Marketers Must Embrace the Cultural Currency Music Can Deliver, Not Co-opt It

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No 9-year-old should be memorizing the lyrics to "Fuck tha Police." I see that now.

But that's what I got growing up in the late '80s with older brothers who bought every rap tape ever slapped with a Parental Advisory sticker. I loved all the dirty, dangerous content, sure. But what I loved far more was the cultural currency it gave me (which became actual monetary currency when I rented NWA tapes to classmates for $1 a pop).

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