5 Myths About Hip Hop, Debunked

How did street music from the South Bronx and Harlem
evolve over forty years into a multi billion dollar global industry?
It wasn’t an accident.

In The Big Payback, Dan Charnas chronicles the volatile
history of the hip hop industry through its key players—hungry hustlers,
innovative entrepreneurs, visionary handlers,
and shrewd executives who had the business
acumen to take the music of a marginal urban subculture
and transform it into a mainstream pop culture phenomenon.
Spanning an epic forty years—1968 to 2008—from
the early long-shot successes of Sugar Hill Records and
Grand Master Flash & the Furious Five to Run DMC’s
crossover breakthrough on MTV to the marketing of gangster rap
and the rise of stars like Jay-Z and Sean Combs,
who head multi million-dollar businesses,
The Big Payback is a raw, real blow-by-blow tale
of inspiration and treachery
—of how hip hop records got made and marketed,
how the deals were done, and who won and lost in this epic struggle.
Focusing on successful marketing strategies—from the branding of
hip hop artists by labels like Profile and Def Jam
to the key management choices that broke through
the color barrier on radio and MTV—Charnas provides
an insider’s analysis of what has allowed hip hop
to not only endure but dominate.
Culled from more than three hundred
revealing interviews with key industry players like
Russell Simmons, Rick Rubin,
Warner Records executive Lyor Cohen, and other more,
The Big Payback is both a fascinating narrative
and a provocative primer on hip hop’s
compelling paradigm for business success in a new,
multicultural America.


The Epic Journey

From the first time that
DJ Hollywood makes $15 for picking up a microphone,
to the multi million-dollar sales of Def Jam and Rocawear,
The Big Payback shows the step-by-step evolution of hip hop
and introduces you to the people
who fought behind the scenes to make it happen.




Buy
The Big Payback: The History of the Business of Hip Hop
from Amazon

Related links;
Dan Charnas the author of
The Big Payback: The History of the Business of Hip Hop
official site