This market analysis examines how rapper Polo G can reach new audiences and increase fan retention. Polo G has achieved commercial success with three number-one albums and over 47 songs in the Billboard top 100. However, the analysis finds he could better capitalize on social media platforms like TikTok and Twitch. It recommends Polo G post daily on social media to promote new music releases and stream himself on Twitch. Doing so could expand his fanbase and engagement particularly among younger audiences that discover new music online.

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A Market Analysis for
Polo G
Anthoney Huff
Full Sail University
Project & Portfolio II: Business and Marketing
March 26th
2023

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EXECUTIVE SUMMARY
This is a marketplace analysis for Polo G, a very influential rapper of this current
generation. Polo G now is performing very well in the industry and at his current best he needs to
start paying attention to social medias.
OBJECTIVE
This report seeks out to provide answers to how to reach new audiences and create a
bigger retention for future music releases and to get a more engaging audience.
RESEARCH METHODOLOGY
This knowledge was obtained throughout the month of March 2023. The information is
as current as 2023 and includes things like news articles, company websites, and reports.
RESEARCH AND KEY FINDINGS

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Polo G is a rapper who is currently signed with Columbia Records which is a subsidiary
of Sony Music Corporation, Or the bigger Sony. As per sales statistics, he’s had one number one
hits and two top ten hits and over 47 songs that hit the top 100 on Billboard. He’s also had three
albums that each hit number one on the hip hop charts and getting two albums of the year awards
because of it. Polo G also has one many other awards as well. His main albums to note are his
only three: Die a Legend, The Goat, and Hall of Fame. They compare him to many of the classic
rappers like Tupac and 50 Cent, but also to some current ones like Scorey, Lil Baby, and G
Herbo. As per
social media,
he only tends
to post
infrequently
about a song,
or just his daily
life, when he
could be
capitalizing so
much more.
(Polo G:
Awards) (Polo G)
For those entertained by songs about the come-up lifestyle, the hood life, past-trauma and
women, Polo g offers melodic and catchy songs with unique and strong lyrics performed by one
[Appendix B]
(This is how covid-19 is affecting the music industry)

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of the youngest rappers today. Those that view his songs and come to his concerts will identify
with him through connected traumas, emotions, and flexing.
Social media
helps people discover
new artists to listen to,
and for people to find
new music to listen to.
Twitch is one of the
most valued source
for the viewers to find
someone like Polo G,
as a third of viewers
state they find their
music through
Twitch(Stassen, 1 in
3 music listeners in the US discover new music through Twitch, according to New Report
2022). Another valued social media is Tik Tok, where every other week there is a new
musical trend to follow. TikTok is the most popular social platform now and almost all of
song findings can be found on TikTok. (Whateley, How Tiktok is changing the music
industry)
[Appendix A]
(TikTok, New studies quantify TikTok's growing impact on culture and music
2019)

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[Appendix C]
(Amos et al., Is tiktok the future of the music industry? 2022)
CONCLUSIONS
There is indeed a lot of potential in social medias as a whole and many artists now
already capitalize upon it. The future of the technological advances is magnificent, but only if
Polo G is able to use them to his advantage. In the past, Polo G has indeed made use of it through
platforms like Twitch and TikTok, but if he doesn’t, he is sure to fall off. This will be through
greater technological resources such as streaming and social media. This report shows the
benefits of social media. This report also shows what benefits streaming has on musicians.
RECOMMENDATIONS

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These findings are extremely desirable in an age where everyone has a mobile device.
Purely the ideal goal is to capitalize on TikTok ability and Streaming capabilities. Polo G should
continue to make content on twitch and try to make his songs more appealing for TikTok. The
main negative is more time must be spent on social medias. These are mainly micro when it
comes to the TikTok ability of songs but is very operational when it comes to streaming. Within
a month the engagement should be greater than before. I believe that his current album has a lot
of potential to go onto Tik Tok, with songs like “My All” with more of the sadder crowd, and
songs like “No Time Wasted” with the motivational crowd. At least a post everyday will be
optimal. With Twitch he should begin to stream himself; rappers like NLE Choppa and Toosi
have already done so and seen success with it all, so he should as well.

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REFERENCES
Stassen, M. (2022, July 8). 1 in 3 music listeners in the US discover new music through Twitch,
according to New Report. Music Business Worldwide. Retrieved March 19, 2023, from
https://www.musicbusinessworldwide.com/1-in-3-music-listeners-in-the-us-discover-new-
music-through-twitch-according-to-new-report123/
Whateley, D. (n.d.). How Tiktok is changing the music industry. Business Insider. Retrieved
March 19, 2023, from https://www.businessinsider.com/how-tiktok-is-changing-the-music-
industry-marketing-discovery-2021-7
TikTok. (2019, August 16). New studies quantify TikTok's growing impact on culture and music.
Newsroom. Retrieved March 19, 2023, from https://newsroom.tiktok.com/en-us/new-
studies-quantify-tiktoks-growing-impact-on-culture-and-music
This is how covid-19 is affecting the music industry. World Economic Forum. (n.d.). Retrieved
March 19, 2023, from https://www.weforum.org/agenda/2020/05/this-is-how-covid-19-is-
affecting-the-music-industry/
Amos, M., says:, M. massik, & says:, D. U. (2022, May 6). Is tiktok the future of the music
industry? RouteNote Blog. Retrieved March 19, 2023, from https://routenote.com/blog/is-
tiktok-the-future-of-the-music-industry/
Polo G Albums and discography. AllMusic. (n.d.). Retrieved March 5, 2023, from
https://www.allmusic.com/artist/polo-g-mn0003812234/discography (Polo G Albums and
discography)
Sociology of music. obo. (n.d.). Retrieved March 12, 2023, from
https://www.oxfordbibliographies.com/display/document/obo-9780199756384/obo-
9780199756384-0198.xml
The impact of technology on the music industry. SUU. (2021, February 2). Retrieved March 12,
2023, from https://online.suu.edu/degrees/business/master-music-technology/tech-impact-
music-industry/
Delfino, D. (n.d.). How musicians really make their money - and it has nothing to do with how
many times people listen to their songs. Business Insider. Retrieved March 12, 2023, from
https://www.businessinsider.com/how-do-musicians-make-money-2018-10
Nguyen, D. V. (2018, November 19). How the 'hoods' of hip-hop became pop culture capitals -
indie. INDIE Magazine. Retrieved March 12, 2023, from https://indie-
mag.com/2018/11/hip-hop-hood/
Thomson, R. (2018, November 6). The intertwined relationship between music and politics.
L4LM. Retrieved March 12, 2023, from https://liveforlivemusic.com/features/the-
intertwined-relationship-between-music-and-politics/

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HesAlwaysWrite. (2022, February 15). Hip-hop behind bars: Rappers and America's criminal
justice system. The Source. Retrieved March 12, 2023, from
https://thesource.com/2022/02/15/hip-hop-behind-bars-rappers-and-americas-criminal-
justice-system/
Ethical conflicts in hip hop culture. (n.d.). Retrieved March 12, 2023, from
https://www.ipl.org/essay/Ethical-Conflicts-In-Hip-Hop-Culture-PCQHW6FVYT
Polo G. Billboard. (n.d.). Retrieved March 26, 2023, from https://www.billboard.com/artist/polo-
g/
Polo G: Awards. AllMusic. (n.d.). Retrieved March 26, 2023, from
https://www.allmusic.com/artist/polo-g-mn0003812234/awards
APPENDICES
Appendix A: (TikTok, New studies quantify TikTok's growing impact on culture and music
2019
Appendix B: (This is how covid-19 is affecting the music industry)
Appendix C: (Amos et al., Is tiktok the future of the music industry? 2022)