The Sudanese-born/Australian rapper Bangs isn't shy about his intentions. The titles of his two hit singles, "Take U To Da Movies" and "Meet Me On Facebook" tell his audience that, well, he wants to take them to the movies and chat with them on facebook. As evidenced in his music videos below, his lackluster lyrics and subpar video effect skills don't combine to make a rapper that you would expect to have just received a record deal in Australia! Now I am in no way trying to cut Bangs down as a person, as I'm glad he is following his dreams and working to create his own success. My belief is that his musical ability is lacking in terms of what a record label should be willing to invest their money with the hopes of future success. Is Bangs the one to blame for garnering this record deal, or is he just another example of the changing strategies withing the music industry?
We talked in class about how Chapter 4 of the textbook describes the way in which movie producers and record executives rely on their biggest stars to create successful hits. This book was written in 2003, however, before the arrival of Youtube, which has made it simple for anyone with a videocamera to upload a video of their talents (however poor they may be) to the web. If a video gets a lot of hits and views, its appeal can reach across all corners of the globe and make that person an instant celebrity. In Bangs' case, as well as others, a record company believed that the broad "success" of the Youtube video would equate to monetary success with the help of a record contract.
This example is a true representation about the way in which media industries have focused on capitalizing on current success as opposed to building up artists for prolonged careers. Just about anyone can get a record deal because these corporations want the immediate capital gains from an artist that may have a million views on Youtube or 10,000 fans on Facebook, but lacks the true talent or staying power they need to be successful a year from now. D4L had girls shaking their laffy taffy and the Shop Boyz partied like rockstars. What do they have in common? They both lasted about 15 minutes and nobody knows who they are anymore.
It will be interesting to see how, with the continuous influence of social media, media industries will act towards their investments in artists. Will they continue to promote artists that might sell at a high level for a short period of time, or will they revert back to strategies that create and build future stars?