The world of Hip Hop is full of references. Listen to lyrics from Jay-Z, Kendrick Lamar or Cardi B and hear plenty of allusions to events, people and products.
But how do those references make their way into the cultural consciousness of listeners? And even more so, how can music change consumer behavior?
In this episode of Catalyst, we speak with Marcus Collins, DBA ‘18, distinguished marketing professional, researcher, educator and Hip Hop fan. Collins walks us through his research about the intersection of marketing and music, where he dives into “social contagion” within the Hip Hop community.
Collins studies how brands are mentioned, adopted and spread through the community of Hip Hop. He explains that through social contagion, Hip Hop both influences and reflects the attitudes and behaviors of fans. He lets marketers in on lessons learned—and what precautions to take—to help their brands and products “go viral.”
Collins also speaks to his own experience as both a marketer and academic, and how diverse perspectives are necessary to shift the attitudes and assumptions that are reflective of a historically privileged worldview.
Key Links
- Bridging the academic/practitioner gap: A conversation with Marcus Collins
- Exploring social contagion within a tribe called hip hop: Mechanisms of evaluation and legitimation
-----
Follow us on Facebook
-----
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!