For perhaps the first time since the beginning of the...

For perhaps the first time since the beginning of the hip-hop culture, we've been able to provide an empirical definition of what this market truly is. We finally have the hard data showing the difference in core values between young people who affiliate with hip-hop and those who don't, and the eye-opening differences span a wide range of areas from shopping behavior and purchasing decisions, to attitudes towards cars, media usage and fashion.