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?