Underground Hip Hop - Audience Research

Underground hip hop is a term for music which is outside the commercial artists and the public eye. It is normally associated with independent artists, who are usual on independent labels or actually no label at all. This music differs from the rest as it is much more socially conscious with meaningful, positive lyrics which are very different than those of commercial artists. Their lyrics and music are much more politically and socially based, trying to make a difference in the world and voicing their opinions 

'The Underground' refers to the community of these artists and their fans that support generally independent and non commercial music. The different categories of underground music are alternative hip-hop and conscious hip-hop. 

Underground artists gain fans by performing locally and worldwide, they take on tours and meet and greets on a smaller and more personal level. They perform anywhere and everywhere, indoors and outdoors. Usually fans get the chance to meet the artists for free, where fans can buy clothing and but tour tickets. Underground artists typically do everything themselves, ranging from making songs, preparing for shows and selling their merchandise. 

The production of the publication can therefore be formed from these ideas and also considerations of the audience. The zine style works well as it fits with the idea of the artists doing everything themselves, making things themselves, therefore the zine is handmade and comes from the ideas from the fans and artists themselves. 

 The audience that listens and that will be interested in this music and then therefore the publication are socially and politically aware as are the artists who communicate this through the music that they create. The history of zines comes from political and social activists creating music and artwork that went against the normal conventions. Also the distribution of zines can be worldwide and local mirroring to where and when the artists carry out meet ups and performances. The zine will therefore be cheap and easy to create, produce and distribute around to the fans of the different artists.It can also exist anywhere it is extremely versatile. 

Also important aspects to look at are those of class, affordability and accessibility, zines are available to everyone and anyone from all different backgrounds, the same as the audience fir these artists. The design doesn't need to be expensive, it needs to be affordable and so everyone is an equal, as music does bring everyone together, especially this type of music, people come from all different areas and upbringings. The clean cut, modernist designs in magazines such as 'Dazed' seem to privileged and part of their drive is profit. This publication needs to be innovative in the fact that it goes against all those values and only looks to include and be available to everyone as these underground artists try to be.