Hip-Hop, like punk, is constantly re-defining itself and it’s through these new subcultures that one can often track the trends of youth culture markets. For example, as we’ve written in our North American Youth Culture Studies, music continues to move things into niche directions. Punk now includes Emo, Screamo, Suburban Punk, Prep Punk, Pop Punk, and Metal Core Punk, among others. Hip-hop, too, has splintered, including Crunk, Snap, Gangsta, and Backpack (as in, you’re so into this genre that you carry your music and various listening devices with you in your backpack at all times). Knowing the top artists in each genre, and their corresponding audience psychodemographics can give brands a heads-up on what’s taking shape in the marketplace. Although ironically, we often find that many brands have absolutely no understanding of important music subcultures’ and their effectiveness on youth culture markets.

But back to hyphy--the latest hype which is coming out of the Bay area—is now also heard in NYC, and other hip-hop hubs Houston and Atlanta (for subscribers, see also the Urban Female Report for more), which means a soon-to-be-national spread of the genre. Hyphy is a form of hip-hop with dance-able tracks, up-tempo beats, and a different high-energy vibe. It’s predominately spawned from the indie record label SMC Recordings. Like Subpop and their artists’ roster during Seattle’s grunge movement, SMC Recordings in San Francisco hosts the motherlode of Hyphy artists, including San Quinn, B-Legit, and Bullys Wit Fullys.