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Stuff Hipsters Like: The Nets?

When rents in Manhattan began to escalate in the 1990s, folks who had previously taken up residences and storefronts in places like Alphabet City, Lower Manhattan and Hell's Kitchen migrated across the East River and Wallabout Bay to the borough of Brooklyn.

Places like the original Halcyon opened up amid the bakeries of working class neighborhoods like Cobble Hill. Artists and musicians set up shop amid the Haridim in Williamsburg. The G Train, long the most obscure line in the MTA system, began to fill up on Friday and Saturday nights. More and more of the New York Times' $25 and under restaurant reviews featured listings with (718) exchanges.

Fairly or not, Brooklyn became ground zero for the American hipster. Defining 'hipster' is wrought with all kinds of peril, though in the public imagination, hipsterism is regarded the way Supreme Court justice Potter Stewart described obscenity -- you know it when you see it.

Soon, Brooklyn and its 2.5 million residents will have its very own NBA team. At Page 2, Kurt Snibbe and DJ Gallo imagine how the Nets can capitalize on Brooklyn's sizable hipster demographic. Visual ads aren't pasted on tall billboards, but nailed to utility poles. Among other pitches, Page 2 urges the Nets to bill their "in-game music from a band you've never heard."