S. Craig Watkins is Professor in the department of Radio-Television-Film at the University of Texas at Austin. He is the author of three previous books, The Young and the Digital: What the Migration to Social Network Sites, Games, and Anytime, Anywhere Media Means for Our Future (2009), Hip Hop Matters: Politics, Pop Culture and the Struggle for the Soul of a Movement (2005), and Representing: Hip Hop Culture and the Production of Black Cinema (1998).