Justin Bieber - "Product"
Today we have introduced by our nicest teacher Mr. Harrison to a topic of "Product" and how people in each industry such as the music industry help, change, and adapt artists to overcome their problems and make these star rise and well-known for a long time.
This is also supported by the marketing techniques.
This is also supported by the marketing techniques.
Marketing
Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both customers and marketeer.
"STAR IS A PRODUCT"
"STAR IS A PRODUCT"
One of the good examples is Justin Bieber. From a young star to a horrible, unrespected young artist and now becoming a rising star after overcoming many obstacles.
2008 - First notice on youtube by making homemade videos in Canada.
- Usher signed Bieber as a teen protege to Island def Jam
- Young boy
- Innocent
2010 - Good looking boy --> attract young girls age 9-13
- Set good example --> value identity
- Songs are clean version of romance
- Parent friendly
- "Baby" track sold 2.6 million copies in US only!
- My World 2.0 sell 5.2 million copies worldwide
When he first debuted his first album, he appeared to be a very cool, parent-friendly pop-star. He sang songs that were mostly about teenage love and they appeared to be appropriate for young girls.
He had a hair style that was very unique and made a lot of boys in that time did the same hair style as him.
He had appeared in many TV shows such as Saturday Night Live and even on Ellen (where he had been there many times)
2014--> Teen Delinquent
- fallen child star
- bad example
- smile in mug shot...
- many charges
- different from the guy from 2008 on the street in Canada
Justin Bieber started smoking weed and he became addicted to it even on his private jet, the pilots were forced to wear oxygen masks because of too much smoke.
He had also been arrested for DUI, drag racing, resisting arrest.
His reputation had gone down and many celebrities and pop-stars found him very disrespectful, ungrateful and insincere.
- leaving behind young child star to a fully realized young man
- embracing a sensual masculinity
- more mature = change to EDM genre
- spend on "I'm a good guy" campaign
- given a ultimatum (his behavior became unacceptable)
- appearance on top tv talk shows
- magazine appearance (men health)
- hanging out with famous "good" actors and actresses to help reputation
- roast = admit old mistakes and take charge of own career and "don't hate me" campaign
Materials of making STAR
Work
- intervention ultimatum
- change song from pop, R&B to EDM, Tropical House
e.g. SKILLEX, Major Lazer
- Lyrics --> more personal e.g. Sorry
Promotion
--> Tattoos/ Muscles
*Calvin Klein = big brand --> adults
(Change) = REINTERVENTION
- change Instagram from private jets, wealth etc. to family, puppies
- James Corden Carpool Karaoke
Criticism
- Comedy Central Roast
(Matured - new beginning "PURGE")
- intervention ultimatum
Publicity
- Celeb friends
- Ellen (gave flowers)
- Facebook apology for his behavior --> persuade, sincere
- Purpose attire = change his looks --> edgy street style
via GIPHY
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