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6/07/2005

 
CORPORATE EXEC CHALLENGES HIPHOP TO KNOCK THE HUSTLE.

(Chicago, IL June 8, 2005) Corporate America sees hip-hop
and black culture at large as a natural resource to be mined
like diamonds or oil or slave labor, says Hadji Williams, a
long-time advertising and marketing exec. The goal is to
pimp the culture and everything in it until theres nothing
of value left. I know this because I helped them do it.

In his new tell-all book, KNOCK THE HUSTLE: HOW TO SAVE YOUR
JOB AND YOUR LIFE FROM CORPORATE AMERICA
(www.knockthehustle.com, ISBN: 1-932523-00-6, $24.95),
Williams exposes how the advertising and marketing industry
and Corporate America at large manipulates the images and
cultures of blacks and minorities of color to appease Fortune
500 clients and mainstream consumers. A respected copywriter
and brand consultant Williams has spent the last 12 years
with top Chicago and New York ad agencies and marketing firms
working on clients such as AT&T, Mercedes Benz, Wrigleys
Gum, Cingular Wireless, and Radio Shack.

So much of marketing is about reaching mainstream America
theyre still over 70% of the country. And marketers reach
them by manipulating urban culture to make it non-
threatening, controllable, own-able and disposable to
mainstream consumers. This strategy has worked for decades
because it taps into deep-seeded desires and beliefs that
most Americans have about blacks, hip-hop and ethnic folks in
general. You only manipulate and co-opt that which you dont
respect.

And the worst part, contends Williams, is the continuous
inequities it creates. People think rappers, athletes, etc.
make all this money off of marketing deals; and to a certain
degree they do. But compared to what corporations make off of
them, it amounts to sharecropping. Williams explains. Also,
at the end of the day, your culture doesnt belong to you
anymore. Theyve put a price-tag on it, sold it, and given
you a few nickels on the dollar in returnand thats only if
youre in on the hustle. If youre the average B-Boy, MC, DJ
or just a black or Latino kid trying to figure out the truth
of your heritage and culture, then youre irrelevant. Urban
culture and identity is now a product for mainstream
consumers and businesses.

So how does KNOCK THE HUSTLE help?

KNOCK THE HUSTLE is about change. Williams says. Each
chapter of KNOCK THE HUSTLE offers multi-point plans for
consumer activism, building a business from the ground up,
how to effectively work within a corporation, how to create
real diversity and equity, etc KNOCK THE HUSTLE tells you
how to make it in business and in society through respect,
innovation, solid morals and uplifting your community.

So why did Williams write this book?

I wrote KNOCK THE HUSTLE because I came up in the hood
southside and westside of Chicago to be exact. I got into the
business world just to better myself. But after a while, I
realized I was probably doing more harm than good; now I want
to change things. KNOCK THE HUSTLE is about educating the
masses on what goes on in the office suites and how it
affects them and everything they hold dear. I'll get in all
kinds of trouble over this but it'll be worth it.

######

KNOCK THE HUSTLE: HOW TO SAVE YOUR JOB AND YOUR LIFE FROM
CORPORATE AMERICA By Hadji Williams (ProdigalPen, Inc., ISBN
# 1-932523-00-6, 380 pp. Price: $24.95.) Available Spring
2005 at www.knockthehustle.com plus Barnes & Noble and
Borders.

Contact Hadji Williams
ProdigalPen, Inc.
Phone: (312) 375-7141
info@knockthehustle.com




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