O N A I C U RAPPER LUL Luciano Latuny HIS FIRST ALBUM: LU 2012 NAS LU wants to compare himself with NAS.
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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]
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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). Ano- ther possibility of social media is to have personal contact with fans and to keep them up to date by putting posts on Facebook and Twitter.
Quality has been improved through technology. Headphones fabricants have the chance to bring the consu- mer exactly what the artist intended (Dr. Dre).
9 9 2.4. Trends and Issues Here below, five trends and developments are explained that have a connection with the music industry.
2.4.1. The Three Bears Laptops are too big and cell phones are too small. A new device is developed, the tablet. The Apple iPad, the Sony Reader and the Amazon Kindle are three examples of tablets.
2.4.2. The festival is dead. Long live the festival In recent years the interest in live music, particularly in music and cultural festivals, has been renewed. In a article of the Sydney Morning Hereld this quote was posted:”...music is being devalued and beco- ming more like a commodity and less like the valuable cultural artifact we know it to be…” Bands are willing to play music on festivals but the amount of festivals is decreasing. The festival market will be less buoyant. In case with all market experiences intense competition rationalization is a result. The festival market as we know is dead but replaced with a new, more commercial rationalized one.
2.4.3. One social network to rule them all? Social networking started with MySpace (61 million visitors per month), where people could create their own free online presence. Now Facebook has become the most visited site by Google’s ranking, with 600 million visitors per month.
Will social network eventually replace the need for bands to have their own website? Social network and free do-it-yourself websites are upcoming. The functionality of a website is for an artist more important than the design. Social networking and search optimalization for Google is impor- tant. Before social network pages existed, an artist would have a poorly looking, functioning and cheap website or an expensive, great looking and highly functional website.
2.4.4. 360 degree deals – the reverse side of the DIY model The 360 degree deal means that the record company looks after the artists’ management, publishing, live touring and merchandising as well as their record releases. The idea behind this deal is that the artist can focus totally on the music.
2.4.5. Music publishers re-gain ground The decline of the CD and the simultaneous growing interest in cover song recordings, film/TV/adver- tising music plus non-traditional methods of distributing music such as video games, toys and Internet, has lead to an apparent power shift to publishers away from record companies. Yet the music publishing industry has suffered as the recording companies have from the decline in the sale of physical formats. Although the recording labels have struggled the most in relation to the digital revolution.
“In 2009 digital formats comprised a record of 41 per cent of total music shipments in the United States. This is an increase from 34 per cent in 2008, and 25 per cent in 2007. The total digital music market reached $3.1 billion for 2009. Digital downloads continued double di- git growth in the past year reaching $2.0 billion, 19 per cent growth over 2008, a total of $1.7 billion.” (RIAA 2009 Year-End Shipment Statistics)
10 10 2.4.6. Decent geare Compared to few years ago the style of hip hoppers has changed. In the past, the appearance of hip hoppers was very dark and bling bling. They wore too big trousers, bandanas, gold necklaces and baseball shirts. Nowadays hip hop artists wear decent clothes like a jeans, a t-shirt and a jacket.
Jay-z in the past Jay-z nowadays
2.5. Opportunities and Threats 2.5.1. Opportunities - Adjusting the image of LU to generate more brand awareness. - Creating more content (video clips) for the target group to create a bigger fan base on social media. - By making video clips the performance of LU will be more professional.
2.5.2.Threats - People can associate LU as a rapper with a bad image. - LU could not be recognized in the media that could be interested for LU. - In Amsterdam there are many rappers-talents that want to break through in the music industry.
11 11 3. SWOT Analysis
3.1. Strengths 3.2. Weaknesses
- LU has not enough likes on Facebook and - LU his music is true school hip hop Twitter to create brand awareness. rap. Lu stands out with his unique - LU has not got a good image to go com wise of rapping among other rappers. mercial. - LU has already developed a small fan - LU has many amateur videos online that base. are not any bringing benefit for his - LU tells different stories with his raps. desired image.
3.3. Opportunities 3.4.Threats
- Adjusting the image of LU to generate - People can associate LU as a rapper with a more brand awareness. bad image. - Creating more content (video clips) for - LU could not be recognized in the media the target group to create a bigger fan base that could be interested for LU. on social media. - In Amsterdam there are many rappers-ta - By making video clips the performance of lents that want to break through in the LU will be more professional. music industry.
12 12 4. Target Group
4.1. LU’s target group The target group of LU consists of men and women between 18 and 30 years old. LU’s target group loves music. The music the target group loves goes about their daily life.The marital status of LU’s target group is generally unmarried. The biggest part of the target group are students or students that are graduated and have a job. The target group is in lower and middle social classes, studying (or just graduated), lives alone or with a partner/roommate.
4.2. Personal identity The target group of LU has a strong characteristic lifestyle. The interest in music is hip hop. There is also interest in certain types of brands of clothes, shoes, hats and headphones. Sneakers are also indispensable in the hip hop culture.
Our target is easily accessible via the Internet and they are following the developments regarding new media. They are very active on social media like Facebook and Twitter. Facebook and Twitter are impor- tant media for the target group. They follow their favorite artists and share information with friends and family on social media.
4.3. Persona Name: Max Duncan Age: 22 years Gender: Men Residence: Amsterdam
Goals - He is listening to music to relax, enjoy and think. - He wants to enjoy his younger years. - He wants to see his favorite artists perform. - He wants to meet people with the same interest. - He wants to show his appreciation for the music to the artist.
Behavior - He wants to wear his own clothing and not imitate people. - He goes nuts at a performance of a good artist. - He is willing to buy an album of an artist if he likes the music.
Interest - Music - Visiting parties - Sneakers collection - Draw - Follow some blogs
13 13 4.4 Moodboard
14 14 4.4. Online marketing In 2010 91% of the young people, 16 till 25 years old (Figure 2), that are online, are active in social net- works such as Facebook and Twitter. Dutch youth are on top in social network use in Europe (Figure 1). Young web surfers, from 16 till 25 years, are increasingly using social networks to exchange information like messages or news on a chat site, they are joining a newsgroup, they are having online discussions in forums, they are reading blogs or they exchange text messages directly.
The use of social media decreases with age. In the age group 25-55 years old there are 54 per cent of the people active on social networks in the Netherlands. Between the age of 55-75 years old there are 30 per cent of the people active on social networks. Men are more active on social networks than women. Between higher education, secondary education and lower education is practically no difference. (Figure 2).
94 per cent of the people in the Netherlands have a profile on a social network, and more than half of the students checks daily their Facebook. Facebook and MySpace are particularly used for friends or acquaintances to communicate. 30 per cent of the students have a Twitter account and 44 per cent of the students sends daily tweets on Twitter. More than half of the students used Twitter to gather or exchange information, interests and every day whereabouts. LinkedIn is being used less, 23 per cent has a page, 70 per cent use LinkedIn to network and 27 per cent to express themselves
Besides social media the target group follows many Dutch and foreign sites or blogs related to hip hop. On these sites and hip hop blogs, news, new music, videos and albums are shared and discussed. Well-known clothing sites that the target group visits are Caliroots and Karmaloop. Puna.nl and hiphopleeft.nl are two major sites in the Netherlands that are well attended by our target group.
Figuur 1 (cbs) Figuur 2 (cbs)
15 15 5. Objectives
5.1. Knowledge At the end of December 2013, 10 per cent of the Dutch people between 18 and 30 years old, knows LU as a rapper. This involves 200.000 Dutch people.
5.2 Attitude At the same time, the main goal is to make clear to LU’s target group that he has a story behind his raps. People have to understand the stories about his life. LU wants to create positive associations and sympathy with his songs.
6. Strategy
In the internal analysis is described what the current image and the desired image of LU is. Between the current and desired image there is a gap. To reduce this gap the video clip is chosen as a communication tool. By making this video clip, the objectives knowledge and attitude can be achieved simultaneously. In this video clip is shown how LU changed his life from the past to the future. The concept of the video clip is described in the next chapter. In addition to this, different kinds of social media will be used. The video clip will be posted on Facebook, Twitter and YouTube. These social media tools will be used to reach more brand awareness after his image is changed. To stand out of the crowd and reach more brand awareness it is important to add a something special to the video clip. If the audience shares and likes the video clip on social media they can win LU his album and two VIP tickets for his next concert.
16 16 7. Concept Change your mindstate!
Rapper LU’s lyrics are several times about changing your mind, from negative to positive. In this strategic advisory plan, LU’s own thoughts and own texts are used on his own positive change as an artist and the growth that LU pass through to become a well known rapper. This refers to the change of his image, from seedy lowlife rapper to a successful artist. To get there, LU goes through several phases in his life. The past, the present and the future.
In the video clip, this is shown by a song that has the best connection with those phases. Per phase of his life the rapper is changing and LU is improving his knowledge and attitude. By emphasizing the different contrasts, the phases will be clearly visible. This makes obvious that LU is growing as rapper and that he has potential to become a real artist.
Fase 1 Fase 2
Fase 3
17 17 8. Communication Tools
Video clips The video clip will be published to improve Lu his image. The video clip exists of three phases in his life. The past, the present and the future. This is explained in the previous chapter ‘concept’. At the end of the video clip is listed that by liking or sharing this video clip the viewer can win two VIP tickets for his next concert. The video clip will be posted on Facebook, Twitter and YouTube.
The main goal of the video clip is to reach 100.000 views, 50 per cent of our knowledge objective, in six months, from April till October 2013. Beside this 20.000 people, 10 per cent of the knowledge objective, have to share the video clip on Face- book or Twitter.
Facebook The video clip will be posted on Lu his Facebook page to get as much as possible likes and shares.
Twitter The video clip will be posted on Lu his Twitter page to get as much as possible followers.
YouTube The video clip will be posted on Lu his YouTube page to get as much as possible views.
Before the video will be posted on Facebook, Twitter and YouTube, there will be send a press release to different websites. In this press release will be announced that rapper LU is coming with a video clip for his number ‘phases’. This press release will be send to 101 barz, State magazine and Puna.
After the video clip is posted on different social media and 101 barz, State magazine and Puna have time to post the press release on their website. LU will send a message to 101 barz with a request for a rap ‘session’ in 101 barz. 101 barz is a television program on the digital canal of BNN where known and unknown artists are performing their songs.
By getting as much as possible likes on Facebook, followers on Twitter and views on YouTube, the video clip can be chosen by 101 barz to post on their website. The video clip will also be send to Puna.nl and State magazine. These are online magazines with news and videos about hip hop in the Netherlands and abroad.
Lu does not have his own website. This because it is easy to make a cheap, great looking and high func- tional website with social media. More information is available at the description of the trends “One social network to rule them all?”.
18 18 9. Time schedule
Video clip Facebook Twitter Youtube 101 barz State Puna Magazine Janury Press Press Press release release release February Press Press Press release release release March Press Press Press release release release April
May
June Broadcast 101 barz July Broadcast 101 barz August Broadcast 101 barz September
october
November
December
Before the video clip will be published on the social media pages 101 barz, State magazine and Puna receive a press release to post on their website. After these three months the video clip will be pos- ted on Facebook, Twitter and YouTube. Two months later, the video clip will hopefully get enough attention and 101 barz will invite LU to rap in their show.
19 19 10. Budget
Video clip 0 euro The video clip is recorded en edited by students of the Fontys ACI in Tilburg. Therefore there are no costs for LU to make this video clip. Facebook 0 euro Facebook is for free. All the video clips from LU can be posted on this social me- dia. Also information about his music and albums can be posted on Facebook. Twitter 0 euro This social media is also for free. On Twitter can be placed information about his music, albums and things he want to share. Youtube 0 euro LU has his own YouTube page where he collect his videos. The old videos need be removed and his new, professional, video clips will be posted on this page. 101barz 0 euro There will be send a press release to 101 barz before the video clip is announced on the internet. LU can also be invited to rap in a show of 101 barz. State magazine 0 euro There will be send a press release to State magazine before the video clip is an- nounced on the internet. After that, the video clip can be posted on this website. Puna.nl 0 euro There will be send a press release to Puna.nl before the video clip is announced on the internet. After that, the video clip can be posted on this website. Release Party 0 euro LU distributes tickets of his Release Party. Fans can win those tickets by liking and sharing the video clip on Facebook.
Explanation of the budget LU does not have any budget to promote himself, he is only making use of free communication tools. All the communication tools above can be used for free. However, there is time required for realizing those communication tools.
If LU hired a company to devise a concept and film the video clip, the total prices would be €1500,-, exclusive TAX.
For this money ‘Clipregisseur’ includes: - one or two shooting days - a concept for the videoclip - location scouting - casting advice - producer and cameraman - full frame HD shots - comprehensive set of lenses - lamp set, 2 x Arri 1000W - Kessler dolly - camtram - EZ FX Jip - Soft boxes - reflection screens - Chroma key Bakground - colouring/grading - one day editing
20 20 11. Attachements
List of rappers from Amsterdam • Rooie Fred • Zwarte Sjaak • Peet de Pruik • Jay Stash • M.O. & Brakko • Gikkels • Don GG • Kiddo Cee • Dret & Krulle • Black Steel • Sugacane • MC Fit • THC • Appa • Smitty Smijd • Negativ • Madd Son • Adonis • Serrio BAAZ
Source: http://www.amsterdamrap.com/amsterdam-rappers/
List of Dutch rappers • Ali B • Brace • Brainpower • Brutus • De Jeugd van Tegenwoordig • Dicecream • Diggy Dex • Dio • Duvel • Fouradi • Jawat • K-oZ Collective • Kempi • Lange Frans • Osdorp Posse • Postman • The Partysquad • Yes-r
Source: http://www.b9.nl/nederlandstalig/rap.htm
21 21 Briefing videoshoot
Planning 09:00 station Amsterdam Centraal verzamelen bij de ingang aan de tram zijde.
09:30 Aankomt bibliotheek Amsterdam en proberen het dakterras te reserveren
11:00 Aankomst flat tante Rachel voor lifte scene’s
13:30 Aankomst leidscheplein scene coffeeshop en café
15:00 Aankomst Vondelpark voor parkscene
Benodigdheden Fase 1: Omschrijving outfit 1: Slordige kleding, oude hiphop kleding, trainingsbroek Je hebt dus maar 1 outfit nodig, trainingsbroek is voor de makkelijkheid bij het omkleden omdat je hier- onder een spijkerbroek kan dragen. Liefste ook bijpassende schoenen. Deze fase belichaamt het verleden.
Fase 2: Omschrijving outfit 2: Je normale outfit wat je nu draagt. Hier dus de spijkerbroek, casual/basic shirt of trui. Leuk petje. Bijpassende casual schoenen/gympen bijv. Vans of nike. Deze fase belichaamt het heden.
Fase 3: Colbert met overhemd en je spijkerbroek. Nette schoenen. Als je een heel pak hebt zou dit helemaal top zijn! Mocht je mooie oorbellen hebben laat deze absoluut in. Deze fase laat de toekomst zien waar je hebt beetgepakt wat je graag wilt.
Benodigdheden filmcrew: - 3 camera’s - 2 statieven - 1 skateboards - 1 lamp - 1 memorycard - 3 paraplu’s - 2 laptop’s
Benodigdheden Lu - Lange vloei + wiet - Sigaretten - Kleding zoals het hierboven beschreven staat.
22 22 Concept
Lyrics
23 23 Phases
24 24 12. References
Amsterdam Rap (n.d.). Amsterdam Rappers. Seen on the 4 th of December 2012, http://www.amsterdam- rap.com/amsterdam-rappers/
Baten, M. (22 May 2012). Social media onmisbare kanalen voor zakelijke groei. Seen on the 4th of December 2012. http://www.socialmediaacademie.nl/social-media-onmisbaar-kanaal-voor-zakelijke-groei/
Beats Audio (n.d.). Beats Audio. Leading the revolt againts inferior sound. Seen on the 5th of December 2012. http://www.beatsbydre.com/beatsaudio/Beats%20Audio,default,sc.html
B9 (n.d.). Nederlandstalig – Rap. Seen on the 4 th of December 2012, http://www.b9.nl/nederlandstalig/ rap.htm
Caliroots (n.d.). Caliroots.com. Seen on the 3th of December 2012. http://caliroots.com/ CBS (20 November 2012). Bevolking; kerncijfers. Seen on the 5th of December 2012, http://statline.cbs.nl/ StatWeb/publication/?VW=T&DM=SLNL&PA=37296ned&D1=a&D2=0,10,20,30,40,50,(l-1)-l&HD=121 204-1522&HDR=G1&STB=T
Clipregiseur.com (n.d.). Muziek videoclips voor artiesten & bands. Seen on the 6th of december. http:// www.clipregisseur.com/prijzen_artiesten_videoclip_laten_maken.html
Doubleclick ad planner (n.d.). The 1000 most-visited sites on the web. Seen on the 3th of December 2012. http://www.google.com/adplanner/static/top1000
Hiphopleeft.nl (n.d.). HIPHOP LEEFT. Seen on the 4th of December 2012. http://hiphopleeft.nl/
I Amsterdam (n.d.). Feiten & Cijfers. Seen on the 4th of December 2012, http://www.iamsterdam.com/nl- NL/experience/over-amsterdam/feiten-en-cijfers
K. Feeney & T. Moore (18 November 2010). Big days down and out? Music festivals under threat. Seen on the 5th of December 2012. http://www.smh.com.au/entertainment/music/big-days-down-and-out-music- festivals-under-threat-20101117-17xhi.html
Karmaloop (n.d.). Global Concrete Culture Karma Loop. Seen on the 4th of December 2012. http://www. karmaloop.com/
Newcom research & Consultancy (mei 2012). Social media gebruik in Nederland 2012. Seen on the 5th of December 2012. http://www.newcomresearch.nl/socialmedia/
Puna.nl (n.d.). Puna.nl HIPHOP vandaag. Seen on the 4th of December 2012. http://www.puna.nl/
The Biz (n.d.). Eleven Music Industry Trends for 2011. Seen on the 3th of December 2012. http://www.the- biz.com.au/trends-in-music-industry.htm
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