How Has German Gangsta-Rapper "Kollegah" Used Digital Media for Self-Marketing?

Press/Media

For music artists, the marketing possibilities of digital media have opened up new opportunities independent from the major music industry. MICHAEL AHLERS has examined this process using the German Gangsta rapper Kollegah as example. As Ahlers describes in this video, his research team conducted an interdisciplinary two-part study in focusing on Kollegah’s skill set and knowledge in one part and in the other one on the reaction of the media to Kollegah. They established diverse strategies that make the rapper both successful and controversial in his genre but also in mainstream media. This study is the first proof of concept of the success of musical self-marketing. Conducted in 2017, the results of the study don't take into account the events in the aftermath of the 2018 German Music Award "Echo".

References

TitleHow Has German Gangsta-Rapper "Kollegah" Used Digital Media for Self-Marketing?
Degree of recognitionInternational
Media name/outletWebvideo
Media typeWeb
Country/TerritoryGermany
Date12.02.18
DescriptionVideo on Latest Thinking
Producer/AuthorMichael Ahlers
URLhttps://doi.org/10.21036/LTPUB10603
PersonsMichael Ahlers

Description

For music artists, the marketing possibilities of digital media have opened up new opportunities independent from the major music industry. MICHAEL AHLERS has examined this process using the German Gangsta rapper Kollegah as example. As Ahlers describes in this video, his research team conducted an interdisciplinary two-part study in focusing on Kollegah’s skill set and knowledge in one part and in the other one on the reaction of the media to Kollegah. They established diverse strategies that make the rapper both successful and controversial in his genre but also in mainstream media. This study is the first proof of concept of the success of musical self-marketing. Conducted in 2017, the results of the study don't take into account the events in the aftermath of the 2018 German Music Award "Echo".

Period12.02.2018
View graph of relations

Recently viewed

Researchers

  1. Maik Walpuski

Publications

  1. Enhanced reservoir operation as an instrument for supporting water stress mitigation: the Italian case study.
  2. A mobile application for panic disorder and agoraphobia
  3. The role of media for consumers' inflation expectation formation
  4. Qualitätssicherung von Brennstoffzellen
  5. Der syphilitische Leib des Souveräns
  6. The Non-Ratification Scenario: Legal and Practical Responses to Mixed Treaty Rejection by Member States
  7. Jugend und Nachhaltigkeit
  8. Irreversibility and uncertainty cause an intergenerational equity-efficiency trade-off
  9. Shifting alliances: The radicalization of Sweden's mainstream right and implications for (social) democracy
  10. Agricultural Water Quality Control System Methods
  11. Perverse Bienen
  12. Behind Videoconferencing Fatigue at Work
  13. Single versus double materiality of corporate sustainability reporting
  14. IM OSTEN GEHT DIE SONNE AUF
  15. Independent decisions are fictional from a psychological perspective
  16. The politics of taxation in the European Union
  17. THE OCTOBER-REVOLUTION AS CYCLICAL SYSTEM TRANSFORMATION
  18. Climate Sceptics or Climate Nationalists? Understanding and Explaining Populist Radical Right Parties’ Positions towards Climate Change (1990–2022)
  19. Environmental Management Accounting for Cleaner Production: The Case of a Philippine Rice Mill
  20. Climate Change Litigation
  21. Controlling invasive plant species in ecological restoration
  22. Handbook of Research on Entrepreneurship in Professional Services
  23. Ärztliche Dienstleistung
  24. The Curator as Arts Administrator ?
  25. Die Privatisierung des Politischen bei Carl Schmitt
  26. Management in times of crisis
  27. Analysis, distribution and fate of PAH, polar PAHand NSO-heterocyclics in the aquifer of tar-contaminated sites
  28. Jenseits von Rente und Vollbeschäftigung
  29. Überlegungen zur analytischen Fallbeschreibung in der Sozialarbeit
  30. La matematizzazione dei plena