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SPRING 2000 VOL.6 Trends ® Urban MOTIVATIONAL EDUCATIONAL ENTERTAINMENT A quarterly newsletter published by Saluting The Hip-Hop Nation

“Rap is something you do, hip-hop is something you live and I live it. It’s like a tribe of people who relate to one another. We bop our heads the same way, to the same beats. We wear a certain kind of clothing and we go to the same kind of places. Hip-Hop is music, Hip-Hop is graffiti, Hip-Hop is dancing, Hip-Hop is MC-ing, Hip-Hop is spoken word. It’s what Be-bop was to Thelonious Monk.” , Electronic Urban Report

We couldn’t have said it better our- With all of this accep- tion. By asserting their individuality selves. Hip-hop music, fashion and tance (and even co-option) it's and their survival in spite of the odds, attitudes have gone mainstream. Need become imperative for suppliers and they have earned at least that form of proof? You can actually register now for retailers to learn about and reach out respect from other, more mainstream college courses on hip-hop, and you to "hip-hoppers." Main Street and Wall sub-cultures in American society. can mail your letters with a hip-hop Street may not want to emulate them stamp from the US Postal Service. by walking a mile in their shoes, but Ruling the airwaves they sure would like to sell them the Hip-hop music is no longer relegated to Y, also known in the main- footwear to make the trek, and with radio as it was in its infancy. stream as the "Millennial Generation," good reason. This population will rep- Urban-formatted radio stations are the Echo Boomers, or Generation Net, resent the bulk of the market for many leaders in many markets across the were born in the 1980’s and beyond. products and services. While the country and rap/hip-hop music sales At 60 million strong, they are the sales potential is enormous, this cus- continue to increase exponentially. In biggest group since the Baby tomer base is not as easy to target as fact, it was hip-hop music that saved Boomers, and may turn out to be the the Baby Boomer or the Gen X con- many of the record companies from largest teen population in U.S. history. sumer. Determining the shopping going under in the 1990’s. When While most adults are still trying to fig- habits of hip-hop customers takes won five Grammys in 1998 ure out exactly what it is they "stand authentic,culturally-sensitive research. and appeared on countless magazine for," it’s inevitable that young hip-hop- covers, Middle America began to sit up pers will, just like the A Shift in Values and take notice. What was once under- and the Generation X-ers before them, In doing such research, MEE has ground is now situated next to Garth make a big impact on our society. found a different set of values among Brooks at the local music retailer. Now young people who face constant dis- you’re as likely to hear DMX thumping Important to the cultural and econom- crimination, poverty, oppression and from car speakers at a suburban mall ic trends of this country, many of this other unhealthy influences. They per- as you are in the heart of the inner city. "new generation," regardless of race, ceive that there is no real worth According to Soundscan, three-quar- embrace the hip-hop phenomenon, waiting for, so instead they "live for the ters of all rap music is sold to White continuing its emergence as a critical moment." They build their own net- consumers, most of who reside market for mainstream success. Even works of peers who they can depend nowhere near the inner city. the youngest members of the hip-hop on, doubting that government or big nation are media-wise, sophisticated business will ever be there to take and influential trendsetters. They are Setting the Fashion Pace care of them. They will look to have Members of the hip-hop nation are discriminating and active consumers more fun and excitement in their lives, at even earlier ages than previous more likely to seek ways to assert either to escape from reality or to grab their individual identity than other cus- , spending billions of dol- all they can "while there is still time." In lars of their own money each year on tomers. They perceive themselves as spite of their bleak reality, a sense of setting the trends, not following them. /movies, music, clothing and resiliency and hope undergirds the food. On top of that, they influence Because they feel that mainstream hip-hop nation. If imitation is indeed society has rejected them, by not cre- household spending and buying deci- the sincerest form of flattery, hip-hop- sions at an even larger rate. ating a place at "America’s table," pers should feel awash with adula- they feel absolutely no allegiance to ...Continued on page 2 Hip-hop Nation (continued) following traditional values, attitudes ing conformity to one "look" is a no- FromTheEditor and styles. Why should they feel pres- win strategy. What’s valued is being sured to gain acceptance or fit in with unique. Young people today exhibit Welcome to this first issue of UrbanTrends of the new people who have, literally and figura- their personality and style through millennium, and my first as its Editor! tively, turned their backs on them? individual choices, whether it’s through hairstyles, tattooing or After more than six years of writing, editing and con- Fashion and music go hand in hand footwear. "The pitch to these con- sulting behind the scenes, I’ve joined MEE Productions within the hip-hop nation. When young sumers should not be about how they as its new Director of Communications. As this new people see their favorite hip-hop can impress society, but about how regime gets underway, look for a few changes in artists modeling the latest fashions in they can use what they have to UrbanTrends over the coming issues. Specifically, I magazines like or Vibe, it express themselves," said Juzang. envision UT reflecting the dynamism, diversity and innova- won’t be long before they are seeking tion of the urban populations it covers. That style will be it out at their neighborhood boutique. Once you win them over, hip-hoppers reflected in our content, our graphics and our message, Urban youth don’t care about what’s tend to be brand loyal. Understanding while we retain our professionalism and standards. being paraded on the runways of how to do that is the hard part. These Paris or Milan. What matters to them is are customers who know what they Some things, however, won’t change. UT will contin- what or DMX or is want before they head out shopping. ue to inform our readers about the latest trends in the wearing. The marketer who wants to They’ve seen it in a magazine, in ever-changing world of urban life. We remain fully be ahead of the demand will be somebody’s on television, or on committed to sharing practical information, from an watching BET and other video music one of their peers. That means stores insider’s of view, about what’s going on in the outlets regularly to see where the must be at least one step ahead of inner city. You should find something new and of fashion trends are headed. the curve. "If you’re only carrying Puff interest to you in every issue of UrbanTrends. If you Daddy’s new Sean John collection, do, we will have succeeded. Selling to the Hip-hop Consumer for example, and suddenly Karl Kani Because of the oral communications makes a big comeback with the For example, in this issue, we take an updated look culture of , com- Nation," said MEE senior VP Thierry at the hip-hop nation. You won’t find its members bined with the global capacity of the Fortune, "you’re going to be stuck represented as a category in the newest census; nev- , young people everywhere with a lot of unsold goods." ertheless they are a force to be reckoned with. Also, find out about even the most obscure we present our second-annual “Who’s Hot/Who’s trends soon after they emerge and Respecting the Cultural Identity Not” survey of African American youth. Here you look to their peers, not mainstream As hip-hop continues its crossover learn who’s leading the pack in movies, music and media, to determine "what’s hot" (see into the mainstream, moving from the sports. It turned up some old favorites, as well as our chart on p. 5). What we are now inner cities across the Plains, integri- some surprising newcomers. Couple that with new seeing is a global cultural influence ty remains an issue. "Keeping it real" trends in fashion, music, movies and more, and you’ll that can travel around the world near- is essential in any messages target- see that we’ve attempted to present a broad picture ly instantaneously. ed to urban youth. Marketing ads of where urban youth are leading us. based on traditional, Eurocentric "Even though mainstream society positioning, images, and feelings, continuously criticizes them," says simply don't work. We hope you will read UrbanTrends each quarter, MEE President Ivan Juzang, "urban and encourage your colleagues and to order youth are still setting the trends for Since the hip-hop nation feels that so their own subscriptions. The newsletter remains fashion, music, art, dance, and more. much of their future is compromised available on the Internet, through the MEE They see the irony in the fact that so much of what they do is being by influences outside their control, Productions website, www.meeproductions.com. the smart marketer will focus on the Remember, though, that you will need the password, copied, yet they still are not being valued as a contributing force. positive, supporting aspects of close embedded in each hard-copy issue, to access the relationships with people who you on-line version. Marketers who think they can ‘BS’ young people into buying their prod- know "have your back," and on young uct are in for a surprise." people who have overcome the chal- As we continue our process of growth and change, lenges and unhealthy influences they you can help by providing constructive feedback on This generation tends to choose what face, yet in an authentic manner UrbanTrends. Drop me an e-mail at they like, and then change it to fit which allows them to maintain the MEEComm@.com and let me know how we can their individual styles. Therefore, sell- respect of their peers. best help you do what you do, what you’d like to see, UT or what we’re missing. Or give me a call at (215) 829- 4920. Keep your suggestions coming! i With the unprecedented rise of hip-hop as the world’s most popular, and most profitable, form of music, hip-hop based fashion has begun to cash in as well. Peace and blessings, Ralph Lauren’s Polo brand jumped in with both feet, signing Tyson Beckford to a long-term exclusive contract, and making him the first African American male supermodel. While older, urban-tinged fashion brands are struggling to hold their own alongside the mainstream companies DKNY and Tommy Hilfiger, newer lines such as FUBU are making an immediate splash with a more con- sciously pro-African American approach. The name FUBU, “For Us By Us,” is an example of the attempt to appeal directly to African Americans and to Pamela Weddington notions of cooperative economics. Despite this afro-centered push, people of Editor all backgrounds are flocking to clothing outlets to buy these latest fashions. FUBU, founded in 1992, has already outpaced other urban fashion brands such as Karl Kani, Mecca USA and Enyce. (Vibe) – 2 – Marketing Channels - What’s Effective?

reached by advertising on , hip-hop/rap, and Black adult contemporary radio for- mats. Latino populations are also avid radio listeners. Often they will listen to the radio throughout the day, with an entire family listening to the same station, on average 26- a week. This is more than 13% above the amount of time the general population spends listening to radio.

The “” Narrows Cyberspace, the next frontier, is also opening its doors to African Americans and people of color. Despite the “digital divide” recently described by President Clinton, It is becoming knowledge Taking It to the Streets almost five million African Americans that to reach the lucrative youth mar- Fast rising companies like sports are online. Of those, almost half are ket in the , responsible apparel retailer “And 1” are gener- under the age of 30; they also tend for over $141 billion in sales in 1998, ating word-of-mouth publicity through to be wealthier and more educated marketers must first gain the alle- street teams that connect with than their offline counterparts. As giance of African American urban youth in ways that other traditional household income increases, so youth. Since 1990, African American forms of advertising cannot. “We does the percentage of racial and consumers have increased their buy- found out early on that kids are not ethnic minorities who own comput- ing power by more than 50%, spend- watching TV 24-7. They’re on the ers and have Internet access. Given ing $500 million in disposable income street,” says Phil Colon, president the government’s pledge to bridge in 1998 alone. Recent studies show of Urban Latino, an urban youth the gap between the technological that African-Americans will continue to magazine. “haves” and “have-nots,” advertis- outpace white households in the pur- ers would do well not to underesti- chase of cars, home furnishings, Radio Remains On Top mate the potential impact of a appliances, clothing, and telephone The very social of these diverse population of Web surfers as and computer services. Retailers and teens makes radio a very natural we go deeper into the new millennium. marketers, both public and private, and effective choice. “We’d use who want to be poised to take advan- radio for support because if kids [marketmedia.com, tbwt.com, tage of the more than $500 billion aren’t at home, they are out in their Business and Industry, Advertising Age] minority groups are expected to spend cars listening to the radio, on the in 2000 alone, must become educated street listening to their walkmans,” about which media channels are most Colon adds. According to Arbitron, effective in reaching African 54.5% of the African Americans and other minority groups. American population can be UT

i Just as African American has been defining popular culture for the past decade, now it appears that Latino culture is primed to do just the same. From actress Salma Hyek to actress/singer Jennifer Lopez to superstar crooner Ricky Martin, Latinos/as from every background are making a huge impact in music and fashion. Even Latino and Spanish-inspired foods are now hip in elite circles. Esco, a Latino-flavored brand of urban clothing, has rapidly become one of the most popular styles, pro- viding a “hot” alternative to Tommy Hilfiger.

This ethnic group’s impact will only grow in the coming years. By 2005, the Census Bureau projects that Latino youth between the ages 12 and 19 will be the largest ethnic youth population in the country. By the year 2020, it is estimated that the of Latino teens will grow by 62 percent, to seven million, compared to only 10 percent growth in the number of teens overall. Latino youth spend on average $320 a month, four percent more than the national average.

All of this serves to reinforce the idea that minority youth cannot be ignored when it comes to marketing. In addition to the impact they already have in cultural trend-setting, they will soon become a majority of the population in the United States. “Marketers have to understand that the new majority is going to be people of color,” reports advertising giant Young and Rubicam. “The new minority is going to be your white, ‘all-American’ kind of kid.” [American Demographics]

– 3 – Did You Know? JustTheFacts i Powered by the success of original b- i It appears as if major rap concerts boy executive Russell Simmons, founder have equaled the infamous pomp and of Def Jam and the meteoric rise of pageantry exhibited for years by main- h Slain rap giant Notorious B.I.G. today’s rap scene has been an emerging stream rock and country acts. Previously may be gone, but in the minds of rap trend of . “It’s become held back by studio-bound performers fans, he definitely is not forgotten. part of the hip-hop culture now to become and concert promoters scared of vio- Born Again, which resurrects the a business mogul,” says L. Londell lence, rap stars are now beginning to use B.I.G.’s old rap songs with new beats McMillan, a New York-based entertain- major stage props to enhance their per- and guest performers, came in at No. 1 ment attorney. Now young entrepreneurs formances. A recent concert of the Ruff like Puffy Combs (Bad Boy on the Billboard chart during its first Ryders crew in began with week, selling 485,000 copies according Entertainment), (No Limit), the group emerging from a helicopter (), to SoundScan. suspended from the ceiling. At the same (Jet Magazine) and Damon Dash (Roc-A-Fella) have been show, rapper made her appearance able to establish favorable deals with the by stepping out from inside a giant disco major record companies and distributors. ball. Such big-budget productions are These power deals have allowed these only another sign that rap artists are new wave hip-hop moguls to increase claiming their substantial piece of finan- h Latinos are the fastest-growing their percentage of the bottom line while cial pie, alongside traditional main- group when it comes to motion picture providing the opportunity to leverage stream favorites. These lavish live dis- attendance. They are twice as likely their music marketing muscle and to fund plays project the showmanship formerly than the mainstream population to see other businesses, including clothing, reserved for mainstream groups like the the latest movie releases, with their movies, sports, restaurants and magazines. Rolling Stones and . In fact, the cur- share of ticket sales rising 22% in 1997. [Black Enterprise] Ruff Ryders tour is likely to become Overall, Hispanic entertainment con- the highest-grossing rap tour to date. sumption has increased 50% since i More than a dozen colleges in eight [Philadelphia Inquirer] 1993, with the largest increase (86%) states have received racist hate mail late in the purchasing of audio, video and last year and early this year, Historically- entertainment equipment. Meanwhile, Black schools have been particularly tar- African Americans also comprise a dis- geted. “The total destruction of your race proportionate share of the movie-going is our mission in life,” the letters state. They also warned that in the year 2000, public. They make up 13% of the total “the war” against Blacks will escalate. U.S. population, but roughly 25% of the [Jet Magazine] movie audiences, to the tune of nearly $10 billion a year in ticket sales. ToYourRoots (marketmedia.com) Back h Famed comedian-actor recently inked a deal to earn $20 million for the sequel to his hit movie . According to Variety, the star of , Money Talks, and The Fifth Element will become the second Black actor to reach that salary milestone. was the first, with his deal for h have come a long way since playing for free on the sidewalks of Philadelphia’s The Nutty Professor. funky South Street. The group, which mixes live instrumentals with the more traditional beats (Jet Magazine) and samples, staked out new ground in the ever-changing world of commercial hip-hop, with their release “.” That innovation was rewarded last month with the group’s first Grammy Award, for the single, “You Got Me,” which they recorded with Erykah Badu. h How far has hip-hop come? One Along with other acts such as Common, , and Lauryn Hill, The Roots are at the head recent example of hip-hop’s rise in of “,” which aims to steer popular hip-hop away from the gangster-based, mainstream prominence is the United violent music of Puff Daddy, Jay-Z, and Master P. In its place, these artists offer songs that States Postal Service new stamp that is are more complex both musically and lyrically. They also aim higher than the standard pop- dedicated to hip-hop culture, part of ularized depictions of “thug life,” which have been in vogue since the 1988 release of the USPS’s “Celebrate the Century” N.W.A.’s Straight Out of Compton. program. (Jet Magazine) With the introduction of instrumental and vocal improvisation into their hip-hop, The Roots have brought new respectability to the form, drawing from and pop listeners. The Roots’ popularity has grown to international dimensions, and they are now much sought-after collaborator on projects from around the world. The group is scheduled to team up with French hip-hop duo Les Nubians, and the Zairian/Belgian a cappella group . h (Philadelphia Inquirer)

– 4 – Who’sHotWho’sNot MEE conducts ongoing quantitative and qualitative research to find out from young African Americans "Who's Hot and Who's Not" (WHWN) 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 Northeast regional survey administered to 240 African American youth ages 15-25. Male Rappers Female Actors DMX: Number 1 in last WHWN poll (Spring 1999); Jada Pinkett: Males love her N.Y. based rapper with nationwide appeal Vivica Fox: Very attractive; Mentioned in over half the surveys Jay-Z: Number 2 in last WHWN poll; Close friend of Nia Long: Incredible rise since last survey Biggie Smalls Not: Regina King : Innovative N.Y. rapper Not Hot: Outkast; Last survey's #3; How fast trends change Male Sports Figure : #1 again; Madison Avenue spokesman; Female Rappers Role Model? Eve: Relatively new to the scene; Philly rapper; Member Allen Iverson: #2 again; Appeals to all-important urban males; of DMX's Ruff Ryders label; Hardcore sexuality Represents urban youth culture Lauryn Hill: Maintains high street credibility; Appeals to males Peter Warrick: Top football draft prospect from FSU; Look for and females him in the future Missy Elliot: Moved up a spot from last year, but received a significantly higher percentage of the votes Female Sports Figure Foxxy Brown & Mia-X; Last survey's #2 & #3 Not: : WNBA star Future Stars: The Williams Sisters: Transcend their sport's Male R&B upper class image Dru Hill: Two members began solo careers, nevertheless, group's hits still receive consistent radio play Male Comedians Good looking and popular with the ladies Ginuwine: : Still respected as a stand-up even after moving K-Ci & JoJo: Frontmen from Jodeci; Continued staying power primarily to acting Boys II Men Not: Chris Rock: Last survey's #1 write-in Cedric the Female R & B Entertainer: Profanity-free comedian Destiny's Child: Only group voted for; Mentioned by more than half Bernie : African American icon of voters; Rumors of a break-up Mary J Blige: Last year considered Not Hot; Back on the rise Female Comedians Erykah Badu: Still popular even though she hasn't released an Chocolate & S'More: #1 and #2 again album since 1997 Not: Brandy; Still warm, but slumping; MEE declared she may be the next and lose musical credibility to urban youth

Male Actors Chris Tucker: Remains overwhelmingly funny and popular Martin Lawrence: Still popular in syndication and as a screen actor with the movie BlueStreak Not: () 2000 What’sNext... THE MEE WEB SITE AT Coming to you in the next issue of UrbanTrends... HTTP://WWW.MEEPRODUCTIONS.COM WILL OFFER FULL-TEXT SEARCH

We will explore such topics as: AND RETRIEVAL FROM OUR MARKETING TV SHOWS AND MOVIES TO URBAN AUDIENCES RESEARCH ARCHIVES. SEE THE HIV TESTING: WHY IT'S SUCH A HARD SELL NEXT EDITION OF URBAN TRENDS BLACK YOUTH SEXUALITY 2000: A PREVIEW @ FOR THE ACCESS PASSWORD. RAISING AHIP HOP ADOLESCENT

– 5 – Movie Title Opening Gross Domestic Gross Rank Movie Studio Research&Movies 1998 Rush Hour $33.00 $141.15 7 New Line Mulan $22.75 $120.61 3 Disney $17.07 $70.00 8 New Line Bulworth $10.52 $26.34 68 20th Century The Players Club $5.90 $23.03 73 New Line MEE has provided market research, $7.61 $21.55 78 Disney script and ad testing, execution of promotional or community campaigns and other marketing services for some of 1999 the most popular films and TV shows of Bluestreak $19.21 $68.09 31 Columbia the 90s. Here’s a review of how some of Life $20.42 $64.02 35 Universal these MEE-assisted movies have fared at The Best Man $9.03 $34.08 56 Universal the domestic box office. Figures are The Hurricane $.33 $48.14 76 Universal estimates (in millions). In Too Deep $4.22 $13.88 102 Miramax Trippin $2.53 $8.75 126 October

2000 Next Friday* $16.92 $54.14 1 New Line

* = still in theaters at time of publication. (The Movie Times)

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.

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MOTIVATIONAL EDUCATIONAL ENTERTAINMENT

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