A2 Media

1. MEDIA – ASSIGNMENT 10
PROMOTION OF THE ARTIST
By Michael Dreelan and Luca Chapman

2. MICHAEL BUBLE
• 2005 – Feeling good https://www.youtube.com/watch?v=Edwsf-8F3sI
• 2006 – Save the last dance for me https://www.youtube.com/watch?v=LAjfB0XfjkA
• 2007 – Everything https://www.youtube.com/watch?v=SPUJIbXN0WY
• 2009 – Haven't met you yet https://www.youtube.com/watch?v=1AJmKkU5POA
• 2009 – Cry me a river https://www.youtube.com/watch?v=yopNkcDzQQw
• 2013 – Close your eyes https://www.youtube.com/watch?v=LoEWmc60wJY
• 2013 – You make me feel so young https://www.youtube.com/watch?v=2V8RIi7M7Oc
• 2013 – It’s a beautiful day https://www.youtube.com/watch?v=5QYxuGQMCuU
• 2014 – Baby it’s cold outside https://www.youtube.com/watch?v=6bbuBubZ1yE
• 2014 – To love somebody https://www.youtube.com/watch?v=QrHN9tJLaQ0

3. HOW IS THE ARTIST’S IMAGE
CURRENTLY PROMOTED?
• Michael Buble’s image is portrayed solely around his unique and iconic style of music that
has evolved around his Canadian/Italian background.
• He is known as one of the most famous ‘Crooners’ to ever live, a male singer who sings
songs in a soft, low voice.
• However, where Michael Buble’s image is able to become so unique is the way in which his
style of singing replicates many of the 20th century artists styles, who were at the forefront of
the music industry as it began to take flight.
• Michael Buble himself, has been compared to the likes of Frank Sinatra on many occasions
as his style is very similar to the of the 20th century singer.

4. HOW AND WHY HAS THE ARTIST’S
IMAGE CHANGED OVER TIME?
Michael Buble’s is one of the most iconic within the
music industry, he uses his Canadian and Italian
background to create an extremely original take on
current music. Therefore, his need for drastic or even
small changes of style is non existent as he has already
become one of the most famous crooners to ever live.
Michael Buble is also known by some due to his Christmas
alums that he has made. This is something else that he has
brought into his career to expand his audience and also further
display his iconic style.
These covers have been heavily requested as audiences are
keen to see his style being projected onto famous songs.
However, his covers generally do not come with a specific music video as
the point of the cover is to highlight his singing style onto the song that is
already well-known which removes the need for a promotional music
video.
The most popular Christmas songs in his album are:
• All I want for Christmas is you
• Its beginning to look a lot like Christmas
• White Christmas

5. COMMERCIAL IMPERATIVE
• Michael Buble has a slightly unique commercial imperative.
He is able to use his vividly iconic style in order to generate popularity without the need for unique or expensive
means to grow his image and brand.
• This can be shown within many of his music videos, as they all focus on long screen time of Michael himself, as his
main ‘USP’ is his iconic and niche style which is able to remove the need for extravagant styles and ideas shown
within other music videos of this genre. However, he does use a sophisticated and smart approach to his music
videos, as he wears suits or sophisticated clothes within a majority of his videos.
• Furthermore, his commercial imperative is emphasised even further by the way in which his style of ‘Crooning’ that
relates to previously famous singers allows audiences to feel a sense of nostalgia towards his songs, as he reminds
them of their love for these past singers, (Frank Sinatra).

6. IS THE ARTISTS IMAGE INVERTED OR
READY MADE?
• Michael Buble’s image can be seen as both an inverted and ready made image.
• Firstly, his unique and quite niche style that relates to last century’s style is something that not many
artist’s in modern times try to create, which would suggest more of an inverted style. The Crooner style
is generally something that was forgotten about as the new millennium approached, but with Buble, he
has brought it back to life, and encouraged large audiences to start listening to his music, by way of
that nostalgic feeling.
• However, upon further looking, Buble represents the style of the likes of Frank Sinatra and many other
famous crooners, which would suggest that he inhabits more of a ready made image.
• This image however, ready made or inverted, is aimed at a specific target audience. This audience is
that of older women, within a wide social grade.

7. WHAT’S THE DIFFERENCE IN
REPRESENTATION/ IMAGE/ PROMOTION
BETWEEN AND INDIE ARTISTS?
• Generally, mainstream artist’s tend to focus a lot more and on their own personal image, as they can
rely on the fact that people accept and are entertained by their style of music. However, there are
exceptions to this if the image of the artist has been faulted or exposed previously (Justin Bieber).
• Some mainstream artist’s also tend to use their ability to reach large audiences in order to raise
awareness for controversial and worrying causes that face today’s society.
• However, indie artists take two different approaches. Firstly, some indie artists are not focused on
reaching large audiences, as they are within the music industry to focus on niche, qwerky ideas that
they enjoy producing.
• Secondly, some indie artists just simply struggle to reach a larger audience, as they lack the funding
and backing of many mainstream artists. Sometimes, indie artists are able to attract large audiences
through their videos going ‘viral’ due to a comedic or unique aspect.

8. EXAMPLES:
• Artist’s that don’t focus on their image due to a fault or scandal that has arisen:
• Justin Bieber - Justin Bieber – Sorry
• Artist’s that use their popularity and large audience to raise awareness:
• Hozier – Take me to Church
Indie Artist that was able to reach a large audience for a video, due to comedic approach:
Rebecca Black - Friday

9. EXTRA CHALLENGE: FIND AN UNSIGNED ARTIST/GROU
AND THINK OF HOW YOU WOULD SELL THIS ARTIST'S
TO AUDIENCE? HOW WOULD U TARGET YOUR TARGET
AUDIENCE?
• You Win Again Gravity (YWAG)
• This band is a rock/heavy metal band.
• To promote the artists and target their audience you would have to put a lot of performance in their
music videos as this is what fans of this genre want to see. This is because it shows them what to
expect if they were to see them perform at a concert or festival.
• This links in with their commercial imperative, as the heavy use of performance allows the viewer to
indulge themselves with the artist, as if they were at a concert, which would potentially encourage
them to buy tickets for their live performances.
• This is emphasised by the use of apparel, as conventionally, rock and metal bands use strong
influences of leather and black colouring within their images, which also allows them to relate to a
live performance scenario.