My target audience is primarily people who prefer rap/hip-hop music. While this genre may seem niche, it has millions of fans worldwide. Successful artists like Eminem, Jay-Z, and Kanye West appeal to audiences beyond just conventional rap fans. To design products for my target audience, I need to understand how they present themselves and research popular rap artists and their music videos. Rap is so popular because artists often collaborate, blending genres and doubling their audiences. Music videos vary from flashy displays of wealth to more average, personal storylines. After analyzing different rap artists, I aim to produce a video in the style of a controversial artist like Eminem or Jay-Z, despite having a limited budget.

1. My target audience

2. Genre: Hip Hop/Rap
My genre seems very specific and “niche”. Millions of people
worldwide listen to rap music and many learn to appreciate it
regardless of their taste in music. For example, Eminem, Jay-Z and
Kanye West are all popular, modern examples of artists who manage to
direct their music at more than just the conventional audience and as
a result they are extremely popular. There are those people who
chose rap as their primary genre of preferred music, It is mainly these
people I am aiming at so I must look at the way they present
themselves in society and this will allow me to design my ancillary
products correctly by researching examples of real world products and
also make my video look a part of the project as well.

3. Examples of Rap/Hip-Hop Artists
Example Kanye West Jay-Z Eminem
Flo Rida Lil Wayne Tinie Tempah Rizzle Kicks

4. Why is rap so popular?
Upon studying all the artists on the previous page, we can see that (despite a few
changes of clothing from artist to artist) they all appeal to an audience far wider than
that of what would we would call their conventional audience. This is because rap/hip-
hop varies from song to song and can often includes singers from another genre or
multiple artists from the same genre, therefore at least doubling its target audience.
Compare this to another genre, rock for example, and we see there are virtually no
examples in todays music industry where pop music artists meets rock artists. In some
cases artists can both sing and rap meaning some songs without other artists come
under multiple genres. (‘Example’ does this.)

5. Mise en Scene
Throughout rap videos I have researched, there is a quite diverse range of visual elements. In the
pictures of the artists for example, we see that they have what we would assume they would
normally wear, tracksuits, trainers and baseball caps. However, they are also pictured in smarter
wear like suits and more 21st century casual, everyday clothing. This proves that the genre is
often diverse and we also find that each artist adopts a unique style which they then use
throughout their songs and we can therefore associate them with certain things. Eminem,
probably the most controversial rap artist tends to be the most conventional in terms of clothing
but he is controversial because in a lot of his songs he expresses his life and other peoples lives
mostly mocking them, so in many of his videos, we see that situations aren't taken seriously and
in some it looks like a very personal, meaningful storyline. Additionally, he will get more people
liking his songs because he couples up with worldwide superstars like Rihanna who often ends up
topping music charts. Oppositely to this, we have other rap artists who will wear far more
average clothes so in itself this will appeal to more people without the need for other artists to
appear. Also depending on the artist we see that what happens in the video and what is involved
also varies. Large budget artist videos involve, exotic, rare cars, lots of women and multiple
locations and branding opportunities arise. Very appealing to the eye if you can afford to fund it.
These are often the videos/songs that make the most money because people see the artist and
products they are associated with and instantly want both because they're popular.

6. Common brands in rap/hip-hop video

7. Which type of rap artist should I pick?
Considering previous slides, logic dictates I go for the type of rap artist
who is more averagely dressed and has maybe only one or two
collaborations with other artist rather than blockbuster amounts of
money going into a single video. However I like the idea more of
someone like Eminem rather than Example to shoot music video with
because I don’t necessarily have to copy its conventions, I could do
what Eminem himself does and mock situations and takes things
seriously one minute, and be controversial the next. This is because it
seems more appealing to my audience and I could also easily involve
such things as product branding. Over the few weeks I have had to
think of ideas I have decided that this would be the best option.
Despite virtually no budget I believe I can replicate an artists video like
Eminem or Jay-Z.
I will now conduct research into the right song choice.