Blog 7 Promotional –Creating Brand

• Purposes or Pop Videos

• Advertisement

• Illustrates the song

• Appeals to a visual audience

• Expresses an individual’s emotions

• Tells a story

• Markets an image

• Creates a brand

How Spice Girls Were Formed - Brand• In the mid-1990s, family management team Bob Herbert, Chris

Herbert and Lindsey Casbon set about creating a girl group to compete with popular boy bands that dominated the pop music scene in the mid- to late-1990s.

• :In February 1994, Heart Management placed an advertisement in The Stage trade magazine asking; "WANTED: R.U. 18–23 with the ability to sing/dance? R.U. streetwise, outgoing, ambitious, and dedicated?

• A management team realised that there was a gap in the market for a girl band and decided to artificially put a group together full of girls in order to fill in that gap.

Clothes of “Spice Girls”• Their clothes were "carefully chosen for their first appearance on American TV. :

• Victoria in a sophisticated slinky black number,

• Emma in a baby-pink dress,

• Mel B in her leopard-skin trousers,

• Geri in red hot pants, top and bra,

• Mel C in a Liverpool shirt and tracksuit bottoms

They were all dressed in a way that reflected the nicknames that they had been given by the men behind the group. They was all carefully manufactured so that each member within the group was able to appeal to different audiences so that the overall band would be more popular. They were given the nicknames: Posh, Ginger, Baby, Sporty and Scary Spice. Each member of the group adopted their nicknames and adapted it within their brand identity to appeal to different audiences and give off different vibes and personalities.

Victoria Beckham – Posh Spice

Victoria Beckham was also known as Posh Spice. She was able to appeal to girls who were more upper class and more “posh”. Victoria was able to dress herself and present herself to the public in a way that made her seem posh and more sophisticated then others. This picture is an example of her brand identity as she is shown to be wearing expensive clothing which makes her look upper class, and she looks very serious and mature about life. Posh girls in society would easily be able to relate to her, so they was very interested in Victoria.

Emma Bunton – Baby Spice

Emma Bunton was known as Baby Spice. She was able to appeal to more of the younger girls in the way that her brand identity was created for her. The way she dressed would appeal to the younger audiences. As you can see in the picture, she is made to dress like a Barbie doll. She’s wearing bright pink clothing and has long blonde hair. As younger girls would be interested in Barbie Dolls at that age, seeing Emma dressed like a Barbie Doll would appeal to them, and make them interested in the Spice Girls.

Melanie Brown (Mel B) – Scary Spice

Mel B was also known as Scary Spice. She was able to appeal to girls who wasn’t normal in a sense, and were interested in being different from other girls their age. Scary Spice was given the brand identity of being out of the unknown and much different to others. She also seems very aggressive in her ways as she seems like she doesn’t want to be bossed about and dominated by men. This is hypocritical though, as the brand identity that she was given, was planned by a man.

Melanie Chisholm (Mel C) – Sporty Spice

Melanie Chisholm (Mel C) was also known as Sporty Spice. She was able to appeal to girls who were more interested in sport and being active and healthy. She did this by frequently wearing clothing that you would expect to see sportsmen and sportswomen wear. She also did a lot of sports activities. As you can see in the picture on the left, she is riding a bike, while wearing some kind of tight sports shorts. She also had the physique of an athlete as you can see she has muscles.

Geri Halliwell – Ginger SpiceGeri Halliwell was also known as Ginger Spice, because of her obvious apparent ginger hair. She was able to appeal to other ginger haired young girls and be able to show them that even ginger haired people can be successful. Ginger people are usually looked down upon as being stupid and not very clever, so Geri was able be some kind of role model for them people. She was also shown to be very aggressive too, so more aggressive girls would also be appealed by her.

Selling “Spice Girls”

• The Spice Girls were sold to us as a group of friends, just goofing off and making top-selling singles together.

• They were actually a carefully selected group of strangers chosen, after hundreds of auditions.

• They had endless merchandising and sponsorship deals, and were involved with everything from Pepsi ads to Polaroid ads to Barbie-style Spice Girls dolls.

• Everything about them—including their Scary/Posh/Sporty/etc. nicknames was under the control of men or corporations. Geri Halliwell.

• (“Ginger Spice”) almost didn’t make it into the group, because she looked older than the other girls; when they asked her age, she reportedly said, “I’m as old as you want me to be. I’ll be 10 with big boobs if you want.”

Ways of Creating Brand

• Often artists/groups are sold as a brand and the music video acts as a product of the brand, in the hope that the audience will be inspired to “buy into the brand”

• For some artists the ‘image’ is of greater importance than the quality of the product. The Spice Girls are a good example of this.

• Other times it is the song and the meaning of the song that is sold, and the artists ‘image’ has little to do with the sale of the song.

Marketing an Image – Adele – Someone Like You

• The way that Adele markets her image is very unique in todays society. This is because she wants to be known for her actual singing voice, and not for any special effects. She wants to remembered because of her singing voice and how powerful her vocals are. In her music video for her song “Someone Like You” there are not really any special effects in it, the video consist of Adele walking and singing the song, being powerful in her vocals. She’s not wearing any fancy costumes, and looks very ordinary. With this image, she is able to present herself as being very ordinary and plain and almost as though she is exactly the same as other people. Also her appearance as not being the skinniest of people shows that she is just an ordinary woman, and doesn’t need to be different in order to succeed. She is able to be a good role model for women who are similar in size and age to herself.

Marketing an Image – Lady Gaga – Bad Romance

• The way that Lady Gaga is able to market her image is very different to Adele’s. She knows that her singing voice isn’t as powerful as Adele’s so she finds other ways to make herself stand out. She uses a lot of special effects, props and costumes in her videos. She makes her videos look like works of arts, which make them unique. It gives her an image of being surreal and very different to others, and just not normal. As you can see from the picture, the costumes are very unique and strange of which creates this strange affiliated with Lady Gaga. A lot more editing and special effects would be used in her videos in order to portray this image as best as possible. She is able to appeal to the visual audience.