How Gen Y related to hip hop

Gen Yers respond to humor, irony, and the (apparently) unvarnished truth
- (one success company that targeted gen y ) Arizona Jeans brand has a new campaign showing teens mocking ads that attempt to speak their language. The tagline? ''Just show me the jeans.''
- Young consumers have shown that they'll switch their loyalty in an instant to marketers that can get ahead of the style curve.
- need to craft products and pitches that are more realistic
- the product should be a convergence of music, fashion, media, and technology (such mix and match with different element)

''This is the sound of new America,'' said Martin Luther, a rising rock musician from San Francisco. ''I'm coming to kill all the slave masters' memories! Hip-hop gave us that voice that allowed us to create who we were. Black rock 'n' roll is now a next something for those kids who've grown up, who still have that urban energy, but have experienced some pain to where they don't feel embarassed about showing some vulnerability.''

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