Apr 01 2008
Hip Hop Looks For “Bling” in South Asian Market
What do rappers 50 Cent, Akon and Chamillionaire have in common? Yes, they all are known for producing chart-topping records, but what else? The answer should not be surprising…
All three of the Hip Hop artists listed above have recently focused in on the South Asian market to increase their popularity and world wide record sales. In fact, 50 Cent, Akon AND Houston’s very own Chamillionaire have already performed in various cities of India, including Mumbai and Delhi. 50 Cent has even taken it a step further to advertise his music on Desihits.com, a US based website, which serves as a pop-culture/lifestyle hub for young South Asians all around the world.
So why are Hip Hop artists and large companies so late to focus in on the South Asian market? Well, there could be a number reasons for this. But mainly, with an influx of second generation South Asians, the South Asian market is becoming more liberal and mainstream, which makes it more approachable as an advertising audience. 10 - 15 years ago, it could have been argued that Hip Hop artists have no real foundation or loyal fan base within the South Asian market, but now that has definitely changed. Every South Asian youth in this country knows who 50 cent, Akon and Chamillionaire are…and if they don’t, well, they need to get out more!
In addition, data on the South Asian market is finally being collected (South Asians always hang up on those Gallup poll callers!) Ethnic advertising agencies have done a great job in collecting valuable data on the South Asian market, which clearly demonstrate the fruits and benefits of marketing to a South Asian based audience (high consumer buying power, high average household income, etc.)
The Hip Hop industry’s focus on the South Asian market is only one example of a huge shift towards South Asian based marketing. More and more companies have become educated about the buying power of the South Asian market, which is one reason you will surely see that more and more companies will be utilizing the South Asian media outlets to get your attention.
Chamillionaire in India
50 Cent promo video
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