The Marketing of Jamiroquai Essay Example

The Marketing of Jamiroquai Essay Sony Music International, whose head office is based in New York, comprises sixty different affiliate companies world-wide, one of which is Sony Music UK. Sony Music UK became a pure record company in 1965, with two of its main objectives being to discover and market UK artists, and to penetrate the UK market using international artists. The organization became increasingly popular and successful throughout the 1970s and 1980s and is now one of the most powerful record companies in the world, and generates more annual revenue than any of its competitors, as illustrated by the bar chart below However, despite its strength and success, Sony Music has recently suffered from a major decrease in turnover and profits, as illustrated in the graphs on the following page. This is the result of a drastic change in the singles market; the UK sales of singles have plummeted, with figures for singles sales currently being the lowest on record for the past 25 years. Unfortunately, this trend does not appear to be changing; singles sales in 2002 totaled less than  £100 million in the first time since 1994, down 13.7% on 2001. Jamiroquai In 1991, Sony Music decided to launch the sub-label Soho Square. Jamiroquai, a multi-cultural English band led by singer Jason Kay was formed a year later in 1992. They released a song called When You Gonna Learn? on the independent London-based label Acid Jazz which generated a lot of attention, and were immediately inundated with offers from numerous record companies. Soho Square offered Kay an eight-album contract for  £1.3 million in 1992, but were not interested in signing the rest of his band. Kay accepted, but decided to keep his original band and pay them himself. Since 1992, Jamiroquai has continued to be Soho Squares most important and profitable artist. We will write a custom essay sample on The Marketing of Jamiroquai specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Marketing of Jamiroquai specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Marketing of Jamiroquai specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The band has a very distinctive musical sound which is not easily categorized and best described as a fusion of disco, jazz, funk and soul, and has consequently allowed them to attract a multi-racial fan-base. The bands image is very strong; their name incorporates the words Jam (as in a musical jam session) and Iroquis, the name of an indigenous American-Indian tribe who value the environment highly, which reflects both the bands love of music and their concern for the environment. Jamiroquais debut album on Soho Square, Emergency on Planet Earth, released in 1993, went straight to number one, and made them the top-selling English band of that year. Since then, Jamiroquai have continued to be very successful, selling a total of 16 million albums worldwide, having a dozen Top 30 chart hits, and winning numerous awards. Although Jamiroquais importance to Sony Music as a whole is not great, Jamiroquai is Soho Squares most successful act, and is a high priority to the sub-label as the band has allowed Soho Square to achieve its objective of successfully breaking an unknown UK band. Also, the fact that Kay is signed to Sony Music for 8 albums, a figure much higher than the US average 4 album contract offered to other artists, it is clear that Sony Music has long-term aspirations for the band. One of Sony Musics main objectives for Jamiroquai is to exploit its past marketing experience to allow Jamiroquai to break and conquer the US market. Sony Music, as the largest record company in the industry, has a wide variety of tools and resources available, in particular its extensive network of contacts within the music media, which, if managed effectively, can help to meet this objective. Sony Musics Environment Sony Music recognises the importance of managing its micro-environment in order to ensure efficiency and success in its marketing campaigns, as well the importance of interacting with and adapting to its macro-environment in order to preserve its competitive advantage and remain ahead of its competitors. Sony Musics Micro-Environment The company The process of setting up a marketing campaign for the band is carried out by Sony Music as follows: Management will set objectives stating desired single and album sales and other strategies for Jamiroquai, and will communicate these to the rest of the company. It is then up to the marketing department to work with other departments, such as Research and Development, to assess how to attract its target audience. Suppliers The company is responsible for all of its own supplies; it is self-sufficient in that it owns its artist and produces its own CDs and other forms of media (e.g. LPs and DVDs). Marketing Intermediaries Sony Musics marketing intermediaries comprise the following: Resellers- The number of reseller mediums available to Sony Music have increased dramatically in the past decade, with CDs being sold at specialist music stores, online companies, supermarkets and music mega-stores such as HMV and Tower Records. Physical Distribution Firms- Instead of working with external firms, Sony Music UK has its own warehouse located in Aylesbury, where all CDs and other forms of media are stored and shipped, allowing the organisation to keep costs down. Marketing Services Agencies- Sony Music is able to reduce its marketing costs by arranging the vast majority of its marketing itself. In Sony Music, it is not only the Marketing Department that is responsible for marketing, but also the Press and Public Relations Departments, ensuring that publicity and advertising for all artists are maximised. Financial Intermediaries- Being a multi-billion pound organisation, Sony Music does not rely as heavily on financial intermediaries as other organizations, but its recent decline in profits could change this trend in the near future. Customers Sony Musics products are targeted to specific consumer markets, but although market research is carried out via Sony Music mailing lists, and a recently-launched Sony Student Website which aims to gain information from the student population, the market research aimed specifically at Jamiroquai fans is limited, with it being more focused on a range of Sony Music artists. Competition Sony Music faces fierce competition from others within the music industry, namely the other members of the Big Five: EMI, Universal, Warner Bros and BMG. With Sony Musics current profit and turnover dives, it is essential that the company remains aware of its competitors plans and marketing strategies. Sony Music tries to position Jamiroquai in its consumers minds as a band that transcends an array of music and racial boundaries, and sees this as its main source of competitive advantage. The organisation aims to maintain its success, like all other record companies, via its Artists and Repertoire Department which is constantly on the look-out for new talent and which also tries to persuade artists signed to other labels to sign to Sony Music. Publics The two publics that most affect Sony Music are: Media Publics- The media can have a negative effect on Jamiroquais album and single sales. Sony Music try to control this by setting up publicity stunts that they believe will help boost sales, and by maintaining good relationships with editors of publications and heads of music at radio stations, to ensure that Jamiroquai gets the best ratings, reviews and airplay possible. General Public- Sony Music understands the importance of keeping Jamiroquais image as consumer-friendly as possible, and does this by changing the bands image where necessary. For example, when trying to break Jamiroquai in the USA, Sony Music decided to change the lyrics on the bands Return of the Space Cowboy album to suit the American populations views on cannabis: Cheeba Cheeba (slang for cannabis) was changed to Freeba Freeba Gotta get high was changed to Gotta get sly Sony Musics Macro-Environment Economic Environment It is expected that by 2010, the Asian Tigers, India and China, will have a combined GDP of 28%, which is 10% higher than the predicted GDP of USA, and of Western Europe and Japan. These developing markets represent potential markets, as their standards of living, wealth and demand for technological goods are all on the increase. Demographic Environment The UK, like the majority of developed countries, has an ageing population; it is predicted that 38% of the population will be over 50 years old in 2031. This older generation will be likely to spend a significant percentage of their income on leisure activities (including music). It is therefore wise for Sony Music to investigate targeting this audience. Another trend is increasing European integration, leading to the creation of the Euro-consumer. Sony Music has the advantage of Jamiroquais multi-racial and multi-cultural band appealing to the diverse inhabitants of EU member states, and should maintain this image to attract more of these new Euro-consumers. Cultural Environment Celebrities and music groups have a considerable effect on peoples attitudes and appearance. Kays strong and unique image (he is famous for his flamboyant hats and his collection of fast cars) means that Jamiroquai is distinctive and easily-recognisable. However his numerous violent outbursts and bad behaviour have also caused him to be regarded negatively by many, as his behaviour goes against the moral beliefs and values of the general public (Reference: Page A1). Political and Natural Environment The growth of public interest groups have proven beneficial to Jamiroquai, as Kays much-publicised support for the environment has gained him many supporters. Jamiroquai recently performed a benefit concert for Friends of the Earth and played a short set near the Danish Embassy in protest at whale culling around the Faroe Islands. Technological Environment Technology has had a big impact on the music industry, its biggest threat to date being music-swapping software, as companies such as Napster have caused significant dents in Sony Musics profit margins because of the fact that their 51 million users do not want to buy music that they can obtain for free on the Internet. There have been ongoing legal battles between Sony Music and Napster, with a resolution yet to found. Fortunately, success was found by Sony Music with MP3.com: joining forces, the Big Five record companies (Sony Music, EMI, Universal, Warner Bros and BMG) deluged MP3.com with lawsuits charging the company with enabling Internet piracy, with the result being MP3.com paying Sony Music $20 million. Sony Music also introduced a revolutionary idea to try and combat music-swapping software: the production of non-copiable CDs which cannot be uploaded onto the Internet or burnt onto other CDs. This idea has been met with mixed reviews, as many consumers have turned against Sony Music for doing so. Also, it has been rumoured that Taiwanese companies are secretly developing hardware to read these CDs.

The representation of the history of American slavery in the themes of literary works of the African American literary tradition essayEssay Writing Service

The representation of the history of American slavery in the themes of literary works of the African American literary tradition essayEssay Writing Service The representation of the history of American slavery in the themes of literary works of the African American literary tradition essay The representation of the history of American slavery in the themes of literary works of the African American literary tradition essayIt is not a secret that literature reflects the history of national culture, placing emphasis on the various aspects of the development of human society. The study of the African American literary tradition has emerged and developed from the slave narrative genre. The most significant unifying themes, tropes, and motifs shared by literary works help to tell a story about the history of American slavery and the longstanding struggle against its legacies of racism and injustice. The two literary texts that will be discussed in this paper are Frederick Douglass’s Narrative (1845) and James Weldon Johnson’s Autobiography of an Ex-Colored Man (1912). Both literary works contribute to the overall understanding of the key reasons of the struggle against the legacies of racism and injustice in American society of the 19-th century through the the mes that reflect the history of American slavery.In Frederick Douglass’s Narrative (1845), there are many significant themes that reflect the author’s attitude toward the historical events aimed at the struggle against the legacies of racism and injustice. According to literary critics, â€Å"Frederick Douglass devoted his life and writings to the cause of black emancipation, enfranchisement, and equal rights†(Chander 101). Through his Narrative, the author made efforts aimed at fighting against racism, violence, oppression, exploitation and slavery. The full name of the literary work is Narrative of the Life of Frederick Douglass, an American Slave (1845). Actually, this work is considered to be â€Å"an American fugitive slave classic† literary work that tells a story of a slave from the author’s own point of view. The major themes discussed by Frederick Douglass in his Narrative are the theme of horrors of slavery and the theme of the impact of slavery on both the slave and the slaveholder. According to Douglass, â€Å"killing a slave or any colored person, in Talbot County, Maryland, is not treated as a crime either by the courts or the community†(102). The author provides many examples that demonstrate violence and oppression of slaveholders toward their slaves. He tells the story of Thomas Lanman, who killed two slaves, the story of Colonel Lloyds’s brutality, and many other cases that show oppression and violence, inequality and injustice presented in different forms. The story of Sophia Auld shows the impact of slavery of the slave owner.Besides, the author shows how slavery may have negative impact on the family, destroying individual personalities. Frederick Douglass himself never knew his father and his mother. He writes, â€Å"I do not recollect of ever seeing my mother by the light of the day† (48). The songs of the slaves made the author think about social and racial inequalities and seek th e proper ways to fight against slavery. He writes, â€Å"They breathed the prayer and complaint of souls boiling over with the bitterest anguish† (57). In general, the themes revealed by Frederic Douglass in his Narrative make it an important political document, which tells a lot about the inequalities and injustices done to slaves, as well as represents a warning to the American nation that â€Å"there will be a general uprising of slaves if slavery is not soon abolished† (Chander 104).In James Weldon Johnson’s Autobiography of an Ex-Colored Man (1912), there are also many important themes that make the reader realize the necessity to start the war against slavery. In this literary work, the author explores in fictional form some aspects of African American identity or sense of self. The major themes include the theme of protest, the theme of color-line or race discrimination and the theme of African American identity. According to Mar Gallego and Marà ­a del Mar Gallego Durn, James Weldon Johnson â€Å"anticipates many of the central themes and motifs that concern Harlem intellectuals, mainly the reinterpretation of the key concepts of race and identity through a revision and updating of autobiographical legacies† (45). The literary work is focused on the established African American literary tradition, incorporating both the slave narrative tendency and the new exploitation of the so-called â€Å"tragic mulatto† images reflected in the author’s main character who â€Å"becomes the passing character par excellence† (Gallego Del Mar Gallego Durn 46).The author portrays racism that makes the lives of African American people unbearable.   Johnson tells about his first experience of racial discrimination, when he was taking the train to Atlanta University. One of the major themes revealed by Johnson in his literary work is the theme of lynching that reflects violence and oppression in American society. Actuall y, the narrator had personal experiences that could give him many reasons to become white, but in the famous closing paragraphs he doubts of the struggle for justice in America. He says, â€Å"I cannot repress the thought that I have chosen the lesser part [personal comfort, private happiness], that I have sold my birthright for a mess of pottage† (Johnson 93). The theme of lynching shows not only the negative effects and aggressive character of southern white supremacy, but also it demonstrates the importance of transformation of the nation’s life and identity. The author recalls the theme of racial violence that helps to assess the nature of the social world. According to literary critics,Under these conditions lynching’s popularity and persistence, its mass appeal stems from its power to specify not where life and death begin and end, but how the â€Å"realm† of the real could be extended without limit or concern for the people, communities and life wo rlds it consumed in its wake (Goldsby 170).In general, James Weldon Johnson’s Autobiography of an Ex-Colored Man is concerned with the issue of racial passing and the importance of racial identity. This literary work can be regarded as a Modernist fiction as the main character’s identity, the identity of an ex-colored man, is â€Å"forced upon him through a scene of mob violence, or lynching† (West 43).   James Weldon Johnson has contributed to the overall understanding of the negative effects of racial inequality and injustice.Conclusion   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Thus, it is necessary to conclude that the themes revealed by Frederick Douglass in his Narrative and by James Weldon Johnson’s Autobiography of an Ex-Colored Man tell a story about the history of American slavery and the longstanding struggle against its legacies of racism and injustice in American society. Both literary works are autobiographies and can be viewed as signif icant historic and political documents that serve as effective tools to warn the nation of the massive uprising of slaves aimed at abolishing slavery. Both autobiographies reflect the movement of the main characters from slavery to freedom. The reader has an opportunity to evaluate the richness of African American culture and the important role of African American identity.

Grade Point Average (GPA) and Graduate School Admission

Grade Point Average (GPA) and Graduate School Admission Your GPA or grade point average is important to admissions committees, not because it signifies your intelligence, but because it is a long-term indicator of how well you perform your job as a student. Grades reflect your motivation and your ability to do consistently good or bad work. Generally, most masters programs require minimum GPAs of 3.0 or 3.3, and most doctoral programs require minimum GPAs of 3.3 or 3.5. Usually, this minimum is necessary, but not sufficient, for admission. That is, your GPA can keep the door from shutting in your face but many other factors come to play in getting accepted to graduate school and your GPA  usually wont guarantee admission, no matter how good it is.   Course Quality Can Trump Your Grade Not all grades are the same, though. Admissions committees study the courses taken: a B in Advanced Statistics is worth more than an A in Introduction to Pottery. In other words, they consider the context of the GPA: Where was it obtained and of what courses is it comprised? In many cases, its better to have a lower GPA composed of solid challenging courses than a high GPA based on easy courses like Basket Weaving for Beginners and the like. Admissions committees study your transcript and examine your overall GPA as well as the GPA for the courses relevant to the programs to which youre applying (e.g., GPA in science and math courses for applicants to medical school and graduate programs  in the sciences). Ensure that youre taking the right courses for the graduate program to which you plan to apply. Why Turn to Standardized Exams? Admissions committees also understand that applicants grade point averages often cant be meaningfully compared. Grades can differ among universities: an A at one university may be a B at another. Also, grades differ among professors in the same university. Because grade point averages are not standardized, its hard to compare applicants GPAs. Therefore admissions committees turn to standardized exams, like the GRE, MCAT, LSAT, and GMAT, to make comparisons among applicants from different universities. Therefore if you have a low GPA, it is essential that you try your best on these tests. What If I Have a Low GPA? If it is early in your academic career (for example you are in your sophomore year or beginning your junior year) you have time to boost your GPA. Remember that the more credits you have taken, the harder it is to raise your GPA, so try to catch a spiraling GPA before it does much damage. Heres what you can do before it’s too late. Try your best. (This is a given.)Take high-quality courses. Sure, its easy to raise your GPA with introductory courses and so-called easy As but admissions committees will see through those tactics. A lower GPA composed of high-quality courses will do you more good than a high GPA composed of easy courses.Take more classes. Dont just take the minimum number of courses needed to graduate. Instead, take more courses so that you have more opportunities to raise your GPA.Take summer courses. Summer classes are intense but they permit you to focus entirely on one (or two) classes, which means that youre likely to do well.Consider delaying graduation. Spend an extra semester or more in school to take courses to raise your GPA.After graduation, take a few graduate courses or challenging undergraduate courses to show your aptitude. Point to your performance in these classes as an indicator of your capacity for graduate work.

History Essay Example | Topics and Well Written Essays - 1500 words - 4

History - Essay Example On the other hand, they too gained a lot from the revolution as well. This is actually due to the fact that they got an available opportunity to mix freely and get to know the other non-Jewish neighbors. The Jews also had an inner feeling of ultimate security due to the fact that they had tirelessly championed for the liberation of their country importantly, self with the entire unity of their Christian associates. Their major strength was bestowed in unity and most importantly, self confidence. These are the main features that they used in order to champion for their rights without false pretense and very much boldly (Mazur, 2012). The Jews majorly originated from virtually every country in Europe and the Middle East but most of them migrated from Eastern Europe and Germany. The major reason for migration from the Middle East, Europe, Eastern Europe and Germany was due to poverty, discriminations and massacres (Joseph, 1988). The first Jewish immigrants to Chicago came from the cent ral Europe and arrived in 1841. Most of the early Jewish settlers began as street peddlers and later opened stores that later developed into reknown companies such as Florsheim, Spiegel, Aldens, Mandel Brothers among others (Mazur, 2012). The civil war that occurred in America divided the Jews along various different lines (Mazur, 2012). It separated the Jews physically and ideologically, this is to say that there were Jews in the south of the country as well as the north of the country, others upheld slavery and human trafficking while the others rejected and fought against the vice. In the same manner, there were other Jews who worked hard to ensure that there was unity among the Jews whereas on the other hand others were struggling to ensure that the Jews were actively divided (Mazur, 2012). It is very much evident that the civil strife that occurred in America affected the Jews as well. Consequently, there are three characteristics of the struggle that had a different impact on the Jews specifically. To begin with, the civil strife led to an increase in panic and uncomfortability among the Jews. This later gave rise to increased racial and religious differences and biases in America. To make matters worse, the Jews both in the north and south of America, were made to bear the whole blame (Mazur, 2012) Secondly, the Jews were however adversely affected by the fact that the Jews in the North were denied the chance to have or to elect an army chaplain. Even though the task was not that easy, the Jews saw that they too had a say and hence wanted a representation on the same. According to the law that had been put in place and was functional at that moment, an army chaplain had to be, â€Å"a regularly ordained minister of some Christian denomination† this therefore made it very difficult for the Jews to qualify. The law however was seen to become that strenuous and even President Abraham Lincoln himself made an effort to re-strategize the clause in orde r to loosen its strenuous ends but his efforts did not bear instant fruits. Instead it took the Jews over one year of great job and hard work before the law was amended and passed successfully (Joseph, 1988). The Jews also suffered the consequences of the civil war through an operation that was far much against the Jewish officials. This is the final and the most

Housing Policy Essay Example | Topics and Well Written Essays - 250 words

Housing Policy - Essay Example This ccontact count housing policy redresses nearly all facets of homelessness (Davis, 2010) For example, Aylesbury Vale District Council (AVDC) in Buckinghamshire County is surrounded by hundred smaller villages like Buckingham, Haddenham, Winslow, Wendover and more, covering approximately 900 square kilometers. The Vale has approximately 69 258 households and a population of 174 100 people according to the 2011 Census (AVDC 2011). AVDC’s population and houses continue to increase in number. For instance, in the last ten years up to 8600 new houses have been built with 50% of the new builds from urban extensions According to the South Midlands Sub-Region study (2002) and the Milton Keynes Sub-Regional Strategy (2005). In addition, The Vale’s population is expected to go up to 213 000 by 2026 (AVDC Housing and Homelessness Strategy, 2008-2013). The contact housing policy was grounded on specific areas such as Leeds, Manchester, Nottingham, and West midlands, Oxford, Devon and Newcastle. The specificity of the policy program was to help provide information on the level of homelessness in the mentioned areas and Identify the additional housing options and the help need to cater for the needs. Moreover, the contact housing policy also /had key areas such as, Housing Options prevention service, social justice strategy, social Impact Bond and Localism Act (Ambrose, 2008) There have been impediments to the sound execution of the cont housing policy from different quarters namely, The government, Mayor of London Local housing, Authorities, Chartered Institute of Housing, Health and wellbeing Boards, Hospitals such as St Mungo’s as well as the Ministerial Working Group which initiated the No Second Night Out model. (Wilcox, 2011) The above essay is an elaborate explanation on the housing problem in the United Kingdom and the subsequent

How Do Old Refrigerators Affect the Ozone Layer Essay Example for Free

How Do Old Refrigerators Affect the Ozone Layer Essay The ozone layer prevents ultraviolet sunlight from reaching Earth. (The Ozone hole, 2012). Without the ozone layer, it would be more likely to get skin cancer, eye damage, harm wildlife, reduce crop yields, and change the ocean food chain. The ozone is a molecule made up of three oxygen atoms. Ground-level ozone is the main component of smog and is harmful to humans. Atmospheric ozone collects in the stratosphere, which is about nine to twenty-two miles above the surface of the Earth. It was discovered in 1985 that there was a hole in the ozone above Antarctica. CFC’s, were constantly eroding our ozone layer. (Roach, 2010). In old refrigerators, ammonia gas is used to keep the refrigerator cool. Pure ammonia gas is highly toxic to people and if a refrigerator containing it leaked, it would pose a threat. Switching to CFC’s was a â€Å"nontoxic† replacement that depleted the ozone layer. Then they switched to a more environmental friendly coolant. Although many refrigerators still use ammonia. (Brian; Elliot, 2006). Refrigerators need five major components to keep cool. The compressor compresses the ammonia gas and the compressed gas heats up as it’s pressurized. The coils on the back of the refrigerator let the hot ammonia gas disperse its heat and the gas condenses into liquid at high pressure. The high pressure ammonia liquid flows through the expansion valve. One side of the valve has high pressure ammonia liquid and the opposite side is a low pressure area because the compressor sucks gas out of that side. The liquid ammonia immediately boils and vaporizes with the temperature dropping to -27 degrees Fahrenheit which makes the inside of the fridge cold. The compressor sucks up the ammonia gas and the cycle repeats. (Brian; Elliot, 2006)The coolant is trapped inside coils and makes a circuit through them and changes back and forth from a liquid to a gas. Ammonia gas does not affect the Ozone layer but it is highly toxic to humans. When they switched to CFC’s, that’s when the refrigerators added to the list of things depleting the Ozone Layer. Du Pont discovered this replacement in the 1930’s. They are used in a variety of industrial, commercial, and household applications. The CFC’s were released into the atmosphere and went up into the stratosphere. In the 1970’s, it was discovered that the CFC’s in use are harmful to the Ozone Layer. The ultraviolet radiation at the atmospheric altitude breaks down CFCs, freeing the chlorine. Under the proper conditions, this chlorine has the potential to destroy large amounts of ozone. As of the 1990’s, they put a more environmental friendly coolant in refrigerators.

The Great Gatsby: Morality And Gatsby :: essays research papers fc

The Great Gatsby: Morality and Gatsby Morality is a very controversial issue. That is one of the reasons what people are interested in reading about it. Morality can lead to many questions essentially it can lead to the question between right and wrong. In The Great Gatsby Nick Carraway is faced with a constant struggle between right and wrong. Truth is an issue of morality. "It all happened in a minute but it seemed to me that she wanted to speak to us, thought we were somebody she knew." (Fitzgerald 151) Daisy and Gatsby tried to hide the fact that they hit and killed Myrtle Wilson while driving home from New York. Nick Carraway, however, knew the truth and had to decide if he was going to help hide the truth or let Daisy and Gatsby suffer the consequences. â€Å"I don't think that anybody saw us but of course I can't be sure.† (Fitzgerald 151). Gatsby felt that he could hide the car and with it he could hide the truth. The truth is that Myrtle Wilson was killed and Daisy and Gatsby are the ones to blame. They cannot hide that truth. The friendship between Jay Gatsby and Nick Carraway is a questionable one and full of doubt. "He had seen me several times and had intended to call on me long before but a peculiar combination of circumstances had prevented it- signed Jay Gatsby." (Fitzgerald 45-46) The two had lived next door to each other for awhile however, they had never associated. Therefore, along with the invitation to the party there was some suspicion. Jay Gatsby is a very wealthy man. Nick Carraway, although he lives in West Egg, is not wealthy nor elegant. The two are certainly opposites. Gatsby and Carraway are bound to take