Bashy- Kidulthood to

Adulthood

http://www.youtube.com/watch?v=

0k8naOsMHNM

To promote the music release The song that I have chosen is Bashy – Kidulthood to Adulthood. There is a official video for the song however the song was the theme tune to

film Adulthood released in 2008.

This mainly contributed to the release of the song and creates promotion for the song through trailers.

This promotes the song by;

• Raising awareness

• Appealing to a range of people generating a larger market

• Allowing business tie-ins

• Introduces the artist to new people that may not know about him already or have not taken the time to listen to his music.

The trailer has played a large impact on the promotion of this music release. This was available on YouTube, TV adverts and websites which made the song itself more known leading people to possibly be aware of the music video and to view the music video.

During interviews as seen below Bashy himself promoted his music release. Bashy talks to Amy K about his music and his contribution he paid to the kidulthood film. He talks about the big impact it has had on him as an artist and the way in which it has helped him be noticed musically. We find out about his life and that he previously attended Brit school which attracts people to like him as a person and not only a artist.

http://www.youtube.com/watch?v=thMKqXxREIg

Other ways in which promotion can be done is through:

• Amazon

• Streaming sites

• Hmv

• Pirate base - illegal

Create a music representation of

the artist During the ‘Kidult hood to Adulthood’ video Bashy is represented as a violent, troubled person. This is

shown though his body language during shots and the lyrics of the song. He is rapping about the problems in society that people, mainly young adults are facing. This is based on the area he lived in. He does this by showing he use to be a part of the problems in society e.g. His hood.

The film ‘Adulthood’ is about a boy called Sam Peel who is released from jail for killing another boy. Once being released he is faced by violence, threats and the struggle to get back on his feet whilst trying to become an adult. He is faced by people seeking revenge on him. This is shown throughout the film through violent scenes and this is also shown through Bashy’s ‘Kidulthood to Adulthood’ theme track . This film represents Bashy to be a artist who is aware of the gang culture, violence and the revenge that people seem to seek. This shows him to be a thick skinned person with the experience of struggling in a gang environment. He appears to have taken his experiences and created it into a song including the lessons he has learned on the route to become an adult. This is demonstrated through his lyrics.

Bashy is not only represented though his ‘Kidulthood to Adulthood’ music video but also through other music videos he has created. The main thing that allows us to make a representation of him is the lyrics in his songs, the way he looks and the way he acts outside his videos.

Another music video Bashy has been represented through is ‘Ransom’. During this video he is kidnapped and his kidnappers ask his friend for ransom. This shows us a different venerable side of the artist in contrast to his ‘Kidulthood to Adulthood’ video which is more violent and he is aware of what is happening. He seems to have the situation under control whereas in this video he does not. We are again shown a possible situations he has faced however, he has been the main victim during this one. This music video also includes violent graphic scenes inflicted on him.

To extend the playability of a song and

to provide additional income from a song The playability of the song

Kidulthood to Adulthood has increased over time due to the film and it being frequently played on TV or it being accessible on website. Playability can also increase due to factors like the artist performing the song at concerts, lyrics sites and trailers.

The graph below which I found on YouTube states that the video became more popular between 2010 and 2011 which could be due to any of the above factors.

To create synergy (Business tie-

ins) with other media sectors • Bashy has created a song which is the theme tune to the film ‘Kidulthood to

Adulthood’. This has successfully allowed him to create business tie-ins between the music, film and TV sector. He has firstly created a song which represents his music ability however; this has been used in a film. This increases awareness for both himself and the film. Other positive aspect to this include the film being made into a DVD later or the film being shown on TV which increases publicity for both industries. The positive aspect of business tie-ins are, audience may only be interested in one sector however; this allows them to be introduced to another one on a familiar note. The positive aspects to this are, more money is able to be generated through a larger market and both sectors are presented to the market together. As Bashy’s music becomes popular it will be available on a broader range of sources including YouTube, Im1, Lyrics websites and various TV channels including free ones. This allows the audience to find Bashy’s music quicker and cheaper. As Bashy has created a music video including scenes from the film Kidulthood to Adulthood, he has directly associated himself and his music with the film causing him to be linked with the film sector. A negative aspect of a business tie in is an artist may not receive as much money as they should for creating a piece of music for the film. They may be paid a set amount at the start of a film however, as the film becomes more successful than expected the film sector will receive more money than intended and the artist will loose out.

Artists website • Artist website are official websites which contain information about the artists

and other information that is important. All music by the artist will be presented

here and will allows all the information from the artist to be in one place making

it easier for the audience to access.

A positive aspect of artist

websites for Bashy includes;

•He is able to sell other

relative products through this

which will promote his brand

allowing fans to be more

involved in the promotion.

•The most recent updates

regarding Bashy are put up on

the website.

•Bashy is able to sell concert

tickets on the website.

•Update new music releases

•Bashy’s artist website will

generating more business for

himself and his brand.

Disadvantages of official websites are, people tend to use sites like YouTube to access music instead of the artist website

itself.

As sharing can often be blocked on artists sites, fans tend to use illegal websites to gain what they cant on the artist

website. This losses the artist and their company money and often their reputation is at stack as illegal/ fake sites may

provide incorrect information.

Mainstream TV

• Mainstream TV is designed for a range of music genres and is easily accessible. This attracts a range of audience with different interests and from various age ranges. This is a positive effect for Bashy as although his music is about young adults and most probably only attracts the younger generation, he is able to market himself to a different audience and increase publicity. An example of main stream TV associating with music is the famous TV show 'Top of the pops'. Although this show no longer comes on every weekend as it use to, Bashy is fortunately made a part of mainstream TV as the film ‘kidulthood to Adulthood’ is played on their yearly.

A positive aspect of mainstream TV is

• It is free therefore the audience are encourages to watch it and this is likely to benefit Bashy’s awareness.

• Some mainstream channels already have viewers which could form a ready made large audience of different, more mature ages.

• Mainstream TV is usually shown to a range of audience which opens market and publicity for the artist to new potential fans which could increase business overall.

Download An example of a legal download site is iTunes and an example of an illegal download site isBeemp3. Downloads are available for people as it

provides a permanent property to the audience\buyers. This can be done by websites and this is available for computers, mobile telephones and other electrical devices.

This is an image of one legal and one illegal music download website that provides Bashy’s song ‘Kidulthood to Adulthood’.

A positive aspect of Downloads for Bashy is

• It is free and easy to access for the audience.

• This helps him become more noticed and creates publicity.

• This technique can lead to a chart for downloads which will allow the most downloaded music to be given a title.

The negative aspects for downloads is

• Often illegal websites can display music that artists have created and loss them money. These websites can cause viruses for downloader's and a loss of money if they have paid for it.

• The quality of the music may not be up to the standard they have paid for.

• Illegal site downloads loss artists money as generally you are meant to pay for downloads. This can lead to court cases which most of the time never achieve their aims in stopping illegal website downloads.

Beemp3

Illegal Cost of

song: Free

iTunes

Legal Cost of

song:£0.99

Streaming sites

• And example of a streaming website is mega video. Here, you are able to watch videos that are not available to everyone yet e.g. Films that haven't been released out of the cinema yet. Streaming sites are websites which allow an audience to listen to music by a range of artist both well known and unknown. A example of a site that provides this feature is MySpace. Bashy has his own individual Myspace which allows him to share music and engage his audience. They are able to comment and talk to Bashy if he chooses to reply which brings a relationship between the audience and the artist.

Direct CD/specials

• Direct CD's and specials are created by artists to generate more revenue and a broader market for their music. An example of someone who has done this is Beyonce. He special CD is called 'Elements of 4'. This will allow the audience to feel more attached and connected to the artist as they are in possession of something they can keep forever.

• Unfortunately, Bashy has not created a special

although he has created a CD. This is sold online and in music stores. This is a positive aspect as it brings in more income and allows the audience to be closer to the artist they love.

Music Channels

• Music channels are TV channels that are dedicated to the music

sector. They have the focus of playing music videos and other music

related programmes. There are various music channels available for

specific genres e.g.. Channel aka specialises in Grime and R&B. As

Bashy is a grime artist his music is most likely to be played on

Chanel aka as the appropriate market view this. He may also be

avaliable on other music channels like MTV or Starz.