The Conventions and Target Audience of Alternative Rap

Here is a presentation I prepared explaining the conventions and target audience of alternative rap  

Transcript 

• 1. The conventions and target audience of Alternative Rap { By Ochuko Ideh
• 2. Alternative Rap is a style pf Rap that got increasingly popular during the late 90s due to Rap music entering a major identity crisis, Alternative rap is know for its traits of aspiring to distance it self from the rest of rap music. Alternative rap is just a way of approaching rap music from a different perspective. It is theorised that the term “Alternative” is a synonyms for the tendency that lied inside of rap during the late 90s that is slowing dragging rap away from its core.
• 3. The Convention and Target audience of Alternative Rap Alternative rap follows the conventions of delivery of a message to the public, the motif alternative rap can be perceived by others as ambitious. Alternative rap acts a medium for poets and lyricist to express their thoughts about social issues to the public, some people even dub the style of music as a freedom movement but contrary to their believes alternative rap falls into two different sub groups that both have very different techniques and music styles. Artist like MF DOOM and Tyler The Creator fall into two separate sub groups of the Alternative Rap styles, these two sub groups are Lyrical and Comical, these sub groups appeal to different demographics and have very different styles of music. • The Wikipedia page of reordered Alternative rappers
• 4. Comical Style Influences and Demographic Unlike the “Lyrical” style Comical style focuses more on word play and takes its influences from pop culture and current trends, the influences consist from: • Tween waves such as tumblr • Teen fashion trends such as Seapunk • Eastern media, consisting of Amines and K-Dramas and even K-Pop( a completely different music genre) Comical Alternative rappers pride them selves on being completely different from other artist and musical genres, they are known for pulling outrageous stunts for the sake of entertainment and would often mock and mimic other artist and public figures in their music/videos and sometimes even form running gimmicks and parodies in their music other than focusing on current word affairs or creating music with deep substances. A prime example of a Comical Alternative rap artist would be Tyler the creator and his entourage of misfit artist Oddfuture. *Oddfuture pictured left and their comical sketch show *Loiter Squad pictured below. The synopsis of the show follows Oddfuture embodying different characters some fiction and others non-fiction in hilarious sketches and parodies, which mainstream TV as a medium Oddfuture are able to expand their fan base by reaching out to like minded teens who may not be music listeners but wacky comedy fans. Comical artist such ass Oddfuture are also know for being trend seters and display strong interest in teen fashion , they are often endorsed my companies that mainly distribute teen central items , for example the Supreme clothing line endorses Oddfuture and other Alternative groups such as A$AP MOB. The Oddfuture clothing site
• 5. Comical Style Influences and Demographic The label of Comical rappers and the rappers themselves gave targeted teens to be their demographic. Why target teens? well teens are the biggest listeners of all types of rap music and the largest consumer demographic , and they are also though to have a large about of disposable money; money they can spend on luxuries without having to spend any on taxes or bills, this is great for rappers with large endorsement deals for example the Odd future clothing line. Teens can be easily influenced by their peers by what they believe is trendy and to be trendy rappers must sell and image to their audience to which is something comical rappers have done successfully. Comical rappers have been able to sell the lifestyle and image of irresponsibility, humour and shock into their music and products which is something that has had a heavy influence of teens of today. The Typical demographic for Comical rappers would be mostly teens between the ages of 15-25, they would mostly be boys but the majority of female followers are growing . This teens would all dress in the same way “outfits which are deemed as trendy by different youths” these dressing styles are also very similar to the Comical artist , the demographic of Comical rappers would try to be like their comical models in any shape and form either by dressing like them or by mimicking their irresponsible behaviour, pranks and stunts Tyler The Creator pictured left and (some of these even ending up going viral). In a way the typical Comical listeners pictured right. demographic of Comical rappers would flock to the Comical The listeners style of clothing or “Swag” rappers like sheep's. is influenced by the rappers style and or music.
• 6. Lyrical Style Influences and Demographic The style of Lyrical Alternative artist are very different from the style on Comical artist, Lyrical artist rap about close to home subjects and that were influenced by their upbringing and the faiths that was meet by some of their families friends and even them their selves for example rapping about going to prison, Lyrical artist that their influences from the binary opposites of Comical artist: • Crime and drugs during their upbringing • Discrimination against minorities • Vintage and MO town music • Comic book antagonist • Current world problems • Suicidal thoughts • And many more Unlike Comical rappers Lyrical rappers tend to stay away from record labels and mainstream media and keep themselves underground, they treat their trade more like freedom fighting or expressing their individuality through lyrics and song rather than just an occupation, one example out of many Lyrical rapper is MF DOOM not much is known about his personal life but he has been critically famed and as even been dubbed as the King of Alternative rap, MF DOOM keeps his personal life a secrete from his fans and has never shown his face during a performance; this is part of his physical motif as he based his alter ego (MF DOOM) from the Marvel Villain Doctor Doom *Lyrical rapper MF DOOM pictured left and Marvel super villain Doctor Doom pictured right
• 7. Lyrical Style Influences and Demographic Most Lyrical rappers are freelance and do not work under labels so they do not have convention set that they need to follow, because of this they sometimes lack in gaining a following and rely on their music to gain a following. For them there is no set demographic but the most of their following are like minded music listeners, to be frank most of their followers are Black men between the ages of 17-31 but that’s just a stereo type, Lyrical rap listeners could range from teenage girls too middle aged men of any race. Unlike Comical listeners Lyrical listeners believe in freedom movement and are know for uses Lyrical rap as an influence to produce political and social status; a prime example being rallies in parks to even mass rallies that are acknowledged world wide.