by S. L. Wheeler

Created on: June 12, 2009   Last Updated: June 13, 2009

It has been more than 30 years since its founding and Hip-Hop continues to thrive in urban America. What once appeared to be a fad that started on the streets of the Bronx, New York, Hip-Hop is now a $5 billion-a-year-music industry that spans the globe and permeates throughout American culture.

Although it has always been the voice of inner city youth , Hip-Hop has evolved to include the 25 to 34 year-old demographic segment as well. For the past five years hip-hop remains one of the top-selling music genres.

Sometimes referred to as rap, hip-hop is a moving cultural force that first gained the attention of corporate America in the early 90's. When Hip-Hop made its debut into the mainstream, corporate heads began to turn.

Innovative brand managers embraced the culture and soon realized sizable results. In an effort to be the drink of choice amongst America's youth, Coca-Cola's Sprite brand began using rap music in commercial ads in the mid1990's. The company's Brand manager affirmed that Sprite's appeal as a favorite soda quadrupled as a result of the ads.

Other companies soon began to take notice of Coke's commercial success, Burger King and several other restaurant chains followed suit with similar advertising campaigns.

By incorporating the edgy styles of favorite rappers into specialty stores, the fashion industry became a key contributor to Hip-Hop's brand influence. Department store retailers such as Macy's and Bloomingdale's took notice and filled their racks with brands such as FUBU, Phat Farm, Mecca, ENYCE and G-Unit.

Many traditional designers have realized the revenue potential in the Hip-Hop market. In 1999, Tommy Hilfiger reported a significant increase in annual sales after he began tailoring his line for the Hip-Hop minded consumer.

Ultra luxe designer, Louis Vuitton recently jumped on the Hip-Hop band wagon by making musician, solo artist, and Grammy award winning producer, Pharrell Williams its face for the brand's 2006-2007 line of Italian suitcases and bags.

Today, the Hip-Hop influenced urban apparel market does over $2 billion in annual sales and is a force to be reckoned with in the world of fashion.

Among its influences, Hip-Hop transcends boundaries in politics, fashion, music, and other forms of entertainment. With over 100 million fans worldwide, hip-hop also dominates many parts of mainstream media. Filmmakers, television show writers, and print publishers for example, are among the many media professionals who readily incorporate hip-hop lingo and fashion concepts in their products.

Despite the often-negative connotations associated with the culture, balance sheets and bottom lines continue to persuade companies to use Hip-Hop's market appeal to gain leverage.

The effect of Hip Hop on American culture has been tremendous. Hip Hop's influence can be felt through out every aspect of American culture from the fashions that are worn, to the words that are spoken; Hip Hop plays a vital role.

Hip Hop is no longer a fad or simply a niche genre of music, but rather a lifestyle that transcends musical genres, different ethnicities and cultures. Its effect on American Culture is immeasurable.

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