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Hip Hop is taking over our South African youth market. And we are not only referring to Hip Hop music. Hip Hop Culture, the life style is what focus group respondents pointed out in sittings as the up and coming trend in the market. What is important to note is that Hip Hop is about expression through various platfoms. From Graffiti to Emceeing, from Poetry to fashion, hip hop allows the end consumer of the culture to define their own way of expressing themselves, and share their story in their own way.
 

To get a better understand, here is a clip from one of the respondents sharing insight from the youth market about the rise of Hip Hop.

 

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