Major Label Marketing Research (Rick Ros

Major Label Marketing Research: Marketing Case Study Of Rick Ross.

The artist I have chosen to research is Rick Ross. He is signed to Def Jam Recordings. He also is the CEO of his own record label that goes by the name of Maybach Music Group which is a part of warner brothers. Rick Ross is an American Hip-Hop recording artist, rapper, and businessman from Clarksdale, Mississippi. Rick Ross first came to rise when he made his debut under the pseudonym “Teflon don”. He has released various albums that have received positive critical reviews and high figures on charts such as “God Forgives I don’t” and “Teflon don”. Def Jam Recordings is an American record label, focused predominantly on hip hop and urban music, owned by Universal Music Group. It was founded in 1983, 32 years ago. The founders of def jam recordings are Rick Rubin and Russell Simmons. Major artists such as Kanye wests label GOOD music and Jay-Z label Roc-A-Fella also fall under the umberlla of Def Jam Recordings. Major artists such as Iggy Azalea, Kanye west, Jeezy, and Frank Ocean and Leona lewis are also signed to Def Jam Recordings. Rick Ross has recently signed a new deal and has become the latest artist to join Epic records owned by CEO LA Reid’s from January 2016.

As well as being a music artist Rick Ross has endorsed many other businesses such as Wingstop which is a franchise, Mcig the electric cigar, Dairy Queen and Reebok. His most widespread endorsement is the French sparkling wine Belaire Rose. Rick Ross mainly hosts club appearances and tours. Within these events Rick Ross promotes Belaire Rose. Most of his club appearances have taken the theme of Belaire Rose. Females who mainly work at the clubs who are part of the promotion of the sparkling wine are called ‘black bottle girls’. This is because the colour of the bottle is opaque black. In an interview when asked “let’s talk about Belaire Rose” Rick Ross stated “It’s just one of those things that I really loved a lot. And I took a hold of. Like me looking at my iPhone and saying I love this product, I’ma rep it. Me being a person who is always traveling, always in the clubs, there’s something always to celebrate, I wanted something that I always wanted to feel was kinda mine. You know for me. And I thought a lot of people was unfamiliar with it so I said, let’s become a part of this movement. It’s just something cool to do and I just love the energy that the streets and the culture are giving the brand.” Rick Ross has explained that he showed interest in the alcohol and wanted to bring the product to life in the popular hip-hop culture.

These products appeal to Rick Rosses target audience as they are seen in celebratory events such as club appearances, birthdays, and album launches. Rick Ross target audience sees this alcohol as part of an aspiring lifestyle they would like to have. Because of this Rick Rosses target audience would then want to purchase the well promoted product for their events as they also would like to mimic the lifestyle he lives. Also a young audience stereotypically likes to engage in fun activities such as drinking so this product will appeal to them as they would want to purchase the same bottle of alcohol there favourite artists drinks on a night out of fun. Rick Ross describes himself as a boss and has stated it as part of his lyrics in many songs and features. Rick Ross as an artist is very confident and egotistic. Within his physcial appreance he has a thick, full grown beard dominating the lower half of his face and is bald, as well as having numerous tattoos all over his body. Rick Ross has expressed his love and passion for art by getting a great deal of ink work on his body. These are of things that he likes and inspire him such as money, the Maybach logo which is also the same logo for his music group, Abraham Lincoln and cars. He is very big and tall in terms of physique. Rick Ross has embraced his size as a big male and has used it for his branding. Rick Ross being shirtless whilst performing has become his style as opposed to being seen with his gator leather jackets and silk shirts. This once again reinforces his star persona as a confident black, dominating man who is confident in his own skin. The majority of Rick Ross’s physical features are associated with being masculine, notorious and being seen as influential.

Rick Ross is typically proud of his acomplishments and often boasts about his success and progress as an artist, he regularly refers to money for example trippling his net worth. By this Rick Ross means starting from a very low financial stage in his life and his progression to being at the wealthy stage he is at now. Rick Ross speaks about this as well as other rap feuds with other artists in an interview with the American radio station in New York’s power 105.1, the breakfast club.As many rap artists Rick Ross is very materialistic and fashionable often potraying his style with well known foreign designers such as Balmain, Lanvin, Balenciaga, Alexander Wang and Versace. Rick Ross is known for reviving the Italian fashion house brand Versace by wearing the baroque style prints to many events such as his appearances, interviews and his most recent UK tour. Rick Ross has adapted a “godfather” sense of style sporting the best vintage Cazal glasses and the finest of silk shirts. Rick Ross is often seen sporting designer from head to toe. This is to illustrate that he is rich and wealthy enough to enjoy and obtain the finer things in life. Rick Ross has a mass collection of jewels which he is constantly seen in. These include a personalised MMG chain, which stands for Maybach music group. Maybach Music Group is his own subsidiary label in which he is the CEO of. He also has diamond encrusted Jesus pieces, Hublot and Rolex watches. Rick Ross sporting unique, rare jewels appeals to his audience, as they would also seek to find the most rare gems to sport. Jewellery in size is very small however they have a mass worth. His audience are appealed to, as they would also think its cool and trendy having a mass worth on their neck or wrist as jewellery. This reinforces being able to afford the finer things in life.

In his music videos he ilustrates what he possesses by showing off his money, properties and other artists that he is affiliated with. His physical apperance and style automatcially sends the message that he is a wealthy man and can afford the lifestyle that he often speaks about on his records. Rick Ross naturally has a deep voice and repetitively emphasises this through his occassional popular grunts in between his verses and his songs using bass heavy instrumentals. His deep voice suits the characteristics of a boss. His voice sounds authoritative, slow and raspy which captures his target audience and marked his distinctive rapping style. His target audience who are mainly males from age 18-40 are drawn to his shallow, demanding voice. When an older figure shouts at a younger figure, the younger figures are likely to be more attentive and more startled. This is the effect rick Rosses voice has over his target audience. The deepness of his voice ensures that his lyrics are being listened to. This creates a militarian aroma when Rick Rosses voice is heard.

As he creates an intimidating persona through the language he uses and his grunge type instrumentals, this appeals to his target audience as it makes them feel a manic, amped energy. This has been portrayed in promotional videos whilst being on tour and performing in concerts. The reaction of the audience has proven that Rick Rosses style and sound produces a manic, amped reaction with the crowd. Rick Ross is portrayed in majority of his videos either in close ups of his face or midshots of him and fellow rap artists featured in his songs or long shots of himself situated at locations of importance such as big, tall buildings or mansions. This often sending out the message of one successful man being able to dominate and obtain many things.

This was Rick Ross’s album cover for his sixth studio album named MASTERMIND. The album cover and the name of the album correlate as colourful paint is splattered from his head after a gunshot instead of blood. Rick Ross has used the theme of abstract art. Abstract art is art that does not attempt to represent an accurate depiction of a visual reality but instead use shapes, colors, forms and gestural marks to achieve its effect .Typically blood splatters after a gunshot to any part of the body but instead various colours splatters from his head. This connotes abstract art, expressionism and creativity indicating that the album is due to please his audience with a new style and creative music. The gun to his head also confirms the lifestyle he lives and what he mainly raps about.

This is Rick Rosses recent album called Black Market which was released in December 2015. Black market is an illegal purchase and sale of goods and services. Drug Dealing is a subject Rick Ross mainly discusses in his raps. It is one of the most promient black markets in the USA. The demand for drugs is very high in the USA and is bought and sold even though it is known to be an illegal activity. The presence of a black market exisiting shows that people will always seek for a way to obtain goods faster cheaper and easier. In Rick Rosses recent album cover he is dressed in a black hat black blazer as well as a black background. Black is mainly associated with night, mystery, power, authority and power. Rick Ross has taken the classier and godfather approach in this album depiction giving his audience an insight on the style of this album. Rick Ross was formerly signed to Def Jam recoierdings and recently signed his new deal with epic records early in the year 2016. Rick rosses change of record label appeals to his audience as this connotes new muisic, diversity, new style and epic records is a more mainstream record label appealing to a larger target audience.

Def Jam Recordings is an American record label, focused predominantly on hip hop and urban music, owned by Universal Music Group. Rick Rubin and Russell Simmons are the founders of def jam recordings. Epic Records is an American record company. A division of Sony Music Entertainment, Inc. Epic was founded predominantly as a jazz and classical music label in 1953. It later expanded its scope to include diverse musical genres including pop, R&B, rock and Hip Hop. Over the years, the label has housed popular acts such as Boston, Celine Dion, Dave Clark Five, Fiona Apple, Gloria Estefan, Jennifer Lopez, Michael Jackson, Pearl Jam, Sade, Shakira, and Sly & the Family Stone. La Reid has served as the chairman and CEO of Epic Records since July 2011. Rick Ross owns and is the CEO of his own record label imprint called Maybach Music Group in which he has artist signed to him. This group was founded by Rick Ross in 2009.The albums produced by Rick Ross and his fellow artist in Maybach Music Group was formerly distributed by Warner Bros. The deal expired and Atlantic Records are now the sole distributers on any music released on Maybach Music Group. Artists who are signed to his group are Meek Mill, Omarion, Staley, Gunplay, Rockie Fresh and Fat Trel.

Both target audience and secondary audience are based in America but Rick Ross being a mainstream artist means he has fans worldwide. Rick Rosses target audience are males from the age of 18 to 30. His target audience are mainly located in America as Rick Ross is an American citizen and targets his audience that’s closest to him. Rick Ross speaks about things he has experienced mainly involving an illegal activities he has engaged in his past. This includes participating in the world of narcotics and being a part of that business. Rick Ross also speaks of how he grew up in the ‘ghetto’ and in the ‘hood’. This previous lifestyle and how he grew up attracts a certain type of audience which are males in the ‘hood’. Because of this his music is relatable to them. Males are known to be the denominating gender in today’s society.

Rick Ross’s music and his music videos give his target audience the feel of becoming a man through his progression in life. Rick Ross makes his comparison with the life he used to live with the life he lives now very clear. This is done through boasting of his new possessions such as designer items and expensive cars and properties. Stating things that are not as easy obtainable captures his audience of male’s 18-30 as they aspire to become like him. The aspiration comes from being in the same position as the artist was once in alongside his lifestyle and growth and wanting to become everything he is now. Rick Ross target audience of males 18 to 30 predominantly black males would have interests in things such as cocaine and drugs, sex, money, cars, designer items, mansions and females. Rick Ross discusses these aspects of life in his music so his target audience would be interested in what he speaks of and make it an interest of their own.

Rick Ross secondary audience are females from the age of 18 to 30. His secondary audience are females from the age 18 to 30 because woman are drawn and attracted to the lifestyle rick Ross portrays to have as well as speaks about within his lyrics. Rick Ross produces songs which sexually attracts woman such as “Peace Sign”. This song was a single of his latest album ‘black market’. In this song he compares a woman’s standard sexual position to that of a peace’s sign assemble with the index and middle fingers. On the hook the featuring artist Red Cafe says “Lay you on your back, got your legs in the air like a peace sign” this lyric in a song would instantly attract females to Rick Ross’s music as it would be sexually appealing for them to hear. Females would be captivated to this as they would feel like their needs are being placed first and a strong dominant male such as Rick Ross can attend to those needs. The first scene of the music video is of a woman in a steamy shower showing her curvy physique.

This attracts men as well as woman. Women seeing other women in their naked state can be seen as relatable and identifiable. Woman are able to visualise themselves in that woman’s position and obtain the lyrics of the song in a sexualised manner. Rick Ross uses gender pronouns in most of his lyrics such as ‘she’ and her’. This has an effect on his female secondary target because Rick Ross hasn’t given an identity within his lyrics and by this is speaking to all females who listen to his music. His female secondary target audience are most likely to be interested in sex, money, properties, and designer items. His female audience are interested in the aspects Rick Ross boasts about obtaining. This is because Rick Ross constantly expresses his desire to have a girl beside him and spoil ‘her’ if ‘she’ was his. Women can also feel like this is objectifying because as she is naked in the shower purely for a males sexual desire. This shot is a male gaze as this shot shows off her body.

Advertising, publicity and promotion are three strands of marketing used by artists as well as Rick Ross. Advertising is directly selling the artists song or album paid for by the institution. In a musical perspective advertising is when record label advertises there artists song, mixtape or album. This can be done by the use of billboards, television adverts and posters. Advertising would appeal to Rick Ross’s audience because the audience are able to see Rick Ross’s song or album being advertised in real life as well as social media. By constantly seeing advertisements on Rick Ross’s latest work his target audience are psychologically acknowledging and processing the information. Rick Ross’s album ‘Hood Billionaire’ was advertised through a television commercial advertised by Island Def Jam recordings. It last aired on Sat, Nov 29, 2014 7:52 AM ET. This campaign reinforces the persona of rick Ross because it illustrates that the artist wants things accomplished and publicised in the biggest way possible. Television is a medium in which everything in the world is addressed through various shows and programmes. Television is used by majority of people in their homes. Rick Ross using an advert to advertise his album reinforces that he is a global, mainstream confident artist.

http://www.ispot.tv/ad/7shZ/rick-ross-hood-billionaire

Publicity is raising awareness about the artist, their image, album or single not paid for by the institution. Publicity is mention in the media. Rick Ross has attended many television and radio interviews in order to talk about himself, his album and his endorsements. Recently he visited The Breakfast Club which is a radio interviewing station in New York America to speak about his new anticipating album Black Market, his engagement to his ex-fiancée’ Lira Galore, his recent criminal charges, his newly purchased mansion and many more. Through interviews Rick Ross is able to give information firsthand about the activities he has been up to and is able to discuss his new ventures in detail. Rick Ross has also been making club appearances and prior to his new activities such as his album release and after releasing his album. He hosted an album release party on Friday December 11th 2015 going into the 12th. This took place in Miami in which many of his celebrity friends joined him. This is major publicity as Rick Ross was with fellow famous friend’s celebrating the release of his album. This appeals to Rick Rosses target audience as they are able to see him living and enjoying in his element amongst people who are in the same category. His target audience through this also may want to assemble to lifestyle as they may see this as ideal friendship.

Rick Ross and his ex fiancée graced the front cover of paper magazine in which Rick Ross spoke about his album and answered other questions regarding his personal preferences and opinions. “Tell us about Black Market: This is most definitely the best of the best. This is the caviar of the rap game. I have some incredible collaboration with folks like Nas, John Legend and Chris Brown, and the album is soulfully thick in terms of the layers of the music and the production.” Rick Ross has used publicity to his advantage as he is constantly mentioned in the media. This means he is constantly noticed and is appealing to more people worldwide. Publicity for Rick Ross enhances his identity as an entrepreneur and musical artist. His credibility and reputation is built and also this encourages effective competition with his competitors.

Promotion is directly selling the artist, song or album paid for by the institution. Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Rick Ross recently released his mix tape and last album on his record label Def Jam Recordings. His latest release was his mix tape Black Dollar and his latest album was Black Market. Rick Ross uses a wide range of social media networking sites in which his fans and supporters follow him and are updated with what he posts. During the time before the release of the mix tape and album Rick Ross posted many posters of the album on his Instagram account and mixtapes writing specific captions to indicate that the album will soon be releasing and it is to be purchased through iTunes. He also used his twitter account to tweet about the album. This causes anticipation for his fans and supporters worldwide as there had been several controversies regarding Rick Ross around the time and his fans were excited to finally hear music from him. Snapchat is a popular mobile app in which people can share live video and pictures stories to your fellow snap chatters. Rick Ross uses Snapchat to promote his album and videos himself in the studio, speaking about it or in the club promoting it. This illustrates Rick Ross’s ability to use social media as a platform to promote his music and raise anticipation for this fans worldwide.

Marketing is a very important aspect of the music industry especially for artists. This is because artists can produce work and it may not receive any feedback if it is not marketed properly. In the music industry the artist’s work needs to be marketed properly so that their music can be communicated efficiently from artist to the target audience. Marketing is important in the music industry for an artist as promotion; publicity and advertising all contribute to the artist’s public image. The success of an artist’s music relies on the level of marketing. Marketing builds recognition for the artist as well as its music and image. This is important as the artists grow and its target audience widens.

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Mayowa Oluwaseyi.

Media Communication.

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