planners and marketers have the opportunity to access and speak to the multi-faceted expressions of Blackness in today's marketplace. Understanding the rise of sub-cultures within Black culture-such as Afro-Punk and Hip-Hop Riders enables us to broaden our reach as well as educate ourselves on what all too often seems like a monolithic culture.

Outside of Hip-Hop, the gaming world is another interesting space that is providing us with alternative expressions of black masculinity. Commonly referred to as "Black nerds," this educated and tech-savvy group is beginning to be recognized by the gaming industry as a dynamic and untapped market. At the recent New York City release of Microsoft's Halo 3 video game, two black gamers were the first people in Manhattan to purchase copies of the highly coveted game. Like Kanye, Afro-Punkers, and Hip-Hop Riders, these gamers symbolically mark a movement from fringe to the mainstream - one that champions diversity and inspires individuality.