Advertising Campaign 1Artist: Kanye WestSingle: All Of The Lights
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 it’s just his way of making a living.
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 accompanimentto the song is useful as it invaded TVs world wide, and not a day could pass that the videodidn’t make an appearance on the music channels. Constantly seeing such a memorablevideo would get the song stuck in the audience’s head and thus make them want to buy iteven more.
DJ Semtex (of BBC Radio 1Xtra) is seen as a leading authority on what’s hot in the hip hop world, and coveredboth the production of the “All of the lights” video, gave an album review and also introduced us to an exclusiveremix West made with fellow rappers Lil Wayne, Drake and Big Sean – the latter is also signed to West’s label. Byincorporating these artists, West can incorporate their fans into his already substantial following. Coverage onSemtex’s blog throws the release into the public eye, especially in the UK as West would have to cover all countriesfor the release to be a success. Undoubtedly, several other blogs such as WorldStarHipHop put West in the spotlightduring the single’s production and release.
R’n’B star Drake, fresh from the success of his debut album Thank Me Later, is soon to be releasing the firstsingle from his follow up album Take Care – Marvin’s Room. The song is a slow, heartfelt, emotive piecedepicting the artist’s heartbreak with an unnamed woman, and the video is suitable. No flashy, conventionalR’n’B video parties but rather Drake has chosen to go for a darker, more real party environment which willhelp the audience relate to both his lyrics and the concept behind both the song and the video, increasing saleswhen the single is released. He does not sport typical genre-stereotyped jewellery but is dressed in simpleclothing, further increasing the audience’s ability to relate to him and want to help him progress professionallyby buying the single.
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 orbackground, 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-fittingwith the single’s theme. During the interview he talks about how the songs he makes arefor people who “drive around on the streets, thinking about life” and this sense of being thesame as one of his fans is a recurring theme that Drake uses deftly to increase album andsingle sales.
With permission from Drake, female artist JoJo made a cover of Marvin’s Room which shows a similarheartbreak but from a woman’s perspective. This makes both versions more accessible to both sexesand perhaps even boosts Jojo’s popularity. Furthermore, R’n’B superstar Chris Brown also covered thesong, which aids Drake as fans from both Jojo and Brown will be introduced to the artist if they didn’tknow him already – similar to Kanye West’s remix of All Of The Lights. Relating the high quality ofmusic made by Chris Brown to Drake is also going to aid in sales as fans will see Drake is on the samelevel talent-wise if not even higher.