HIP HOP CULTURE
Assignment Brief
ASSIGNMENT TITLE – Final Project
Assignment Weighting: 20%
ASSIGNMENT OVERVIEW:
Case:
In 2017, Hip Hop/R&B established itself as the leading genre in the industry for the first time since Nielsen started tracking sales in 1991, outperforming all other genres. Streaming increased the music industry revenue by double digit percentage points for the first time in nearly 20 years: Seven of the 10 most streamed songs in the United States in 2017 were rap songs according to Nielsen Music. Streaming has turned unconventional artists like Lil Pump, Cardi B, and Lil Uzi Vert into Pop Superstars in a short period of time.
For this assignment, you will be required to write a 1000 word report analyzing the music and marketing strategies employed by current Rap Superstars and research how technology has enabled them to promote their music and create succesful careers in the music industry.
TASK LIST
Here are some of the key points I would like you to consider when analyzing the release strategies for new age rap artists.
* How have these artists utilized platforms such as Soundcloud, YouTube, Audiomack, Datpiff, Bandcamp, Spotify, Apple Music, Tidal etc. to release music to their fans?
* Is there a difference between rap artists like Kendrick Lamar, J. Cole, Drake and Nicki Minaj in comparison to the City Girls, 6ix9ine, Megan Thee Stallion, Jack Harlow & Lil Baby?
* What type of marketing campaigns do they use to promote and release music?
* Do you believe that any of the rap artists of today will have long term careers like Jay-Z, Queen Latifah, Eminem and Diddy?
*How do today’s rap artists interact with their fans differently than rap artists of the past?
*How do these artists tour?
*How many records do these artists sell and stream?
*What role do endorsements play in exposing artists and helping them become successful?
What role does social media and clout chasing play in making an artist successful?
ASSESSMENT EVIDENCE:
1,000 word paper
Evidence of research completed – at least SIX sources from the Rowan Campbell Library, which has a section dedicated to the Music Program with books, online databases, and magazines.
Use of the MLA referencing required
Format of assignment:
– Word document
– Font size 12
– Times New Roman or Arial font style
– Lines double spaced
– Pages Numbered
– Reference List
Cover page to include:
– Your name
– Module name
– Assignment name
– Date of submission
Assignment must be submitted via Blackboard
GRADING CRITERIA:
25%
Ability to provide research on topic
25%
Critical evaluation of research
20%
Validity of conclusion based on research
15% Ability to identify and evaluate the inter-relationships and function of selected artists and music industry roles/organizations
15%
Well structured and well written piece of work
