R&B HIP-HOP

TABLE OF CONTENTS
1. INTRODUCTION
• Meet the Artist (3)
2. LET’S TALK DATA…(5)
• State of the Genre
• State of the Artist
3. WHO IS OUR CONSUMER? (11)
• Meet Lizette (Rhythmic CHR)
• Meet Stacie (Rhythmic Oldies)
• What Does it Mean?
4. MARKETING AN ALBUM (18)
• Previous Marketing Campaigns
• Suggested Marketing Campaigns
5. Sources (22)
MEET THE ARTIST
• Comprised of soul vocalist/songwriter
Mayer Hawthorne and hip-hop
producer Jake One
• Their first release in March of 2015 Mayer Hawthorne
debuted at #1 on iTunes America’s RnB
charts
• Described as “Dance floor catnip”,
“pure disco-funk hot fire”, “straight-up
Jake One
funk magic”
• Heavily influenced by legacy artists
Zapp and Roger, The Gap Band,
Cameo, Mtume
ARTIST BRANDING
• Tuxedo-themed costuming
evokes the feeling of a 70’s
celebration
• ”This is celebration music…” –
Mayer Hawthorne
• Both Hawthorne and Jake One
are DJs specializing in vintage
funk vinyl.
• Vinyl is a big part of the
aesthetic.
LET’S TALK
DATA…
 R&B/HIP-HOP
• “No genre is more
prominent; no culture stands
on equal ground, and
everyone wants a piece.” – 29% The Weeknd

Phillips 2019
• Total Consumption, 643M
38% R&B/Hip-Hip

• Albums w/TEA w/SEA On-Demand

Others

• R&B/Hip-Hop Market Share

of Total Consumption YTD
2020 is 29% 20%
• Rock: 20% 13% Rock
• Pop: 13% Pop

Background image: H.E.R.

Beyonce
 TRENDS IN R&B/HIP-HOP 250

BIGGEST GROWTH*
• On-Demand Audio
200

Streaming YTD: 150

• Up 15%
• 231B TY vs 200B LY 100 +15% +14%
• Total Consumption of 50
Albums YTD (w/On-
Demand Audio): 0

• up 14% On-Demand Audio

• 182M TY vs 159M LY Streaming (in billions) Total Consumption (in

millions)

Week 45 2019 Week 45 2020

*Nielsen Music Connect Data Background Image: Drake

 TRENDS IN R&B/HIP-HOP
BIGGEST DECLINE* 120

• On-Demand Video 100

Streaming YTD:
80
• Down 56%
60
• 44B TY vs 101B LY
• Sales of Digital Tracks 40

YTD: 20
-56% -23%
• Down 23% 0

• 42M TY vs 54M LY On-Demand Video

Streaming
Sales of Digital Tracks

Week 45 2019 Week 45 2020

*Nielsen Music Connect Data Background Image: Drake

State of the Artist: Tuxedo
37K Album Sales
54K Digital Track Sales
76K Total Albums Consumed Latest Album July 2019 “Tuxedo III” 4.9M Streams to date
166K Followers Across Social Media
768K College Radio Airplays
4.4M Programmed Stream Plays
6.8M On-Demand Video Plays Top Single“Do It” 15.5M streams to date
49.5M Total On-Demand Streams
 NOTABLE TRENDS: TUXEDO
• Significant increase in College Radio Play
this week vs last week: +300%
• LPs take a significant portion of album
sales (band promotes vinyl culture)
• 27% of total sales, +9% over last year
• Digital Albums are the most at 42%
• Growing faster than CDs
• Biggest single Market is Los Angeles
• 11.4K Total Albums Consumed to
Date
• 3.9K in SF-Oakland-San Jose
• 3.9K in New York City
 WHO IS OUR
CONSUMER?
Stylistically, Tuxedo
appeals to consumers of…
RHYTHMIC OLDIES (old school funk) &
RHYTHMIC CONTEMPORARY HITS (R&B)
 Rhythmic Contemporary
Hit Radio (CHR)
The Best R&B Artists of 2020,
Ranked (www.ranker.com)
• Weeknd – 17.4B streams*
• H.E.R. – 2.7B streams
• Bryson Tiller – 5.8B streams
• Jhené Aiko – 4.8B streams
• Khalid – 9.5B streams
• Legacy Artists: Beyónce, Alicia
Keys, Miguel, Usher
*On-Demand Streams ATD
Rhythmic Oldies
Includes disco and funk
• Late 1970s – early 1990s dance
music, not including rock/pop
Artists such as…
• Chic – 184M streams*
• Rick James – 593M streams
• “Off the Wall” Michael
Jackson – 991M streams
• Zapp & Roger – 128M streams
• Gap Band – 446M streams
Rhythmic Contemporary Hits (RnB)
Meet Lizette…
Gender: 53% Women (index 103)
Ethnicity: 34% Hispanic (index 215)
• 25% Black (index 231)
Age: 34% 25-34 y/o (index 195)
Market: 12% Los Angeles (index 207)
Marital Status: 66% Single (index 135)
Income per Year: 28% Earn less than
$35K (index 114)
Rhythmic CHR Consumer
Lizette’s interests…
• Health and Fitness
• 25% gym membership (index 115)
• 20% bought between under $100 worth
of athletic clothing in a year (index 130)
• 27% jogging (index 137)
• 29% bicycling (index 110)
• Live Music
• 15% attended R&B/Hip-Hop/Rap
concert (index 221)
• Eco-friendly activities
• 31% use alternative transportation on a
regular basis (index 131)
Rhythmic Oldies Consumer
Meet Stacie…
Gender: 52% women (index 101)
Ethnicity: 44% Hispanic (index 281)
• 21% Black (index 188)
Age: 40.5% 35-49 y/o (index 169)
Market: 46.3% Los Angeles (index 815)
Marital Status: 58% Single (index 119)
Income per Year: 26% $100K-$250K
(index 111)
Rhythmic Oldies Consumer
Stacie’s interests…
• Health and Fitness
• 29% gym membership index 135
• 24% bought between $100-$500 worth of athletic
shoes in a year (index 131)
• 29% jogging, index 147
• Live Music
• 14% attended R&B/Hip-Hop/Rap concert index
200
• Eco-friendly activities
• 31% use alternative transportation on a regular
basis index 131
• 62% use cloth shopping bags, index 126
 What Does it All Mean?
Both sets of consumers are generally
from minority communities who are
budget-minded, physically-active and
environmentally-friendly.

To ensure a successful album release for Tuxedo,

the marketing team should include eco/budget-
friendly partnerships and outdoor events
especially predominantly Hispanic/Black
communities in the Los Angeles area. Capitalizing
on the rising popularity of vinyl and vinyl culture
promoted by the artist, marketing LPs and other
nostalgic merchandise (cassette tapes) could
appeal to all ages of consumers.
MARKETING
AN ALBUM
 PREVIOUS MARKETING CAMPAIGNS
JULY 21, 2020 – TUXEDO livestreams a
boogie-funk Live DJ set between
Mayer Hawthorne and Jake One on
Facebook and YouTube featuring only
$3 vinyl found on Discogs to celebrate
one-year anniversary of latest album
Tuxedo III.

Results
• 9.5K views on YouTube
• Negligible impact on Total Market
Consumption (-0.3%), Total Sales From Live DJ Set 7/21/2020
(+0.2%) and on-demand audio
streaming (-0.3%)*
*data compiled over 12-week period
 SUGGESTED ALBUM MARKETING CAMPAIGN
Tuxedo IV: Boogie-Funk Roller Rink Festival
• Located in Echo Park Los Angeles,
Summer 2021
• Invite Legacy boogie-funk artists
• Advocating physical wellness and activity,
partner with Kaiser Health
• Patrons who arrive in roller skates,
bicycling or show proof of public
transportation receive 20% merch +
digital download of an album single
• Roller skates “rocketed to a 5-year high in
May” and are synonymous with the “disco-
loving 70s” which align with Tuxedo’s brand
• Partnership with Moxi Skates to create a
limited-edition line of roller skates as well as
Tuxedo-branded roller-skating shorts
• Celebrating the history of roller skating with
outdoor concerts
• Partnership with Adidas for custom limited-
edition Tuxedo sneakers/track suits
• Sneakers with Tuxedo logo, pastel colors
• Celebrating funk B-Boy culture
 SOURCES
• “About.” Tuxedo, tuxedofunk.com/about/.
• Dean, Grace. “Americans Are Spending More on Vinyl Records than CDs for the First Time since
the 1980s.” Business Insider, Business Insider, 14 Sept. 2020,
www.businessinsider.com/americans-spending-vinyl-records-cds-2020-data-2020-9.
• Gantt, Kareem. “The Best R&B Artists Of 2020, Ranked.” Ranker, 16 Mar. 2020,
www.ranker.com/list/best-rhythm-and-blues-artists-2020/kareem-gantt.
• Nielsen Music Connect Data – Week 45
• Phillips, Yoh. “Hip-Hop Is America's Biggest Genre. What Happens When We Enter
2020?” DJBooth, 23 Sept. 2019, djbooth.net/features/2019-09-23-how-does-hip-hop-progress-in-
the-2020s.
• Ribarchik, Ty. Tuxedo - Tuxedo III -. 8 Aug. 2019, music.mxdwn.com/2019/08/07/reviews/tuxedo-
tuxedo-iii/.
• Scarborough Data 2020
• Weiss, Suzy, and Lauren Steussy. “Roller-Skating Surges in Popularity during the Coronavirus
Pandemic.” New York Post, New York Post, 5 June 2020, nypost.com/2020/06/05/roller-skating-
surges-in-popularity-during-the-coronavirus-pandemic/.