Environmentally, Consciously Chic: Jaden Smith

Jaden Smith, the ever-evolving, philosophical tweeter, son of Jada and Will, but also a rapper, an actor, fashion designer, and eco-entrepreneur. This past year, Smith began to wow his peers in the rap community (as well as the rest of us) as he dropped Syre, his debut studio album that he described as, “his love letter to the world,” through MSFTSMusic and Roc Nation.

Although seemingly a jack-of-all-trades in entertainment, Smith seems to have a greater mission in mind. For the past 9 years, Smith has been working on JUST Water. JUST Water is just that – packaged natural spring water. It was only two years ago that he publicly admitted his involvement within the business – because, as he told People, “We wanted to organically grow as a company without saying ‘Smith family water’ because it’s really not that – it’s water for the people.”

82% of every bottle is plant-derived – recycled paper and sugarcane act as this water’s sustainable and completely bio-degradable shell and compared to the standard plastic water bottle, there’s a 74% reduction in carbon emission impact. (*Cough* Dasani, Poland Spring, Aquafina, etc.) JUST is a certified B Corporation, USDA Organic, Forest Stewardship Council certified, and Rainforest Alliance Certified.

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The water is sustainably sourced, too. It’s not purified tap water. Purifying tap water is energy intensive and believe it or not, wastes water during the process. JUST water is naturally occurring spring water. It’s simply just water. GEt it

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And I even have a personal link to the brand. JUST partnered with Glens Falls, NY (a community I’ve been to and am very fond of as a lifelong resident of northern NYS). The company bottles excess water the community wouldn’t otherwise need – and they pay 6x the municipal rate for it. The city uses the revenue to make repairs and keep up with renovating aging infrastructure.

The JUST website is filled with helpful information, a vivid mission and a vision for a future sustainable planet earth. Their team partners with environmental experts and does business fairly – it’s JUST right. JUST recently came out with a few flavored water options, too. Organic Apple Cinnamon, Organic Tangerine, or Organic Lemon are now offered. A bundle of 24 totals to $44.99 – so each water comes out to about $1.80 which is not bad considering the hefty prices of organic anything these days.

His efforts with JUST Water add to and emphasize his ever-changing ideals and drive as a creator (and decent human-being) in the public eye. I’m sure we’ll be seeing more from Jaden Smith, whether it be changing the world through his music or his eco-efforts. Until then,

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and drink JUST Water.

Images/diagrams sourced from JUSTwater.com.

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Concertos on the G String by Baroque Malone

This past semester, I was in a class called Music Marketing. My professor, Dr. Barretta, taught us the ins-and-outs of the music industry and arranged for us to meet with ‘Rev. Moose‘, the Managing Partner/Co-Founder of Maurader Group, a music marketing firm based in NYC, over Skype. He explained his role within the company and how needs are constantly evolving with the rise of technology. We ended up doing some work for him and some of the bands he represented which ended up being really cool.

What I really liked about this class, though, was our major assignment/project – to re-brand an already existing artist. My group chose the grungy, ever-endearing Post Malone. The first half of our project was to better understand the typical Post Malone fan. First, we had to do a little research on his background and how he ended up a mega-star.

A Syracuse, NY native until he moved to Dallas, TX when he was 10 years old, Post Malone is a musical artist specializing in Hip-Hop, Contemporary R&B, and Rap Rock. He rose to fame on Soundcloud and was soon sought after following the release of White Iverson (2015). He released his first album Stoney in 2016. Now, he’s the 8th most-played artist on Spotify, on Soundcloud he has 63.7 million plays, and utilizes cross-promotion by being active on social media platforms like Facebook (1.7M likes), Twitter (3.09M followers), Instagram (7.4M followers), and Snapchat.

His most important platform, by far, is Twitter. While Twitter is his most used form of social media, it’s also his realest. His unapologetic and uncensored tweets are millennial and Gen-Z crack. People in these categories eat up transparency in the media. More than ever before, fans know more about and are more invested in artists’ lives. He also engages quite a bit with his audience.

Here’s our full analysis of the typical Post Malone fan:

Post Malone: Fan Profile

The second half of our project was a bit trickier. When the time came, Dr. Barretta announced what musical genre we would re-brand our artists as. Post Malone would be a classical Baroque artist. Perfect.

Luckily, my group and I are creative geniuses and made it work. Thus, Baroque Malone was born.

Take a look at our presentation and I think you’ll be pleasantly surprised.

Post Malone: Rebrand

My favorite part and my own personal touch that completes the project:

Concertos on the G String by Baroque Malone

baroque

Now that’s a work of art.