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Library and Information Science Commons

Open Access. Powered by Scholars. Published by Universities.®

Western University

Media

2016

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Full-Text Articles in Library and Information Science

Musical Artists Capitalizing On Hybrid Identities: A Case Study Of Drake The “Authentic” “Black” “Canadian” “Rapper”, Amara Pope Jan 2016

Musical Artists Capitalizing On Hybrid Identities: A Case Study Of Drake The “Authentic” “Black” “Canadian” “Rapper”, Amara Pope

FIMS Publications

This study is an exploration of identity politics through an examination of the ways in which musical artists use the medium of music videos to create marketable, hybrid identities. With the rise of social media and the online consumption of information, music videos play a central role in global, cultural flows. I argue that hybrid identities are constructed by musical artists to gain popularity through the form of ethno-marketing. I include literature surrounding diaspora and hybridity to understand how hybrid identities become a production of heritage and human capital. By utilizing music videos specifically to construct their hybrid identities, musical …