AUDIENCE RESEARCH

Vesa Krasniqi

ORIGINS OF SOUL MUSIC

Soul music originated in the United States in the 1950s and early 1960s. It combined elements of African American Gospel music, rhythm and blues, and often jazz.

1950s
Roots are from traditional African-American gospel music and rhythm and blues. The term 'soul' in African-American parlance has connotations of AfricanAmerican pride and culture. The lyrics and instrumental are a mixture of religious and secular (non-religious) styles According to a source from Wikipedia, "Soul music was the result of the urbanization and commercialization of rhythm and blues in the '60s. Important innovators of soul music in the 1950s: Clyde McPhatter, Hank Ballard, Etta James, Ray Charles, Little Richard, Fats Domino, James Brown, Sam Cooke,Jackie Wilson.

http://www.youtube.com/watch?v=G30y4j8clY4&safe=active http://www.youtube.com/watch?v=j44lQRWk8fI http://www.youtube.com/watch?v=R_xQIlg2cFE

 Solomon Burke, Ben E. King ,Aretha Franklin were key people who

1960s

boost the soul music industry US African-American music charts in the 1960s, and many recordings crossed over into the pop charts in the US. The genre also became highly popular in the UK, where many leading acts toured in the late 1960s. "Soul" became an umbrella term, used to describe an increasingly wide variety of R&B-based music styles from the dance and pop-oriented acts at Motown Records in Detroit, such as The Temptations, Marvin Gaye and Stevie Wonder, to "deep soul" performers such as Percy Sledge and James Carr. Different regions and cities within the US, including New York City, Detroit, Chicago, Memphis, New Orleans, Philadelphia, and Muscle Shoals, Alabama (the home of FAME Studios and Muscle Shoals Sound Studios) became noted for different sub-genres of the music and recording styles.

FASHION
How it started

http://www.souldecision.com/hip-hop-fashion.html http://www.souldecision.com/streetwear.html http://www.souldecision.com/clubwear.html

Mood Board

FASHION
Modern

Mood Board

COMMUNITIES
Key Scenes for the Music

 New York, concrete jungle where dreams are made of Alicia Keys

Different regions and cities within the U.S., including New York City, Detroit, Chicago, Memphis, New Orleans, Philadelphia, and Muscle Shoals, Alabama (the home of FAME Studios and Muscle Shoals Sound Studios) became noted for different sub-genres of the music and recording styles. http://en.wikipedia.org/wiki/Soul_music

COMMUNITIES
How Fans Communicate

Places to Go
Muscle Shoals is a city in Alabama which has a famous recording studio in which : Aretha Franklin, Wilson Pickett and Otis Redding, Bob Dylan, Paul Simon, the Rolling Stones etc were associated with (soul musicians). Many people go to visit this famous studio.

New Orleans have many public events and gigs that are based around soul music- where people can actually come and interact with each other and listen and appreciate artists that perform in that genre they enjoy.

Social Media
Then there is of course social

media. Many fans often interact with social media. One being twitter, they can follow their favourite musicians, post videos of them, talk about them. They can also find other fans by just typing in key words or hash tags as Ive done on my screen shot. By just typing soul music, I was able to find a video that people who have used that hash tag , recommendations for songs, comments on a performance that person has seen. Fans also follow each other and often bond and have this connection as they are into the same music. There are also Facebook pages set up. (examples on next slide)

TV AND FILM

These are a few films based around soul music and their soundtracks included soul music. Beyonce and Mariah Carey are both practitioners of the soul music genre . They act in these movies but they also have songs in the soul genre as part of their music. In the film Dreamgirls and Sparkle the young women are seen to face many struggles but they are strong willed and powerful and get through it. There is sense of female power in soul music. They are mostly of african decent.

RADIO AND TV STATIONS

 These are the most listened

to radio stations that include soul music. They arent marketed that widely but if you type into google radio stations for soul music a wide variety of choice comes up. With different sub-genres that suit what the person is looking for. My target audience prefers a more R&B and Soul fuse so I would recommend them to listen to these two.

CLUB NIGHTS & GIGS

 Key and

local club nights that play soul music.

There isnt any massive marketing strategies with The Jazz Cafe and Koko but their location is in the centre of Camden. This is in itself is a massive bonus as Camden is a very popular place and my target audience are mostly from Camden and they pass these venues everyday. As my target audience are really local they are a form of marketing because they talk amongst themselves within large groups about the latest concerts or shows and this spreads.

MAGAZINES & FANZINES

 During my research, I realised that soul music hasnt got any

specific fan sites or any specific magazines dedicated to this genre. I decided my genre would be soul fused with a little R&B in order to make it more modern and suit my younger target audience. I found a website that had this genre and you could find out about new artists and new songs due to interviews they do. It also had information on new song releases. http://www.artistdirect.com/music/r-bsoul/878

ACTIVITIES & LIFESTYLE

 This genre is about having a message. It usually is about

love and life. The lyrics have meaning and its not just about having fun and getting drunk and living an easy life, there are deep lyrics related to it. These could be inspirational, touching, or uplifting or about heartbreak.
When we met, always knew I would feel the magic for you- Caught Up In The Rapture
People keep talking they can say what they like But all I know is everything's going to be -No One alright

I'm Gonna Make A Change, For Once In My Life It's Gonna Feel Real Good, Gonna Make A Difference Gonna Make It Right . . .

And I... will always love you

-Man In The Mirror -I Will Always Love You

I didn't mean it when I said I didn't love you so I should've held on tight, I never should've let you go I didn't know nothing, I was stupid, I was foolish I was lying to myself -We Belong Together

TECHNOLOGIES

 Soul music was mostly about the voice and when it first

became popular they would use live instruments. However there is a song by Anita Baker- CAUGHT UP IN THE RAPTURE. It is a classic song within the soul genre and it was recently covered by a young artist named JoJo and she added a more R&B feel by using music technology to add beats and non-diegetic sound such as a bell ringing. However the voice is still the main thing that catches your attention and there isnt a lot going on in the background in order to allow us to focus on her voice.