Definition - Marketing refers to how media products are sold to audiences. This process often involves strategies as diverse as placing adverts, social media campaigns, and, in the case of the music industry, producing and distributing promo videos.
Argument - I shall argue that the three texts I have studied are marketed in highly effective ways. Additionally, each text I have explored uses vastly different marketing techniques to target a range of audiences. However, some marketing techniques are clearly more effective than others. Additionally, music videos in particular rely on stereotypical representations for ideological purposes.
Context - I shall be illustrating my argument through reference to Lady Gaga, a postmodern pop artist who was made famous through her controversial choice of costumes, Kanye West, an American Hip-hop artist notable for his outspoken nature, and [Ed Sheeran]
Key text one - Lady Gaga
Performance - gig at SXSW festival in Texas in 2014, had friend and performance artist vomit bright green paint on her, while wearing duct tape over nipples. Clearly beyond boundaries of public decency, and breaking a taboo regarding vomit. Provides audiences with gratification of social interaction, in turn promoting Lady Gaga
Social media - As of 2017, posts videos of dancing and performing with children at recent concerts, presenting a more family friendly approach, and adopts a more simple, kind, motherly mode of address. Binary opposition between transgressive Lady Gaga and motherly lady Gaga. Relatable and normal, which allows Gaga to target a vast audience.
Facts and figures - Video to Applause - 290 million views on Youtube - Born this way sold 6 million copies
Joanne album - Vanity Fair article suggests a softer approach, a more mature approach, and targeting an older demographic, as her fans are now older. Aged 31, Lady Gaga is now significantly older than many other pop stars, such as Justin Bieber, Ariana Grande, Jessie J, Demi Lovato, Miley Cyrus and so on
Appearances - On RuPaul's Drag Race series 9 episode 1 and a guest star (LGBT themes and significant gay audience), James Corden's Carpool Karaoke (targets mainstream demographic), and The Muppets Holiday Spectacular (again targeting a younger demographic), American Horror Story (young, female target audience)
Key text two - Kanye West
Interviews - Radio station, Shade 45 "I am the number one artist in the world, I am Shakespeare in the flesh". Typical of West's self-aggrandising attitude. Provides audience with the gratification of social interaction. Allows audiences to negotiate this statement, and to come to an opinion
Black Skinhead video - Blkkkskkknhead, evokes the iconography of the Klu Klux Klan, and white supremacy. Themes of black supremacy? Transgressing traditional ideologies, provides West with a controversial and ultimately attention grabbing marketing technique. Video has 34.5 million views
Narrative - Family, Twitter feed, posts videos of Kim Kardashian's childhood. Use of Proppian character types presents audiences with a narrative of a conventional family, easily identifiable with audiences. West is the protagonist, Kardashian the princess. The negative media the antagonist, perhaps Taylor Swift. Provides audience with the gratification of being able identify with the characters. Celebrity functions as a metanarrative, allowing audiences instruction on how to live their lives.
Yeezy - Controversial album, with many songs referencing religion, and criticisms of white ideologies and hegemony. One of his best selling albums, Platinum and Double Gold, and number one in seven countries. Controversial marketing techniques ultimately successful.