The document discusses the promotion of Alexandra Burke's new single "Bad Boys" and how her image and style have changed since winning The X Factor. It describes how her record label carefully constructed her image to appeal to a wider audience, portraying a sexier, more mature style compared to her original innocent X Factor persona. The document analyzes her new single's music video, CD cover artwork, magazine spreads, and TV appearances that were part of promoting her new image and single.

1. ALEXANDRA BURKE FEAT FLO RIDA “ BAD BOYS”

2. Alexandra Burke’s Background ALEXANDRA BURKE, X FACTOR WINNER OF THE FIFTH SERIES OF UK TELEVISION SINGING TALENT SHOW. SHE HAS BEEN SIGNED TO SIMON COWELL’S SYCO RECORD LABEL. HER FIRST SINGLE WAS “ HALLELUJAH” WHICH REACHED TO NUMBER 1 BACK IN 2008 SINCE THEN PEOPLE HAVE BEEN WAITING FOR HER NEW ALBUM AND SHE HAS BEEN WORKING ON IT FOR A YEAR.THIS IS BECAUSE THEY DID’NT WANT THE SAME THING THAT HAPPENS TO ALL REALITY TV STARS TO HAPPEN TO HER CAREER E.G REMAKING OTHER PEOPLE'S SONGS. THEY WANTED TO WRITE NEW MATERIAL FOR HER THAT SUITED HER STYLE AND A NEW POTENTIALL NEW FAN BASE. COMPARED TO PREVIOUS WINNER LEONA LEWIS WHO HAD HUGE SUCCES THE X FACTOR JUDGE SIMON COWELL WANTED TO MAKE SURE ALEXANDRA WOULD ENJOY SIMILAR SUCCESS. ALEXANDRA’S STYLE IS MUCH MORE DIVERSE AND HAS A MUCH SEXIER EDGE TO IT. SHE CAN APPEAL TO THE R&B CULTURE AND THE POP CULTURE BECAUSE HER STYLE IS MORE VARIED. ALEXANDRA BURKE’S FIRST SINGLE HALLELUYAH COME OUT BACK IN 2008 WHEN SHE WON X FACTOR Alexandra’s style back then was safe and was appealing to a large audience who listened to ballads/pop.

3. REPRESENTATION In the music industry it is safe to say that sex sells, no matter how talented you maybe at some point you would need to change your image. One Way or the other an artist will star in a lads Magazine, or release a raunchy music video that will get the press talking, and that is all done on purpose because you want the media to talk about you. Not all artists do this because some of them can sell just purely based on their vocals. But these days things have changed even big artists like Beyonce Mariah Carey, Jordan Sparks etc have all changed their style to suit the changing audience and Industry of music. Mariah Carey poses for her album cover Naked with just a hat to cover her up . This is a an Older album Cover where She looked More innocent And covered up Beyonce’s Image here is more sexualised in the picture to the right the picture to the left is much more sattle and natural. Music plays an important part in peoples lives that’s where most people’s role models come from so they have a responsibility they play when it comes to there image because young people look up to them. Image is one of them, young People these days are so self-conscious and Copy all types of trends because they Believe that’s they way they should be But celebrity’s have an image to carry Through because it reflects there genre of Music it’s always how they look like in reality.

4. Behind The Scenes Of Bad Boys CLICK ON THE CLIPS TO VIEW THEM. THE STARS IMAGE IS CAREFULLY MAGANGED ESPECIALLY DURING AN ALBUM RELEASE. THEREFORE EVERYTHING THEY DO IS IMPORTANT THEIR IMAGE HAS TO LOOK A CERTAIN WAY SO THAT THEY CAN GRAB PEOPLES ATTENTION TO THEIR E.G. NEW STYLE MUSIC OR IMAGE. ALEXANDRA'S NEW STYLE IS VERY SEXY AND EDGY AND THROUGHOUT HER PROMOTION ITS BEEN CLEAR TO SEE THAT THEY ARE TRYING TO PORTRAY THIS IMAGE THE VIDEO CLIPS WILL SHOW YOU THIS AND SO WILL THE PICTURES BELOW.

5. Star construction Of Alexandra Burke The public have already seen Alexandra perform on stage they identify with her X Factor persona. When most people audition for these reality TV shows their style is suppressed because they sing what they are told there image is constructed for them by the producers of the show, therefore they don’t have much influence on their style. But the most important thing to know is that, it is all done on purpose it keeps the viewers with a certain image about that particular individual they like in This case Alexandra Burke she won the public votes because she was different from all other contestants. Alexandra was a very strong individual, her style was diverse and she stood out from her other rivals because she could sing ballads, pop, rock she could be moulded into anything and she would perform to her best abilities and when she won the show the record label she got signed already had an idea on where to take her style because they new she could sing anything and transform into any style which also means she could have a wide range of fans from different genres of music. It is also important to note that all these artists start of very fresh and innocent looking, but as there fan base grows and the more the music industry changes, at some point there image has to change from innocent to grown up in other words sex sells the more sexualised you are the more the industry takes notice of you and the larger your fan base becomes. Her style Was very varied it Could be changed Into anything when she was on x factor All those style’s she had When she was on x factor Has been taken by her record Label to construct this new image Which is pop diva, RnB diva all put together to give her this new image that is not Unique but can be easy to relate to. But Now she is a recording artist her style had to change to suit her new music This is called conscious construction by the Media industry. This is how she looked like when she was on x factor

6. IMAGE & STAR CONSTRUCTION IMAGE IS VERY IMPORTANT FOR EVERY CELEBRITY BECAUSE IT’S WHAT THEY ARE KNOWN FOR BY THE AUDIENCE THEREFORE EVERYTHING THEY DO IS IMPORTANT E.G. THE VIDEOS THEY DO, THERE LYRICS, THERE IMAGE, TV APPEARENCES AND HOW THEY REPRESENT THERE GENDER SEXUALITY CULTURE ETC. ALEXANDRA’S STYLE HAS BEEN CHANGED FOR A REASON, BUT THE WAY THAT IMAGE CAMES ACROSS IS ALSO CRUCIALL IT CAN EITHER BE TOO SEXUALISED WHICH CAN EASILY MAKE HER APPEAL TO MALE AUDIENCE AND CAN ALSO ALLOW YOUNG GIRLS TO WANT TO BE LIKE HER. BECAUSE THE AUDIENCE WATHCED HER GROW AS AN ARTIST WHILE SHE WAS ON X FACTOR IT’S EASY FOR HER BECAUSE THEY ALREADY NEW WHAT TO EXPECT FROM HER BECAUSE OF PREVIOUS WINNER LEONA LEWIS HER RECORD LABEL DECIDED TO TAKE TIME OUT TO WRITE A FRESH NEW ALBUM THAT HAD NEW LYRICS ALTHOUGH THEY DID’NT TO DRAMATICALLY CHANGE HER STYLE THEY KEPT IT NATURALL JUST THE SAME WAY SHE WAS WHEN SHE WAS ON X FACTOR. THEY APPILED THE SAME ELEMENTS TO ALEXANDRA BURKE THEY TOOK SOME TIME OF TO WORK ON HER ALBUM AND HER IMAGE BECAUSE THEY NEW THAT MOST SINGERS THAT WIN THESE REALITY TV SHOWS NEVER GO FAR WITH THEIR CAREERS BECAUSE THEY ALWAYS SING SONG THAT HAVE BEEN SANG BEFORE, AND THEIR IMAGE IS ALWAYS THE SAME EACH TIME. BELOW SHOWS SOME EXAMPLES OF REALITY TV STARS WHO HAVE WON X FATOR ITS TO SHOW HOW THEY MANAGED TO CHANGES ALEXANDRA BURKE’S STYLE AND WHY IT WAS IMPORTANT TO MOVE HER AWAY FROM THE X FACTOR IMAGE SHE HAD BEFORE. Here you can See how her image Has changed in her second Cover “ happy” more Risks have been taken She looks slim The black and white Resembles how she has grown And the pose is not as safe as the Usual poses she takes . In X Factor their Image was very safe And appealed to young Fans but the cd cover Shows they are versatile The cover shows them Looking more polished And older showing how You image has to change Wants you became a Recording artist. Shayne Ward’s style here is very sattle and Looks innocent and its Constructed this way Because it shows that he Just come from a reality TV show hence the tile of the cd. But the picture below Is different its much more Edgy and more sexualised It appeals to an older audience And young teenagers. These images Just show How image is Important in Representing The artists fans And other audiences It also shows how the Record label can Change you to suit What around at the Time.

7. ALEXANDRA BURKE NEW SINGLE “BAD BOYS” Bad boys will be released officially on the 12th October 2009 in the UK. The song is about liking dangerous men. “ Some people call them players But I'm far from terrified Cos somehow I'm drawn to danger And have been all of my life” The song is the opposite to her usual ballads it’s danceable and the chorus is strong and catchy. The video premiered on Sunday 20th September 2009 at 2:15am On ITV2 and below shows how much her style has changed. Its much more edgy and appeals to young people and they can easily follow her style because she appeals to people between the ages 16-20s. These are the new images of her showing how much she has been sexualised to appeal to a wider audience. “ a star is an image constructed From a range of materials”

8. ALEXANDRA PROMOTION Promoting artists is very important especially The ones that have just come from reality TV shows because the tend to get bad press Saying they are just one hit wonders who will Not last that’s way Alexandra’s album took A year to perfect because they used original Material. She has graced the cover of the magazine Flavour, and she is the main story which is important because it gets the reader immediatly interested in the magazine also considering she has been away for a long time, they would be curious to no what she has been doing. A lot of work goes into trying to promote these artists so the more they do interviwes magazine covers and newspapers covers the better it is for their careers. It is very important for their image, music, and just thow they are generally. The magazine clips show how mature and sophisticated her style has become she now looks more like a recording artists instead of looking like a reality tv star. The screen grads are just examples of her her new look drives new attention from different people its clear her new target market would be those who are between the ages of 16-20s

9. Her first ever cd cover was very simple, the colour the mood of the picture was all very much reserved but the pose of the picture reflects a lot about her image for example you can easliy tell she is from an r&b genre becuase of the style of the cd cover. The management make sure her image keeps direct eye contact with the audience. Her name is in bold to let the audience know who she is and that way her name sticks in their heads. The picture and the bold writting is what dominates the cd cover it grabs attention from the audience. ALEXANDRA BURKE ANALYSIS OF HER FIRST SINGLE " HALLELUJAY" INCOMPARISON TO HER NEW SINGLE "BAD BOYS.

10. This time around her second single is completly different from her first single. The writting is much smaller although her name remains in bold. Once again the image dominates the entire cd cover this time round the image is of a long shot not a close up like most cd covers should do, it commands attention because her image is much more sexualised she is less covered up, her hair is shorter instead of the convention long hair, her dress is quite revealing. But does not only stand out because if that the fashion aspect of the new Alexandra comes through e.g. the silver jewellery, the circles all over the dress and the metalic bra its an image thats speaks alot about her new musical style its very r&b and pop. THE NEW SINGLE "BAD BOYS" ANALYSIS. IN COMPARISON TO HER FIRST SINGLE CD COVER HER IMAGE IS MUCH MORE SEXUALISED EXAMPLE; WHAT SHE IS WEARING AND THE WAY SHE IS POSING ON THE CD COVER IS VERY DIFFERENT FROM HER FIRST SINGLE. THIS IS HOW HER MANAGED DECIDED TO PROMOTE HER BY CHANGING HER IMAGE TO SUIT THE NEW GENERATION AND THE IDEA OF YOU HAVE TO SEXUALISE YOUR IMAGE TO GET ATTENTION MUSICALLY AND PHYSICALLY. In comparison this image is much more safe. its just an image of her face and the bottm half of her body. This is just the way they chose to promote her considering it was her first single unlike the second cd cover where they chose to all out for it. This is her cd cover for her single " bad boys" it's less revealing than the album cover it shows a much softer side to her than the album cover.

12. Alexandra has had a lot of promotion, she has appeared on a lot of magazine spreads e.g grazia magazine, tv appearances e.g on this mornin, performed on x factor appeared on t4 and presented the new music channel viva. Alexandra launched the channel viva with a special performance with her current hit single bad boys also presented the show. Alexandra as also performed on gmtv live; mtv london she also played a small set on bbc live switch.

13. Alexandra Burkes single was directed by Bryan Barber, her video was very different from the style most people expected her to come out with, her image was that of superstars like Beyonce, Lady Gaga, Ashanti etc which is why her song bad boys was so catchy and hense why it went straight to number 1. DIRECTOR OF THE VIDEO "BAD BOYS" BRYAN BARBER Videography of Bryan Barber. Roses by 'outcast'. Girl by 'destinys child' think twice by 'Eve' So fresh so clean 'Outcast' Alexandra Burke " bad boys" Stunt 101 by 'G-unit' So fresh so clean by 'Outcast' SCREEN GRABS OF THE VIDEOS HE HAS DONE IN THE PAST. Bryan Barber is a music video and motion picture director his videos are known for conveying a classic mood from that can be recognised it previous era hits his style realise on classic film and tv clips e.g. in the outcast music video " roses" Bryan Barber used references from the classic film " Grease". He has also produced and directed the film "Idlewild" the film featured the singing group outcast.

14. THESE ARE SOME CLIPS OF ALEXANDRA BURKE, THEY ARE SOME PROMOTIONAL VIDEOS OF HER. CLICK ON THE VIDEOS TO VIEW THEM CLICK ON THE CLIP TO VIEW IT. CLICK ON THE CLIP TO VIEW IT'S AN INTERVIEW OF ALEXANDRA ON GMTV CLICK ON THE CLIP TO VIEW IT.

15. PICTURES OF JUST HOW MUCH PROMOTION HAS GONE INTO ALEXANDRA BURKE