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The term hip hop
(also spelled
"hip-hop" or "hiphop")
refers both to a
musical and cultural
genre or movement
that was developed
predominantly by
African Americans
and Latinos
(primarily of Puerto
Rican ethnic
heritage) in urban
communities,
starting in the
1970s. Since first
emerging in New York
City in the
seventies, hip hop
has grown to
encompass not just
rapping, but an
entire lifestyle
that consistently
incorporates diverse
elements of
ethnicity,
technology, art and
urban life. There
are four fundamental
elements in hip hop:
hip hop dance
(notably
breakdancing), urban
inspired art
(notably graffiti),
DJing and MCing or
Rap (a form of
rhythmically
delivered rhyming
lyrics). |
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Hip Hop music and
culture is becoming
a mainstream force
with a global
appeal. Hip Hop
culture has
influenced the
lifestyle and
culture of the
American youth.
According to
Forbes.com, Hip Hop
generates over $10
billion in revenues,
every year. Hip Hop
music and culture
has captured the
imagination of 45
million Americans,
aged 13 – 34. This
demographic of
approximately 45
million Americans
between the ages of
13 to 34 is
estimated to
represent $1
trillion of spending
power. The market
share of Hip Hop
music has increased
to 13.5% and it has
replaced traditional
Pop music from the
number two position.
While it has grown
far beyond its music
roots, Hip Hop is
fundamentally a
media-based industry
targeting a
media-centric
audience. Hip Hop is
the second largest
selling music
category, trailing
only Country (for
which, by
comparison, there
are already three
dedicated cable
networks). There are
at least two Hip Hop
radio stations
ranked among the top
10 (based
onlistenership) in
nine of the ten
largest U.S.
markets. |
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HIP HOP GENERATES
OVER $10 BILLION
IN REVENUES, EVERY
YEAR |
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Hip Hop CD sales hit
$5.5 billion in
2003, and in 2004,
Hip Hop music saw a
number of Grammy
nominations. Hip Hop
is the most popular
genre on BET’s
African-American
lineup and MTV’s
general music menu. |
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COMPANY PROFILE |
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RHNMEDIA
creates a 24 hour television network. RHN.TV
is focused exclusively on Hip Hop music,
lifestyle and culture. RHNMEDIA's
programming schedule is devoted entirely to
capturing the hip hop marketplace with a
targeted selection of programming directed
to the 18-34 year old demographic, in both
urban and suburban markets. Singularly
focused on creating entertainment and
interactive applications for the Hip Hop
audience, RHNMEDIA is positioning itself to
become the hub of the $10 Billion dollar hip
hop industry. |
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Content
RHNMEDIA currently has 15,000 hours of video
ready for broadcast, providing low cost
programming content. In addition to the
music videos,
RHNMEDIA has produced original content and
has plans to create additional programming
centered on the Hip Hop culture, including
fashion, automobiles, jewelry, lifestyles
and trends. |
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Distribution
RHNMEDIA distribution agreement
with OlympuSat provides instant
24 hour access to 15 million
homes in 2005, and 43 million
homes in 2008. OlympuSat
provides distribution through a
multi-content agreement with
Dish Network, Direct TV and the
top 10 major cable channels.
OlympuSat can also assist and
provide channel origination,
operations, digitization,
compression and up-linking,
distribution, affiliate
technical assistance and
marketing. |
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RHN.TV to enter
Metro TV Markets in
2007 |
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Real Hip Hop Network
Holdings Corp., a
wholly owned
subsidiary RHNMEDIA,
has entered into an
agreement for cable
and satellite
distribution in the
Metro TV markets,
starting from 2007.
The agreement aims
to target several
metro markets
including
California, Georgia,
Texas, Illinois, and
New York. Moreover,
the Company plans to
announce the
debuting TV stations
– KTBU, KDOC, WJYS
and WRNN – to its TV
audience in the
upcoming promotional
events, TV guides
and print media.
Through the
execution of this
plan, the Company
plans to broadcast
its channels to over
100,000,000
households by
December 2007.
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Broadcasting
approval from
Comcast Corporation |
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RHNMEDIA has got the
green signal from
Comcast Corporation
(NASDAQ NM:
CMCSA,CMCSK) to
broadcast its shows
via RHN.TV to the
target audience.
Comcast Corporation
is the country’s
largest cable
service provider and
one of world’s
leading
communications
companies. Comcast
is focused on
content, commerce,
and broadband cable
and delivers
innovative
programming, clearer
broadband phone
service, faster
internet
connectivity and
digital services.
The approval
received by RHNMEDIA
from Comcast will
have a significant
impact on the
Company’s
visibility,
popularity and brand
building.
Comcast has cleared
and approved
RHNMEDIA’s time
slots for
broadcasting (0000
to 2400 on MHz 4 and
0000 to 1800 on MHz
2). The Company has
also entered into an
agreement with MHz
Networks, which made
its network
available in the
Greater Washington
DC market for 24
hours a day since
July 1,2006. In the
3th Qtr 2006,
RHNMEDIA is
broadcasting RHN.TV
to over 22 million
households. |
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WITH MORE HOURS TO
BROADCAST ITS
PROGRAMS, THE
COMPANY IS POISED TO
BECOME ONE OF THE
MOST POPULAR HIP HOP
CHANNELS OF THE
COUNTRY. |
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Advertising
Sales
Execution
Strategy |
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RHNA
will
target
to
obtain
Drive
charter
sponsorships
via
category
exclusives,
with
major
advertisers
that
desire
to reach
the core
hip-hop
audience.
Universal
McCann
has been
retained
to drive
charter
sponsor
efforts.
RHN’s
advertising
strategy
includes
sponsorship,
product
placement,
branded
programming,
traditional
ad
units,
and
on-air
celebrity
endorsements.
Selected
sponsors
and
current
advertising
clients
that
have
expressed
significant
interest
include:
m
Coca
Cola
m
Microsoft
X-box
m
Sprite
Sponsors
and
celebrities
will
also
support
RHN’s
subscriber
marketing
effort.
RHNMedia’s
management
understands
the
difficulties
a new
network
faces in
securing
both
analog
and
digital
distribution
and is
positioning
its
business
for
success
through
tiered
distribution
of
programs.
The
Company
is
exclusively
focused
on a
fast-growing
but
underserved
Hip Hop
marketplace
and
plans to
capitalize
on its
unique
cross
media
packaging
opportunities. |
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RHN’s
mission
is to be
the
television
destination
for the
multi-racial
hip-hop
generation
by
returning
Hip- Hop
culture
back to
its
“realness,”
meaning
its true
conscious
and
artistic
form, by
creating
a new
worldwide
market
to
present
its
international
influence.
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RELATIONSHIPS &
ALLIANCES |
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RHNMedia has identified leading Hip Hop
media companies and is working with them to
jointly develop programming content and a
differentiated product. The Company formed
strong relationships and business alliances
with a wide array of influential individuals
and reputed companies. |
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Some of the popular
alliances include: |
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McCann Erickson -
The world’s largest
advertising agency
network.
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Presently in
discussions on
behalf of RHN for
agreement with |
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Microsoft X-Box,
Coca Cola and Source
Magazine. |
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The Source Magazine
– The finest Hip Hop
culture magazine. |
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Democratic National
Committee – Media
Partnership to
increase
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voter participation
in the 18-34
demographic. |
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ROO Media – Leading
provider of web
based video content.
ROO for
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Partnered with RHN
to develop a
web-based video on
demand site |
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RHN on www.rhn.tv .
The site offers the
latest music videos,
news |
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and RHN programming. |
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Deloitte & Touche -
Business advisors,
Accountants
Washington D.C. |
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Hip-Hop Fashion
Market – Ecko, Sean
John, Phat Farm,
Enyce, |
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555Soul, E-commerce. |
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Womble Carlyle -
Legal Counsel,
Washington D.C.
Other clients
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include Time Warner
Cable, Dish Network
and Pan Amsat. |
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Pseudo.com – Media
Technology Company
that creates,
manages,
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and transmits
digital content for
film, web and
television. |
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Prana Marketing -
Marketing and Public
Relations firm
servicing
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premiere music
artists, media firms
and corporations.
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Vibe Magazine - 800k
circulation base;
Advertsing Partner
in close
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SayShe.com (a
Hookt.com
affiliate); Kenard
Gibbs, President has |
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relationship with
management. |
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Atlantic Video Inc.
– Premier Broadcast
Production Company. |
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OlympuSat - Provider
of distribution
through
multi-content
agreement
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with Dish Network,
Direct TV and the
top 10 major cable
channels. |
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Russell Simmons –
The “Godfather” of
Hip-Hop. |
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Sean “Puffy” Combs –
Hip-Hop music and
fashion mogul Sean
Jean |
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Line. |
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Eminem – No.1
recording artist and
$100 million Box
Office Star. |
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Chuck D – Hip-Hop
industry leader,
spokesman and
activist. |
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Universal Music -
Controls over 50% of
Hip-Hop and R&B
music; |
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Owner of Island/Def
Jam, Interscope and
Cash Money. |
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These
alliances and relationships with influential
individuals and reputed companies will
enable RHNMEDIA to quickly penetrate the Hip
Hop market, increase visibility, brand
awareness and generate revenues.
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RHNMEDIA has
positioned itself at
the convergence of
three massive trends
transforming
America:
m
The explosion of Hip
Hop music and
culture into the
mainstream,
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The mobility of
media, and
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The expansion of
urban influence in
suburban culture. |
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Driving this trend
are the Hip Hop
artists at the
forefront of a new
force in musical
commerce – the “One
Man Brand”. This
transforms
individual artists
into global
entrepreneurs. No
longer satisfied
with recording
contracts that give
up control, artists
are producing their
own music and
parlaying their
talent into global
brands offering and
endorsing everything
from clothing to
fragrances, credit
cards to cars,
make-up to movies.
The mention of a
product in a song
can skyrocket sales
overnight and hip
hop inspired fashion
brands such as Phat
Pharm, FUBU and Sean
John can be found in
department stores
right alongside
standbys such as
Ralph Lauren and
Tommy Hilfiger.
Furthermore, using
cell phones and
personal digital
assistants (PDAs),
enabling people to
share video clips
with friends around
the world and
further indulging
their Hip Hop
passion with ring
tones from their
favorite artists.
These hip hop
“interactions” serve
to deepen interest
in the music, making
it a stronger
element in daily
life. People will
come to RHNMEDIA to
stay current with
the latest hip hop
trends, see how
their favorite
artists live and get
the insider
knowledge that fans
crave. |
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Future
RHNMEDIA
branded
mobile
applications
and
events
will
accelerate
and
reinforce
RHNMEDIA’s
market
acceptance.
Hip Hop
is born
of the
urban
experience.
As
cities
become
increasingly
crowded
and
ethnically
diverse,
RHNMEDIA’s
core
urban
audience
expands.
More
city-dwellers
can
relate
to the
messages
in the
music,
while at
the same
time
increasing
numbers
of
suburban
youths
relate
to the
music,
culture
and
fashions.
Urban is
cool.
Tired of
the
seemingly
uneventful
suburban
life,
they
cling to
exciting
urban
images
and
style to
spice up
their
lives.
Urban
expansion
will
drive
viewers
to
RHNMEDIA. |
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Hip Hop
has
become
the new
American
melting
pot,
simultaneously
appealing
to
African-American,
Hispanic,
Asian
and
White
demographics.
Urban
markets,
critical
sites of
cultural
production
and
consumption,
have a
tremendous
impact
on
consumption
patterns
outside
urban
areas.
Urban-originated
trends
in
music,
video,
film and
fashion
constitute
the
elements
of
culture
that are
transmitted
by
traditional
media,
cable
television
and the
Internet
to
legions
of
viewers
with
sufficient
discretionary
income
to
indulge
their
passions.
Programming
and
events
designed
to
satisfy
these
passions,
created
by
people
who
share
them,
will
bond
viewers
to
RHNMEDIA. |
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