kanye west fans

KANYE WESTHe is extremely talented both as a producer and a lyricist.

Also, Kanye is way ahead of the game on the style front. Much of what he wears today tends to be fairly popular months after.

Many people hate how arrogant he is (without question he is) but he always backs it up with great music (one of the few arrogant musicians

who can and that trait alone could be admirable to many).We’ll be analyzing the video to Kanye West – Good Morning in particular.

4 C’sYoung and Rubicam created a theory that looked at the brands people bought and how they felt about them. It created the understanding of the deeper appeals of the brands. The theory divides people into seven types, depending on their core motivation, these are: Explorer, Aspirer, Succeeder, Reformer, Mainstream, Struggler and Resigned.

initial assumptions• I suspected people that listen to Kanye West are

younger and are mostly within the 13-19 age gap.

• Tend not to like artists from the ‘Pop’ genre.• Kanye West fans would like him because of his

unique style and approach to music.• Would be an ‘Explorer’, ‘Aspirer’ or ‘Struggler’.• Wouldn’t be a ‘Succeeder’, ‘Reformer’,

‘Mainstream’ or ‘Resigned’.

Why do I think this?They are:• Explorers- Because of the music video’s different

style, it’s a trippy cartoon that’s different to usual videos we see. There’s a sense of discovery with the new style that presents the ‘Explorer’ side of Kanye.

• Aspirers- The video shows how Kanye West (The bear) comes up against all the odds and prevails to graduate, therefore showing how he and his fans would be ‘Aspirers’ as others’ perceptions is important to them.

• Strugglers- The video shows the bear didn’t plan ahead and woke up too late risking missing his graduation, therefore he’s a ‘Struggler’.

Why do I think this?They aren’t:• Succeeders- The music video describes Kanye as being

independent, without a strong desire for control other other people – therefore not having the ‘Succeeder’ trait.

• Reformers- I don’t think they’re ‘Reformers’ as music video presents Kanye as standing up for himself and running away from his problems instead of confronting them.

• Mainstream- The bear didn’t follow the conventional way of getting to graduation, and had a different approach that wasn’t ‘Mainstream’.

• Resigned- I didn’t think fans would be ‘Resigned’ as the video was very modern and didn’t follow traditional conventions.

Were my assumptions correct?

Q1- How old are you?

As I predicted, Kanye West’s fans are mostly within the 13-19 age gap. However I did get a few surprises as over 15% were aged 50 or over. I didn’t expect this because I thought the older generation to prefer music from their era or something with a little more vocals than Kanye West’s typically techno-sounding songs.


Q2- Which of the following artists would you prefer to listen to?

I was surprised with the results from this, and my assumption of Kanye West fans tending not to like songs from the ‘Pop’ genre, as although Kanye West was the artist with the most votes, Adele and Coldplay came very close. This goes to show Kanye fans aren’t only open to the unique variety in his songs, but a unique variety of genres too.


Q3- Why do you like Kanye West?

As I thought, a lot of fans admired Kanye’s unique approach to music and appreciated his talent.

Also, in typical Kanye fashion, a lot of fans responded with some slightly “unique” answers..

However I wasn’t prepared for some of the answers saying they didn’t like him. This goes to show that even if you produce great music your personality can affect your public appreciation.


Q4- How do you choose the music you listen to?

As I assumed, most (65%) of the Kanye West fans are ‘Explorers’ and prefer to find new artists/songs they haven’t heard before. I put this down mainly to the diversity amongst Kanye’s songs proving that his fans generally enjoy change and are driven by a need for discovery.


Q5- Should you share achievements on social media?

I predicted Kanye West fans would also be ‘Aspirers’, and this proved to be true as 70% thought that “It’s fine to be proud of your achievements and to showcase them on social media”. This goes to show that they’re driven by others’ perceptions of them rather than by their own values.


Q6- Do you share new music or keep it to yourself?

I didn’t think Kanye West fans would be ‘Succeeders’, and I was right. They chose to keep new songs to themselves over persuading friends/family to listen to it. This shows that they don’t have a very strong desire for control and aren’t constantly striving to better themselves and reach the top. Kanye’s fans tend to be relaxed and have a passive attitude towards life.


Q7- How would you react if someone said they didn’t like your music taste?

I was also correct in assuming they were ‘Reformers’, as I didn’t think they’d tell them that they’re wrong and that their music is better. 65% preferred to respect others’ opinions and don’t search for inner enlightenment. They don’t mind if people tell them what to do.


Q8- Do you feel more comfortable blending in or standing out?

I thought Kanye West fans would prefer standing out in society, therefore not falling in to the ‘Mainstream’ category. However despite my assumptions they preferred blending in. The largest group, daily routine is fundamental to the ‘Mainstreamers’ lives.


Q9- How do you go about your day to day life? This one surprised me. The answers were split 50/50. I didn’t think Kanye West fans would be ‘Strugglers’, but it seems there’s just as many Strugglers as there is not. Half live for today, partying with little direction in life, whilst the other half plan are responsible and plan in advance. Strugglers often seek escape from conventional life, and are often seen as victims, losers and wasters.. Sorry guys!


Q10 – How do you live in the present?

I was correct in assuming Kanye West fans weren’t ‘Resigned’ and looked to the future instead of reflecting on the past. However 25% unexpectedly were ‘Resigned’, I did some further research and the were predictably the same people and answered 50+ in Q1. The ‘Resigned’ are predominantly older and reflect on the past with a nostalgic glow.

What type of people are kanye fans?

So, from this information we can gather that Kanye West fans are mostly teenagers, but this goes to show that age is just a number as the result was so diverse. We also learnt that not all of Kanye’s fans actually like him as a person, but still appreciate his music. We found that they tended to be Explorers, Aspirers, Reformers and Mainstream. They weren’t however Succeeders or Resigned, whilst being split 50/50 on being Strugglers.

kanye west fans

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