The documentary The Merchants of Cool talks about popular culture and how it can be capitalized. Companies used marketing strategies to target younger audiences. By making their product seem “cool” in eyes of the youth. Companies give surveys to youth people to take and see what appeal to them. Following trends is important for some companies because they want the mass or dominate group of people to buy their products, like teenagers. When I was a kid I remember, Sprite was involved in Hip Hop, there were ad of known rappers promoting the brand. Sprite also presents underground rap which was popular in the 90s.. Culture hegemony in marketing where companies take trends and use them as a selling point. This shows that teenagers are important for modern day economy because they are easily influenced and spend money impulsively. Companies seek teens to define youth culture for them and use it for selling points.

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