Base Reader Profile

Jordan is 21 and lives in London. He is a passionate music fan, and as a young boy he got into the rap and hip-hop culture in the mid-90’s when he just learned to walk, inspired by the “Bad-boy rap swagger” of Tupac, Notorious B.I.G., Lil Kim, Nelly, P Diddy and the American rap scene. He is currently in full-time employment after finishing a musical degree at university, but revelling life without any dependents or educational responsibilities which have never interested him. Jordan receives a decent disposable income to spend on himself alone, being a heavy consumer of music, buying up to 5 hip-hop, UK grime and rap albums per month. As well as this, he part-time owns his own established recording studio on Tottenham Court Road in which he produces music as well as making his own rap tracks with friends with their ambition to produce a mix tape in the near future. He also makes additional money by renting his studio out to other London based rappers so they can record their own music which he mixes and edits to great effect. He loves reading Base magazine to discover new approaches to rap/hip-hop, as well as keeping an eye out for any new upcoming contempory stars which he uses as an influence in his musical productions. He also reads Base to discover new tracks by some of his favourite artists, as new music forms part of his social currency, so Jordan is keen to know how Lawless managed to collaborate with rock icons The Lost, again using this knowledge as inspiration amongst his friendship circle when aspiring for their own rap stardom. Jordan is highly savvy to digital technology, a keen social networker and uses these online services such as Facebook to enhance his musical audience by promoting his music videos and tracks on his page. He regularly welcomes his mates round to his flat to just jam and listen to some slow beats, have a spliff, a few beers and just zone out. An adventurous young man and one who enjoys first-hand music, Jordan loves listening to live music, opting to attend various urban events, grime festivals and occasionally huge arena shows for the likes of Usher, Drake and Nicki Minaj. He attends Wireless Festival annually when his favourites are on the line-up, but dropped out of the 2010 festival when he acknowledged one of his all time favourites, Jay-Z, has dropped out. Though a hugely passionate hip-hop fan, this is not to the detriment of his other interests –gaming, football, TV and fashion. He is a fashion trend setter amongst his social group in which he is heavily influenced by UK musical icons, such as Tinie, Dizzee Rascal and even Wiley. The way he looks and the clothes he wears is integral to communicating his identity to the world and his desire to reflect his London urban roots.