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LAPIZ & Contagious survey: Brands can learn a lot from Hip-Hop and food trucks
Manuela Walfenzao| 27 de abril de 2016
Estas pequeñas expresiones culturales se convirtieron en iconos de la cultura pop
Hip-hop and food trucks can tell us about how cultural expressions break out of humble beginnings to become pop culture powerhouses. With this in mind, Contagious, in partnership with LAPIZ commissioned a special report examining the impact of both movements. They worked with culture journalist Khalid Salaam to research and analyze the growth and expansion of hip-hop and food trucks, to show brands what can they learn from it. “We arent looking for a formula here; theres no equation that can be solved to predict the next small movement that will make a big impact. But we hope to create a lens that makes it easier to understand the evolution of cultural manifestations as they grow. And perhaps more importantly, we are developing ideas about what this evolution means for culture and the people, companies, and brands that seek to shape it” states the study. Some of the main findings include the idea that cultural expressions are no massively embraced. “Often, the initial ambassadors for a niche culture, who take risks and grow beyond the current boundaries, are people or groups that are outside of the culture’s core. Once niche culture proves profitable, brands and businesses will be interested and work to grow the niche.” “Is important to align yourself with the interests, key values, players and influential factors that drive a specific culture. Once we understand what makes a local culture tick, we can articulate it to a larger audience and help it evolve” the survey says. Increasingly, social media also enables these trends to reach wider populations and spread into the massive culture.
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