"Targeting New Audiences for French Rap: A Mobile Application Market Segmentation Guide"
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Themes
Rap music, mobile application, lyrics modification, parents, teenagers, teachers, French market, urban music, streaming platforms, SNEP, music education
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Abstract
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Abstract
Discover the innovative mobile application that makes French rap accessible to a wider audience by modifying explicit lyrics into softer versions. This app targets three key segments: parents seeking to share their children's musical tastes, children and young adolescents with controlled access to explicit content, and teachers looking to engage students with rap texts in the classroom. By catering to these diverse groups, the app aims to 'democratize' French rap, making it enjoyable for users across different age groups and social classes. With the French rap scene dominating streaming charts and influencing culture, this application offers a unique opportunity to connect with others through music, creating a sense of belonging and shared experience. Download the app to explore a curated selection of rap songs with adapted lyrics, perfect for family sharing, educational purposes, or personal enjoyment.
Contents
Introduction
Definition of segmentation
Product Presentation
Targets
Parents
Teachers
Children and adolescents
Conclusion
Introduction
Definition of segmentation
Product Presentation
Targets
Parents
Teachers
Children and adolescents
Conclusion
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Extract
[...] The success of French rap is real, it dominates the streaming charts in 2019. In fact, the five most streamed artists in France are rappers: Ninho, PNL, JUL, Nekfeu and Lomepal. Another notable fact, Vanity Fair unveiled its list of the 50 most influential French people in the world and the duo composed of the two brothers: PNL is ranked third in the ranking. Rap has also been given a dedicated category this year: 'Rap Album' at the Victoires de la Musique. [...]
[...] Several characteristics are to be taken into account when creating segments: - Specific needs - Socio-demographic data - Geographic data - Buying behavior Finally, market segmentation must meet essential criteria such as its size or profitability. Product Presentation The product concerned by this market segmentation is a mobile application that automatically modifies the lyrics of rap songs: vulgarities and insults into softer and milder lyrics. This application offers the possibility for a wider target audience to listen to rap without being shocked and without being offended. The objective of this mobile application is to 'democratize' French rap for a wider target audience. This product is intended for the French market. [...]
[...] Their main need is to capture the attention of their students using themes that concern and interest them. The mobile app is an innovative way for teachers to create enthusiasm around their subject and courses. - Children/young adolescents not being allowed to listen to rap: This segment consists of girls and boys aged 12-17, possessing a smartphone but having controlled access to the internet, social networks, and streaming platforms. Their main need is primarily social, they seek to develop a sense of belonging to a group. [...]
[...] By habit, this target associates urban music and rap with cities such as Paris and Marseille and does not feel concerned or even on the periphery of this musical style. She is, however, increasingly familiar with new technologies and owns a smartphone to download the application. Their main need is to create a bond. They are looking to share moments with their children and thus get closer to them. - Teachers can study rap texts in class: This segment is composed of college, high school, and university teachers, aged 25-45. The sometimes coarse vocabulary can deter teachers from using rap texts to teach their subject. [...]
