Transcript What kind of ways have you seen music promoted?

What kind of ways
have you seen music
promoted?
What kind of advertisements
have you seen for music?
You may have seen music advertised and
promoted in the following ways:
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Music Videos
Television Commercials
Mix tapes
Music DVDs
In Local Newspapers
Weekly Newspapers
Ring Tones
CD Packaging
Posters
Flyers
Radio Advertisements
Songs on the Radio
Store Music
PR From Suing Copyright Infringers
Street Teams & Postcards
What kind of appeals are used in music
promotion?
Sexual
 Musical
 Emotional
 Scarcity
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Sexual Appeals Used in Promoting
Music
Nudity/Partial Nudity
 Overt Sexuality
 Sensuality
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to attract attention
 Use decorative models in music videos—this
is done to attract attention and serves no
functional purpose in the ad
Ethical Issues & Sexual Appeals
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Nudity and Sexuality of Children
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Example: T.A.T.U.- All the things Said video
Objectification of Women in Music Videos
 Example:
Many Rap Videos
Musical appeals
Captures the attention of listeners and is
linked to emotions, memories and other
experiences
 This holds especially true if the song used
is popular
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Ethics & Musical Appeals
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Copyright Infringement
License Agreements
Song Lyric Controversy
Emotional Appeals
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Capture attention and establish an attachment between consumer
and the artist
Types of Emotional Appeals Used:
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Trust
Reliability
Serenity
Romance
Friendship
Happiness
Anger
Passion
Security
Glamour/ Luxury
Protecting Loved Ones
Family Bonds
Scarcity Appeals
Used to urge consumers to buy the artist’s
product because their product is rare and
unique to them
 You buy the product because it is one of a
kind
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Brand Image
“It’s all about how you position yourself in
the consumer’s mind”
 Brand Image (def.)- a group of attributes
by which a consumer relates to specific
artists
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Why is Brand Image Important?
Image is important because it is the
cornerstone of the artists’ relationship with
music listeners
 Image determines how an artist chooses a
name, their music and music video styles,
who they associate with, how they walk,
talk, dress, speak and act.
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Brand Image
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If an artist establishes an image and does
something to damage that image, it is very hard
to re-position their image in consumers’ minds
(i.e. If they mess up, consumers rarely give the
artist a second chance)
Examples:
 Good Brand Image: G-Unit
 Bad Brand Image: Michael Jackson
(Once had a
positive brand name, due to scandals it has become a
negative name), Vanilla Ice, MC Hammer
Ethical Issues in Branding
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Brand Infringement
 Occurs
when a company or artist creates a
brand name that closely resembles a popular
or successful brand
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Deceptive Branding
 Occurs
when a company or artist creates a
brand simply to mask the real organization/
real person
That’s Music Marketing in a
Nutshell
ANY QUESTIONS?