Katy Perry used various techniques to generate buzz for her upcoming album Prism. This included a lyric video for her single "Roar" that gained over 37 million views and helped introduce the song. Her marketing campaign employed tech-friendly initiatives like sharing snippets of songs on social media. When interest grew, she moved the album release date up from late September to August. The music video for "Roar" featured a mystical yet disaster-based storyline of Perry stranded on an island after a plane crash. It maintained continuity with her established brand image including the use of leopard print and mystical elements. Perry is prominently featured in close-ups throughout, as per Goodwin's theory that the star is the main focal point in

1. Cross Media Case Study

2.  Katy Perry started her music career by singing at a church and then getting signed to
her first record label Red hill and recording her first album. At the age of 17, she
went to Los Angles, moving out her house to work with Glen Ballard making an
album for Island Records. Some of the tracks that she produced here were put out
to her fans via MySpace.
 Kelly Clarkson ended up using some of those songs that were posted on MySpace
including “Long Shot”.
 In 2004, Perry had a break out as an artist. She got signed to Columbia records.
However, this did not work out as planned and her vision for the way she wanted to
be seen as an artist was side-lined and she was not in the driving seat of her image.
 Perry, still though received attention by magazines and was dubbed the next best
star by Blender Magazine, making her career seem quite promising. Her
collaboration with Columbia records started to break down and she was dropped
from the label. In 2004, she worked on many projects including, Mick Jiggers song in
2005 “Old Habits Die Hard” which won a Grammy for being original.
Though when Katy Perry’s music career ended with Columbia records they
recommended that she should work with Virgin records in which she later did. Her
debut album was a huge success; “One of the boys”. She then worked on singles such as
“Ur so gay”, “ Hot n’ cold” which gave her the media attention that she so needed as a
staring maistream artist.
It saw her mentioned by stars such as Madonna whilst on a radio interview in America.

3.  By 2008 she had sucessfully got a number 8 album as well as three singles
that reached with the top 3 positions on the music billboard around the
world.
 Her mainstream success continued as she carried on making albums and
singles consistently and she then decided to make her image more mass
appealing and she did this by starting to go on TV shows such as MTV
Unplugged showing her put side of her music image.
 Her career expanded throughout the last few years and this where she
stared to go into TV production such as the Smurfs and made a film that
document her musical career which related to one of her singles and
helped an increase in sales of that song also.
 This led to her current album prism which featured many new imitative
that would hopefully create a great sense of buzz for her album and this
was hinted through Pepsi and MTV teaming up to promote a trend that
would be able to occur on twitter and give fans the oppituinty to acess 2
small snippets of songs featured on Prism that would come out before the
album is actually released.
 Something no other star has done; making Katy Perry seem very tech
friendly.

5. The image of Katy Perry is clear and
she is seen as very stylish female; a
role model for girls in the music
industry.The consisted pink
colouring scheme that is
around the whole of the
website gives the
impression that her website
is predominately aimed at a
female market.
The social networking
symbols makes her as
an artist seem very
socially active and easy
to follow, giving people
the opportunity to see
what she is getting up
to.
The countdown of
the album cover
shows that potential
fans can keep
updated on how long
until the album. It
also creates a sense
of buzz for its
release date.
The new video of the new album gives fans the opportunity to then watch the
video, it makes the more likely to but and it then be hooked on that new song.
It also shows her in an outfit consistent to the pattern of the framing around a
photo which also relates to the “Roar” single.
The funky shapes
that are evident
on the page are
very geometrical
and have a
symmetrical feel
about them.
Making the new
album seem from
the future and
supernatural. This
is hinted through
the use of metallic
colours.

6.  The website is cohesive and consistent throughput and follows the concepts that each age follows
making it very easy to track and as well as keeping the brand image consistent. The geographical
shaping's of the typography are very fitting to the overall feel of the artist, and this is because Perry’s
new album which is coming out soon is “prism” a 3D shape. Perry is presented in quite a mainstream
way as her audience is mass appealing meaning that as an artist she reaches more fans. Her website
does though suggest females are her predominate fan base, this is through the light purple all around
the website. This social networking hyperlinks that are situated al around the website, make Perry
seem very active as an artists, and this gives a good impression to her fan base; as they will see she is
easy to follow and contact.

8.  The album comes across really well just as the
website does and this is because it is clean
and has straight lines. The retro feel us
created through the geometrical shapes that
are surrounding the whole of the album cover.
The clear white background is nice and means
that the image of Katy Perry is enhanced and
that it is more easy to view. Katy Perry is
dressed modestly making her more relatable
as an artist. This is because she is wearing a
Yellow jumper, one which is available as a high
street brand.
The “Roar album, cover is brilliant for the
campaign as it works so well with the
campaign as a whole and helps the brand
image increase. The fact that there is a
leopard print frame around the image
would immediately position the audience
in a spot of interest asking why the album
is revolving around a tiger. The mystical
typography that has two hands merging
over the “O” gives an insight to the
audience that something good comes of a
meeting; this being her and the animals.

9.  Katy Perry used many different techniques to try and create “buzz”
for her new up and coming album. Because of the growing interest
that Katy Perry did receive she had to start to rethink the release
date of the album. It was planned to be released late
September, entering October. Instead her single was released 30
August entering the charts at number one.
 The marketing campaign/ schemes and initiative that Perry used
worked well to start a large interest in her new and up and coming
project. All of the initiatives were very tech friendly and this meant
that across all of Perry’s campaign it applied new tech friendly
initiatives. Some initiatives included a large lorry truck with the
release date of at Perry’s new single. The colour scheme of the van
was consistent with the font that has been applied throughout her
brand image. So, would therefore assist her brand image.
 In a sub-conscious way through updating her fans she actually told
her twitter followers what was the new project which projected the
message to millions of people what her new project is.

11.  Perry, also used another platform to try and promote the new and up and coming single “Roar”
and this was addressed on YouTube. Perry made a lyrical video that helped to create a sense of
buzz and attraction to her latest single. In which it did seeing as the video itself had over 37
million hits. Yet it although, it was nothing really like her music video for Roar it was clear that
the video mainly gave her fans the opportunity to listen to the track. It did through address the
current trend of emoji’s icons that are seen across social networking sites making, Perry once
an=gain seen as dynamic to notice a trend and address it.
 The fact that the video does not physically show Perry was a clever concept that the director of
the video used. This is because although the concept is different to the official music video it has
no correlation to the artist themselves so doesn’t ruin the narrative or give anything away from
that video i.e. consuming, location or props.

12.  The overall feel of the music video is mystical, yet is a disaster. It revolves around a car plan crash. The feel of the music video
does though seem typical in the sense, that as soon as a mass appealing artist thinks of a disaster they choose to explore disasters
that are often explored in the film industry, yet very abnormal in the actual real world itself. The beginning of the film has mainly
green and blue colours that give a tropical and organic feel to the music video.
 In terms of the continuity of the brand image that Perry has created with herself and alongside her music recording label is
impeccable, it blends perfectly. The “tiger” vibe that is created through the leopard print is consistent with the font and image
borders that were on the website and the mystical feel of the typography that is on the album cover is addressed my the mystical
CGI in the video of the butterfly's and the roar expression.
 Perry has been made up to look like a beautiful and attractive girl which once again highlights her versatility to be bought in the
industry and females aspire to be like her and males want to be with her. Her costuming changes throughout which meant that

13. In the music video “Roar”, the Todorov narrative concept is followed throughout. First of all, though
the video starts with dis-equilibrium in which Perry and her accompanied male have just been In a
plane crash. This has in turn left her stranded on a tropical island, one in which is only occupied by
animals. This therefore, puts Perry’s life in danger as she is not use to the conditions of the island as a
human. Her accompanied partner is eaten by a tiger.
This transformed into the equilibrium which saw Perry become more acclimatized to the situation that
she is unfortunately in. When adapting to her surroundings she fights off a tiger which, also helped the
continuity of the font that is in tiger print. Other successes of her acclimatization was dressing more
appropriately to the habitat she was in.

14. The music video complies to the theory and the hypothesis that Goodwin makes. Goodwin
suggests that in music videos the actual star of the video is the focal point and that although
there is a variety of shots that are evident in the music video, the majority of the cinematic
shots are close-ups. This helps to highlight who the singer is and differentiate from other
characters of personas that may appear in the video.
In terms of the Roar video there is a vast variety of shots but there is predominantly close ups
which help to highlight Katy Perry beauty and also prosodic features such as her facial
expressions which assists the narrative. Ultimately, this aids the campaign throughout, as it also
highlights the stylistic side of the video corresponds to the album artwork, music video and
website. It corresponds to these other media platforms through the overall tone, that
something is mystical and there is a tropical vibe that reoccurs in the video through CGI which
is similarity created through the typography of the artwork of the “Roar” single which has
curved edges and has enchanted embroidered designs on it.

15.  The cinematography, as I have already mentioned is predominantly close-up shots that help to
capture the beauty of Perry, but there is also a great usage of different shots as, they aid the
whole vibe and narrative of the video. Without the extreme wide-shots the mystical and
tropical feel of the video would be lacklustre seeing as the use of these shots helped to
introduce hallmarks of a tropical deserted island, such as a waterfall, bamboo trees and a
small lagoon.
 The wide-shots also helped Mise-en-scene elements that would have been considered by the
directors of the video. Shot types such as log shots explored the scene that Perry was
positioned in and re-enforced the trees etc. 3 ¼ shots that were applied in the video assisted
iconography elements such as making new equipment fit for survival out of clothing- including
a leave skirt as well as spear using the high heel of her shoe as the sharp end.

16.  Perry is addressed through the Male Gaze and this complies to the concept that Laura Mulvey
explored, noting that females dress in a provocative manner to capture the males attention. It
is clear that Katy Perry is dressed in the music video quite modestly at the beginning in a
button up long sleeve shirt, then after acclimatizing to the island. She becomes less dressed.
Hence, meaning that her figure is more revealed, this will help to get more of a wider
audience to watch the video. As, males will want to watch her latest music video to see Perry
sexualised and females will want to watch the video to either aspire to looking like Katy Perry
or be annoyed by the way she is presenting herself; as it is provocative.
 Perry looking like a sexualised object is consistent through the other media platforms where on
the album artwork she is uncovering her shoulder and on the website she is dressed in short
dresses and in one image is half naked for a previous album cover.
VS.

17.  Overall, the brand image of Katy Perry and the current style of the music
that she is creating is very consent to what she is branding on every
media platform that I have viewed. The consistency will help the
audience to recognise her as an artist and make her have her own niche
in the market “in a way”; considering she is a mass appealing artist, it is
unusual that most of her campaign is unique to herself seeing as many
mass appealing artists follow a generic route to success. Where as Perry
has different qualities to what she is representing, her music video
follows a mystical scenario on a tropical island and this is carried out
through the website and the album artwork which feature geometrical
shapes consistent with futurism.
 The consistently of the campaign is through and can be seen as cohesive
throughout, this is because the colour scheme, the patterns of leopard
print, the tech friendly campaign is carried out in every stage of the
current campaign, creating consistency. Her image physically also
complies to what the artist is putting across on the website, album
artwork and album promotion. Therefore, Perry is seen as an attractive
female that can in most cases attract a wide fan base.