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Creative Difference Marketing
Research
This is a report detailing research regarding marketing to be executed in reaching a fan base for the ‘If Detroit were Heaven’ album by Khary WAE Frazier. The research was conducted by Raina Baker October 30, 2014.
IF DETROIT WERE HEAVEN ALBUM REPORT
For the complete album together now provide an in-depth (why, how, what, when, & where should be attempted to answer for each question throughout this process) analysis regarding:
The strength of the album
What audience you believe will gravitate to the album?
What other music recording acts would create this album (Detroit based; Regionally independent; Nationally independent; & Nationally corporate)?
What art work best suits this album?
The radio programming that would play this album?
What interviewers/ bloggers/ websites and media would respond well to this album?
What business could use this album in expanding their brand and out-reach?
What organization could use this album in expanding their brand and out-reach?
What hip-hop website would this album be best represented at?
If this album could generate publicity what media outlets would gravitate to it?
If this album were to be promoted what media outlets would be best suited to advertise with?
If this album were to be performed live at what venue would be best? What corresponding acts/ set design/ should accompany this performance?
What social media website would be best suited to develop a following for this album?
What music media website would be best suited to develop a following for this album (lastfm, soundcloud, etc)?
What video media website would be best suited to develop a following for this album (youtube, vimeo, etc)?
The strength of the album
The beginning of the album is strong, the middle is meaty and the ending is a bit softer. However, I think the album gradually improves.
The overall strength of the album is strong. Most songs tell a story that makes it easy for listeners to conceptualize. The strong energy in the beginning pulls the audience in. This album is a nest for soft and melodic hip hop mixed with high energy tracks and provocative language.
What audience you believe will gravitate to the album?
The audience that will gravitate toward this album includes young activists and grassroots organizers, hip hop heads from early/mid 20s-mid 30s, and those with a greater appreciation for the history and legacy of Detroit.
“If Detroit Were Heaven” has the potential to attract a number of audiences. The celebratory tracks like “Hot Summer Nights” could attract college students and hipsters while tracks like “Been Hustlin” attract more urban audiences. The sound and the delivery on this album could attract fans 90s hip hop artists like Wu Tang Clan, Common, Outkast; fans of West-based artists like Nipsey Hussle and Dom Kennedy; fans of modern East Coast artists like Joey Badass; fans of Midwestern artists like Black Milk and Jon Connor and even fans of Southern based artists like Big Krit. Age wise, the audience for this album would probably range from early 20s-mid 30s.
What other music recording acts would create this album (Detroit based; Regionally independent; Nationally independent; & Nationally corporate)?
Danny Brown (though very eccentric and sometimes experimental), Black Milk, Logic, Joey Badass, Nas J. Cole, Stalley, Dee 1, Taalib Kweli, Lupe Fiasco, Each of these artists tend to be heavy in content. Some have similar styles, others simply offer diversity.
All of these artists attract an urban audience but they also have a “hipster,” young, artist following.
What art work best suits this album?
The album cover could feature the artist’s favorite sectors of Detroit, favorite frequented places and pillars whom the artist connected with the most either musically or politically. I think the album cover should show variation (progress and decline) of Detroit over the last 50 years.
After analyzing research, it would be beneficial to still showcase the diversity of Detroit on the album cover. Some songs are very contemporary while others have a more antiquated sound so the album cover should show variation in the city over time even if from the 1960s riots to present day Detroit.
The radio programming that would play this album?
This album has encompasses a grunge Hip Hop sound but also has some melancholy and melodic tracks. The overall direction for radio programming for this would probably be urban (Channels 44 and 45). In terms of FM radio, 97.9 and 107.5 would probably play the most tracks from this album. I “The Gun Range” being receptive to this album.
It is imperative to circulate songs from this album on all stations that have some kind of urban following. FM 95.5 tends to have pop culture audience but they still play modern hip hop. Channels 95.5, 97.9, and 107.5 are all crucial for radio play. XM Radio allows the listeners to more honestly consume the music as tracks are uncensored and interviewers including Nina 9, Rude Jude and Sway can offer more candid feedback, sometimes unsolicited but this information can be used for further artist development. The marketing team should further research the process of getting music played on Pandora stations. Some of the artists, especially nationally independent and corporate already have active stations with good following. Songs on this album would fit the station’s music plays. As a future endeavor, Spotify, I Heart Radio and iTunes Radio accounts should be created to reach a wider audience and to make the album even more accessible.
What interviewers/ bloggers/ websites and media would respond well to this album?
Sway’s Universe, Complex Magazine, Wordlstarhiphop, XXL Magazine, Allhiphop.net and IndependentHipHop.Net would respond well to this album. These websites and media outlets often feature new artists. These sites and magazines are feature similar artists.
In addition to magazines and sites listed, Underground hip hop blog, 2DopeBoyz, Atrilli.net, and Ear Milk are good spaces to feature this album. Ear Milk promotes a wider range of music but the majority of this album caters to an urban audience so the other sites are imperative to infiltrate. At a later date, the marketing team should explore more exclusive sites like All City Chess Club and Virdiko. Participating in interviews with personalities like Nina 9 and members of the Breakfast Club increase promotion of this album.
Note: It would be beneficial to do a mix of in-studio interviews especially for songs like “Music Thinking.” However, the use of outdoor scenery is imperative for songs that express the diversity of the city like, “If Detroit were Heaven,” and “Hot Summer Nights.”
What business could use this album in expanding their brand and out-reach?
This album is not only an ode to Detroit but to the people that have made this city. From the everyday struggles of Detroiters and the demons battled with, to the socio-economic conditions of Black and Brown people in the city, this album could be used as a platform to expand the brands of community organizations like ARISE DETROIT, independent clothing (Detroit vs Everybody) and can also be used in a more grassroots political arena for organizations like the People’s Platform. This album helps to connect people with experiences, ideas and events.
It is difficult to identify specific businesses that could use this album to expand their brand and outreach. However, in addition to the information provided in the opinion section, songs from this album can be used to generate sales for music appliances such as headphones; salons, barbershops and boutiques as listening music; photo and art galleries to create a deeper sense of nostalgia and connectivity; video games; and sports related events. The entities reach a wide audience and could contribute to the promotion of this project.
What organization could use this album in expanding their brand and out-reach?
*see Answer to 7
*see Answer to 7
What hip-hop website would this album be best represented at?
I could see this album best represented on Broke2dope, Indiehiphop.net and 2dopeboyz. These sites feature the latest music and have advertising capabilities.
*see Answer to 6
If this album could generate publicity what media outlets would gravitate to it?
The websites and outlets mentioned would gravitate toward to this album. I could also see Wordstarhiphop, Dirty Glove Bastard and Musik Reform being attracted to this album because of the urban delivery and audience.
The websites already mentioned work best for this song. Musikreform plays mixtapes of artists as soon as you enter the site and allows you to download the music but doesn’t offer as many amenities or as much diversity as the other sites.
If this album were to be promoted what media outlets would be best suited to advertise with?
All social media outlets should be activated for the promotion of this website. Facebook is now attracting an older (40 and over) audience and would be good for circulating video content without potent listeners having to navigate Youtube or additional social media pages. Twitter and Instagram are also essential in promoting this album. The 15 second clips on Instagram will encourage listeners to download entire songs/the album. Twitter is should be used to share links. All tweets should be linked to the official website.
In addition to the social media outlets mentioned in the opinion space, the artist should also consider using MySpace to increase following. Grinding independent artists are gravitating toward MySpace and are eager to have their music heard. MySpace will also allow the artist to find similar artists in delivery and content and may create a space for possible collaborations.
If this album were to be performed live at what venue would be best? What corresponding acts/ set design/ should accompany this performance?
I could see this album being performed at the 5e Gallery, The Untitled Bottega or the Original Hip Hop Shop. Corresponding acts could include similar artists like Stalley, Logic, and Black Milk. I imagine the set design including dark artwork that present conflict and/or internal struggles, but also artwork that describes the inner-city as a Mecca of culture, music and entertainment in general.
See Opinion.
The Shelter is another venue that would serve as a good performance space and caters to an urban and independent audience.
Additionally, The Crofoot is Pontiac Michigan could be a good potential performance venue. Artists like Currency frequent this venue. As a form of engagement, Currency leaves enough time at the end of his shows to interact with the audience, sign autographs etc. The venue is intimate but spacious enough for to use this strategy to engage the audience.
All of the venues mentioned in this report would be good venues to showcase this album.
What social media website would be best suited to develop a following for this album?
All social media outlets should be activated especially with the ability to share from one social media account to another. The artist should not aim to use a single social media outlet to promote this album also considering that each outlet could attract a different audience. As aforementioned, Facebook is starting to attract an older audience. Twitter tends to attract news and media connoisseurs. Instagram is a photomentary space and allows you to upload clips (15 seconds) of longer video content. A blog (tumblr) may also be useful in the promotion of this album.
See opinion space.
All social media should be linked to the “If Detroit Were Heaven” website. Comments should be made open. If this website is used as a promotional space for the album, another personal blog does not necessarily need to be activated or created.
What music media website would be best suited to develop a following for this album (lastfm, soundcloud, etc)?
Soundcloud and bandcamp seem to be getting a lot of traction and are spaces that should be utilized for music promotion. Livemixtape.com is another space that would be good to feature the “If Detroit Were Heaven” Album.
In addition to Soundcloud (most artists are accessible via Soundcloud), bandcamp, and livemixtape, datpiff.com is another website that should be used to promote this album. Datpiff showcases upcoming mixtapes and some would suggest that there is more variety in terms of music selection on datpiff. However, the huge selection of music can create a sense of congestion and make it harder for listeners to find your music. Datpiff allows anyone to post music. Livemixtape has more restrictions making it a bit more exclusive.
What video media website would be best suited to develop a following for this album (youtube, vimeo, etc)?
Youtube should be used to further develop this album. There are fewer limitations with Youtube in terms of diversifying the audience and attracting more followers.
See opinion space The entire collection should stream on Youtube, initially. Vimeo has a smaller audience but is still a constructive space especially for artistic growth as journalists and videographers gravitate toward Vimeo and may be inclined to give constructive criticism and responses.