Canadian R&B Research
Canadians Redefining R&B: The Online Marketing of Drake, Justin Bieber, and Jessie Reyez
In a country that long failed to accept, include, and institutionalize R&B music as part of Canadian culture, this study explores how musical artists Justin Bieber, Drake, and Jessie Reyez have broken-down barriers by having successful careers as racially diverse Canadian R&B artists.
I paid careful attention to Bieber’s, Drake’s, and Reyez’s online content creation strategies during the COVID-19 pandemic and Black Lives Matter Movements to promote their latest albums, music videos, and brand partnerships. Using compositional analyses, I evaluated over: + 15,700 Instagram posts, + 400 Instagram stories, + 730 hours of audiovisual media texts posted by Bieber, Drake, and Reyez to brand themselves as “Canadian“ and “R&B.“
I interviewed 35 artists and experts across the entertainment industry to learn more about current trends in online content creation strategies. I included insights from these interviews in my dissertation.
30-minute presentation summarizing my study
On CTV News’ “Realities of Racism,” Dr. Amara Pope, PhD graduate, motivational speaker, and marketing manager, shared her PhD research on the rise of Canadian R&B and its reflection of diverse Canadian cultural identities.
Watch My TedX Talk
With over 32,000 views this talk discusses how I turned my passion into a career seamlessly blending academia and industry in Marketing, Media, and championing Diverse Representation.
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As your keynote, I’ll unravel the essence of inclusive marketing, career development, and brand management trends, backed by over 10 years of industry experience and theoretical insights from my academic career.
Media Coverage
Explore my media interviews, delving into insights from my PhD, academic and industry experiences, and of work/life balance.
