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

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?

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.

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.

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

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