Hip-hop's roots run deep, starting at a Bronx house party in 1973. Fast forward 50 years and the genre is still reshaping culture and changing the global music game. Challenger brands, it's time to take notes - here's what you can learn from the hip-hop greats.

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1. Change the formula.

Hip Hop turned 50 this year. That’s 50 years since Kool Herc challenged the traditional DJ formula and began only playing small sections of funk and soul records to create Hip Hop’s foundational idea: the ‘break beat’. It’s a sound Hip Hop legends will say was ‘always there’, Kool Herc simply took the elements he preferred and extracted them for himself. From Wu Tang Clan to Taylor Swift, the ‘break beat’ is now a cornerstone of popular music. Challenger brands should take heed by deciding what kind of marketing formula works in their sector, extract the parts they love the most and, in the words of Missy Elliot, ‘Flip it and reverse it!’

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2. Act like a pioneer.

It’s no secret the world of Hip Hop has certain ‘swagger’ to it. Early rap was very braggadocious – and still is! But part of its success is down to the passion and desire the early Hip Hop gurus had for their art. They didn’t want to just create music, they wanted to change the world. Yes, the social, racial, economic factors were the driving force of this passion, but it sets a standard that challenger brands can learn from. So, act like a pioneer, walk tall and show the world your ambition to create a better way.  

3. Fu*k Tha Police

Hip Hop’s most powerful element is its lyrics. It may have started as an innovative new beat to dance to, but it became a platform for free speech and poetic artistry. At the core of this is the listener, they are the ones who feel empowered. And so, the final thing challenger brands can learn from Hip Hop is the importance of giving your audience what they want to hear, not what you want to tell them. The emotional distance between Hip Hop and its fans is minuscule because it reflects the lives of its audience, and the more bold and ‘real’ it is, the more impact it has.

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Are you a Challenger Brand wanting to punch above your weight? Get in touch. Email us - sayhello@southpawagency.com.