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Researcher | Institution | Original publication | Reading recommendations | CitationFor 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".
DOI:
https://doi.org/10.21036/LTPUB10603
Institution
Leuphana University, Lüneburg
Sustainability research, cultural research, education, management and entrepreneurship: Through these four science initiatives, in course work and research, Leuphana University of Lüneburg addresses the challenges of civil society in the 21st century. The bodies responsible for these initiatives are the faculties newly established in 2010: Education , Culture , Business and Sustainability . There are research topics spanning multiple faculties – in keeping with developments of current and future relevance – devoted to the Democracy, Digital Media and Health.
Companion to the substantive quality of the curriculum, Leuphana places particular reliance on students' responsibility, curiosity and initiative, on a broad-ranging change in perspective that questions presumably settled knowledge, and on dialogue not only among the various disciplines but between science and practice. The course of study follows a degree model unique to the German higher-education landscape, a model that has already received multiple awards. With its launch of the Digital School in 2013, Leuphana also entered the age of the online universities, where it is setting new standards in social learning.
For its development as a humanistic, action-oriented and sustainable university, in 2007 Leuphana received an award from the business community's innovation agency for the German science system, the Stifterverband für die Deutsche Wissenschaft, in its competition devoted to 'Excellence Strategies for Small and Medium-Sized Universities', and in 2010 from the Mercator Foundation and the Volkswagen Foundation for the nationwide competition on 'The Future of Instruction'.
To strengthen Lüneburg as a location for research and business, scientists and the business community are working side by side on visionary projects under unique conditions, as part of the EU-sponsored regional development project for Innovation Incubators. A total of nearly EUR 100 million is flowing into regional economic development. In more than 50 projects, there are some 300 firms in the former Lüneburg district working with teams of researchers on behalf of a broad range of new research and infrastructure projects and measures in education and training. The Incubator places the emphasis on the topics of Digital Media, Health and Sustainable Energy. ( Source )
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Original publication
“Kollegah the Boss”: A Case Study on Appropriation, Acoustic Capital, and Virtuosity in German Gangsta Rap
Popular Music
Published in 2017
Reading recommendations
Perspectives on German Popular Music
Folk and Popular Music Studies
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Lyrics and Flow in Rap Music
The Cambridge Companion to Hip-Hop
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Rap in Germany. The Birth of a Genre
Global Noise: Rap and Hip-Hop Outside the USA
Published in 2001