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Kendrick Lamar - Albums' Personality

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Exercise of personality traits evaluating and comparing 4 studio albums of the artist Kendrick Lamar using the Model of the Big Five, through the use of the tool and modeling of the IBM Watson Personality Insights

Published in: Data & Analytics
  • Nice!!!!! Really liked this approach of analysis and would like to see it applied to other artists. Nevertheless thought that the 3 bullet points summarizing each album are almost the same to all cds (exactly same phrases used, "your choices are driven by a desire for modernity" or "and you thinks it is important to take care of the people around you" for an example).
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  • Nice!!!!! Really liked this approach of analysis and would like to see it applied to other artists. Nevertheless thought that the 3 bullet points summarizing each album are almost the same to all cds (exactly same phrases used, "your choices are driven by a desire for modernity" or "and you thinks it is important to take care of the people around you" for an example").
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    Are you sure you want to  Yes  No
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Kendrick Lamar - Albums' Personality

  1. 1. KENDRICK LAMAR ALBUMS’ PERSONALITY 2017 IBM Watson™ Personality Insights Drawing by Class of 'estudos vira-lata s/a
  2. 2. KENDRICK WHO?* Kendrick Lamar Duckworth (born June 17, 1987) is an American rapper and songwriter from Compton. Known for his storytelling, imagery, wordplay, passion and varied song structures, Kendrick brings hard-hitting lyricism with narratives to the West Coast, not traditionally known for its lyricists. Lamar is placed No. 9 on Billboard’s The 10 Best Rappers of All Time, along with popular artists, Jay-Z, Nas, Notorious B.I.G., and more. He has won 73 awards from 183 nominations, including 7 Grammy Awards and the ASCAP Vanguard Award for his work as a composer. *Source: Genius.com
  3. 3. In 2011, his album Section.80, released exclusively through iTunes, instantly ranked as one of the top digital hip-hop releases of the year. In 2012, he crossed over to mainstream audiences with his major label debut good kid, m.A.A.d city which was widely regarded as an instant classic. In 2015, he dropped To Pimp a Butterfly to widespread acclaim. The album debuted at No. 1 on the Billboard 200 Albums Chart. The following year, untitled unmastered. dropped by surprise. In April of 2017, Kendrick dropped DAMN. on Good Friday. *Source: Genius.com NOMINATED NOMINATEDWON STUDIO ALBUMS*
  4. 4. "So powerful is the effect of music ... which is surprising to find out in the history of psychology and psychotherapy so few references as experimental or even speculative, on the use of music “ (Pimentel e Donnelly apud Cattel quoted by Hall, Lindsey, & Campbell, 2000)
  5. 5. GOALS I. Explore the relation between personality traits and each album’s lyrics; II.Understand, among the four studio albums of Kendrick Lamar (S80, GKMC, TPAB and DAMN.), the differences, similarities and patterns through textual- analysis ; III.Compare in-depth personality changes at the evolution of the artist’s studio works.
  6. 6. We sought for a taxonomy, that is, a systematic set of characteristics that can be used to summarize the personality of an individual. "The lexical hypothesis proposes that most socially relevant and salient personality traits were incorporated into natural language (SILVA, apud Allporr, 1937); In this perspective, the Five Big Personality Factors model aka Big Five Model (for a general review, see McCrae & John, 1992), represents one of the most important developments in the THIS IS HOW WE DO IT
  7. 7. BIG FIVE TRAITS Big Five personality characteristics represent the most widely used model for generally describing how a person engages with the world. The model includes five primary dimensions: i. Openness [to experience]; ii. Conscientiousness; iii.Extraversion ; iv. Agreeableness ; v. Emotional range, also referred to as Neuroticism or Natural reactions. IBM Watson™ Personality Insights uses linguistic analytics to infer individuals' intrinsic personality
  8. 8. THE BIG FIVE MODEL by IBM Watson™ Personality Insights “The Personality Insights service infers personality characteristics based on 3 primary models: • Big Five personality characteristics for generally describing how a person engages with the world. The model includes five primary dimensions. Each dimension has six facets that further characterize an individual according to the dimension. • Needs: The model includes twelve characteristic needs: Excitement, Harmony, Curiosity, Ideal, Closeness, Self- expression, Liberty, Love, Practicality, Stability, Challenge, and Structure. • Values The model includes five values: Self-transcendence / Helping Art by Samuel Adamson
  9. 9. SCORES & PERSONALITY TRAITS • Openness to Experience: "Personality dimension that distinguishes creative and imaginative staff from conservative people, keeping both feet on the ground“ • Conscientiousness: “The way in which we control, regulate and direct our impulses“ • Extroversion: "It is marked by pronounced engagement in relation to the outside world, versus being comfortable with the company itself“ • Agreeableness: "individual differences about cooperation and social harmony“ • Neuroticism: "tendency to experience
  10. 10. SECTION.80 ALBUM’S PERSONALITY 9665 words analyzed
  11. 11. You are imaginative; you have a wild imagination. You are proud. You bold yourself in high regard, satisfied with who you are. And you are carefree, you do what you want, disregarding rules and obligations. Your choices are driven by a desire for modernity. You consider both Independence and helping others to guide a large part of what you do. You like to set your own goals to decide how to best achieve them. And you think if is importante to take care of the people around you. SECTION.80: You are excitable and explosive. 90% 50% 69% 36% 72% Openess Conscientiou sness Extraversion Agreeablenes s Emotional Range SECTION.80's PERSONALITY TRAITS
  12. 12. 100% 96% 93% 86% 53% Stimulation Helping others Taking pleasure in life Achievement Tradition SECTION.80: NEEDS and VALUES
  13. 13. SECTION.80: CLOUD TAG e WORD LINKS 9,665 total words and 1,800 unique word forms. Vocabulary Density: 0.191 Average Words Per Sentence: 85.9 Keywords are shown in blue and collocates (words in proximity) are showing in orangeCreated with Voyant-Tools
  14. 14. good kid m.A.A.d city ALBUM’S PERSONALITY 12354 words analyzed
  15. 15. You are appreciative of art: you enjoy beauty and seek out creative experiences. You are proud. You hold youserlf in high regard, satisfied with who you are. And you are imaginative, you have a wild imagination. Your choices are driven by a desire for modernity. You consider both Independence and helping others to guide a large part of what you do. You like to set your own goals to decide how to best achieve them. And you think it is importante to take care of the people around you. good kid m.A.A.d city: You are excitable and somewhat critical. 86% 51% 66% 29% 72% Openess Conscientiousne ss ExtraversionAgreeableness Emotional Range good kid m.A.A.d city's PERSONALITY TRAITS
  16. 16. 100% 96% 93%82% 40% Stimulation Helping others Taking pleasure in life Achievement Tradition good kid m.A.A.d city: NEEDS and VALUES
  17. 17. good kid m.A.A.d city: CLOUD TAG e WORD LINKS 12,354 total words and 2,746 unique word forms. Vocabulary Density: 0.153 Average Words Per Sentence: 53.6 Keywords are shown in blue and collocates (words in proximity) are showing in orangeCreated with Voyant-Tools
  18. 18. To Pimp A Buterfly ALBUM’S PERSONALITY 13709 words analyzed
  19. 19. You are imaginative; you have a wild imagination. You are appreciative of art, you enjoy beauty and seek out creative experiences. And you are carefree, you do what you want, disregarding rules and obligations. Your choices are driven by a desire for modernity. You consider both Independence and helping others to guide a large part of what you do. You like to set your own goals to decide how to best achieve them. And you think it is importante to take care of the people around To Pimp a Buterfly: You are excitable. 88% 60% 66%44% 78% Openess Conscientiousne ss ExtraversionAgreeableness Emotional Range To Pimp A Buterfly's PERSONALITY TRAITS
  20. 20. 100% 94% 89%82% 40% Stimulation Helping others Taking pleasure in life Achievement Tradition To Pimp A Buterfly: NEEDS and VALUES
  21. 21. 13,709 total words and 2,399 unique word forms. Vocabulary Density: 0.181 Average Words Per Sentence: 55.8 Keywords are shown in blue and collocates (words in proximity) are showing in orange To Pimp A Buterfly: CLOUD TAG e WORD LINKS Created with Voyant-Tools
  22. 22. DAMN. ALBUM’S PERSONALITY 8886 words analyzed
  23. 23. You are carefree; you do what you want, disregarding rules and obligations. You are imaginative; you have a wild imagination. And you are proud, you hold yourself in high regard, satisfied with who you are. Your choices are driven by a desire for modernity. You consider both Independence and helping others to guide a large part of what you do. You like to set your own goals to decide how to best achieve them. And you think it is importante to take care of the people around you. DAMN.: You are shrewd. 83% 35% 54% 24% 63% Openess Conscientiousne ss ExtraversionAgreeableness Emotional Range DAMN.'s PERSONALITY TRAITS
  24. 24. 100% 96% 95%81% 56% Stimulation Helping others Taking pleasure in life Achievement Tradition DAMN.: NEEDS and VALUES
  25. 25. 8,886 total words and 1,800 unique word forms. Vocabulary Density: 0.206 Average Words Per Sentence: 72.2 Keywords are shown in blue and collocates (words in proximity) are showing in orange DAMN.: CLOUD TAG e WORD LINKS Created with Voyant-Tools
  26. 26. ALBUMS PERSONALITY’S COMPARISION
  27. 27. Multi-technique rhymes for different speeches SECTION.8 0 good kid m.A.A.d city To Pimp A Buterfly DAMN. Words analyzed 9,665 12,354 13,709 8,886 Unique words 1,800 2,746 2,399 1,800 Vocab. density 0.191 0.153 0.181 0.206 Average words x sentence 85.9 53.6 55.8 72.2 While GKMC and TPAB presents not only more lyrics as so more verses than others, S80 and DAMN. uses less to say more. In 2011 and 2017’s albums there are bigger verses than GKMC and TPAB. Here, there is also bigger proportion of new words (vocabular density) in rhymes. At the same time, the 2012 and 2015’s albums utilizes greater unique words (in absolut numbers) than S80 and DAMN. That is to say Kendrick overcomes rhymes techniques in a way that his speech is conditioned by his album’s positioning. Or would it be the reverse?
  28. 28. 2 TRANSITION WORLDS OF WORDS Street-world Actions Drinking Eating Hanging out Lifestyle People/Personas Knowledge Character Feelings Ethnicity SECTION.80 To Pimp A Butterfly DAMN. goog kid m.A.A.d city Tag Clouds created with Voyant-Tools
  29. 29. From excitable and explosive to shrewd It is remarkable to see how the forcefulness of his discourse evolved over those six years. A first album that provoked: "I'm here and I have something to say", followed by a more critical work, allowed him to write a third album much more exciting and more defined than the others (in a personality traits’ analysis). Finally, his most recent work comes with a tone that a considerable territory was conquered and appropriated by the artist and he is not willing to let him. More than that, the personality of the album reflects that it is no longer necessary to "scream for attention", it is enough for the artist to observe and absorb his current environment.
  30. 30. DAMN.: weakest in personality traits, strongest in showing needs. On the other hand, TPAB (whose cover is a Compton’s hommies-crowd) is much more intense in personality traits than demonstrating needs (while DAMN.’s cover is a portrait of a head-down-Kendrick). As an evolution of the artist and his path, the necessity for challenge gave way to the liberty and self-expression needs.
  31. 31. Kendrick for the people The break even point is To Pimp A Butterfly. When Kendrick chose being more explicit in his personality instead of reinforce needs and values, he is finally preparing a whole audience to be ready to the unexpected from now over: Showing his masterpiece-of-personality, he definitely opened the doors to his freedom (and a kind of conscious-experimental stage) in art. As fist effect, dropping by surprise untitled unmastered in 2016. To reinforce this process, DAMN.’s tradition value takeback and overcome what was first said in SECTION.80. As so, the same happens in taking pleasure in life and with the helping others value’s score.
  32. 32. An attempt to failure: PERSONALITY for a next album 20% 30% 40% 50% 60% 70% 80% 90% 100% SECTION 80 GOOD KID M.A.A.D CITY TO PIMP A BUTERFLY DAMN. PERSONALITY TRAITS Openess Conscientiousness Extraversion Agreeableness Emotional Range Expon. (Openess) Expon. (Conscientiousness) Expon. (Extraversion) Expon. (Agreeableness) Linear (Emotional Range) KENDRICK’S NEXT ALBUM PERSONALITY TRAITS?
  33. 33. An attempt to failure: NEEDS for a next album KENDRICK’S NEXT ALBUM NEEDS? 50% 60% 70% 80% 90% 100% SECTION 80 GOOD KID M.A.A.D CITY TO PIMP A BUTERFLY DAMN. NEEDS Liberty Excitement Curiosity Harmony Ideal Structure Self-expression Stability Practicality Closeness Love Challenge Expon. (Liberty) Expon. (Excitement) Expon. (Curiosity) Expon. (Harmony) Expon. (Ideal) Expon. (Structure) Expon. (Self-expression) Expon. (Stability) Expon. (Practicality) Expon. (Closeness) Expon. (Love) Expon. (Challenge)
  34. 34. An attempt to failure: VALUES for a next album KENDRICK’S NEXT ALBUM VALUES? 40% 50% 60% 70% 80% 90% 100% SECTION 80 GOOD KID M.A.A.D CITY TO PIMP A BUTERFLY DAMN. VALUES Stimulation Helping others Taking pleasure in life Achievement Tradition Expon. (Stimulation) Expon. (Helping others) Expon. (Taking pleasure in life) Expon. (Achievement) Linear (Tradition)
  35. 35. ACKNOWLEDGEMENTS Considering personality traits through the analysis of his four albums, Kendrick Lamar is excitable, imaginative and proud. Modernity is his main choice-driven. At the same time he is carefree for the status quo he is also a person that considers a big deal taking care of people around him. Although the possibility of drawing trendlines for personality, needs and values, it is only possible to forecast some similarities of the artwork. External facts as social context and production may strongly infer at the final speech for a next album. What comes next? Facing times of nominations and awards, more than the “unconventional solution for awards season confusion” presented by Joey Bada$$*, this kind of research, that applies linguistic & personality traits at the RAP genre may stimulate furthers studies focusing in categorize and label subgenres of the music. This study has also stimulated the author in evaluate possibilities at the development of a series of studies aiming a rapper-personality-mapping, plotting different lyricists by his own speech. *http://uproxx.com/realtalk/joey-badass-hip-hop-officials-rap- subgenres/
  36. 36. REFERENCES IBM Watson™ Personality Insights, available at: https://console.bluemix.net/docs/services/personality-insights/ GENIUS.”Artists: Kendrick Lamar”, available at: https://genius.com/artists/Kendrick-lamar PIMENTEL and DONNELLY “The relation between music preference and the big five personality traits” SILVA, Tarcizio “Big Five PersonalityTraits and Social Media” UPROXX “Joey Badass Says Hip-Hop Needs Officials To Label All Of Rap’s Subgenres Properly”, available at http://uproxx.com/realtalk/joey-badass-hip-hop- officials-rap-subgenres/
  37. 37. PLEASE, SEND ME A MESSAGE :} IBM Watson™ Personality Insights & VOYANT-TOOLS Marketing Exercise barreto.pedroh@gmail.com in/barretopedroh slideshare.net/PedroBarreto4 estudos vira-lata s/a

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