Client Results

Tuning into Consumer Perceptions of Urban Culture

As one of the most influential platforms in the music business, the client needed to reassess its relationship with and understanding of the hip-hop listener. To do that, it needed to re-calibrate how its organization views this evolving listener group so that it could create innovative content, promotional messaging, and marketing strategies. The company’s overall goal: develop a consumer profile that highlights the desires, frustrations, affinities, and unmet needs of urban music fans.

Shaping consumer engagement strategies by listening to the authentic words of the hip-hop community

Tapping into the expertise of LRW’s talented MotiveQuest team, we designed an Online Anthropology study that allowed us to uncover the hip-hop category from a naturally occurring perspective. We then drilled down into organic conversation topics and identified adjacent interests and affinities that listeners associate with hip-hop. We brought these listeners to life with rich and thorough verbatims pulled from publicly available forums that revealed the nuanced undertones and significance of hip-hop from a cultural perspective. We delivered a set of tailored recommendations and strategies that revolved around each of the consumer affinities, including where to reach the target audience online, how to communicate with them in a genuine manner, and how to speak to their delights and frustrations when it comes to hip-hop.

Playing the Hits

Playing the Hits

Prioritized hip-hop listener interests to align content and tailor messaging

Beyond the Surface

Beyond the Surface

Established sub-cohorts of hip-hop listeners based on psychographic online footprint

Spying the Competition

Spying the Competition

Assessed which competitors were mentioned naturally in hip-hop conversations

Continue the Conversation