A presentation of promotional merdia

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. Formation of “Spice Girls” Wikipaedia
• 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?

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 her favourite Liverpool shirt and tracksuit bottoms

4. 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.”

5. Blog 7 Promotional –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.

6. Marketing an image
Compare the two artists
• Lady Gaga
• Adele
• Someone Like You
• http://www.youtube.com/
watch?v=hLQl3WQQoQ0
• Bad Romance
• http://www.youtube.com/watch?v=qrO4YZey
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