Hip Hop Marketer Thrives

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When urban first became a corporate buzzword in the late 90’s some of hip-hops biggest names began lining up for corporate America’s dollars. Russell Simmons’ D. Rush Communications and Diddy’s Blue Flame Marketing + Advertising were formed to fill this demand as companies sought to line up with some of hip-hop’s biggest names.

Less than a decade later all of these shops have been closed down despite the fact that hip-hop is bigger than ever and is the largest youth influencer in America. Who’s meeting this demand? Joseph Anthony’s  Vital Marketing (
www.thevitalgroup.com) is one of the fastest growing marketing agencies in the country. Companies such as the US Army, Coca Cola, Nintendo, Motorola have all came to Vital looking to properly reach the growing multi-cultural marketplace. As impressive as his client roster is, more impressive is that Joseph Anthony and Vital Marketing are one of the few survivors what was once a crowded marketplace.

"Looking at how urban culture was mainstreaming itself, it occurred to me that the market needed someone to frame it," Anthony says. "While some of the more iconic names like Russell and Diddy told companies how to shape the market their way, us being a lesser name allowed us to take what corporate America was looking for and shape it what today’s hip-hop community would respond to. I don’t think we would have had the same flexibility is we were a star based company.�

Since launching Vital Marketing in January of 2000, the company has been growing at a rapid pace. With expected revenues of $20 Million for 2005 and a staff of 40, Joseph Anthony and Vital Marketing have come a long way since their humble beginnings. With no investment capital and little corporate experience, Anthony and Vital Marketing have become one of the hottest agencies in the country and have some of America’s largest corporations seeking their guidance. In addition to Vital Marketing, one of Black Enterprises 2001 ‘Rising Stars�, Anthony has taken his knowledge of the youth marketplace and is expanding into other ventures. This summer, he collaborated with Fat Joe and is Executive Producing Libertad, a summer concert series featuring Fat Joe, Pitbull, NORE and some of Latin Music’s hottest stars.

Today at 31 years of age, Anthony and his company stands as the few survivors in what was once a field crowded by some of hip-hop’s biggest names.


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