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AbstractHip-hop is a multi-billion-dollar industry influencing everything from fashion to advertising. The current study documents the overwhelming presence of brands in hip-hop music videos. Through the use of content analysis, we capture not only the branded products and their associated categories, but also the execution and connotation of those placements. Findings indicate that over 93% of all hip-hop videos contained some reference to branded products varying in prominence, prestige and consumption. Further, brand managers have many opportunities available with respect to brand placement in hip-hop – several of those opportunities are highlighted herein.Keywords:: brand placementmusic videocontent analysiship-hop AcknowledgmentThe authors would like to thank Danny Bellenger for feedback during the early conceptualization of this research.Additional informationNotes on contributorsJanée N. BurkhalterJanée N. Burkhalter, Ph.D. is an Assistant Professor of Marketing at Saint Joseph's University. Her primary research area is new media and the consumption behaviors of subcultures. Her work has appeared in the Journal of Entrepreneurial Education, Journal of Financial Services Marketing and the Journal of Business and Economics Research. Dr. Burkhalter holds both a B.S. and M.B.A. from Florida A&M University as well as a Ph.D. in Marketing from Georgia State University.Corliss G. ThorntonCorliss G. Thornton, Ph.D. is an Associate Professor of Marketing at Georgia State University. Her primary research area is advertising and promotion and the buying behavior of ethnic-minority consumers. Her research has been published in numerous marketing journals including the Journal of Marketing, the Journal of Advertising Research, the Journal of Advertising, the Journal of Retailing and the Journal of the Academy of Marketing Science. Dr. Thornton holds a B.B.A. degree in Marketing from Howard University and a Ph.D. in Marketing from Florida State University.
Burkhalter et al. (Thu,) studied this question.