In the networked, multimedia era of Internet 2.0, the only way for advertisers and brands to connect with the notoriously difficult youth market is to get involved with the cultures and subcultures that make up their world. Here, King Adz shares his unique insight into the lives of young people across the globe. His research has taken him to skate parks, clubs, gigs, music festivals and street art events in Europe and North America, Brazil, Russia, China, India, Hong Kong, South Africa and beyond. In each location, he has talked to young people to find out what really fires them, and he has talked to the advertising creatives who have succeeded in connecting with them. No one can predict what youth will be into next month, but this book shows how creatives can grab its attention, build a relationship and crack the market.
King Adz is an author and creative/director who specializes in the creation and documentation of Youth Culture. He has traveled constantly for the last 15 years examining global youth talent and sub-cultures and been lucky enough to work with some of the most influential and interesting people around.
He roams the globe to touch, taste and experience what's happening on the ground, documenting his findings in book projects like The Urban Cookbook (Creative Recipes for the Graffiti Generation) and Street Knowledge (An A to Z of Urban Culture). Whether he's going underground in Tel Aviv or discovering new sounds in Rwanda, Adz uses his little black book and unwavering honesty to expose the biggest players and break-out names in the world of creativity, street culture, food, travel and beyond.