Katy Perry
1. Summarise the changing image of the band/artist as it has developed over time. It might also be useful to summarise the music genre also.
Looking at her in 2007 and in 2009, Katy Perry has had a bit of an image change. She started of with blonde hair and used to wear extremely casual looking clothes. However, over t
he years her image has become more sophisticated and elegant and she also dyed her hair black looking more chic. Her style of brightly coloured clothes with fruit-shaped accessories however, has always stayed unique to her image.
Katy Perry is now well known for her Pop Music, although being raised listening to gospel music only, her first release was a gospel album in 2001, under the name Katy Hudson. Her first Pop music album, ‘One of the Boys’, was released in 2007 by which she took the stage name Katy Perry.
2. Who are the fans? Do you have any sense of how the music companies have segmented the audiences? To what extent has the branding of a band been linked to target audience?
Katy Perry’s fans are primarily girls and maybe young women. This is obvious through the way she has been branded on both:
Her website- http://www.katyperry.com/
Her fan page- http://katyfan.com/
Both of these are predominantly pink therefore very girly. Her website especially is decorated with hearts and stars, and the font is curly and very teenage girl-y. Her online store sells clothes and merchandise for women, and her unique sense of fashion in general is one that may be inspirational for female fans. Katy Perry herself has said that some of her songs are meant to "make you cry, but there are others to make you dance and sing". Her fans therefore, are most likely to be girls, who both can get emotional over songs, but also like to sing and dance.
A secondary audience for Katy Perry’s music could be the gay and lesbian communities as two of her songs are called ‘Ur so gay’ and ‘I kissed a girl’, as if to promote homosexuality. Her online store also sells tops for females saying ‘I kissed a girl’ again promoting homosexuality. The ‘Ur so gay’ album cover, being predominantly black, looks as though it could appeal to both males and females so maybe her fans are not just limited to the girls.
Another audience for Katy Perry’s music would of course be the pop music fans.
3. What marketing strategies can you identify? What kinds of strategies can you list?(above/below-the line? unexpected promo stunts? etc). List any examples of the use of synergy with other industries to promote other media/products in connection with a band/artist.
Katy Perry’s Marketing strategies include:
- Her official MySpace page
- Video blogs – she says ‘Web blogging is just a great way to show people who you are’
- promoting her album by undertaking a two month tour of radio stations
- The female vocalist for The Matrix –from which she caught the attention of the music press
- Cameo appearance in Gym Class Heroes
- Digital EP to create online buzz
- Appearances in television programmes such as ABC Family
- She posed with a knife causing much controversy but attracting a lot of attention at the same time
4. Add any relevant links to your blog, especially Myspace page/music vids/official websites etc. A couple of illustrations (e.g key web design graphics/album cover photography) would also be useful to add to your blogs.
http://www.katyperry.com/
http://en.wikipedia.org/wiki/Katy_Perry
1. Summarise the changing image of the band/artist as it has developed over time. It might also be useful to summarise the music genre also.
Looking at her in 2007 and in 2009, Katy Perry has had a bit of an image change. She started of with blonde hair and used to wear extremely casual looking clothes. However, over t
he years her image has become more sophisticated and elegant and she also dyed her hair black looking more chic. Her style of brightly coloured clothes with fruit-shaped accessories however, has always stayed unique to her image.Katy Perry is now well known for her Pop Music, although being raised listening to gospel music only, her first release was a gospel album in 2001, under the name Katy Hudson. Her first Pop music album, ‘One of the Boys’, was released in 2007 by which she took the stage name Katy Perry.
2. Who are the fans? Do you have any sense of how the music companies have segmented the audiences? To what extent has the branding of a band been linked to target audience?
Katy Perry’s fans are primarily girls and maybe young women. This is obvious through the way she has been branded on both:
Her website- http://www.katyperry.com/
Her fan page- http://katyfan.com/
Both of these are predominantly pink therefore very girly. Her website especially is decorated with hearts and stars, and the font is curly and very teenage girl-y. Her online store sells clothes and merchandise for women, and her unique sense of fashion in general is one that may be inspirational for female fans. Katy Perry herself has said that some of her songs are meant to "make you cry, but there are others to make you dance and sing". Her fans therefore, are most likely to be girls, who both can get emotional over songs, but also like to sing and dance.
A secondary audience for Katy Perry’s music could be the gay and lesbian communities as two of her songs are called ‘Ur so gay’ and ‘I kissed a girl’, as if to promote homosexuality. Her online store also sells tops for females saying ‘I kissed a girl’ again promoting homosexuality. The ‘Ur so gay’ album cover, being predominantly black, looks as though it could appeal to both males and females so maybe her fans are not just limited to the girls.
Another audience for Katy Perry’s music would of course be the pop music fans.
3. What marketing strategies can you identify? What kinds of strategies can you list?(above/below-the line? unexpected promo stunts? etc). List any examples of the use of synergy with other industries to promote other media/products in connection with a band/artist.
Katy Perry’s Marketing strategies include:
- Her official MySpace page
- Video blogs – she says ‘Web blogging is just a great way to show people who you are’
- promoting her album by undertaking a two month tour of radio stations
- The female vocalist for The Matrix –from which she caught the attention of the music press
- Cameo appearance in Gym Class Heroes
- Digital EP to create online buzz
- Appearances in television programmes such as ABC Family
- She posed with a knife causing much controversy but attracting a lot of attention at the same time
4. Add any relevant links to your blog, especially Myspace page/music vids/official websites etc. A couple of illustrations (e.g key web design graphics/album cover photography) would also be useful to add to your blogs.
http://www.katyperry.com/
http://en.wikipedia.org/wiki/Katy_Perry
No comments:
Post a Comment