My Powerpoint on Artist Brand.

1. Blog 7 Promotional –Creating Brand
• Purposes or Pop Videos
• Advertisement
• Illustrates the song
• Appeals to a visual audience
• Expresses an individual’s emotions
• Tells a story
• Markets an image
• Creates a brand

2. How Spice Girls Were Formed - Brand
• In the mid-1990s, family management team Bob Herbert, Chris
Herbert and Lindsey Casbon set about creating a girl group to
compete with popular boy bands that dominated the pop music
scene in the mid- to late-1990s.
• :In February 1994, Heart Management placed an advertisement in
The Stage trade magazine asking; "WANTED: R.U. 18–23 with the
ability to sing/dance? R.U. streetwise, outgoing, ambitious, and
dedicated?
• A management team realised that there was a gap in the market for a
girl band and decided to artificially put a group together full of girls in
order to fill in that gap.

3. Clothes of “Spice Girls”
• Their clothes were "carefully chosen for their first appearance on American TV. :
• Victoria in a sophisticated slinky black number,
• Emma in a baby-pink dress,
• Mel B in her leopard-skin trousers,
• Geri in red hot pants, top and bra,
• Mel C in a Liverpool shirt and tracksuit bottoms
They were all dressed in a way that reflected the nicknames that they had been given by the men
behind the group. They was all carefully manufactured so that each member within the group was
able to appeal to different audiences so that the overall band would be more popular. They were
given the nicknames: Posh, Ginger, Baby, Sporty and Scary Spice. Each member of the group
adopted their nicknames and adapted it within their brand identity to appeal to different audiences
and give off different vibes and personalities.

4. Victoria Beckham – Posh Spice
Victoria Beckham was also known as Posh Spice. She was able to appeal
to girls who were more upper class and more “posh”. Victoria was able to
dress herself and present herself to the public in a way that made her
seem posh and more sophisticated then others. This picture is an
example of her brand identity as she is shown to be wearing expensive
clothing which makes her look upper class, and she looks very serious
and mature about life. Posh girls in society would easily be able to relate
to her, so they was very interested in Victoria.

5. Emma Bunton – Baby Spice
Emma Bunton was known as Baby Spice. She was able to appeal to more
of the younger girls in the way that her brand identity was created for
her. The way she dressed would appeal to the younger audiences. As you
can see in the picture, she is made to dress like a Barbie doll. She’s
wearing bright pink clothing and has long blonde hair. As younger girls
would be interested in Barbie Dolls at that age, seeing Emma dressed like
a Barbie Doll would appeal to them, and make them interested in the
Spice Girls.

6. Melanie Brown (Mel B) – Scary Spice
Mel B was also known as Scary Spice. She was able to appeal to girls who
wasn’t normal in a sense, and were interested in being different from
other girls their age. Scary Spice was given the brand identity of being out
of the unknown and much different to others. She also seems very
aggressive in her ways as she seems like she doesn’t want to be bossed
about and dominated by men. This is hypocritical though, as the brand
identity that she was given, was planned by a man.

7. Melanie Chisholm (Mel C) – Sporty Spice
Melanie Chisholm (Mel C) was also known as Sporty Spice. She was able to
appeal to girls who were more interested in sport and being active and healthy.
She did this by frequently wearing clothing that you would expect to see
sportsmen and sportswomen wear. She also did a lot of sports activities. As you
can see in the picture on the left, she is riding a bike, while wearing some kind
of tight sports shorts. She also had the physique of an athlete as you can see
she has muscles.

8. Geri Halliwell – Ginger Spice
Geri Halliwell was also known as Ginger Spice, because of her obvious
apparent ginger hair. She was able to appeal to other ginger haired young
girls and be able to show them that even ginger haired people can be
successful. Ginger people are usually looked down upon as being stupid and
not very clever, so Geri was able be some kind of role model for them people.
She was also shown to be very aggressive too, so more aggressive girls would
also be appealed by her.

9. Selling “Spice Girls”
• The Spice Girls were sold to us as a group of friends, just goofing off and making top-selling
singles together.
• They were actually a carefully selected group of strangers chosen, after hundreds of auditions.
• They had endless merchandising and sponsorship deals, and were involved with everything from
Pepsi ads to Polaroid ads to Barbie-style Spice Girls dolls.
• Everything about them—including their Scary/Posh/Sporty/etc. nicknames was under the control
of men or corporations. Geri Halliwell.
• (“Ginger Spice”) almost didn’t make it into the group, because she looked older than the other
girls; when they asked her age, she reportedly said, “I’m as old as you want me to be. I’ll be 10
with big boobs if you want.”

10. Ways of Creating Brand
• Often artists/groups are sold as a brand and the music video acts as a
product of the brand, in the hope that the audience will be inspired
to “buy into the brand”
• For some artists the ‘image’ is of greater importance than the quality
of the product. The Spice Girls are a good example of this.
• Other times it is the song and the meaning of the song that is sold,
and the artists ‘image’ has little to do with the sale of the song.

11. Marketing an Image – Adele – Someone Like
You
• The way that Adele markets her image is very unique in
todays society. This is because she wants to be known for
her actual singing voice, and not for any special effects.
She wants to remembered because of her singing voice
and how powerful her vocals are. In her music video for
her song “Someone Like You” there are not really any
special effects in it, the video consist of Adele walking and
singing the song, being powerful in her vocals. She’s not
wearing any fancy costumes, and looks very ordinary. With
this image, she is able to present herself as being very
ordinary and plain and almost as though she is exactly the
same as other people. Also her appearance as not being
the skinniest of people shows that she is just an ordinary
woman, and doesn’t need to be different in order to
succeed. She is able to be a good role model for women
who are similar in size and age to herself.

12. Marketing an Image – Lady Gaga – Bad
Romance
• The way that Lady Gaga is able to market her
image is very different to Adele’s. She knows that
her singing voice isn’t as powerful as Adele’s so
she finds other ways to make herself stand out.
She uses a lot of special effects, props and
costumes in her videos. She makes her videos
look like works of arts, which make them unique.
It gives her an image of being surreal and very
different to others, and just not normal. As you
can see from the picture, the costumes are very
unique and strange of which creates this strange
affiliated with Lady Gaga. A lot more editing and
special effects would be used in her videos in
order to portray this image as best as possible.
She is able to appeal to the visual audience.