Swedish Hip hop Youth Association “The Movement” Goes Online
This chapter highlights social media activities of the Swedish hip hop youth association The Movement, an association whose overall objectives include increasing democratic awareness among young people with immigrant backgrounds. The political dimension of hip hop has enabled youths in marginalized areas in Sweden to experience affinity with the global hip hop nation, which emerged from New York in the 1970s. Hip hop has also accompanied the development and early use of digital technologies for music making as well as early international collaborations facilitated by the internet. For The Movement, social media is a central arena, one that is connected to informal music education activities. The overall purpose of this chapter is to explore and discuss the function of social media within this hip hop youth association. Results are presented as three themes—branding, member recruitment, and accountability to funders—through which an inter-aesthetic approach connected to the elements of hip hop is apparent. Also, clear connections with the local municipality are seen as contributing to a wider audience for youths participating in the association.