· These fieldnotes will be exclusively web-based. The goal of this digital research is to study the digital self-branding the group, primarily through the group’s blog and individual members’ Twtitter accounts. Initial research about general group information has given me the following:
o Odd Future consists of over 14 members, some of whom are rappers, producers, or general “hype men”
o Within the group, there are multiple sub-groups (MellowHype, The Jet Age of Tomorrow, EarlWolf, and the Internet) made up of different members of Odd Future
o Because of the many different members in the group, each of whom plays a very different role within it, it is hard to always point out a universal tone in their Twitters
o Tyler, the Creator will usually be referenced as the lead member of the group, as he produces many of the beats, is featured heavily in the rapping, and is generally regarded as the poster child of Odd Future
· Group Tumblr (http://oddfuture.tumblr.com)
o “Bitch Suck Dick” motif
o Promotion of individual members’ albums/singles/videos
o Upside-down cross à demonic imagery
o Skater videos
o Los Angeles iconography – skaters, Amoeba, Venice, etc.
o Videos of the boys fooling around and being rambunctious on tour
o MTV Video Music Awards – comparison and connectedness with other celebrities raises one’s notoriety and legitimacy
o Appeal to marijuana consumers
o Still very much feels like the group Tumblr of a group of young teenage boys, using Tumblr as a social platform mainly used for propogating their jokes and musings
· Individual member Twitter accounts
o @fucktyler (Tyler, the Creator)
§ Hypersexualized (Irony? Humor?)
§ MY FEMALE GIVES ORAL LIKE SHE GIVES ORAL MY FEMALE GIVES ORAL LIKE SHE GIVES ORAL MY FEMALE GIVES ORAL LIKE SHE GIVES ORAL. TOMRROW AT 8
§ FUCK I DONT WANNA GET OLD. BEING 30 IS LIKE, YOU CANT REALLY DO FUN SHIT LIKE YOU DID WHEN YOU WERE 20. FUCK.
§ [Feels like he is lost in a celebrity world] Whole Foods Is The Gayest Store
§ Dark Skinned Dykes. Top 10 Porn Titles
o @DamierGenesis (Domo Genisis)
§ depicted as the stoner of the group
o @oddfuckingtaco (Taco)
§ Relatively misogynistic, but still in a very bully, teenage way
§ I'm a fat bitch, i'm crying cause this hamburger is so good
§ Awwwww Jennas mom is a bitch! #Awkward. What the fuck? That skank!
· I will get more information, particularly in the individual member Twitters, as there are many more members in the group that I have not yet studied. My general perception thus far is that Odd Future as a cohesive group, represents/brands itself (primarily through their group Tumblr) using various repeating motifs (antichrist, skater, LA crew, hypersexualization). The individuals of the group, who differ in projected personalities and very much satisfy different niches in the group, while pulling on these same group-ascribed themes, each emphasize different aspects. Frankie Ocean, usually seen as the songcrafter of the group, puts on a romantic persona. Tyler projects himself in a blatantly, questionably ironic, misogynistic and nihilistic voice.