MTV remains a strong brand within the youth segment but needs to constantly evolve in order to maintain their position with new trends and changes emerging. The brand associations are strong since they are attached to a certain target-group (youths) that is very desirable to reach for many advertisers. The adolescence and early adulthood that MTV reaches are important for establishing enduring preferences for a specific type of brand that might follow a person throughout his life. Viewed as very “hip and now” many teens look to the channel to see what is popular and what the up and coming trends of today are. MTV has very strong brand attributes, and recall ability with its viewers and even with people that do not view the channel as one they would frequently watch, therefore giving the brand strong brand associations.
Ronnie Brown 6/10/11 How Has Rap Impacted Society It is safe to say that Rap music has been an influence to society, and still is influencing society as we speak. How Rap music has influenced society can be examined from both good and bad angles. Rap is known to be a controversial topic, and will immediately ignite conversation. Evolving and changing over the years, Rap has been able to affect the entire world in more ways than one. Good or bad, it is still pretty impressive to witness how one of the youngest genres of music has grown and is still growing.
It is a business because the artist must create songs, publish said songs; and create a brand that is relatable. All these actions are indicative of a business driven perspective. Hip-hop as a methodology is a means by which certain populations can relate to the world. It is a discourse that at first wasn’t main stream but now is continuously being accessed as a mechanism for relating to contemporary society. Chang tells us in the article “It’s a hip-hop” that “Hip-Hop saved a lot of lives” (Chang 62).
The roots of Hip-Hop can be traced back to the early 1970’s in New York. It was a movement that developed and quickly spread throughout the African American community of the South Bronx. Hip-Hop was way more than just a style of music, it became an entire subculture consisting of four elements. 2 The graffiti artists, who would provide visual arts in various forums, the break dancers or B-Boys, who would perform complex dance moves to a rhythm, the DJ, who would and blend the background music, and finally the MC, or rapper. The MC began as an individual who would announce the DJ and hype the crowd, but over time developed into the rapper who would grow to play a much larger role in the production.
Changes in Hip Hop Subculture The history of Hip hop subculture has come a long way and has made many changes along its way. Hip hop as it may seem started off as being positive and coming from the heart and having meaning to now people becoming a part of it and not even knowing the real meaning of its background. Now, it is said that many people are in the “rap game” just for the love of money and not because it’s something that they really love to do. Hip hop started in the late 60s early 70s in the Bronx, New York. Clive Campbell, known as DJ Kool Herc, is the credited as being the pioneer of hip hop in the United States.
What is Hip-Hop? Hip-hop is a cultural movement best known for its impact on music in the form of the musical genre of the same name. It has its origins in the Bronx, in New York City, during the 1970s, mostly among African Americans but with some influence from the Latin American population of the area as well. The culture has gone from being a relatively underground style to being a major style throughout the world, and it has been commercialized and popularized, especially in the United States. The four traditional pillars of hip-hop are DJing, rapping, breakdancing, and graffiti art.
Through step, they made their own new language in order to communicate [good idea; we could probably work on this theme for RUCKUS- Prithak]. Since then, step has really progressed and become an important part of sororities and fraternities all over the US, as well as getting incorporated into the culture of hip hop. In our performance, we are really trying to go back to the origin of step by stepping without music. In addition, RUCKUS is beginning to transition into a team that is more step heavy than dance, and this will be evident in our performance. We believe that due to RUCKUS' unique nature we definitely support DiverCity's overarching theme of diversity and inclusion.
This forced Kool DJ Herc to find another appealing sound in order to please his audiences, which he did. Kool DJ Herc adapted a new style, which involved him by chanting over the instrumental or percussion sections of the popular music of the day. He learned that by taking two identical records using an audio mixer, that he could play any segment over and over, there fore extending one segment for entire song (Light, 1999). In the early 1970’s and with the emergence of disc jockeys such as Kool DJ Herc, hip-hop began to spread through urban areas of New York like “wild fire.” Kool DJ Herc, who actually coined the term “hip hop,” began to realize that this was the beginning of a new genre (Light, 1999). As this phenomena evolved the party shouts became more elaborate, d jays began to incorporate little rhymes such as “throw your hands in the air and raise ‘em like you just don’t care.” With regards to Kool DJ Herc, as he progressed eventually turned his attention to the complexities of d-jaying and let two friends Coke La Rock and Clark Kent handle the microphone duties.
As I researched on what Hip Hop is, I found out that it isn’t just a music genre, but a massive culture that originated within the Bronx during the 1970s. Hip Hop was established to stop gang violence on the foundations of expression, peace, love, unity, and having fun with the addition of having four elements: Graffiti art, DJ-ing, breakdancing, and rapping. These four elements, together, acted as positive pastimes to keep kids from becoming involved with gangs by organizing artistic “battles” on who’s the better person. These Hip Hop battles take place in organized events, promoting a positive and peaceful way to resolve conflict, while also providing a safe, friendly community for urban youth. This surprises me because I never would’ve thought that Hip Hop is a culture, especially the fact that it started out as a peaceful youth community.
As a result, attracts a lot of people to listen the message they are broadcasting. Popular music such as hip-hop is heavily concentrated around political and social messages. Hip-hop artist, Professor D of Dope Poets Society, is dedicated to making political music for social change. “Politics is not simply about politicians. It’s who's got the power to affect all conditions ”(Professor D, Everything’s Political).