3. About Jay-z
• Born Shawn Corey Carter, Jay-z is an American rapper,
record producer and entrepreneur. He is one of the most
successful and well known hip-pop artist and a
successful entrepreneur in America with a net worth of
$500 million.
• He has sold 50 million albums worldwide and his rise to
success has enabled him to bring up artists like Rita ora
with his own record label called Rockefeller. During his
years as a hip-hop artist he has worked and collaborated
with other well established hip-hop and rap artists such
as Rihanna, Kanye west and his wife Beyoncé
• He then Married Beyoncé in 2008 and became a father to
a girl called Ivy Blue in 2012 .
5. “Generation M: Media in the lives of 8-18
year olds” found that hip hop music is by
far the most popular music genre for
children and teenagers, with 65 percent of
8-18 year olds listening to it on a daily
basis- Wikipedia
6. Jay-Z’s audience when he started out
would have been a niche audience
aiming at African Americans from the
ghetto of whom he can relate to. As he
grew in status, image and popularity he
began to be a far more mainstream
artist with different ages and ethnic
groups listening to his music. This
enabled him and his record label to
profit from a larger fan base, being able
to perform at music festivals such as
Glastonbury and Reading, further
allowing him to reach his music out to
indie and rock fans. Also Jay-Z has
done various collaborations with
numerous artists, for example Linkin
Park with the album, Collision Course,
in order to adapt to survive in the
music industry through making music
new with the times.
http://behindtheartist.blogspot.co.uk/2012/09/beh
music-jay-z.html
8. The Explorer
These people are driven by a need for discovery,
challenge and new frontiers. Young in nature, if not in
reality, Explorers are often the first to try out new ideas
and experiences. They respond to brands that offer
new sensations, indulgence and instant effects. In
short, difference is what they seek out. Their core
need in life is discovery.
Artists associated with Explorers include: - Rudimental
- because they have tried something different from
most artists and are very specific of the Drum and
Bass genre. Also they have tried various
collaborations with all different kinds of artists from
“MC Shantie” to “john Newman, indicating they are
always keen to try out new challenges and ideas,
discovering good collaborations. There music is
unique to most other mainstream artists, which creates
the concept of Rudimental being different.
9. The Aspirer
Materialistic, acquisitive people, who are driven by
others’ perceptions of them rather than by their own
values. As a result, they respond to what others perceive
as being superficial: image, appearance, persona,
charisma and fashion. An attractive pack is as important
to them as its contents. Their core need in life is for
Status.
Artists associated with the Aspirer include: - Eminem - as
they care a lot about there image because they try to give
messages to their audience through the use of their song
lyrics. This contributes to others’ perceptions of them as
the persona at which they are given off singing the lyrics
and their attitude towards it, highlight their charisma. Also
artists such as Eminem always wear a lot of expensive
jewellery is their music videos and at their concerts to
show their prestige and status because it is their core
need in life.
10. The Succeeder
Succeeders possess self-confidence, have a strong goal orientation and tend to be
very organised. As a result, they tend to occupy positions of responsibility in
society. Their investment in the status quo means they tend to support it. When it
comes to brands, they seek reward and prestige, and will often seek out the best,
because that is what they feel they deserve. On the other hand, they also seek out
caring and protective brands - their aggressive attitude to life means they need to
relax occasionally. Their core need in life is for Control.
Artists associated with Succeeders include:- 50 Cent - because he came from a
relatively small/poverty hit background and made it all the way to the top,
achieving his main goal. Also in his music videos he is seen wearing numerous
well known brands that are very expensive, for example in his music video of “We
Up” he is seen wearing a Rolex watch while being in a mansion, highlighting how
he seeks out the best. - Calvin Harris and Ellie Golding - because they have
gained a huge reputation, which is shown with them being invited to perform at
events such as the Capital Summertime Ball. This is shown in their music video of
“I Need Your Love” as they are seen enjoying their job, making music, as they are
joking around indicating they have achieved their ambitions they had when they
were younger. Also in the video they are seen using various high end equipment,
for example, they get in a helicopter and a speedboat, items that are associated
with rich people. - Kanye West - He always wears trendy brands, wore a Saint
Lauren tee-shirt in his “Stronger” music video and as well wore his white glasses,
that became a big hit showing his prestige. Also he has a great deal of selfconfidence as he is a solo artist and a strong goal orientation, otherwise he
wouldn’t of got to where he is today from his beginnings if he didn’t possess those
qualities.
11. The Reformer
Don’t tell me what to do or what to think” says the
Reformer, valuing their own independent judgement.
Reformers are the most anti-materialistic of the seven
groups, and are often perceived as intellectual. They
are socially aware, and pride themselves on tolerance.
Reformers seek out the authentic and the harmonious,
and are often at the leading edge of society. However,
unlike Explorers, they will not buy things just because
they are new. Their core need in life is for
Enlightenment.
Artists associated with Reformers include: - The Rolling
Stones - They were received as symbols and leaders of
rebellious youth, highlighting the concept of “don’t tell
me what to do or what to think”, with them as
characters being very unique and whacky. This
promoted them as a band different from the rest,helping
then be at the leading edge of society.
12. the Mainstream
These are people who live in the world of the
domestic and the everyday. A daily routine is
fundamental to the way they live their lives. Their life
choices are ‘we’ rather than me’. As their name
implies, they are the mainstream of society. They are
the largest group of people within 4Cs across the
world. They respond to big established brands, to
‘family’ brands and to offers to value for money. Their
core need in life is for Security.
Artists associated with Mainstreamers include: Wanted - because as indicated by the official UK
charts, they have a broad audience with their fans
being the mainstream of society. As well they are a
group that sing uplifting songs that all the family can
listen to, whom are a well established brand. - Dizzee
Rascal - As times have changed so has music, as a
result this artist has had to adapt to survive in the
music industry. By targeting a more mainstream
audience, collaborating with artists such as Robbie
Williams with “Goin Crazy” in order to achieve this
and becoming a established artist.
13. The Struggler
Strugglers live for today, and make few
plans for tomorrow. Others often see them
as victims, losers and wasters - aimless,
disorganised people with few resources
apart from their own physical skill. If they
get on in life, it will depend more on a
winning lottery ticket than anything they do
themselves. They are heavy consumers of
alcohol and junk food. Visual impact and
physical sensation are an important
element of their brand choices. In essence,
they seek Escape.
Artist associated with the Struggler include:
- Linkin Park - as the people who go to
their concerts go in order to let some
steam out and escape from their everyday
life, to have a enjoyable time for a few
hours. Also the music that this artist in
particular plays is very emotionally driven
and is in the genre of rock.
14. The Resigned
These are predominantly older people with
constant, unchanging values built up over
time. For them, the past is bathed in a
warm nostalgic glow. They respect
institutions and enjoy acting in traditional
roles. Their brand choices are driven by a
need for safety and for economy. They
choose above all what is familiar to them.
In life, their aim is basic: it is to survive.
Artists associated with the resigned
include: - Tom Jones - He started out a
while ago so his core audience are of a
older age, who have been loyal supporters
all their lives because he is a artist that is
familiar to them. Also due to them knowing
exactly what there getting with Tom Jones
they feel an element of safety in buying
into the artists brand.
15. Psychographic profile of our audience
Our Psychographic profile for our target audience would be an
Aspirer as the song itself and the title are about being “Young
Forever” in terms of image, appearance, persona, charisma and
fashion. Meanwhile, the artists who sang the song, Jay-Z with the
collaboration of Mr Hudson, are of high status and stature because
of their success in the music industry and their efforts to improve
people’s perceptions of them. This song would also fit into the
psychographic area of the Mainstream youth due to Jay-z's success
in the music industry over the years and sine he's a big trademark
worldwide. Consequently, he can't limit himself to a specific
psychographic group that he started with at the beginning of his
career instead he has to target other psychographics in order to get
the largest fan base and listeners. This is to connote himself
generally as a successful musician within the music industry as he
needs to target the psychographics that the greater of the population
are in. In addition, we will aim our music video at a young audience
as they make up a large proportion of our artist's sales, while being a
large 'aspirer' representation. Also we will target the middle class
because they can afford to purchase our songs and as well attend
our concert due to them being a 'succeeder'.
16. How we will attract our target audience through
camera, editing and mise en scene?
•
We will attract our target audience through camerawork by ensuring we have quick and creative camera shots within our music video.
This will ensure the viewer will be interested and entertained throughout which will culminate in the audience enjoying the music video
a lot. Meanwhile, in order to fulfil the generic conventions of our songs genre we have made sure we used a lot of close ups and
various shots to highlight the artist's emotions and to further enhance their appearance. This mise en scene will be crucial for our
success because the psychographic profile of our target audience is the Aspirer whom care a lot about what others think of them with
status being their core need. As a result our artist will be seen wearing designer clothes; jeans, jacket/coat and shoes, in our music
video so then the 'aspirer' would enjoy the video more by being able to relate to certain elements. In addition, the fact that our artist
will look comfortable in his surroundings will helps us portray him as being a successful professional who has reached the peak of his
career and is reaping the rewards of his prestige and status as a result of his hard work. These are the main key ideals that 'aspirers'
seek to achieve and will help us successfully target our song's audience. This combination of locations and clothing we will use will be
strong common conventions of hip-hop music videos, while appealing to the psychographic profile of the 'succeeder', whom will be
able to relate to our artist as both the 'succeeder' and our artist have strong goal orientations that have helped them get to where they
are today. Finally, the main theme of most artists in hip-hop is that they started from the bottom and have worked their way up to
become recognised and well known in the music industry. A concept that we wanted to use to look professional and current.
18. How would we do it?
• We would also address our audience within our music video by bringing it far close to home, as will be using a
younger age range within our music video. There would be no close ups on materialistic items but conceptual
images of a legacy. This would address it far close to home especially for the older sector within our artists
target audience who listen to rap and mostly to teenagers,who want to focus on the future and in how are they
going to leave their mark on this world. The song we chose, Forever young focuses on the issues of legacy and
the conceptual images that our target audience (Teenagers) can relate to such as parties and being social with
friends. The theme of legacy is what we would like to continue through out our video and this what we are
aiming at if we’re hoping our video to be a mainstream success.
• We are going to stick to the same black and white format that is on the video however with our mise en scene,
its going to reflect the aspect of a typical teenagers life as we are going to film at parties and parks as that is
what mostly teenagers are associated with and are most know to do in their spare time. This is how we would
address and attract our audience by rein acting partially their stages of life in an aim of legacy.
