discriminate. Although Hip Hop was originated by a culture of Black people, it was based on a lifestyle, and that lifestyle was aspirational and inspirational to a nation of young people and that also begged, borrowed and stole from a diverse range of cultures -so it was influenced as much as it influenced others. And as Hip Hop lifestyle became more prevalent and accepted by popular culture, it then transcended into a more universal urban lifestyle.

It's easy to see how the urban lifestyle trend (by way of Hip Hop, by way of Black culture) has quickly transcended - reaching far across the globe as new media options and high speed connections enable anyone, anywhere with similar aspirations to join the party. But as the audience widens - it's critical to understand what drives the trend, more than the trend itself and what drives the trend is the mindset of the consumer - who at the core, is black. And I say if you want an authentic taste, you go to an authentic place.

Let's go back to the American piece of African American - Blacks were stripped of their cultural connectivity when they were brought to America as slaves. So the cultural connectors that link other ethnic groups to their culture and heritage, for example for