need and desire for respect and affirmation and this, is still at the core of what has driven a lot of the behaviors and identity of Black Americans. And the result of that need and desire, are typically manifest through actions and behaviors that allow them to show off their individual style and to be seen as "hip", "cool" and better than those around them.

And the 'urban' environments in which this audience historically resided is most definitely a factor to what defines this aspirational lifestyle and one of the characteristics of urban that is still part of its appeal Our friend Merriam Webster defines it: Urban is living in a city or characteristic of or accustomed to cities; citified and a landscape that continues to be attractive to many Americans. With city living, Black consumers became more competitive, more open minded, more culturally curious, more entrepreneurial in spirit and even more materialistic to a degree. Close to the energy of successful business, to new trends and styles emanating from the urban environs and the feeling that anything he or she can do I can do better, fueled a "keeping up with the joneses" reality. Now as Hip Hop gained its strength in Black America and thus, inner city communities, it was adopted by others that shared a common interest in Hip Hop lifestyle. Hip Hop was inclusive by nature, so it did not