S. Craig Watkins is the Ernest S. Sharpe Centennial Professor and the founding director of the Institute for Media Innovation at the University of Texas at Austin. He is the author of five other books, Don't Knock the Hustle: Young Creatives, Tech Ingenuity, and the Making of a New Innovation Economy (2019), Young People's Transition Into Creative Work: Navigating Challenges and Opportunities (2019), 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).