Case Study: HipHopDX

I don’t think I’ll ever forget this moment: I was walking in a parking garage when a California number came up on my phone. Thinking it was my sister at her new job, I answered and an uneasy voice asked if I was Ahava Leibtag.

When I answered in the affirmative, he told me he’d found my name and contact information on a website for ConFab, the content strategy conference. Then he asked me if I knew any hip hop content strategists.

I had a hard time suppressing my laughter. I said, “We’re a pretty new field—you’re going to have a hard time finding someone who fits into such a narrow niche.”

We proceeded to have several conversations over the next couple of weeks. Sharath Cherian, CEO of Cheri Media, ran a site called ...

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