institutional context
- 1. INSTITUTIONAL CONTEXT UNIVERSAL - The largest conglomerate out of the ‘big 4’. - Responsible for 30% of the music sales. - Based in America with offices based worldwide. - A conglomerate owned by ‘vivendi’ which is a larger conglomerate. DEF JAM RECORDINGS - Founded in 1984, Def Jam Recordings has represented the cutting-edge in hip-hop music for almost 30 years. - Def Jam began as a maverick independent label inspired by downtown New York City’s vibrant street culture and the emerging sound of hip-hop, pioneered by iconic stars like LL Cool J, Slick Rick, The Beastie Boys and Public Enemy. - Def Jam established its dominance with superstar acts like Jay-Z, DMX, Ja Rule, Method Man & Redman, Ludacris, Rihanna, Jeezy, and the inimitable Kanye West. - Def Jam’s music and lifestyle has grown into a global brand surround a diverse agenda of marquee and emerging stars like West, Justin Bieber, Alessia Cara, Logic, Pusha T, Jadakiss, Vince Staples, Jeremih, Big Sean, YG, 2 Chainz, Dave East, and Jhene Aiko, among others. - Def Jam has reaffirmed its passion for and commitment to hip-hop culture, and has expanded its global brand reach to become the most-followed major label on all major social media platforms. WHY IS DEF JAM REORDINGS A SUITABLE RECORD LABEL FOR MY ARTIST? - My artist relates to this record label because r&b genre expresses street culture and artists such as Rihanna and Big Sean have similar ideologies which my Artist will reflect. Def Jam is a major social media influenced record label so therefore it will globally reach the target audience and social media is a huge influencer so it will link to how my artist reflects the change in media and music. Social media is used significantly in the industry as it is a free platform in which to promote the brand identity as evident with films we’ve studied such as Straight Outta Compton and I, Daniel Blake.