not survey).

What’sNext... THE MEE WEB SITE AT Coming to you in the next issue of UrbanTrends... HTTP://WWW.MEEPRODUCTIONS.COM We will focus on Spirituality, Sexuality, and Sports. WILL OFFER FULL-TEXT SEARCH We will explore such topics as: AND RETRIEVAL FROM OUR GOING INTO THE LIGHT: THE SPIRIT STILL LEADS RESEARCH ARCHIVES. SEE THE LIFE IS WHAT YOU MAKE IT @ NEXT EDITION OF URBAN TRENDS EMERGENCY CONTRACEPTION: BLACK WOMEN WANT TO KNOW FOR THE ACCESS PASSWORD. BLACK COLLEGE FOOTBALL

– 5 – MoreGoodStuff

e Will Smith was named Actor of the e There are currently 31 million Year by the Daily Variety. After hits Hispanics in the U.S., with a combined like “Independence Day” and “Men In purchasing power of $370 billion. Black,” Smith has climbed to the A- Population shifts in the U.S. have list of Hollywood actors. As the latest accelerated growth in Hispanic televi- measure of Smith’s massive popularity sion programming, viewership, and (a past MTV poll tapping the 12-34 age advertising. But the economics of con- group rated him as the most “excit- tent development and distribution ing” movie star), a recent survey have limited Hispanic TV to a niche reported that 95% of American player’s role in a landscape dominated teenagers recognized Smith’s name, by titans. However, that is about to while only 2% knew Supreme Court change. As technological advances Chief Justice William H. Rehnquist. shrink the globe and increase access (Daily Variety) to Hispanics – who number 300 million in North and South America – the industry’s newest megaplayers will be those developing and delivering programs to Hispanic audiences worldwide, rather than to separate U.S. and non-U.S. marketplaces. UrbanTrends (American Demographics) This newsletter is printed under the registered trademark of MEE Productions Inc. and should not be reproduced, reprinted, or distributed without the express permission of MEE Productions Inc. Permission to photocopy for Internal use can be granted by calling MEE Productions Inc. at 215.829.4920.

®

MOTIVATIONAL EDUCATIONAL ENTERTAINMENT

A PUBLICATION OF MEE PRODUCTIONS INC. 340 N. 12th Street, 5th Floor Philadelphia, PA 19107 E-mail: [email protected] www.meeproductions.com