Under the Influence:

Generation of Entrepreneurs or Hip-Hopreneuers 
In the Hip-Hop culture, awareness of new products and demand for them tends to arise organically and spread virally. Patton masterfully captures how companies can manipulate the organic process that occurs within the laboratory of the urban experience, and explains how the Hip-Hop generation's preferences, brand attributes, and penchant for design and product development can translate into huge profits. 

Under The Influence provides marketers with a front-row perspective, strategic framework and market-tested solutions to grow market share and avoid common pitfalls in the urban-youth-inspired market without sacrificing existing customer loyalty.