Brief

Highly talented up and coming music producer with influences such as Marvin Gaye, Miles Davis, J Dilla, Madlib, Damien Rice, Alice & John Coltrane and the Beatles to name but a few. His musical focus is centred on Hip Hop / Nu-Jazz / Break-beat and Experimental beats.

The client believes that themes found in the lyrics and images of commercial Hip-Hop, such as the allure of wealth, fame, degradation of women and illicit activities, have had a major impact on the public’s perceptions of Hip-Hop culture, this has become the predominant representation of Hip-Hop culture today and as a result has had a negative influence on youth culture today. Hip-Hop has the power to educate, inform and empower today’s youth. He wants his work to reflect a positive aspect to this field.

Aim:
In response to the client’s views on the negative representation of Hip-Hop culture, my goal is to help facilitate, promote and preserve Hip-Hop’s original vision, though the development of his own work both lyrical and instrumental. I will create an identity for his music that is non-stereotypical, in order to highlight the positive aspects of this music genre, with the aid of graphical responses to further establish the client, generate interest and draw in more potential clients.

Needs:
Branding/ Promotional package
Interviews/Documentary (Live bio instead of the written format, to go on web or myspace)
Possible low-fi website or re-design myspace
Art work to illustrate music
A system to generate more interest for his beats
Photo Shoot
T-shirts (generate interest)

I don’t intend on trying to revolutionize society’s perception of the Hip-Hop culture, but to illustrate an alternative response to this genre and in doing so demonstrate a different approach that can still have a positive outcome to a subject with negative public representations.