Hip hop entrepreneurship: the poetics of the Hip Hop Mogul

Abstract

ABSTRACT Scholars of entrepreneurship, business, and economics have been reluctant to consider Hip Hop as a viable means for research and theory-building. Oddly enough, through the 1970s – a period that was generally characterized by stagnation and high unemployment – Hip Hop captivated audiences around the globe, creating innovative and diverse market opportunities for a host of different communities. The term ‘Hip Hop Mogul’ emerged to describe artists whose commercial viability appealed to varied sensibilities and disparate public spheres. Who are these Hip Hop Moguls? What are the interests of these Hip Hop Moguls? Drawing on lyrical content from a sample of Hip Hop Moguls (n = 15), we examine the discursive frameworks that make-up Moguldom, its politics, and its ways of being. Ultimately, our findings shed light on the different ways that marginalized communities negotiate antagonistic economic relations and disrupt traditional business paradigms.