Description
(Text)
This paper explores the possibility of a new scene and imagery, fusing the gay/queer target with the black/hip hop one, representing a potential profit-making market niche, and possibly attracting the attention and investments of different strong brands in the industry. This paper starts focusing on an important social trend, influenced by the development of multicultural marketplace: the overcoming acceptance of homosexuality in the african-american establishment, with the impressive results of having world famous rap stars featuring as social sponsors in favor of tolerance. Proceeding in the event, clubbing and music sub-industry, which is the one most reactive and in close contact with consumers, a series of qualitative interviews were performed among 30 respondents of Italian nationality. The results, besides giving really meaningful insights regarding the two targets and the new social trends, also seem to confirm that such a strategy could be capitalized both for marketing and for corporate social responsibility reasons, with significant potential results.
(Author portrait)
Ciabattoni, Flavio
Flavio Ciabattoni was born in Italy in 1991. After graduating in International Economics, Management and Finance at Bocconi University, Flavio is currently enrolled in the Double Degree program, MSc in Strategic Market Creation and CEMS Master in International Management at Copenhagen Business School and Istanbul Koç University.
