Researching the branding and marketing of artists who are from a different genre…
Slipknot is an American heavy metal band formed in 1995.
Slipknot are known largely by their attention-grabbing
image, aggressive music style and their energetic and
chaotic live shows. As of May 2010 Slipknot has sold over
14 million records worldwide. The band has released one
live album and four DVDs, this shows us that their
marketing technique relies heavily on the image they put
across to the audience and it also depends on their
performances on stage.
The band is known for its attention-grabbing image; the
members wear matching uniforms, have unique masks
respectively and have aliases which are simply numbers.
Vocalist Taylor had this to say when questioned about the
masks in 2002: "it's our way of becoming more intimate
with the music. It's a way for us to become unconscious of
who we are and what we do outside of music. It's a way for
us to kind of crawl inside it and be able to use it.”
Slipknot has been the subject of many controversies
throughout their career, both for their image and their
music. The lyrical content of some of Slipknot's songs has
been linked to several violent and criminal incidents.
So by this we can see that Slipknot has gained maximum
exposure through their own styling, using the masks for
example, an image that many people who may not be fans
of the band will consequently still recognise. Also, the
controversy may have gained them some exposure, just as it
did Marilyn Manson. We can see here that Slipknot is
advertising for a niche market of consumers who will relate
to their image, and their songs.
Christina Aguilera is an example of a pop star whose image was
completely marketed by the music industry. She even admitted
herself that she was displeased with her lack of input in her music
and image. After parting from her management, Aguilera took
creative control over her second studio album, Stripped (2002).
The album's second single, "Beautiful," was a commercial
success and helped the album's commercial performance amidst
controversy over Aguilera's image.
The constant theme in Aguilera's music and lyrics is love,
although she has written on other subjects including spirituality,
female empowerment, and grief.
Christina Aguilera has also used various products and
endorsement deals in which to boost her recognition. Throughout
her career Aguilera has endorsed several brands, including
Skechers, Mercedes-Benz, Verizon Wireless, and soft drink
giants Coca-Cola in 2001, and Pepsi in 2006. This is a usual
pathway that pop singers will undertake in order to receive more
Aguilera's fourth studio album Bionic (2010), which incorporated
aspects of R&B, electropop, and synthpop, was met with mixed
reviews and poor sales.