Bling Bling Bling

— FIVE YEARS CONSPICUOUS CONSUMPTION IN AMERICAN POP MUSIC
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UNIVERSITY AWARD
IN PUBLISHING
2019
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ANNUAL
​AWARDS
​2020
CRAZY WORLD OF THE NEW RICH OR MUSIC MARKETING?
​A lyrical analysis from the years 2013 — 2017 explains the 21st. century phenomenon with lyrical interpretations in a flat and dreamy poster series.
​A surge in brand representation since the infamous bling-bling years of the 2000s show that the music Industry, still remains to be an industry. Name dropping in musical content is here for the long haul, receiving positive responses from target groups. Bling Bling Bling examines if the actions in an artists lyrics actually reflect reality, or if it is a part of their brand image. Often, contradictions are mirrored and insecurities about new found wealth are uncovered. ​
​Music and its influence on language becomes a collective memory as well as an individual one. Perceptions of celebrity, success, and a luxurious brandname lifestyle populate around 1/2 of the American Billboard Hot 100.  Luxury dominates our pop culture, creating new ways to use language to tell stories through slang, setting, and tone.

Problems with Bling-Bling

The music industry and their portrayal of hip-hop culture is demeaning and vulgar for many — not only for women, but artists, African Americans, and the lower class. The world does not need another book about diamond grills, necklaces, or celebration of  "making it" (whatever "it" may be). Reevaluation of our understanding of wealth and a search for new visual languages for bling-bling is called for.​
Inspired by Las Vegas, the display windows of New York City, and the dazzling Nashville music scene.
Before data collection I conducted ­research in 3 ­American cities, asking people about their ­fasination with pop culture, bling bling, and their thoughts on luxury consumption.

Reasons for consumption vary, but are heavily influenced by identity, ­belonging, and aspiration. Reflection and recycling of high and low ­culture influence both ­classes. The idea of ­value is symbolic more than monetary, which is why ­authenticitiy always ­remains in question and depends on context.
“I wear this necklace because my friends call me ­Lil’ Paree. It’s not real gold, but it’s my favorite.”
— Lil’ Paree, Nashville Tennessee
“The tattoo is a conversation starter, and it helps with my job. These diamonds are real, but I am not too worried about wearing them.”
— Body Guard, Las Vegas Nevada
“Bling is weird. Function always beats fashion, in my little opinion.”
— Aaron James Draplin, Draplin Design Co.
“Working in neon, you understand how high and low culture influence each other better than most. Neon is root­ed in the recycling of aesthetics between both cultures.”
— Wayne Heller, Lite Brite Neon Studios
“The difference is how big the logo is. The more ‘newly’ rich someone is, the tendency that they will want a larger logo is very high.”
— Chopard Representative, Pforzheim
When Lyrics Carry Impact
Tying all of these impulses with a lyrical analysis was not exactly an easy task. Fortunately, I was not the only one conducting research on the music industry. Branding recognition tips came from Storm Gloor, Professor of Music Marketing at Colorado University, in his thesis "Songs as Branding Platforms, A Historical Analysis of People, Places, and Products in Pop Music Lyrics".

Once I knew what to look for, I examined luxury brand references and wealth storytelling between the years 2013 — 2017. The data set revealed that almost half of the brands mentioned were luxury brands. While most were hip-hop, it was also found in other music genres on the Billboard Chart list. 
Can presenting affluence bring more wealth?

It may. The lines between reality and 21st. century marketing warp as influencers, wealth visuals, and profit margins grow.​
Statistical information in the back of the catalog explain how 25 songs were selected. It displays a snap shot between technological advancement and the impacts of consumption in our lives.
Luxury is celebrated in the same way for centuries. What is new and dangerous about bling-bling is the corporate presence and a predetermined set of dreams and values that profit an existing status quo.

Listening to Objects

There was an audio concept created with Tommy Boy Faruk in the conception of this catalog collection. The auto concept combined selected songs with commercials or press releases to convey the overall message. A one pager was created to display the remixes. It was shown at the Bachelor Exhibition at the University of Applied Sciences in Mainz.

selected Posters
On sale.
​Bling Bling Bling was completed at the Hochschule Mainz in January, 2018 under the supervision of Prof. Dr. Isabelle Naegle. The theory and beginning processes of this work were also supervised from Prof. Bergerhausen and Prof. Dr. Petra Eisele.