O N A I C U RAPPER LUL Luciano Latuny HIS FIRST ALBUM: LU 2012 NAS LU wants to compare himself with NAS. 1 Made by: Daniëlle Blacquière , Niki van der Hoek, Rachel Korthals, Minke Mennen, Kevin Scheurwater, Gaby van Willegen Date Friday 7th, December 2012 Education Fontys International, Event, Music & Entertainment Studies Client LU Luciano Latuny T +31 (0)6 158 870 03 E [email protected] Version 1.0 Autors Daniëlle Blacquière Niki van der Hoek Rachel Korthals Minke Mennen Kevin Scheurwater Gaby van Willegen Contact person group Gaby van Willegen T +31 (0)6 20728420 E [email protected] Supervisor Ivo Henckens [email protected] 2 2 Introduction At the beginning of this week, we, Daniëlle Blacquière, Rachel Korthals, Minke Men- nen, Kevin Schreurwater, Niki van der Hoek en Gaby van Willegen, started with the Special Program Week. In this week we had a assignment to write an advisory report and to create a video clip for an artist of our choice. At the beginning of this week we had the choice between two artists, rapper LU and techno DJ Lucky Done Gone. After a short discussion, we chose rapper LU for this ad- visory report. LU, born as Luciano Latuny, is a hip hop rapper and lives in Amsterdam. In his rap texts he sings about memories and moments in his life. In this advisory report we chose to promote the number ‘phases’, a number where he describes three phases in his life. His past, the present and the future. In this advisory report is written how the current situation is, how it can be and how this can be reached if this report will be implemented. 3 3 4 4 Table of content Internal analysis p.6 External analysis p.9 SWOT analysis p.12 Target group p.13 Objectives p.16 Strategy p.16 Concept p.17 Communication tools p.19 Time schedule p.19 Budget p.20 Attachments p.21 References p.25 5 5 1. Interne analysis WHO IS LU? 1.1 Introduction LU Luciano in the music market by creating an event to promote his first CD with a CD release. This was a Luciano Latuny, LU, lives in Amsterdam and is a big opportunity for LU to create brand awareness. student communication and multimedia design. At the age of twelve LU started rapping. He crea- LU does not have a manager who arrangs things for ted a passion for soul, R&B and hip hop. LU star- his music career. During the first CD release the five ted to write his own lyrics inspired by other rappers students of the minor were the management of LU. like Nas, Common and a Tribe Called Quest. Normally LU arrange these things by himself. LU The best way to describe LU his way of rapping is made use of a producer for his first album, Raw Foodz. called “true school hip hop”. These raps are about social and political issues that matter in this world, During the CD release LU started to promote his mu- but also about subjects that appeal to LU such as sic on social media. Every Friday LU makes a freestyle love and his feelings. Friday clip. These clips are showing how LU is impro- ving in his lyrics and his rap skills. The organization behind LU started during the LU posts these clips on Facebook and Twitter for his minor “marketing in de culturele sector” (Febru- fans. On Facebook LU has 249 likes and on Twitter ary 2012 till June 2012) at the “Hogeschool van LU has 195 followers. LU his popularity on6 social me- Amsterdam”. Five students were asked to put dia is minimal. LU does not have an own website yet. 6 = 1.2 Promotional activities Luciano Latuny, LU, lives in Amsterdam and is a student communication and multimedia design. At the age of twelve LU started rapping. He created a passion for soul, R&B and hip hop. LU started to write his own lyrics inspired by other rappers like Nas, Common and a Tribe Called Quest. The best way to describe LU his way of rapping is called “true school hip hop”. These raps are about social and political issues that matter in this world, but also about subjects that appeal to LU such as love and his feelings. The organization behind LU started during the minor “marketing in de culturele sector” (February 2012 till June 2012) at the “Hogeschool van Amsterdam”. Five students were asked to put Luciano in the music market by creating an event to promote his first CD with a CD release. This was a big oppor- tunity for LU to create brand awareness. LU’S IMAGE 1.3. Image analysis 1.3.1. Identity LU is a Dutch rapper from Amsterdam. He has his own identity which shows his passion for hip hop. He adjusts his clothes to his music choice, urban. LU’s identity is clearly visible in his clips. The- se clips are filmed at home and have an amateur look. In those videos he is smoking a cigarette or a joint which makes the videos unprofessional. Those videos are showing LU’s identity. 1.3.2. Current image A short image research is held under 30 students of Fontys Academy for Creative industries. These key words have been emerged: • Amateur • Sounds professional • Not comfortable • Kanye West / Nas style • Smoking weed • Badboy • Good pronunctiation The interviewees see LU as an amateur rapper that does not know how to put himself in the market. His clothes and radiation make him look like a bad boy. But in contrast to his looks LU his sound is pro- fessional and his English pronunciation is very good. 7 7 1.3.3. Desirable image LU wants to beam to his target group that he is a professional rapper. He wants to be taken seriously. It is important for LU that his target group knows that he wants to have a professional career. The lyrics of LU’s raps tell something about his life. It is important for him to give the target group advice about what is good and wrong. With his clothes he wants to beam the hip hop scene, but as a normal nicely rapper. LU compared himself to rapper Nas and he would like to attract the same target group as Nas does. 1.3.4. Gap LU his current and desirable image does not connect to each Image analysis other. LU is seen as a bad guy whose smoking weed but he wants to be seen as a professional rapper. GAP Identity Current Our advice to LU is that he has to change his image connected image to the trend decent geare that is explained in the trend analysis. To become a professional rapper LU needs to change his clothes in clothing that make him more nicely and neater. It is also im- GAP GAP portant that he will remove the amateur videos on Facebook, Twitter and YouTube. With those videos he will not be taken se- Desirable riously. image These measures will help him to take a better place in the market. He will attract a bigger target group and his image will change in a positive way. 1.4 Core values - Love - Sincerity - Change your mind state - Solidarity - Being a good human 1.5 Mission LU creates music about subjects that appeal to him. With his raps LU wants to impart a story. For him it is important that people appreciate his music. 1.6 Vision LU wants to establish himself inside the Amsterdam rapper-scene and become a famous rapper in the Netherlands. 1.7 Strenght and weaknesse 1.7.1. Strengths - LU his music is true school hip hop rap. Lu stands out with his unique wise of rapping among other rappers. - LU has already developed a small fan base. - LU tells different stories with his raps. 1.7.2. Weaknesses - LU has not enough likes on Facebook and Twitter to create brand awareness. - LU has not got a good image to go commercial. 8 - LU has many amateur videos online that are not any bringing benefit for his desired image. 8 2. Externe analaysis 2.1. Competition LU his main goal is to become a well known rapper in the Netherlands. Before LU can reach this goal it is important to create brand awareness in Amsterdam. The competition in rap music is high. Only in Amsterdam there are several rap-artists that have the same goal as LU. For example: Rooie Fred, Zwarte Sjaak, Peet de Pruik and Kiddo Cee. By this advisory report LU hopes to become a famous Rapper in Amsterdam. When this goal is reached LU hopes to create brand awareness in the Netherlands. Famous rappers in the Netherlands are Ali B, Brace, Fouradi, Lange Frans and Yes-R. A total overview of famous Dutch rappers and rappers from Amsterdam are listed in the attachment. 2.2. Demographic factors LU focuses on music lovers between 18 and 30 years old in The Netherlands. Figures of the CBS shown that The Netherlands has 16 655 799 habitants. From these habitants 4 162 599 people are between the 20 and 40 years old. From this can be derived that there are about 2 million people in the Netherlands between the 20 and 30 years old. 2.3. Technology factors Nowadays social media is becoming more important (Newcom research & consultancy, 2012). The use of so- cial media is rising and Facebook or Twitter are getting more popular among Dutch consumers. Via social media the brand awareness will be increased and there will be more web-traffic (Baten, 2012).