Edward Appleton and Aastha Tiku Festival of NewMR 2016

Digital Hip-Hop Knock-outs in MumbaiEdward Appleton & Aastha Tiku, Festival of NewMR 2016

Aastha TikuEdward AppletonHappy Thinking People

4th February, 2016

Reaching sub-cultures with new Qualitative methods

#NewMR 2016 Sponsors

Media Partner GreenBook


CHANGE IN INDIA

World Bank Perspective: "India is no longer the land of extremes and

there are some bright spots.“What’s actually going on - culturally?

Are marketers, imagery & themes “in touch”?


NEW HIP-HOP SCENE – MUMBAI !?!

PHOTO COURTESY THE HIVE MUMBAI.

Rappers from poor and middle class meet, rap, connect…

Emergence of class-agnostic, open venues e.g. The Hive

Totally new social dynamic -unheard of in India


Better understand Indian underground rapping as a social enabling factor

Resonance in Indian Hip-hop: what, why?

LOOK AT THE IMPLICATIONS FOR MAINSTREAM MARKETING, POLICY MAKING, EDUCATION AND MEDIA CHANNEL OWNERS

OUR RESEARCH GOALS

WHAT‘S GOING ON?

Becoming a rapper –touchpoints, the “journey”

Changes in hopes, aspirations, beliefs – what new narratives emerge?


HYBRID QUALITATIVE APPROACH

MULTILAYERED DATA COLLECTION

EXPERT INTERVIEWS

For a holistic perspective!

IMMERSIONS

Well, we love rap concerts!

GROUP CONVERSATION

Lower income vs middle income rapper groups

ETHNOGRAPHIES

From poor to affluent


THE YIN & YANG OF NEW INDIAN HIP HOP

“Indian Rapping Knockouts” = connecting with others, sharing, getting inspiration!

AggressionAnger

Loss of hopeNo Support

New hopeNew support

systemNew skills

New perspectivesNew opportunities

SupportHIP HOP

THE EMERGENCE OF TWO WORLDS

System 1: The FUEL System 2: The SPEED


RAPPING – MUSICAL STORYTELLING

WHAT IT ENTAILS…

Stylisation/ persona adoption allows honesty, taboo breaking

Underlying social issues surfaced

Musical narratives get to what’s relevant -FASTER

“I have dream and it's not to own a condo or cruiseMy dream is to see every slumdog with a shoe

The ones that make you cry are the ones laughing with you

Enemies are cool watch the ones stacking with youAlways keep 100 like a typical cops fee

You act like a big deal then u could get robbed seeProm queen top model done with that mockery

Brown boy need a girl who gunna help my mom clean.”

Divine


“Wanna go to my place right away, or to the club,No, I mean, home or club

I will either take left or right.”

Honey Singh

“How do you feel that a family’s bread and butterWas robbed to sell you garlic bread with butter?

… You clubbing fucks cannot relate

Say club and they imagine one to the faceBruised and battered

Families of mill workers in gruesome tatters.”

Encore

CULTURAL DISCONNECTS SURFACED

MAINSTREAM UNDERGROUND

PHOTO SOURCEhttp://img01.ibnlive.in/ibnlive/uploads/2013/12/honeysingh.jpg



THE BIRTH OF NEW SUBCULTURES

UPPER CLASSLOWER CLASS

ONE COMMON STYLE IDENTITY

“He came and told me that he has been thrown out of the house. I said

cool, both of us will live on the street because I have also been

thrown out of my house.“

Uday, Artist and Artist Manager in Mumbai

“It was like……we can

talk through music.”


THE WEB: MY NEW BEST FRIEND

“I have headphones, iPad and Wi-Fi now which are my friends. My community people don’t like it that I rap and all.”

Naezy, Rapper

CONNECTIVITY MEETS ESCAPISM

Internet the new meeting point (free from family constraints…..)

Rapping Education, Exposure and Influence - Youtube, Bluetooth

Facebook, WhatsApp – stay in touch with fellow-rappers

Build your own brand: Twitter, Instagram


CHALLENGES

HURDLES ALONG THE WAY

Time consuming, face-to-face

“Researcher as outsider” syndrome - building trust takes time

Fieldwork re-planned multiple times – short-term cancellations, no-shows


BRAND DANGER: MAINSTREAM = OFF-PACE, OUT-OF-TOUCH

SOCIAL TOPICS BEYOND “FUN, CATCHY”

LISTEN TO WOMEN‘S VOICES, MORE EMPOWERMENT, LESS OBJECTIFICATION

IMPLICATIONS FOR MARKETING

RAPPING = THE BIG NEW THING IN INDIAN MUSIC

NEW THEMES & NARRATIVES

SLANG, DIALECTS, MASH-UPS = LANGUAGE NO BARRIER

INFORMED BY AUTHENTIC MUSICAL, UNDERGROUND VOICES


Mixed socio-economic research more feasible, commonalities emerging

Adoption of internet and social media as research mode – keep track of rising penetration across class groups

Observe more, involve yourself personally – and ASK LESS QUESTIONS

Ethnographies, immersions, listening, observing – go beyond “Groups + IDIs”

OPPORTUNITIES FOR RESEARCH


THANK YOU! YourPht

“Irrespective of our background, every one of us has connected with a lot of people in the scene and it has become more about connecting to each other, being in sync with each other, discussing life both the good

and the bad so the bond has grown...”

Poetik Justis



Q & A

Ray PoynterThe Future Place

Aastha TikuHappy Thinking People

Edward AppletonHappy Thinking People

#NewMR 2016 Sponsors

Media Partner GreenBook

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Edward Appleton and Aastha Tiku Festival of NewMR 2016

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