Abstract:
It can be deliberated that music has occasionally been an intertwined part of human
culture, the advancement of technology in modern society has created its increased
accessibility and portability, which has led to unprecedented production and listening of
this medium that enables individuals to enacts and perform various identities during
everyday life. Research also shows that young people are consuming music more than
any other age group. As a result music can in some respect be considered to be
important cultural influencer in the lives of young individuals. Research that has been
conducted thus far has been conducted in gaining understanding the various forms and
functions of this influence has focused in the disciples that a linked to musicology and
sociology. European and American psychologists have gained an interest in
understanding the role that music has in constructing identity in young individuals. As a
contribution to this field of application outside of these contexts and located within a
qualitative framework, the purpose of this study is to explore the idea that the Hip Hop
sub culture has an influence on the way brands have been positioning themselves from
2012 till 2015, specifically in South Africa. It debates whether or not Hip Hop music has
had any impact on how brands in Johannesburg align themselves and create relevance
to their target audiences. This research document will argue that Hip Hop culture is
creating a new generation of consumers that are finding new ways of creating cultural
expression that are redefining how young people are seeing themselves in post
apartheid South Africa. Focusing the research on how brands like Ama Kip Kip (Sunday
Times best SA brand 2013 and 2012 Old Mutual Teen Choice Award) and Nike S.A.
have used Hip Hop to their advantage to grow their urban footprint in Johannesburg’s
consumer landscape. The study will also look at how Hip Hop has been contextualized
in South Africa to move away from its US cultural imperialist constrains (Adam Haupt,
2012).
