Urban Background Artist Demic & Bawsten

Today’s Blog features Urban Background an entertainment company that focuses on Marketing and Branding. Its a new approach the music industry. Please Enjoy learning about this non traditional approach to spreading their music and take notes www.urbanbackground.com .

Urban Background is a great name and conveys a lot with its meaning. Your company is described as a New Jersey based independent hip hop label specializing in experiential marketing. Please describe what experiential marketing entails for those who don’t know.

Experiential marketing is a sort of guerrilla marketing.  That term is used when a company wants to market to an audience by having that audience experience an emotion.  And hopefully every time they revisit that emotion or memory in there life they will think of that company.  What we do is help brands connect to their target or demographic emotionally.  The best way to bring emotions out of any person is through music and visuals.  These are both things that every record label utilizes yet few have fused a marriage between themselves and experiential marketing.

Growing up, F-MOS caught his spark in street battles across New York City. A star athlete in high school, F-MOS put his basketball career behind him to enroll in Fordham University on an academic scholarship, the summer of 1998. However, it was during that summer, filled with street battle accolades and long studio sessions that would change his life and pave a new path for him. “I like to say after that summer I spent four years learning and four years waiting”, states MOS. In late 2001, F-MOS caught the attention of the newly formed camp of Krucial Keys, superheaded by now Grammy-award winning singer, Alicia Keys. After graduating from Fordham in 2002, F-MOS inked a production/management deal with Alicia and Krucial Keys to the dismay of a number of interested major labels. It was during that time that F-MOS completed his anticipated mini-album, “The Better Pen”, but also made the decision to part ways with the production company. In 2004, F-MOS formed Street Heat Incorporated, a New York based one-stop independent music company composed of Hip Hop and RnB music, marketing, and promotions. MOS chimes in, “This movement is to prove that I’m so much more than an artist with a demo!” heavily courted by industry insiders and underground icons alike, F-MOS is the rap chauffeur poised to drive Hip Hop. Heavily courted by industry insiders and underground icons alike, F-MOS is the rap chauffeur poised to drive Hip Hop.