Advisory report, Lapsus 25 mei 2012 - Marlies van Hooijdonk › 2013 › 06 › advisor… ·...

Advisory report, Lapsus 25 mei 2012

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Inhoudsopgave 1. Introduction ................................................................................................................................. - 3 -

2. Internal analysis ........................................................................................................................... - 4 -

3. Objectives .................................................................................................................................... - 5 -

Short-term ....................................................................................................................................... - 5 -

Long-term ........................................................................................................................................ - 5 -

4. Target group ................................................................................................................................ - 5 -

Moodboard target group ................................................................................................................ - 6 -

Customary figure ............................................................................................................................. - 7 -

5. Image research ............................................................................................................................ - 8 -

Sound, values and the future .......................................................................................................... - 8 -

6. External research ....................................................................................................................... - 10 -

Social changes ............................................................................................................................... - 10 -

Competition ................................................................................................................................... - 10 -

Demographic, technological, political, trends and issues ............................................................. - 11 -

7. SWOT analysis ........................................................................................................................... - 14 -

8. Advice based on the analyses .................................................................................................... - 15 -

9. Strategy ..................................................................................................................................... - 16 -

10. Concept Videoclip .................................................................................................................. - 17 -

Introduction ................................................................................................................................... - 17 -

The story ........................................................................................................................................ - 17 -

Script: Clip - Serieus niks ................................................................................................................ - 17 -

11. Communication Tools ............................................................................................................ - 21 -

12. Budget ................................................................................................................................... - 22 -

13. Planning ................................................................................................................................. - 22 -

14. Postscript ............................................................................................................................... - 23 -

15. Bibliografie............................................................................................................................. - 24 -

16. Attachments .......................................................................................................................... - 25 -

Image research among Fontys students ....................................................................................... - 25 -


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1. Introduction This plan has been prepared by five students of the education Academy for creative industries. Two

times per year a project week take place called The special program week. This is a 5 day experience

for the third and fourth year. This semester we write an advisory report and shoot a video clip for a

self-chosen artist.

Rapper Lapsus is the artist we have chosen to do the assignment for. Lapsus (real name Ramon

Franken) was born and raised in Waalre and is 20 years old. As a starting artist he is still reaching for

his own identity. In this advisory plan we give Lapsus an advice on how he can improve himself to

become the artists he wants to be.

Current situation

Lapsus is a starting artist who doesn’t know really what he wants. He is trying different styles of rap

and beats.

Desired situation

To have a clear identity. He is aware of his strengths and weaknesses and is able to take advantage of

that, so he can be a great artist.

After completing this report Lapsus is able to determine how to proceed the next years in order to

grow as an artist. By following the steps Lapsus will come up eventually with a clear identity and is

able to earn a living out of it.


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2. Internal analysis Lapsus was born and raised in Heeze. As a starting artist Lapsus is still developing his own sound and

style. Together with producer The Roxx he produces songs. His lyrics can be described as narrative

and gives people something to think about. Because he is a starting artist, Lapsus will begin a study at

the Rock Academy in Tilburg from September.

The Rock Academy

Because the Rockacademy in Tilburg was part of Fontys Hogescholen since September 1999, ‘Fontys

Hogeschool voor de Kunsten’ was the first higher vocational education in the field of popmusic. Every

year the Rockacademy welcomes a new generation which grew up with his own music and modern

technologies and new ideas about the future. (Fontys Hogeschool voor de Kunsten)

The goal of Lapsus is to develop himself as an artist so he can improve his performance and learn

more about world of music and entertainment.

Type of social platforms that Lapsus use

Lapsus makes use of one online platform called SoundCloud. SoundCloud is an audio platform that

enables anyone to upload, record, promote and share their originally-created sounds across the

internet, in a simple, accessible and feature-rich way. (SoundCloud)

For the last couple of years Lapsus has posted several songs on this website. For him this is also a

learning process. By listening critical to his own songs he improves himself.

Nowadays it is easy to bring music into the world. Lapsus deliberately chooses to work with

Soundcloud only. The lack of materials and personal style keeps him from using other social

platforms like Facebook, Twitter and an own Youtube channel. After developing and creating his own

style he would like to introduce himself on the (online) music market. At that point a website and

social networks will be created. He does have profiles on Facebook and Hyves under his birth name,

Ramon Franken, and uses Lapsus as subname on Twitter. He isn’t using them that much or effective

for his music and later on he should separate the accounts by artist name or birth name.

A few years ago he posted a couple of messages on his blog. They were mostly about his life and

music preferences and he was getting around 30 reactions on them.

Management

Lapsus isn’t under contract of a record company and arranges his gigs and performance by himself.

Momentarily he performs mainly at small and local events. His ultimate performance would be at the

013 in Tilburg. During the following years he would like to participates on projects like “De Grote Prijs

van Nederland” and a gig at the radio show “Lijn 5”.


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3. Objectives

Short-term goal for Lapsus as an artist:

Within five years Lapsus has developed his own style and sound as an artist by learning at the

Rockadacemy and performing with various artists.

Long-term goal for Lapsus as an artist:

In ten years Lapsus has gained awareness within his chosen genre and released his own album in

which he can ground as an artist among the top artists in the Netherlands so that he can make a

living out of it.

4. Target group

With his tracks Lapsus’ main goal is to make people think about life by listening to his lyrics. Because

he raps about personal and social issues he wants to reach higher educated people because the

younger ones wouldn’t understand his tracks.

So the target group we have estimated are young adults with an age between 18 and 30 years which

have a high education (at least higher vocational education) and with a feeling of language and text

structure. Also, because he has a southern accent and is still in an exploring phase, he is targeting

only people from the southern part of the Netherlands now.

DESTEP

Demografic:

Age: 18-30

Gender: Both male as female

Household: Students and starters

Origin: Brabants

Population: 85.945 higher educated students in Brabant

(Higher Vocational Education: 61.987 + Universitys: 23.960)

(CBS)

Economic:

Students and starters don’t have a high income yet so they don’t have a lot to spend. Some of them

already work and are achieving steady incomes.


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Social-cultural:

The target group enjoys going out and spending time and money on shopping for technical products

like smartphones, computers, Ipods, externals like clothes and make-up but also for events and

festivals.

They appreciate opinions from others and they feel the need prove themselves and establish their

reputation.

Technological:

As said a lot of the students and starters are interested in and use all kinds of modern technological

devices like phones and laptop. With those devices they have unlimited access to platforms to

upload and download content such as photo’s and music.

Because of this development the purchase of hardcopy CD’s is reducing and the (illegal) download is

increasing.

Ecological:

Students and starters are becoming more and more aware of the importance of sustainability but

because of their other priorities (like money) they don’t live that ‘green’.

Political:

In particular subjects the students and starters are interested in politics. For example the raise of

taxes and the cutting of study funds. Debates between young-adults and political people are

upcoming. But the majority is not daily devoted to politics in the Netherlands.

Moodboard target group


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Customary figure

This is Thomas. He is 20 years old and studies “Kunst en Cultuur Wetenschappen” at the university of Tilburg. His hobbies are fitness, soccer and chilling with his friends. Also he plays drums and provides the second voice in his band.

He loves all kinds of music and funky rap with a good beat has his preference. This because he finds a message of a song very important. It needs to tell something.

After finishing his education, he joint “Groen Links” because he finds social problems and business interesting and important. He has a clear opinion which he loves to share.

His favourite artist is Opgezwolle. Gers Pardoel is also inspiring, but only just before he became famous in the Netherlands. Spotify is a hotspot for Thomas. He loves to discover new bands and songs. With his band he plays own written songs. Radio 3FM is his favourite music station and he often watches BNN. He finds programmes like Next MC nice to watch.


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5. Image research As earlier said Ramon Franken is born in Heeze, Noord Brabant. He studied Industrial Engineering in

Eindhoven but he didn’t graduate. His artist name Lapsus arose spontaneously when he and his

friends each day choose a ‘word of the day’ because he likes to occupy himself with the art of

language. When one day the word ‘lapsus’ passed by, he wasn’t looking for an artist name. A few

months later he was, he instantly remember the word and liked it because it means error, mistake

and slip of the pen. It is funky and quite unknown but an official Dutch word.

He wanted to be different than the other rappers: “It is instantly different than Big G or Little Swag

and an eccentric name says much about an artist”.

Image

During a survey among a few students of Fontys many of the interviewees asked about his name

twice and were interested how he looked like because of his strange name.

Lapsus explains that it is also a way to make him less forgettable and surprising because: “if you

would only hear my name, I might as well could be a fat Indian. This way I’m not easy to

characterize.”

We wanted to test that by making the interviewees first listen to his song ( Serieus Niks) before

showing them his picture.

This is what they thought of Lapsus, based on the song:

- White

- Blond but with a cap

- Brabants (but wasn’t bothering them)

- Strong voice

- Funky beath

- One of them (the youngest, 19y) said Lapsus uses to little slang while the rest liked the fact that he

raps about other things than women, drugs and ‘the street life’. More detailed answers of the

interviewees can be found in the attachment.

Sound, values and the future Ramond called himself Lapsus about a year ago but is already rapping for 4 years, while writing songs for as long as he can remember. He is still trying to find his own sound so he tried dubstep, drum ’n’ bass, soul, etc. He also likes oldschool hiphop but thinks his voice doesn’t suite that style well enough. He would consider making some commercial music with a cool funky singer to explore. For example, he has contact with Gerard van Maasakkers to make a track together. Mainly to create awareness but also gain followers and possible fans to share and to interact with. He wants people to have to listen to his lyrics three of four times to really understand what he is rapping about. He wants depth in his lyrics and he wants people to give their own interpretation to it. He mentioned that it doesn’t matter how someone reads his lyrics because he can only learn from every other vision. He wants people to start thinking about the many things in life whether it is personally, socially or from any other source. He is still in his first phase of becoming an artist and therefore searching for his own true sound and style. He wants to find this by asking for feedback among professionals, friends and (potential) fans.

Lapsus states that people reach most in life by being open for all and everything. He finds his inspiration in every thinkable way but especially in his own surroundings. For example


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when he comes back from a night out, he is full of information and ideas. He memorizes many experiences, even when he is unaware of it.

In ten years he wants to have released his own album which is good enough to belong between the best rappers in Holland. He is measuring by his own strict .. and says that music is never good enough. There is always place for improvements. That is why he wants to go to the Rockacademie soon, keep on performing and work together with a lot of artist and a jazzband. To explore all genres untill he eventually feels that rush of finding his own unique sound!


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6. External research Hip-hop wasn't a big thing in the Netherlands until the 80's, in the early 80's Hip-hop crossed over from the United States. Rapping wasn't the main reason why people in the Netherlands liked Hip-hop, the main focus was on the graffiti and breakdance, what is a part Hip-hop culture. From 1985 people start to care more about rap within the Hip-hop scene, but still it's not the Dutch spoken rap that people listen to but the music from USA. In 1989 is the breakthrough for the Dutch rap, "Nederhop" is born, thanks to Osdorp Posse. A few years later more rap acts start to develop and set foot in the Dutch Hip-hop scene, they make songs in their native tongue as well as proper English. In a short period of time the first generation of Dutch rap acts were getting notice, artists like Extince, Def Rhymz, Postmen and Brainpower and a few years later came Opgezwolle. When this generation had set foot "Nederhop" had already became a part of the Dutch musicscene and wasn't about to make place. Every musicvenue in the Netherlands was booking rapacts to perform at their venue and also festivals like Pinkpop and Lowlands were booking these rapacts. These were festivals known for only rockacts. Recently in the Netherlands there a huge number of rap acts, and a growing number of places where they provide rap workshops. (Smoelwerk, 2011)

Social changes

From 2002 the new generation rap acts became a true hype in the Netherlands. Rap acts have become commercialized and popular. The Hip-hop and rap scene has become part of an urban culture and therefor Hip-hop can exist in every city. Rap is a way to express yourself, your problems, your joys and the pride of your city. So it is no surprise that Hip-hop is popular with the lower social environmental part of the society, not only to listen to but also to participate and practice. Now a day in the Netherlands Hip-hop and rap is used to create a connection between the youth, art and culture. Some examples are, the rapping secretary Donner, Brainpower even performed at the wedding party of Alexander and Maxima and all the recent commercials starring popular rappers. Educational institutions are also using rap to promote their instetutions. Recent years there has been a big demand for workshops in Hip-hop and rap, the demand is from the educational, health care- and art institutions. As already mentioned the Hip-hop and rap culture is still gaining popularity. (Popinstituut encylopedie) (Goossen, 1995)

Competition

Our artist Lapsus is a poetic rapper. His lyrics are his main focus. He doesn't rap about "money, bitches and bling bling" he cares about the environment and the human psyche. With his lyrics he wants to create a moment of doubt, make the listener think about the words that have just been said. With that said about the artist and his lyrical mindset, its hard to describe his competition. It's possible to say that every random rapper who is trying to become a well-known Dutch rapper is his competitor. It's impossible to say how many other rappers are in the same position as Lapsus. Because of the growing popularity of rap there are also a lot of people who participate in rapping or trying to become a well-known rapper. There have been no studies in how many rappers there are in the Netherlands. We can only assume that there is a growing number of rappers and that's because of the growing popularity of rap and urban culture.


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Demographic, technological, political, trends and issues Despite the growing popularity of Hip-hop nationwide, Hip-hop still doesn't have a nationwide stage. One stage, where every rap act can expose them selves. On the Internet there are a lot of websites that are Hip-hop centered. The biggest websites in the Netherlands for Hip-hop are; hiphopinjesmoel.nl, puna.nl, 101barz.nl en statemagazine.nl. Most of these websites put an agenda, information and news. Some have more features on there website. De Hip-hop Adviseuse has a blog (http://dehiphopadviseuse.wordpress.com) and they also have Yo! NL. Yo! NL is a project that allows rappers nationwide to come together and produce a mix tape. These rappers can already be famous, upcoming or just a nobody. The goal is to show the Dutch people that the Netherlands has a great quality of Hip-hop to offer. They also offer young producers the chance to shoot music videos for these hiphopmixtapes and placed hem on YouTube. This to explore their talents on different levels and create expertise. Offline, in reality, the Dutch Hip-hop scene has 2 big initiatives to offer. The first one “ De grote prijs van Nederland” is an example of the growing popularity of Hip-hop, since 1996 they have an award in the categorie Hip-hop/r&b. This is an annual talent show that offers music artist nationwide to participate and gain fame and win money. The winners of the award in the category hip-hop/r&b for the past 5 years have been Typhoon, JAWAT!, Blaxtar, Kleine Jay, M.O. & Brakko en Dret & Krulle, these all are big names in the Dutch hiphopscene. The second one is “Kunstbende” this talent show has its focus on the young generation of music artist, from the age of 13 till 19. Young rappers have the possibility to get notice and let a big crowd hear their music. Besides these talent shows there are also a lot of initiatives from independent people nationwide. Especially a growing numbers of workshops concerning the Dutch Hiphopscene. An example of one of these, is the website called hiphopworkshops.com. This website is created by Gert-Jan Nabuurs, he offers workshops in the many disciplines concerning the hip-hop culture. The website offers 30 teachers who are specialized in different disciplines of hip-hop. Most of the workshops are booked in high schools across the country. But there is a growing interest for the workshop for different parts of the society, like elementary schools, companies, and youth institutions but also for bachelor parties. Because of the growing interest in these workshops the number of companies offering these workshops is also growing. The next few pages contain an overview of all the initiatives concerning Hip-hop culture in the Netherlands. (Kunstfactor Hip-Hop in Nederland - deel 2, 2011)

http://dehiphopadviseuse.wordpress.com/


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These are all signs that show hip-hop is growing and evolving. Random people are starting to care for this genre of music because it’s broadcasted in several TV shows and commercials:

Ali b op volle toeren.

Lange Frans shooting a music video to promote GVB Amsterdam.

SP making a rap video to promote there political party and try to make politics interesting for young people.

Rotterdam made a rap video to inform people about the new OV Chipkaart.

Political party Christenunie also made a rap video to connect with their young voters (YoungWorks)

7. SWOT analysis Strengths

1. His lyrics is always sending out profound messages and makes listeners think and freely interpret.

2. His songs are easily remembered because of the beat, melodies and choruses.

3. He has an authentic sound because of this Southern accent.

4. Lapsus is an eccentric name.

Weaknesses

1. He has to improve his musical dynamics and toneschedule in his rap.

2. Because he is now mainly focusing on his lyrics, he is not thinking visually but he has to work on his

stage performance to address his audience.

3. The main reason why he can’t be fully promoted yet as an artist is because he didn’t figure out his

exact identity or sound in the urban scene yet which makes it useless to come up with a campaign.

Opportunities

1. His music is easy to spread because of new online techniques, apps and other download

possibilities.

2. He will develop himself at the Rockacademie in the following years.

4. As stated in the external analysis, hiphop is upcoming in the Netherlands because it is getting

people with different ages and cultures together. People are becoming more and more interested in

what rappers have to say.

Threats

1. There are many different styles in the urban scene and among all the upcoming rappers, so also

categorized and critical fans.

2. The sale of CDs is declining because of the modern possibilities download. This means that Lapsus

has to think of another way to earn enough money of his music.


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8. Advice based on the analyses Lapsus’ goal is to find his own unique sound and style to establish an own strong identity. He already planned to do this by performing a lot and attending the Rockacademy. You can read in this report that Lapsus is still searching for his own identity. Therefore we advise him to do research and to learn first, before generating brand awareness. The insertion of his performance will be mainly about developing his own style. The knowledge he generates by that can always be used, but that is not were the focus lies. When he knows who he is, he can go online and profile himself on the market. To figure out who he is, we advise him to as lots of feedback from professionals and his target audience, next to performing and joining the rock academy.

At this moment, it is not necessary to join social networks, but he can ask for feedback from his “Audience”. Furthermore, it is necessary to speak to people in real life and open himself up. From this he can learn and develop himself. Brief advice: 1. He has to find his sound and style before gaining awareness and name recognition. 2. De video clip can be used to audition at the Rockacademy and to introduce himself to his network and potential interested parties. 3. But most importantly the clip is a step closer to discover his wanted identity by showing this clip and his current sound to a part of his target group. This way he can gather feedback and improve himself, which is his main goal.


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9. Strategy

Because of the growing popularity of the Dutch hip-hop scene and workshops that concern hip-hop,

Lapsus is going to give a workshop about wordplay and rhyming skills. By using one of his songs he

will hear different points of view so he can develop his own level of rapping.

During a 3 week tour Lapsus will visit universities in Brabant which provide educations like

Eventmanagement, Language & Culture, and IEMES. During visiting days and project/theme weeks

students will get the chance to breakdown his song ‘Serieus niks’ word by word and find out what the

deeper meaning is of his lyrics. During the workshop Lapsus will also teach the students how to play

with words and make words rhyme. These workshops will take approximately 2 hour a session.

A part within the workshop session is to show the music video of Lapsus and create a discussion

amongst the students about the lyrics and video of the song. Lapsus will be involved in the

discussions to learn from his audience and teach them about his mindset of the song.

At the end of the session the students have made an attempt on making their own rhymes. Every

student has to perform his rhyme with the help of Lapsus. He will give pointers on their lyrics and

performance. Every performance is going to be recorded on video. While recording the video there a

paper cards with words on them about human emotional feelings and interests, we already have

paper cards with words on them but they also can write down their own words. While one student is

performing other students are able to walk in the video holding a paper card and show their feeling

or thoughts about the song.

The music videos of the students and the video of Lapsus will be on his blog, so all the students and

people involved are able to see the results. People are also able to stay in touch with Lapsus and

comment on his videos or posts.

Who: Rapper Lapsus and volunteers/friends

Where: At various universities in Brabant which provide educations like Eventmanagement,

Language & Culture, and IEMES

What: Introducing himself and his current style by giving creative workshops

When: During special events like visiting days and project weeks

Why: To develop himself by getting different points of view to learn from and to attract the

right target group

In order to support the content of the workshop we chose to make a videoclip of one of Lapsus’

tracks. This way the students do not only get a good idea of his current sound but also of his style

and image.

Lapsus choose the track ‘Serieus Niks’ because it’s one of his latest songs and because he likes the

lyrics and the underlying message it brings across. We agreed because the lyrics is very suitable to

visualize and has a catching beat.


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10. Concept Videoclip

Introduction

The concept/script for the Lapsus video clip is based on the identity and image of the artist Ramon

Franken. From the interview we conducted with Ramon Franken a lot of information about his

character and music style became clear.

The most important part about the music of Lapsus are the lyrics and the message they bring. We also want this to be the main focus in the video clip. To accomplish this goal made sure that the video clip shows the message that Lapsus wants to tell his audience. The track is named Serieus Niks and is mainly about how people command other people to do things without properly asking them and about how serious we should think about life and all his aspects.

The story

The story starts with Lapsus sitting in a classroom. He is obviously bored about the lesson and decides he needs to get outside. Lapsus quickly leaves the classroom and leaves the school. When lapsus is walking outside he starts thinking about why people have to take everything they do as serious as they do. He doesn't like the conflict between personalities and people faking their own personality. Lapsus decides he needs some time for himself and turns to the park. When in the park Lapsus finds 2 people in conflict with each other. When Lapsus walks by he decides to go sit down in the park and write a track about it. After he is finished he leaves the park and the story of Lapsus is done.

Script: Clip - Serieus niks

Tijd Beschrijving Shot Effect

00:00-00:04 Intro met de tekst Lapsus in beeld

geen Woord wordt in 3 strokes (spraypainteffect) weergegeven op de 3 beats.

00:04-00:10 6 shots van ramon in verschillende perspectieven

Ramon: eerste 3 shots op beat lingsachter - achter - rechtsachter, tweede 3 shots op beat rechts voor - voor - lingsvoor

Masken (lijnen ertussen)

00:10-00:16 Ramon (achteraan in de klas) uitgeput in de klas met een aantal serieuze leerlingen (voor Ramon).

- Close Pan voorbij de leerlingen die hard aan het werk zijn. - First Person Shot vanuit ramon's benen. - Close up van Ramon die gaapt.

Grouwe kleuren - de deur heeft fellere kleuren.


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00:16-00:20 Ramon staat op en springt over de tafel achter hem verlaat de klas.

- Lingsachter Ramon zitten. Mee pannen met zijn beweging.

Wanneer Ramon over de tafel springt een freeze.

00:20-00:25 Ramon loopt weg van de school. Op de tekst Niks Serieus verschijnt deze boven zijn handen

Close up shot van ramon (de tekst uitbeelden met zijn handen). op de tekst niks serieus opend ramon zijn handen en doet ze dicht bij de volgende zin.

Op de tekst niks serieus verschijnen deze woorden op de handen van ramon.

00:25-00:30 Ramon staat bij een kruispunt en kiest welke weg hij inslaat.

Shot van de voeten van ramon. Daarna shot van voren waarbij ramon een weg inslaat.

00:30-00:40 Ramon loopt rechtdoor terwijl hij de tekst rapt.

Proberen welke camera hoeken aanspreken.

00:40-00:45 Ramon blijft doorrappen terwijl hij het park binnenloopt.

00:45-01:00 Ramon rapt 3 verschillende stukken tekst.

Shot 1: Ramon rapt van in ieder land... serieus overleg. Shot 2: Ramon rapt van je weet waar... stapel te worden. Shot 3: Zwart beeld met de woorden serieus niks serieus onder elkaar

De 3 shots masken, shot 1 = lings, shot 2 = rechts, shot 3 = midden. woorden erin laten knallen.

01:00-01:05 Ramon gaat zitten op een grasveld en kijkt bij de zin als ik vertel ... dagen met orde in de camera.

Volgshot van ramon die gaat zitten en kleine zoom bij de zin als ik vertel... dagen met orde.

01:05-01:15 Ramon loopt over de woorden serieus niks refrein

Shot van middel tot voeten. De woorden van refrein komen tevoorschijn over zijn voeten.

STOEPKRIJT!

01:15-01:25 Ramon loop langs 2 mensen die ruzie hebben.

Van verschillende posities filmen. Tijdens editen uitzoeken.

01:25-01:35 Ramon hangt tegen de de brug en rapt zijn tekst (bedenkend gezicht)

Overall Shot van de ramon die op de brug staat. Close up van ramon op de brug.


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01:35-01:45 Ramon draait weg van de brug en loopt verder

Shot van rechts. Ramon draait richting de camera. Dan loopt de camera mee achteruit terwijl ramon doorloopt en rapt.

01:45-01:55 Ramon blijft rechtdoorlopen en doorrappen

Close up Shot van Ramon van lings, rechts en voor.

01:55-02:05 Ramon gaat liggen op een veld.

De camera volgt Ramon terwijl hij op de grond gaat liggen. Wanneer hij ligt draait de camera in een circel om hem heen.

02:05-02:29 Omgevingshots Omgevingshots Shot vanuit ogen Ramon van. Lucht, zon, bomen en mensen die door het park lopen. shot van ramon die chillend op het gras rondkijkt. NIET RAPPEN

02:29-02:39 Ramon zit op het gras is bezig met het schrijven van een tekst. Bij de zin streep maar door krast hij over het vel.

Over Shoulder Shot van Ramon die aan het schrijven is. Shot van lingsonder wanneer hij de zinnen doorstreept.

02:39-02:48 Ramon vouwt een ezelsoor in het vel en frot hem daarna op en gooit hem weg.

Shot 1: van de vouw van ezelsoor. Shot 2: van rechtsvoor terwijl hij het vel opfrot en weggooit.

02:48-02:53 Ramon rapt de laatste zin voor het refrein en staat op wanneer het laaste refrein begind.

Shot van boven ramon en stukje volgen wanneer hij opstaat.

02:53-03:09 Ramon loopt weg over een lang pad.

Vanuit statief filmen dat ramon wegloopt.

Laatste beeld freeze en omzetten in striptekening.


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Ja zeker weten man, neem je keus, niks serieus

Lekker luchtig, ramen open voor de wintertocht

Kies je wil en neem je weg, we klimmen op

Gooi het eruit, gooi de ruit in en kikker op

Vliegen eten met een lange tong, lange rit

tegemoet en jij mag achterop, snap je toch

Koude oren zonder muts en geen capuchon

Niet te serieus is een must voor la personne

Maar neem van Frans aan dat Duits veel slechter kan

Of neem dat niet te serieus en luister naar het rappen man

In ieder land heb je zakenmannetjes, leren koffertjes

en lopen vaak de spanningen weer eens hoog op in de

kamer van serieus overleg, je weet waar ik het over heb

Iedereen verdreven uit z'n comfortabele zone

het is om stapel te worden, er is serieus niks serieus

dus geef ik waarde aan woorden, dat zal je dadelijk horen

als ik vertel dat veel te veel mensen waarde hechten aan dagen met orde

Serieus niks, er is niks serieus

Serieus er is serieus niks serieus

[2x]

Serieus dit kan serieus niks betekenen

of betekent het dat dit serieus niks betekende

ik neem dit serieus maar ik kan dit serieus weer vergeten dus

neem ik het maar niet te serieus

Of is het tweede keus? In ieder geval wat dubieus

dat ik beetje bleu zit met m'n studiekeus

Dat neem ik serieus want wat ik later wil doen

gaat niet over een laatje met poen

of over televisie, gewoon m'n levensvisie

Daarvoor haal ik het bovenste van de plank

en daarmee het onderste uit de kan

ook wel omdat ik het kan, zonder dat ik m'n plan

alvast aan iedereen verklap, heb je een plan dan?

Ik zeg serieus niks, want als ik iets zeg

heb je kans dat die dat tegen die zegt en die zegt

dan serieus dan toch dat ik niets zeg, liegt slecht

over wat ik net zeg, veel serieus genomen

dus blijf er nog maar een keuze over

geen sleutel kopen voor de deur van succes

maar het slot slopen, de bewaker omkopen


- 21 -

11. Communication Tools

1. Promotors/ volunteers

They invite students (the target Group) to join the workshop and motivate them to

participate in the creative process by spreading word of mouth.

2. Posters and sticky notes

By spreading sticky and hanging posters around the university areas two weeks in advance,

the promoters will create awareness and trigger students to join the workshops on the

particular day. Sticky notes are highly used among students and won’t just be discarded.

3. Blog

The blog will be used to get more feedback of whoever wants to about all of his tracks. This

will contain his whole repertoire (tracks and video clip of ‘Serieus Niks’ and perhaps more to

come) so it will be an addition to the concept. Furthermore he can post messages and react

on comments to interact with his crowd.

Other social platforms won’t be linked to the blog because they don’t contain any valuable

content yet for him as an artist.


- 22 -

12. Budget

Camera € 204,- (BCC)

Little podium (wooden) € 0,- (Free at DIY)

Paper cards and markers € 20,- (Pipoos)

Beamer & computer € 0,- (From universities)

Printing posters € 225,- (30x7,50 (A3) viaPosterprint.nl)

Printing sticky notes € 354,56 (250 stuks via Print24)

Traveling costs € 0,- (Public transportation, studentdiscounts)

Total € 803,65

13. Planning

One month in advance Week 1 Week 2 Week 3 Week 4

Preparations Execution Execution Execution Evaluation

1. Order posters & sticky notes 2. Arrange podium 3. Contact universities 4. Blog online 5. Buy and test camera 6. Inform promoters 7. Spread posters & sticky notes 1 week in advance

Visit 2 universities Depending on date of visiting days / projectweeks



1. Upload clips on blog 2. Post on blog 3. Evaluate findings


- 23 -

14. Postscript

This report is mainly based on information which we received from the artist. At day 1 we held an

interview with him in Tilburg. He told us how he became a rapper and what his preferences are in

the music industry. We talk about his goals and current activities and eventually created the idea of

the video clip and strategy based on his image research and intern and extern analysis.

We would like to thank Ramon Franken for his time and effort. Wednesday we shot the clip and he

showed a lot of enthusiasm about this project.

We hope this report helps him to figure out a unique sound and style so that he can achieve his long

term goal.

After executing the strategy, uploading the video clip and blog and receiving more feedback, Ramon

will grow more and more during his performances and study at the Rockacademy.

We wish him a glorious future in the music industry and hope to hear (and see) a lot more from him.


- 24 -

15. Bibliografie BCC. (sd). Opgeroepen op mei 23, 2012, van http://www.bcc.nl/foto-en-

video/camcorder/flashgeheugen-camcorder.html

CBS. (sd). Opgeroepen op mei 22, 2012, van http://www.cbs.nl/nl-

NL/menu/_unique/_search/default.htm?cx=018020871965988641477:rvmzjpho2wq&cof=FORID:11

&q=student+brabant

Fontys Hogeschool voor de Kunsten. (sd). Opgeroepen op mei 23, 2012, van

http://www.fontyshogeschoolvoordekunsten.nl/Rockacademie/Over_Rockacademie.aspx

Goossen, A. (1995). Rebels Without a Pause. Rotterdam, Erasmus Universiteit.

Hooijdonk, M. v. (2010). Ikea Stores. Breda.

(2011). Kunstfactor Hip-Hop in Nederland - deel 2.

Pipoos. (sd). Opgeroepen op mei 24, 2012, van http://www.hobbyhandboek.nl/catalogus.asp

Popinstituut encylopedie. (sd). Opgeroepen op mei 23, 2012, van http://www.popinstituut.nl

PosterPrint. (sd). Opgeroepen op mei 24, 2012, van http://www.posterprint.biz/

Print24. (sd). Opgeroepen op mei 24, 2012, van http://print24.com/nl/

Smoelwerk. (2011).

SoundCloud. (sd). Opgeroepen op mei 23, 2012, van http://soundcloud.com/press

YoungWorks. (sd). Opgeroepen op mei 23, 2012, van http://blog.youngworks.nl/specials/subcultuur-

hiphoppers


- 25 -

16. Attachments

Image research among Fontys students

Gender: Man

Age: 18 Years old

Interests: Rap and Hip Hop

Opinion about the song: Very “Brabants”. The beat was ok. You can hear that this is about rap. I like it

dirty and this is a little to clean.

Image about the rapper: Normal boy from Brabant.

After seen the picture: I had expected more underground beats and his voice to be different.

Gender: Woman

Age: 21 years old

Interests: Sould and R&B

Opinion about the song: For Dutch means

Image about the rapper: 20 years old wearing a hat. A normal white boy.

After seen the picture: I had expected him to look worse

Gender: Man

Age: 27

Interests: Metal

Opinion about the song: Intro 70’s police series. Timmy Tex meets Planty Hurps. Fun, Funky, Musical,

Brabants but not over the top.

Image about the rapper: white, blond, cap askew, Caramel next door boy, Chickies at the background

After seen the picture: Less cool

Tip: Put a live band behind him and then I would go and see him.

Gender: Man

Age: 23

Interests: Rap

Opinion about the song: Funky beat, genius, the flow is ok. The text is fine but standard.

Image about the rapper: funny wordplay, but compared to big rappers still superficial. He has a good

voice, I would not hesitate to listen but not immediate download

After seen the picture: didn’t expected.

Gender: Woman

Age: 19

Interests: Pop

Opinion about the song: The intro is way too long, didn’t expected in Dutch, nice beat, didn’t

understand the beat.

Image about the rapper: Alto, blond and long hair.

After seen the picture: Nicer than expected.


26

Evaluation form about the assessment process

Name:

Groupn

umber:

Date:

Fill in each item with the scale from 1 to 10

Name groupmember Name Name Name Name Name Name

Participation in the process

1. On time for appointments and precence

2. Responsibility for the group result, appointments, contribution to group results

3. Discipline, business and effective meetings, attitude and behavior

4. Commitment, cooperation, position within the group

5. Communication is clear and distinct, control of process

6. knowledge and motivation, proactive attitude within the group

Tip and Top for the Special Program

1. Tip

2. Top


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Name:

Groupn

umber:

Date:











1. Tip

2. Top


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Name:

Groupn

umber:

Date:











1. Tip

2. Top


29


Name:

Groupn

umber:

Date:











1. Tip

2. Top


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Name:

Groupn

umber:

Date:











1. Tip

2. Top

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