The world of Hip Hop is full of references. Listen to lyrics from Jay-Z, Kendrick Lamar or Cardi B and hear plenty of allusions to events, people and products. 

But how do those references make their way into the cultural consciousness of listeners? And even more so, how can music change consumer behavior? 

In this episode of Catalyst, we speak with Marcus Collins, DBA ‘18, distinguished marketing professional, researcher, educator and Hip Hop fan. Collins walks us through his research about the intersection of marketing and music, where he dives into “social contagion” within the Hip Hop community. 

Collins studies how brands are mentioned, adopted and spread through the community of Hip Hop. He explains that through social contagion, Hip Hop both influences and reflects the attitudes and behaviors of fans. He lets marketers in on lessons learned—and what precautions to take—to help their brands and products “go viral.”

Collins also speaks to his own experience as both a marketer and academic, and how diverse perspectives are necessary to shift the attitudes and assumptions that are reflective of a historically privileged worldview.  

Key Links

• Bridging the academic/practitioner gap: A conversation with Marcus Collins
• Exploring social contagion within a tribe called hip hop: Mechanisms of evaluation and legitimation

• Fox Executive DBA Program 

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