How do the elements of your production work together to create a sense of ‘branding’?

All three of the products have been constructed carefully to create a clear and attractive brand image for the artist. The three products work in synergy to create a three-dimensional brand image. The Instagram page represents the artist as having two sides one being the typical acting big rapper but also the unique and vulnerable type that audiences can relate to this is what separates our artist from others. This unique branding of the artist is replicated within the digipak as we can see the artist has a darker side two him this engages audiences and draws them into his products allowing him to branch out into wider markets within the rap genre. Finally the music video is not the typical rap music video as we have included a narrative to the video this further engulfs audiences and makes them feel at one with the rapper, this is completely different to the current videos rappers post as most videos are filmed with oversexualized women and huge stacks of money this is to appease audiences uses and gratifications however it shows that these rappers are not socially aware compared to ours who is.

How did your research inform your products and the way they use or challenge conventions?

All 3 of our products are very conventional for the rap genre due to the use of expensive cars, jewelry and fancy locations as well as camera angles and lighting, however, on the other hand they also challenge conventions by having a narrative. We have decided to have a narrative because it attracts audiences. This is because it adheres to the audience’s pleasures and allows them to escape the real world and enter the hyperreal and allows them to picture themselves in the artists shows this therefore connects the artist and the audience. The social media page is also both conventional and unconventional, this is because we post the occasional flex post showing off the rapper’s wealth this includes his cars and the clothing, he wears. However, we purposefully made the rapper aware of social issues this including the systematic racism within the USA and we made the artist Muslim so he could engage with audiences on more of a personal level this is what separates us from other artists. Steve Neale said that repetition of a genre is what engages audiences this why we purposefully included conventional behavior within both the music video and social media page, this is also what sells to audiences because it adheres to their cultural signifiers.

How do your products engage with the audience?

The demographic primary target audience of 15-18 year old males are very much engaged by the cutting from the artist rapping in various locations to the narrative. The locations are carefully chosen and shot, providing sensory pleasures. For instance, the artist rapping at Meydan bridge is very engaging for that audience because of the blue lights that cover the bridge. The conventions of the rapper, his luxury cars and expensive jewelry also pleasure the teen audience and attract aspirers. The opening sequence of the music video is also very engaging and enigmatic to the audience. At first, they are wondering who the main characters are, which creates an enigma code, then throughout the music video their identity is revealed and they are represented as masculine, stereotypical and very conventional rappers , we also paid attention to a lighting and professional tools to represent the artist as an enigma and satisfy the audience even more.The video also provides emotional pleasures because of the storyline that shows cheating, betrayal and makes the audience mad and feel bad for the character

Shooting schedule

How do your products represent social groups or issues?

We have intentionally used stereotypes to some extent to sell the artist , such as criminal, thoughtless or misogynistic. Tessa Perkins suggests that stereotypes are shortcuts, a very quick way to present the values you want to present - in this case, the rapper is represented as tough, successful, popular, and because all of these things, it's easy to sell to the teenage target audience. However, we have been careful to create a more rounded representation of the artist so he is not just stereotypical but very multilayered and carries a strong message about friendship, religion and values. In his Instagram posts, the artist speaks about moral values and brings audiences attention to religion and his culture. Also, some photos on Instagram are unconventional and challenge stereotypes because Lil Durk is represented in a very realistic and multilayered way. We want the audience to actively interact with the artists and it is fine if some fans might not agree with him. Instagram gives the audience the chance to interact and connect with the artist on a deeper level. Applying Katz and Blumler 4 key pleasures theory , the Instagram posts provide the audiences with a sense of community and personal identity pleasures.

Digipak

The social media page

https://www.instagram.com/thedurkioshow/