Pitch to Aftermath Entertainment

1. Aftermath Entertainment is a record label founded by African American Hip Hop artist, Dr. Dre, former member of NWA and acclaimed music producer. The label is a subsidiary of Interscope Records, a label that operates as one third of Universal Music Group, and is also distributed through Interscope. It’s ethos centres on “quality over quantity”, aiming to release low numbers of high-profile products from it’s small roster of artists. Previous acts have included Hip Hop heavyweights such as Busta Rhymes, Raekwon, Rakim, Game and Eve. The current roster houses Eminem, Dre himself, Jon Connor, 50 Cent and Kendrick Lamar. Measures of success run high within the label, with 15 of it’s 19 releases having been certified platinum by the RIAA. Notable releases include: 2001 (Dr. Dre) Released: November 16, 1999 The Marshall Mathers LP (Eminem) Released: May 23, 2000 Get Rich or Die Tryin’ (50 Cent) Released: February 6, 2003 The Documentary (Game) Released: January 18, 2005 Good Kid m.A.A.d City (Kendrick Lamar) Released: October 22, 2012

2. Here we can see both Riley and Kendrick Lamar resisting the camera’s gaze in typical Hip Hop fashion, portraying deep thought and troubles within the artists sub-conscious. Internal conflict and a focus on the introspective are major qualities of contemporary Hip Hop artists, as they pave the way for lyricism and tackling the social issues of the modern day. Both of these qualities are found within these artist’s music. Riley wears the sophisticated, yet urbanised attire, and unusual, yet accessible hairstyles reminiscent of Aftermath artists Kendrick Lamar, Dr Dre, and other popular, competing rap artists such as Danny Brown. This appeals to the psychographics of a wider target audience, with the social grades ranging from E-B, rather than the limited E-C2 that wearing strictly urban clothing would allow. This could potentially impact sales in a positive way, as a huge portion of music consumption in the entertainment industry falls under the middle class bracket. This is how artists like Kendrick Lamar and Eminem are capable of releasing non-mainstream music while still managing to reach peak chart positions and a mass mainstream audience. The neutral, domestic or often highly stylised setting is often utilised by Hip Hop artists to relate to a mass audience. Kendrick Lamar’s charcoal grey background associates itself with no set class or demographic, generating a neutrality which appeals to everybody. Similarly, Riley’s stylised country road setting finds itself no distinct relation to any class, appealing to a larger audience, and also subverting genre expectations A rural setting is also explored in the music video of “Don’t Kill My Vibe” by Kendrick Lamar, to the same effect. Why is the artist “Riley” suited to Aftermath?

3. The music video for Riley’s lead single, “Malcolm Middle”, will be a largely conceptual piece. Aiming squarely for Aftermath’s core audience of avid Rap listeners, the stylish shot types, complex editing techniques and a narrative with inherent depth are all factors that will compliment the level of lyricism and skill Riley handles within the song. Focusing not only on elements of Riley’s life growing up, such as the rural setting, it also explores inner conflicts and vices he faces, such as the scene at night on the country road, featuring Riley’s ignorant alter ego “Black Chalk”. Aftermath artists Eminem and Kendrick Lamar both show the duality of alter egos in their music, but Riley will be the first to capitalise on it, drawing in both artist’s respective audiences and reaching out to a broader one with it’s focus on a trait that adds depth to his character and persona. The contrast between an urban and rural setting within the video is also conventional of contemporary rap artists. It has been utilised by rising rap group Flatbush Zombies in the music video for lead single “Death”, Eminem’s use of country western style instrumentals in his new album MMLP2, and Kendrick Lamar within the country hills in the music video for “Don’t Kill My Vibe”. It connects to a wider audience than merely the inner city dwelling E-C2 social grade bracket rap music typically targets.

4. These stills from popular rap videos today draw comparisons to Riley’s music video. The country, rural setting of “Don’t Kill My Vibe” connotes similar themes of isolation, solitude and introspection seen in Malcolm Middle. The use of a high angle on the country road makes Riley seem small in comparison to the wide open spaces of Fenland, mirroring the wide shot of Kendrick Lamar in a field. The imagery of the dilapidated car park scene in Malcolm Middle draws influence from 95 Til’ Infinity by Joey Bada$$. This conventionally urban environment glorifies typical rap sensibilities, exaggerated further by the lack of narrative in these scenes and heavily stylised costume, signified through the rope chain with lyric notepad attached to it. Prolific rappers often make a spectacle of the conventions of Hip Hop music, in order to capture the cartoonish personas they often portray in their music, sometimes mocking the competition. Aftermath, being the heavily competitive label it is, ensures that it’s artists are top notch, and many of them use these elements, such as Eminem and Kendrick Lamar, both technically proficient in the art of rap.

5. Demographics Psychographics Social Grade Age bracket: 15-25 years of age. Gender: Male Ethnicity: African American Hobbies and interests: Afro American-centric sports like baseball, basketball and American football, Hip Hop and other Afro-centric music, black politics and urban news. E-B Primary Target Audience

6. Summarily, I have confidence that Malcolm Middle will be a successful music video for Riley and ultimately, Aftermath Entertainment. The forward thinking, narrative driven and conceptual ambition of the video suits the similarly unusual, out of the box style that Aftermath artists have conveyed in their projects. Riley’s ability to touch the masses through relevant and wide-ranging song topics while still keeping true to the roots of Hip Hop both proficiency wise and technically makes him a hugely diverse threat in the current music market. His young age and mixed race ethnicity make him readily accessible to a young audience and both the core, inner city dwelling African American audience and also the suburban Caucasian community, giving him crossover appeal. Malcolm middle - Riley