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Personal Branding in the Popular Music Industry: An Exploration of New Technological and Behavioral Consumer Strategies in Rap

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Personal branding within the music industry has long fallen under the supervision of profit-centric major record labels, whose control extended throughout artist’s music, copyrights, merchandising, and fair-use compensation. This paper explores how artists’ branding has evolved within the recording industry

Personal branding within the music industry has long fallen under the supervision of profit-centric major record labels, whose control extended throughout artist’s music, copyrights, merchandising, and fair-use compensation. This paper explores how artists’ branding has evolved within the recording industry alongside the development of emerging technologies and the discovery of certain patterns in consumer behavior. Starting with an overarching exploration of the origins of commercialized music, this paper iterates how certain record labels ascended the corporate hierarchy to influence consumers’ accessible listening options. This understanding leads to an analysis of the inception of illegal file-sharing websites as an outlet for music distribution, as well as its long-lasting effects on industry distribution tactics and music streaming platforms. This paper then narrows to the origins of the rap industry, delving into the traditionally-rooted experiential celebrations that birthed such an impactful genre. Following an understanding of the history of the recording and rap industries, this paper identifies the modern music listener’s behaviors and choices, supplemented by an examination of how consumer social technologies have motivated these changes. To best understand the role of these evolving perceptions, this paper evaluates four successful rap artists - Chance the Rapper, Tekashi 6ix9ine, Lil Nas X, and Travis Scott - and determines the strategies employed by these individuals and their branding teams. Finally, in determining these strategies, this paper outlines the essential takeaways from this research that would aid in the advancement of an artist’s personal branding today.

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Date Created
2019-12

Popular Music Songwriting

Description

The goal of the creative project "Popular Music Songwriting" was to jump into songwriting with strategy and study on popular music, looking at why songs make the charts. The project had one focus on Max Martin's songwriting principles, but looked

The goal of the creative project "Popular Music Songwriting" was to jump into songwriting with strategy and study on popular music, looking at why songs make the charts. The project had one focus on Max Martin's songwriting principles, but looked at anything that hit the charts. The conclusion of the project brings an understanding of several rules and patterns in songwriting that hit makers typically obey. A common purpose for pop songs is to keep its listeners engaged but not overwhelmed. The goal is to do something different, but keep things familiar and to make people want to listen to it again. Songwriting has become very business-minded in that many informal rules to songwriting have become established because they are supported by psychology, showing that we have developed certain expectations in songs. For example, when a song gets very complex, we oftentimes tune out and do not want to hear it. This problem makes a song unfriendly to the radio. Also, repetition is often exercised. Many pop listeners have favorite parts of songs; therefore, when a songwriter has created a hook that listeners will want to look forward to through the song's duration, then that hook should be recycled strategically to keep the listener engaged. Four songs are submitted at the project's completion. The songs' names are "Soon to be an Emergency," "They Will Look at Us," "Black and White," and "Psychedelic Nights." The songs well represent a timeline of the project. As new songwriting rules were learned in the process of this project, they were employed accordingly, making each new song a fair representation of the learning up to that point.

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Date Created
2017-05

EP - Kyan Palmer

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"EP \u2014 Kyan Palmer" is a compilation of three songs, "Hit List," "Queen Cobra," and "Burn Mona Lisa" all written and recorded by Barrett student, Kyan Palmer. The project explores the process involved in creating recorded music and exposes the

"EP \u2014 Kyan Palmer" is a compilation of three songs, "Hit List," "Queen Cobra," and "Burn Mona Lisa" all written and recorded by Barrett student, Kyan Palmer. The project explores the process involved in creating recorded music and exposes the vulnerability and self-reflection in writing a song. The following depicts the thought process that came about in the creation of each song from the lyrics, to the vocals, to the production. This paper depicts a journal-like writing style outlining the various events that took place while creating EP \u2014 Kyan Palmer. The bulk of this Thesis/Creative Project was the written, produced, and recorded music attached in the appendix. With that said, the following document is intended to be reflective rather than scholarly and acts as an accompaniment to the audio recordings and video entries.

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Date Created
2016-05

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The Recording and Marketing Development of an Original CD

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This written work is accompanied by an audio CD and accompanying design and packaging materials, on file at the Barrett Thesis Library. The work details the process of recording an original audio CD and developing a marketing plan, including the building of a personal brand, strategies, tactics, and environment analysis.

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Agent

Created

Date Created
2013-05

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How corporations should respond to a public health or social crisis

Description

A guide to implementing empathy in crisis communications

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Agent

Created

Date Created
2021-05

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How does musical taste influence social connection when forming new relationships?

Description

Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical taste as a strong sign of potential social connection. To investigate this notion,

Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical taste as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.

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Created

Date Created
2021-05

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How does musical taste influence social connection when forming new relationships?

Description

Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical tastes as a strong sign of potential social connection. To investigate this notion,

Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical tastes as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.

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Agent

Created

Date Created
2021-05

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No Breaks: An Examination of Mental Health in the Music Industry

Description

No Breaks: An Examination of Mental Health in the Music Industry is a photo book with journaling that attempts to dismantle common perceptions of the touring lifestyle. Drawing on my experience as a photographer on the final Vans' Warped Tour,

No Breaks: An Examination of Mental Health in the Music Industry is a photo book with journaling that attempts to dismantle common perceptions of the touring lifestyle. Drawing on my experience as a photographer on the final Vans' Warped Tour, as well as interviews with artists and crew members, the book examines the origins of these misconceptions, the conditions of touring that agitate mental illness, factors that encourage those suffering to speak up or stay silent, and ways the public can alleviate the pressure put on members of the music industry.

While touring may have been all about sex, drugs, and rock n' roll back in the 70's, the money in music has transferred to tour profits, rather than album sales. Thus, artists tour harder and more frequently, leading to an industry of overworked and usually underpaid individuals. It isn't unusual for a touring professional to work 14+ hour days, 7 days a week, and the work is sometimes back-breaking labor. Physical illness and living with coworkers can also add to the stress of an already strenuous job.

Even worse, pressures from the public, their clients, and even their coworkers can prevent those suffering with mental health issues from speaking out about it. No Breaks describes the "cycle of silence," or the high probability that those experiencing mental health issues will continue to stay silent if members of their touring crew or larger music community also fail to speak up.

The book concludes with a list of actions the public and industry can take in order to prevent and alleviate the intense pressure the music industry feels, including putting money back into music, donating to organizations that work to treat mental illness in them music industry, and offering support those who do choose to speak out. The purpose of No Breaks, however, is not to eradicate the conditions that exacerbate mental illness with a turn-key solution, but rather to explore these complex issues and create awareness. Many of the problems discussed in the book are self-perpetuating or linked with each other, and will take time, awareness, and cooperation to move forward and create a better industry for all.

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Date Created
2019-05

Love and Everything After

Description

In its totality, “Love and Everything After” consists of five tracks. In musical circles, this is considered an EP (extended play), a collection of music longer than one song but generally more brief than a full album. Each track combines

In its totality, “Love and Everything After” consists of five tracks. In musical circles, this is considered an EP (extended play), a collection of music longer than one song but generally more brief than a full album. Each track combines varying degrees of my own acoustic and piano instrumentation with modern production elements, all tied together with a corrected vocal and a quick mix and master by my producer who doubles as my sound engineer for this project. I will outline my experience with the creative process here as well as break down the development of each song. A fair bit of the lyrical composition is dedicated to background information that may seem to verge on oversharing, but alas, I am a writer. I consider verging on oversharing an inevitable cog in any successful songwriting operation. I’ve decided to tackle the songs in chronological order, prioritizing the time during which the bulk of the piece was first assembled.

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Created

Date Created
2020-05

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The Non-Musical Benefits of Music

Description

Binaural beat therapy is one acoustics technique used in music; a technique utilized in the music most people listen to when they have trouble sleeping or concentrating. The binaural beats technique, along with other therapeutic methods in music, have always

Binaural beat therapy is one acoustics technique used in music; a technique utilized in the music most people listen to when they have trouble sleeping or concentrating. The binaural beats technique, along with other therapeutic methods in music, have always fascinated me. This topic is something that I’ve wanted to research for some time. So for this creative project I want to challenge myself. I am going to learn how to produce music intended for musical therapy. I’ll be implementing methods based on my research. I hope to produce a piece of music that can help others. My goal is to create a song that has the potential to be added to the vast online library of therapeutic music.

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Agent

Created

Date Created
2020-05