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Artist

Rajan Virdee is a 17 year old boy from Hitchin, a small town located in Hertfordshire. He is a recording artist, currently unsigned and looking to become famous from his music. He creates Hip/Hop RnB music, appealing to a certain percentage of the market (niche appeal). 

Alongside rapping, he also produces his own music and DJ’s in various locations around London. His rapping name is ‘Mc Arvee’.

He started making music when he was 11 years old, therefore has had an experience in the music industry. He has brought his own equipment that gives him the opportunity to record and edit high quality music.

Rajan has a lot of plans for the future, for example become sign a record deal and create music that will sell records, financially secure him and his family. Also record his music in an enhanced recording studio which will have more facilities. Seeing his CD’s in recognised stores across England, such as HMV would benefit his career by creating a revenue stream. 

I chose to do a music video with Rajan because he always releases tracks via Facebook or Twitter. Having a music video accompany one of his tracks would widen his target audience and gain more fans.

Magazine Advertising

Magazine advertising

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CD cover design

Cd cover design

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Branding

YMCMB

YMCMB stands for Young Money Cash Money Billionaires.


Cash Money records uses 'YMCMB' to promote their label and become more recognised within the music industry.


'Young Money' is a record company founded by Lil Wayne, who is signed to Cash Money records.   


The label members have been seen wearing various items of clothing branded 'YMCMB'. These include t-shirts, hats and sweatshirts. This meant it was exclusive to only member of the label.


However they have recently started to officially sell their merchandise online, which can be found at http://ymcmbofficial.com/








This has boosting the overall brand identity of the company because they are even used within lyrics. I think they are very successful as merchandise because not only do label members wear the items of clothing, other celebrity's such as Justin Bieber has been seen wearing a YMCMB sweatshirt. 

MMG

Maybach Music Group (MMG) is a record label founded by Rick Ross. 


There most obvious trait is the maybach logo, this is a symbol of class and wealth, which fits in with there music.







Every track released by the label has a girls voice softly saying 'Maybach Music' which is catchy and be remembered by their target audience.













This image shows the brand logo being made into a diamond pendent. This will influence young teenagers into buying fake pendents to become more like their favorite rappers.

Having a 'niche'

A 'Niche' can be defined as an artist creating something new and different. For example, when an artist uses a certain type of speech in interviews and music videos, they create a niche. Artists can also have a niche appeal, that is where the musical artist appeals to a smaller percentage of the market. 


50 Tyson is an upcoming rapper from the US with a very distinct niche appeal, he has autism which is a developmental disability.


He promoted all of his music through YouTube, which has over 10 million hits, meaning it has been viewed over 10 million times. the videos he first posted where little freestyle's in front of a mirror, which was unique and different.


Here is one of his first videos:




The more videos he posted, the popular he became. People started to realise he has a passion for what he does. 


After become more and more noticed, he became signed to a local record record company called Hudson Records. This gave him the opportunity to create and promote real studio songs, that could soon enough generate money. Having a record label behind him has build a strong brand image.


Here's an example of 50 Tyson's music after becoming signed:


Buidling a strong reputation on social networking site is important in today's society because it enables you as an artist to progress further in the industry and generate a profit.

The Online Revolution

The online revolution has changed the music industry forever. 


'Napster' was a website created to let anyone download and share music for free. The website was known as a file hosting site. The majority of music on this file hosting webpage was from signed musical artists. This meant that the major record labels such ass Universal or Sony, had lost potential profit. This also meant the artist themselves lose potential target audiences due to the fact that certain records leaks, normally unfinished tracks, therefore the consumer is not getting the right product. This whole process is known as illegal downloading. If the consumer is caught, they may be fined or sent to prison.


However, some artists think it is a good idea to let their target audience download their music from various file hosting websites because in today's society, artists interact with their fans through different social networking sites such as Twitter or Facebook. This makes it easy for fans to talk about the artists music freely, whether it be positive or negative feedback, the artist can gain an idea of how to improve.


YouTube is another website where people and upload, share and view different types of videos. Justin Bieber, Soulja Boy and Lil B are all artists in the music industry who have used YouTube to build a fan base, become signed and develop a career. Justin Bieber uploaded covers of himself singing other songs, whilst Soulja Boy created a whole new dance craze known today as 'Crank Dat'


Duffy, a recording artist signed to Universal, did not use the internet to promote her music, when she became signed, her music was promoted through concerts and synergy. For example, he starred  and her music was played in a diet coke advert, which aired around the time she was getting ready to release her new album. This would have widened the target market therefore inceasing sales.


The promotion of music has become adapted to the internet, for example if the artist wants to gain a certain fan base, use YouTube or Twitter to interact and gain feedback from fans. Even though record labels lose money from illegal downloading, they still have different revenue streams in place to counter act the loss. For example concerts and album signings.

Key features of a music video

Conceptual

• Elements of narrative
• May or may not contain artist
• Images may illustrate, amplify or contradict the lyrics

Narrative

• All music videos have a narrative structure
• Linear complex fragments, therefore giving the audience a desire to watch the videos again

PERFORMANCE

• Band or artist performing song

Target Audience

Research task - Target Audience

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