Our topic is about political marketing. However, we have decided to narrow down our research and topic to stay within the limits of music, more importantly the genre of rap music. We have looked into how rap music and its many different representations has given the world of rap its own separate personalities and characteristics of marketing and how over time this has changed in style. Between mainstream and independent rappers, to radio play and the bias behind it. We unravel the reasons as to why some artists get exposure more than others. We look into the evolution of rap and how different forms of rap have changed in coordination with different trends. Rap music has changed from the cardboard graffiti days of the 80’s to the club and rim spinning rap music of today. Furthermore, we examine the impact of race in rap music and what affects this has had on society and the how this has affected the ways in which rap music is marketed. What politics become the forefront of rap music when we dissect the inner issues of race and the transformation of rap music? Use the example of Kendrick Lamar losing to Macklemore for both best album and best new artist. Both artists have very different political messages, so why was one favored over the other? Its important to compare and contrast the changes and why these changes have occurred. This is significant because a lot of times, most of us overlook the reasons in the evolution of rap.
We identify that there are mainstream “big wig” record labels, and then there are the independent labels who disregard the need for flashy limelight exposure. But, there are similarities and differences in how these two operate and what forms of political marketing they use. Different labels use different tactics, but we narrow it down to two separate artists. We take a rap artist from a major label and an artist from an independent label and compare the differences in the two’s political marketing strategies. Sometimes the level of label connection and contract can give the artist an immediate opinion from the public on that particular artist, and we see the birth of their contrasting political personalities that grow out of their record label status. Equally, the similarities tie in the universal marketing strategies of the rap music for both of them. And finally, the mainstream radio filter out certain styles of rap music. Why is this? There are rap artists with various political messages in their songs, so we want to find out why those are filtered out the way they are. What constitutes playing a song from a particular artist on the radio, but keeping another popular song from the same artist off of the radio waves? In our case studies we reveal theories and reasons that explain our topic into greater detail.