advertising campaigns
DESCRIPTION
A presentation analysing the different marketing campaigns used by record labels and their artists to promote new singles.TRANSCRIPT
- 1. Advertising Campaign 1
Artist: Kanye West Single: All OfThe Lights
2. Kanye West All Of The Lights
Prior to the release of his single All Of The Lights, West released
a limited run of posters, depicting him in his hometown Chicago
with typical Chicago weather. This can be seen as an attempt to set
up a strong fanbase in his hometown as well as reminding the
audience that West has not forgotten his roots. This makes the star
seem less like a celebrity and more like a real person, which would
cause the audience to want to buy the single more as they
understand its just his way of making a living.
3. As a further promotion for his single, West also released an
impressive music video, directed by Hip Hop music video legend
director Hype Williams. A visual accompaniment to the song is
useful as it invaded TVs world wide, and not a day could pass that
the video didnt make an appearance on the music channels.
Constantly seeing such a memorable video would get the song stuck
in the audiences head and thus make them want to buy it even
more.
4. DJ Semtex (of BBC Radio 1Xtra) is seen as a leading authority on
whats hot in the hip hop world, and covered both the production of
the All of the lights video, gave an album review and also
introduced us to an exclusive remix West made with fellow rappers
Lil Wayne, Drake and Big Sean the latter is also signed to Wests
label. By incorporating these artists, West can incorporate their
fans into his already substantial following. Coverage on Semtexs
blog throws the release into the public eye, especially in the UK
as West would have to cover all countries for the release to be a
success. Undoubtedly, several other blogs such as WorldStarHipHop
put West in the spotlight during the singles production and
release.
5. Advertising Campaign 2
Artist: DrakeSingle: Marvins Room
6. RnB star Drake, fresh from the success of his debut album Thank
Me Later, is soon to be releasing the first single from his follow
up album Take Care Marvins Room. The song is a slow, heartfelt,
emotive piece depicting the artists heartbreak with an unnamed
woman, and the video is suitable. No flashy, conventional RnB video
parties but rather Drake has chosen to go for a darker, more real
party environment which will help the audience relate to both his
lyrics and the concept behind both the song and the video,
increasing sales when the single is released. He does not sport
typical genre-stereotyped jewellery but is dressed in simple
clothing, further increasing the audiences ability to relate to him
and want to help him progress professionally by buying the
single.
7. This is a screenshot from a YouTube interview with Drake
uploaded on the 23rd of June, 2011. As we can see, the interviewer
is not a professional, there is no flashy setting or background,
and the YouTube channel name is imbedded in the bottom left of the
screen. This is an important feature, as it brings the artist down
to a more human level, in-fitting with the singles theme. During
the interview he talks about how the songs he makes are for people
who drive around on the streets, thinking about life and this sense
of being the same as one of his fans is a recurring theme that
Drake uses deftly to increase album and single sales.
8. With permission from Drake, female artist JoJo made a cover of
Marvins Room which shows a similar heartbreak but from a womans
perspective. This makes both versions more accessible to both sexes
and perhaps even boosts Jojos popularity. Furthermore, RnB
superstar Chris Brown also covered the song, which aids Drake as
fans from both Jojo and Brown will be introduced to the artist if
they didnt know him already similar to Kanye Wests remix of All
OfThe Lights. Relating the high quality of music made by Chris
Brown to Drake is also going to aid in sales as fans will see Drake
is on the same level talent-wise if not even higher.