@incollection{Str{\"a}hleJackson2018,
  author    = {Str{\"a}hle, Jochen and Jackson, Charline Susan},
  title     = {Merchandising in the music business},
  booktitle = {Fashion \& music},
  isbn      = {978-981-10-5637-6},
  doi       = {10.1007/978-981-10-5637-6_9},
  institution = {Texoversum},
  pages     = {159 -- 176},
  year      = {2018},
  abstract  = {The purpose of this research paper is to find out to which extent rap music merchandise is influencing the fashion world of today. The research design is mainly created through analysing Internet sources. The key findings of this paper describe the way rap merchandise is created and distributed nowadays. Furthermore, is explained how an idea becomes trend and how rap artists influence trend creation, especially through social media channels. The topic around rap merchandising products and strategies is a very new one, thus there is barely any literature to find. Nevertheless, trend leading online music platforms and blogs offer a lot of grey literature about the research topic. In this paper, the analysis of rap merchandise and fashion is focused on clothing items to create a better understanding in which dimension the influence of rap merchandise on the fashion world is given.},
  language  = {en}
}