1) Greyson Chance is an American pop rock singer and songwriter born in 1997 who gained fame after his cover of Lady Gaga's "Paparazzi" went viral on YouTube in 2010. 2) He was discovered by Ellen DeGeneres and became her first artist signed to her record label. 3) Greyson has since released two albums and several singles, and has received multiple awards and nominations for his music.

1. 2014
PRAJAKTA TALATHI
S P Jain School of Global Management
7/25/2014
ATOMIC BRAND – GREYSON CHANCE

2. Atomic Brand – Greyson Chance
Brand Management Assignment – Prajakta Talathi (GSEP13CMM031) Page 1
GREYSON CHANCE
An American pop rock singer, songwriter, pianist
Background
Born on August 16, 1997 in Wichita Falls, Texas, and currently residing in Edmond, Oklahoma,
Greyson Chance is the youngest child of Scott and Lisa Chance. Greyson began playing the piano at
the age of 8 and has had three years of piano lessons. He, however, had no formal vocal training. He
is of German, English, Polish and Czech ancestry.
First Performance
At a sixth-grade music festival in April 2010, Grayson Chance performed on Lady Gaga's "Paparazzi".
Greyson’s "Paparazzi" cover video was posted to YouTube, on April 28, 2010, and for almost two
weeks the video generated low views.
Web 2.0
At least two social websites, GossipBoy.ca and reddit.com, posted video embeds on May 10, 2010.
Ellen DeGeneres first saw the video after Greyson’s brother, Tanner Chance, wrote to her show
suggesting she watch it. The video had about 10,000 views when DeGeneres first saw it.
On May 12, 2010 Greyson Chance taped an interview and performance of "Paparazzi" for Ellen in Los
Angeles. It was broadcast on May 13. During the interview, Greyson received a phone call from Lady
Gaga, who is his true inspiration. Greyson became a hit on YouTube, gaining over 51 million views by
May 2013 which was shortly followed by his second appearance on The Ellen DeGeneres Show,
airing May 26, 2010. In his second appearance, Greyson performed his original song "Broken
Hearts", received a $10,000 award for winning Ellen's Wonderful Web of Wonderment contest, a
brand new Yamaha piano, and was announced as DeGeneres's first signed artist to her new
recording label Eleveneleven.
His original compositions, "Stars" and "Broken Hearts", gained over 6 and 8 million views
respectively on his YouTube channel.
Thereafter, No Looking Back…
Greyson Chance also appeared at We Day 2010 in downtown Toronto at the Air Canada Centre,
where he performed "Fire" by Augustana. Owing to his popularity and success, Greyson’s debut
single, "Waiting Outside the Lines", was released in October 2010. His debut album, “Hold On 'Til the
Night”, was released on August 2, 2011.

3. Atomic Brand – Greyson Chance
Brand Management Assignment – Prajakta Talathi (GSEP13CMM031) Page 2
Studio Albums
Eleveneleven, Maverick, Geffen, Streamline
Hold on 'til the Night
Planet X
Extended Plays
Eleveneleven, Maverick, Geffen, Streamline
Truth Be Told, Part 1
Singles
Hold On 'til the Night
Waiting Outside the Lines – 2010 (Music Video)
Unfriend You – 2011 (Music Video)
Hold On 'til the Night – 2011 (Music Video)
Take a Look at Me Now – 2012
Truth Be Told, Part 1
Sunshine & City Lights – 2012 (Music Video)
Tours
Waiting 4U Tour
Dancing Crazy Tour
Awards and Recognition
Won
Year Category Award
2010 Teen Pick: YouTube Artist Hollywood Teen TV Awards
2011 Rockin’ New Artist of the Year Youth Rock Awards
2012 Most Popular New International Artist of the Year MTV-CCTV Mandarin Music Awards
2013 Most Dedicated Fan Army Heat Tweets Award
Nominated
Year Category Award
2010 Choice Web Star Teen Choice Awards
Icon of Tomorrow J-14 Teen Icon Awards
2011 Favorite Viral Video Star People's Choice Awards
2013 Greatest YouTube Star Popdust Award
Inspiration
In Greyson’s words, "I love artists who are able to communicate their emotions through music and
sing from the heart. That’s what I’m hoping to do with my songs." He was emboldened by Lady Gaga
after seeing her performance of "Paparazzi" at the 2009 MTV Video Music Awards. He said, "I was
awestruck by her performance. I love her sense of drama and theatricality. Plus, she’s an amazing
singer and piano player."
Greyson was also inspired by the artists Christina Aguilera, Augustana, John Legend, Elton John.

4. Atomic Brand – Greyson Chance
Brand Management Assignment – Prajakta Talathi (GSEP13CMM031) Page 3
References
http://www.greyson-official.com/
http://www.youtube.com/watch?v=xlgqpI6bLJ8
http://en.wikipedia.org/wiki/Greyson_Chance