1.Dizzee Rascal is an East-London born rapper/producer. He first was very much a 'grime' artist (english rapping style) but has now started to blend his songs with catchy dance music. His newest album shows the change in his style as he is no longer a grime artist but now he is alot more mainstream with the sudden rise in dance music.
2. Originally the fans were youths of around 13-21 who like grime music or rap. Now his music targets a much larger audience due to the catchy chorus' and dancefloor hooks. The change of genre is obvious from the collaborations on the new album, from dance artists such as Calvin Harris and Armand Van Helden. His new album coverwork, shows a more 'new rave' side, with bright colours, strange fonts and cartoon like style. This shows how the company is trying to advertise to the new audience. The videos are also very wacky and very different from the old ones. His earlier music included songs like 'sirens' where he was shown trying to escape from the police and 'fix up look sharp' which is a complete performance video. Now however, he is showing himself in parties raving and dancing showing the difference between audiences.
3. Dizzee Rascal offered a free album 'Foot N Mouth' for people who pre-ordered his new album 'Tongue N Cheek' from HMV, giving snippets, skits and songs from other artists from Dizzee Rascal's music label Dirtee Stank. This shows how he uses his own album to support his label and other artists. By giving out this free product he is giving the audience the chance to hear them and showcasing the other artists. He had a track called 'Jus' a Rascal' which featured on the soundtrack of Kidulthood. This shows synergy as the movie gets to use the music to create the atmosphere and Dizzee gets free advertising. He has collaborated with many artists to widen his market including Artic Monkeys on the song 'Temptation' which meant he could advertise to indie fans aswell as Artic Monkeys being able to advertise to grime fans. He also had a contract with Ecko and also created his own shoe for Nike.
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