2. Artist Biography:
Azealia Banks is a 22-year old
rapper/singer/songwriter
(born May 31, 1991), from
Harlem, New York. Azealia
initially attended the LaGuardia
High School Performing Arts
for musical theatre before
dropping out in 2008 to
focus on her music career, . She
posted her first music to MySpace
under the pseudonym “Miss Bank$”,
debuting early recordings ‘Gimme a Chance’
and ‘Seventeen’. She caught the attention of
XL Recordings and was signed at 17 years old
(Azealia Banks – Wikipedia, 2014).
3. Azealia stayed with XL Recordings until 2011. After she left, she remained unsigned for a while
and uploaded a few ‘demo tracks’ to YouTube, including “L8R” and “Slow Hands”. In September
2011, ditching the Miss Bank$ moniker, under her real name she released her debut single
‘“212” ft. Lazy Jay’ as a free digital download on her website. In December 2011 she officially
released it as the lead single on her unsigned EP
“1991”, and word about the track
quickly spread online and gained
popularity. It was received very well
by critics; it climbed the top
of many ‘Top Ten’ ‘Top 100’ lists, and
was named ranked number 9 for
2011 by Pitchfork & number 2
by the Guardian. Azealia’s music
Video
s(ll
of
Azealia’s
“212”
music
video.
video for the track was posted on
YouTube on September 2011 shortly
after the track debuted on her website, and it also received much critical acclaim. It has since
reached a staggering amount of 65 million views. Many accredit this song to have made Azealia
an ‘overnight success’, and credit its success to online word-of-mouth discoveries (Azealia
Banks – Wikipedia, 2014).
“
”
I was soooo poor when 212 blew up, 212 saved my life
(Azealia Banks, Twitter).
4. Azealia released a free mixtape titled “Fantasea” in May 2012 via Twitter, which also
garnered much praise. She was eventually signed with Interscope and Polydor Records
(212 (song) – Wikipedia, 2014).
She had initially announced her release of debut
studio album, “Broke with Expensive Taste”, for July
2013, but it was later delayed to ‘sometime in the
fall’ of 2013 and then March, 2014. Finally, this
month (February, 2014), Azealia has announced
that the album is to be released in the summer of
2014. Azealia has cited ‘record label issues’ as
the reason for the delayed release. She also
Announced that a sequel to her 2012 mixtape “Fantasea” titled “Fantasea II: The
Second Wave” is in the works and expected to be released in July of 2014 (Azealia
Banks – Wikipedia, 2014).
5. Online Social Media Presence
Although I am not really a fan of rap music, Azealia Banks is an exception to this. I, like many
other fans, discovered her online after hearing buzz about her track ‘212’ and was amazed at
her talent. However, the main reason I chose Azealia Banks for this assignment is not [only]
because I am a fan of her work, it is because I thought she would be an interesting subject to
study since social media played a large role in building her fame.
6. Online Social Media Presence
Since her ‘212’ fame, Azealia has continued to maintain an active social media presence on
many social media platforms and online music services. She is most active on Twitter, but is also
fairly active on Instagram, Facebook, her official website, MySpace, YouTube and Soundcloud.
Since “212” Azealia has grown enormously in popularity and many credit her increased fame to
her constant social media presence. In fact, while some enjoy Azealia’s constant
social media presence (Azealia Banks –
Bet.com, 2014), others complain about
her overuse of social media (The Curious
Case of Azealia Banks, 2013). Regardless,
the fact remains that her social media
presence has contributed to her continued
fame and has helped her stay relevant.
“
She continues to inspire breathless media
coverage for being a social media superstar.
(The Curious Case of Azealia Banks, 2013)
”
7. Online Social Media Presence: TWITTER
TWITTER:
Azealia has been known to adopt an alter-ego persona named “Yung Rapunxel”. Azealia’s
original public Twitter handle was @YungRapunxel, but that account has been inactive since
April 2013, and she has since been using the Twitter handle @AZEALIABANKS. Twitter is
Azealia’s primary and most active social-media platform. She has 373,000 followers and posts
regularly (sometimes up to numerous times a day), discussing “everything from hairdos, to
product promotions…” (The Curious Case of Azealia Banks, 2013). Azealia also often posts
updates on music projects, concerts and events.
à https://twitter.com/AZEALIABANKS
8. Online Social Media Presence: INSTAGRAM
INSTAGRAM:
Instagram is Azealia’s second-most active account. Similar to most celebrities, Azealia usually
posts candid pictures of everyday events; some of these pictures are related to her album or
music projects, but many are not. Regardless, these candid pictures help fans get a better
sense of who Azealia is and give them a glimpse into her life. I believe this makes Azealia
appear more relatable and accessible to fans.
à http://instagram.com/azealiabanks
9. Online Social Media Presence: FACEBOOK,
OFFICIAL WEBSITE
FACEBOOK and OFFICIAL WEBSITE:
Azealia’s Facebook account and website are probably her third most active services next to her
Twitter and Instagram. On her Facebook and official website, fans can find updated information
for tour dates, track/album releases and other important information. Azealia’s twitter account
is also linked to these services so any other Twitter news also appears in the stream.
à https://facebook.com/azealiabanksmusic
à http://azealiabanks.com
10. Online Social Media Presence:
MYSPACE
MYSPACE:
As I mentioned in “Artists’ Biography”, Azealia had her start in music by posting some early
recordings onto popular social networking/music service MySpace. Azealia is still pretty active
on the website, connected with 6.863 people and to 773 people, however, she does not seem
to be nearly as active on this site as Twitter, Facebook and her official website. It is important
to note, however, that it is through this service that Azealia was first discovered, so it played
important role in her history and success.
! https://myspace.com/azealiabanks
11. Online Social Media Presence:
YOUTUBE
YOUTUBE:
Azealia’s current main YouTube channel is AzealiaBanksVEVO. Azealia’s previous channel,
AzealiaBanks, was used a lot back when she was unsigned, although there has not been much activity
on the channel as of late.
Azealia’s previous channel was
used to upload some of her early
demos and tracks (such as L8er and
Runnin’). Azealia was pretty involved
with this channel; she interacted with
fans and posted interviews (probably because she was running it
herself…while she probably has
someone else running her VEVO
Current VEVO Channel à https://youtube.com/user/AzealiaBanksVEVO/videos
Previous Channel à https://youtube.com/channel/UCD4UMQ7oryQQq5gqZStlQ6g
channel for her now). This channel still
exists, although there has not been any activity since December 2012.
12. Online Social Media Presence: SOUNDCLOUD
SOUNDCLOUD:
Azealia has been very active on Soundcloud throughout her career; she has used this website to
upload majority of her unsigned/free tracks. Azealia’s Soundcloud account was recently terminated
(February 21/14), but is expected to be up again sometime soon.
Azealia’s alternate
Soundcloud account
!
13. Online Commun
ities, Fans
Similar to most artists and bands with followings, some devout Azealia Banks fans have
created fan sites or online fan communities dedicated to the artist. These sites and
communities can be found on many different platforms and services, including (and not limited
to): websites, Twitter, Facebook, Tumblr, and YouTube. These fan-made (fan-run) services
feature areas for discussion (forums/posts), artist information/news, pictures, merchandise
and more.
14. Online Commun
ities, Fans
These websites (usually) disclaim that they are not run by the artist, but created and
maintained by fans. These fans usually make it clear that content posted may be subjective
and not completely represent the views of the artist. Many of these fan sites/communities are
created for giving Azealia Banks fans a place to gather together and receive updated Azealia
news/media/music information in one place.
Some ‘Azealia Banks’ fan sites, communities:
• http://azealia-banks.org
• https://twitter.com/AzealiaBanksUK
• http://www.tumblr.com/tagged/miss-bank$
• https://www.youtube.com/user/AzealiaRAPUNXEL?feature=watch
15. Audience
I really do feel like Azealia has reached her target audience. Or, in a way, the target audience
has really reached her. When Azealia posted her music online, I do not feel like she released
her music with the intent of reaching a certain demographic. She released it and let whoever
was interested, find it. She released what she believed in, what she liked, what she was proud
of, and that really shows. That is what attracted her audience to her music. Much of her
audience seems to be comprised of young adults, mainly because her music is rap and
because much of her music was released online and, at the risk of sounding ageist, most
older folks prefer different music and do not spend as much time online. However, I have read
many positive reviews for Azealia’s music written by older men and women, and many find the
music very smart and well-executed. So ultimately, Azealia’s target audience seems to have
found her: those who know where to look online, it seems, have found what they were looking
for.
16. Like discussed earlier in the “Online Social Media Presence: Twitter” slide, the meaningfulness
of some of Azealia’s shared content is questionable. But when I say this, I am referring mainly
to some of her Twitter and Facebook posts…which, as mentioned, are often comprised of
candid remarks and musings, not always related to her music projects. However, whether or
not this Facebook and Twitter content is “meaningful” is relative: some could say that it is not
meaningful because it is not filtered; the fan is exposed to information which is sometimes
biased and/or not particularly informative. However, others could say it is meaningful because
it is ‘unfiltered’; the information is ‘raw’ and ‘true’, giving the fan a true look at the artist and
her life; her struggles, her joys. This allows Azealia to be seen as a more ‘relatable’ celebrity
and allows fans to feel more connected to her.
Shared (Meaningful)
Content:
17. Not all of Azealia’s Twitter and Facebook posts consist of musings and candid remarks,
however, and Azealia also keeps fans posted for upcoming concerts, events, album progress
and track releases. Fans which ‘follow’ Azealia’s sites/services are instantly informed of news
and can keep track of dates.
Other sites/services (of Azealia’s) also host content such as music or sell merchandise.
Shared (Meaningful)
Content:
18. Engaging with Fans
Azealia does make an apparent effort
to be engaged with fans. As mentioned,
she is very active on Twitter, Facebook
and Instagram and often takes times
to respond to fans’ posts. In her 2012
Fantasea mixtape, Azealia recorded
a track called ‘Skit’ in which she thanked
everybody who downloaded her free mixtape from Soundcloud and Twitter and
supported her.
19. Engaging Fans
Azealea also engages fans by posting snippets of songs or prerereleasing new
tracks on Soundcloud, often available for free download. She did this with her
first hit single 212, and her mixtape Fantasea, both with great results. If the
track/mixtape had not been free, I am not so sure
people would have found her music and she would
have received so much exposure. Both of
these strategies worked greatly in her favor, and
Azealia continues to use similar promotional tactics
for new material and upcoming projects (such as her
March 11, 2013 prerelease of the
track “YungRapunxel” on Soundcloud to give fans a
sample of her upcoming album “Broke with Expensive
Taste”).
20. I have never been to a concert or seen Azealia live, so I do not have any firsthand
experiences with her in physical spaces. From what I have read online, fans have said that she
puts on a great show and has a lot of merchandise available for sale at her shows, I also have
heard that she encourages fans to Tweet/Facebook reactions to new tracks and experiences
at her concerts.
Converging Online and
Physical Spaces
21. Azealia does make an apparent effort to be engaged with fans. This is evidenced by
her constant Twitter, Facebook and Instagram replies to fans.
Azealia also constantly keeps fans posted about upcoming concerts, events, track
releases and album progress. She most often posts information through her Twitter and
Facebook accounts, but a lot of information is also posted to her official website and
MySpace account.
Audience
ngaging With
E
22. …THE END
References:
Azealia Banks, Retrieved February 2014, from:
http://www.bet.com/topics/a/azealia-banks.html
The Curious Case of Azealia Banks, Retrieved February 2014, from:
http://millennialfeverdreams.com/2013/10/27/the-curious-case-of-azealia-banks/
212 (song), Wikipedia. Retrieved February, 2014 from:
http://en.wikipedia.org/wiki/212_(song)
Azealia Banks, Wikipedia. Retrieved February, 2014, from:
http://en.wikipedia.org/wiki/Azealia_Banks#cite_note-baronspinissuestory-1
