This thesis examines the marketing strategies that female rappers use in order to enhance their personal brands as entertainers. An intention of this study is to identify whether the female rappers adopt any marketing practices while working in the hip-hop industry. Another objective is to explore how women in hip-hop elevate their brands for public consumption. Past research on hip-hop and marketing only discussed marketing hip-hop’s messages with the intent to sell automobiles. Additionally, female rappers were mainly mentioned for their lyrics and appearance. To arrive to the major conclusions of this study, interviews were conducted with female rappers: Tiffany Foxx, Big Rik Locc, and 3D Na’Tee. The marketing tactics that were analyzed were the female rappers’ image, online presence, reputation management, and hip-hop movements. This analysis is significant because its findings suggest that practices in hip-hop culture hinder the rappers from employing certain marketing strategies to further their careers. Additionally, this study reveals how the exploitation of Black women has been incorporated into self-promotional tactics.
Ferguson, Shyniece N., "Mula, Misgogny, & Emcees: An Analysis of the Marketing Strategies Used By Female Rappers To Expand Their Brands" (2014). Senior Independent Study Theses. Paper 5888.
Advertising and Promotion Management | Business and Corporate Communications | Feminist, Gender, and Sexuality Studies | Film and Media Studies
brand, female rappers, marketing strategies, hip-hop
Bachelor of Arts
Senior Independent Study Thesis
© Copyright 2014 Shyniece N. Ferguson