The partnership between Aubrey “Drake” Graham, Apple Music, and Nike’s Jordan line continue to demonstrate why they are leading the social media marketing era (Grow; Hampp). The latest example of their millennial targeted branding triumph was the release of Drake’s highly anticipated video for his hit single "Hotline Bling." Debuting on Apple Music, the Director X helmed video opens up with an office full of phone sex operators discussing G-rated fetishes before the action shifts its focus to Drake. The remaining duration of the video serves as a primary showcase of Drake as the focal point. One in which he performs a variety of flamboyant dance steps in an array of sparsely decorated interiors. Varying pastel colors illuminate the futuristic …show more content…
Most music videos in the Hip Hop genre are usually a montage of fast or jump cuts. These film techniques are less then three seconds in length and are used to simultaneously disorientate and involve the viewer (Evans, “A Guide to Montage Editing”). “Hotline Bling” diverges from this routinely effective method. Throughout the video, there are over a dozen scenes with lengths of five seconds or longer with Drake and his mannerisms serving as the principle focus. Where as traditional hip-hop videos with quick transitional cuts and busy backgrounds do not provide adequate material for gif designers without significant efforts; “Hotline Bling’s” use of blank space and lengthy camera edits lend itself perfectly for content …show more content…
Its intent was to target meme and gif authors to create content for social media utilizing the video as a source. Ultimately, with viral distribution through memes and gifs this would promote brand awareness for Apple, Air Jordan, and OVO in the minds of consumers. “Hotline Bling” effectively achieved this by providing an alluring template for meme and gif creators. Firstly, through the video’s minimalistic approach of its backdrop and colour uses it was able to provide a malleable canvas for easy editing. In addition, the length of time in multiple camera shots allowed gif creators access to plenty of valuable content for source material. Furthermore, the strategic placement of corporate logos on Drake’s clothing and imposed on the screen are evidence of the video’s principle focus to create a template for advertising. Most importantly to “Hotline Blings” achievement however, was in its instinct that a collage of over-exaggerated dance moves by Drake would inevitably stimulate the content creators to act and the social media masses to share. With the viral spectacle “Hotline Bling” became it could be stated that marketing in the twenty-first century is taking the phrase “Any publicity is good publicity” quite
During the growth stage, the sales of the product increase rapidly and expand its market by adding variations to product (Solomon, 2008). Madonna’s career experienced a rapid growth when her first single “Holiday” was released in 1983 (Grant, 2008). Following the success of “Holiday”, Madonna establishes consumer loyalty by launching more music that contains sexual innuendos as well as addressing unspoken issues like teen pregnancy. Madonna gains market ...
Amos, Silas. "Champions of Designs: MTV." Editorial. Marketing 30 May 2012: 20. Ebscohost.com. Marketingmagazine.co.uk. Web. 22 Feb. 2014.
After viewing the Bickley video, explain how you will be most successful in approaching the genital exams with patients in a way that will keep your patient and yourself comfortable.
Most rap songs about relationships are used as a way to preach about power, money and status. What makes Lamar’s video LOYALTY unique is that he took a different approach on the overused narrative. Kendrick Lamar’s video LOYALTY is a creative platform which uses movement through visual effects and camera angles to demonstrate hypermasculinity and active female roles through the scenes which together, tell a story of power and loyalty within a
As hip hop culture became prevalent in pop culture, so did black culture. Hip hop stems from black struggle. Their vernacular, songs, and spiritual ways were different from what whites were used to. Their different lifestyle of “living on the edge” was intriguing yet inaccessible for the whites living among them. Thus, this initiated America’s fascination with the culture. It became about what people assume and perceive about black people rather than what they actually are. In essence, an essential to cool is being on the outside, looking in. In the media and celebrities today,
Most modern song are made to play between 3 to 5 minutes but this can be exaggerated. Most song tell a story but some can have a message or bring forth an emotion. Most of the music and/or music videos that are produced, often have sexual and/ or surreal scenes and lyrics in them. These films are filmed on sets, location and/or green screens (which involves animation and video
From its conception in the 1970's and throughout the 1980's, hip hop was a self-contained entity within the community that created it. This means that all the parameters set for the expression came from within the community and that it was meant for consumption by the community. Today, the audience is from outside of the community and doesn’t share the same experiences that drive the music. An artists’ success hinges on pleasing consumers, not the community. In today's world, it isn’t about music that rings true for those who share the artists' experiences, but instead, music that provides a dramatic illusion for those who will never share the experiences conveyed. This has radically changed the creative process of artists and the diversity of available music. Most notably, it has called in to question the future of hip hop.
The second article, “Commercialization of the Rap Music Youth Subculture” by M. Elizabeth Blair, expresses the point of the use of rap music to sell a product even though advertisers know nothing of the subculture....
Do you like hip-hop? Do you think hip-hop brings people’s attention to an advertisement or commercial? In “Selling Down: The Marketing of the Hip-op Nation” which was adapted from Other People 's Property: A Shadow History of Hip-Hop in White America” (2007), author and senior editor Jason Tanz argues that hip-hip is a useful source to get the attention of the people; therefore, marketers and salesmen should keep using hip-hop in advertisements and commercials no matter what or who opposes. He also argues the idea that youth see themselves as being members of a higher status by wearing brand name clothing that is advertised by hip-hop.
The sample for this analysis included current and popular hip-hop and country music videos. This specific sample was drawn from Vevo’s most viewed videos in the categories of Hip-Hop/Rap and Country. Choosing some of the most viewed music videos of 2013 created a repre...
These six words in many ways defined the late 1980s and 1990s, encapsulating the rise of hip-hop, NIKE, Michael Jordan, and the racial-class narratives embedded in each of them. The problem of such ethos are highlighted in a music video from Seattle’s very own Macklemore and Ryan Lewis.
The most common theme in hip-hop music videos is the objectification of females. Women are portrayed as sexual objects throughout the videos. In some videos they are seen as a type of reward or trophy for the male. Other times they are seen holding money to gain the attention of men or are even portrayed as slaves willing to do anything to please the men in the videos. According to Catherine MacKinnon, “Objectification involves treating a person, someone with humanity, as an object of merely instrumental worth, and consequently reducing this person to the status of an object for use” (1989). Her point relates to the hip-hop music videos because the idea that they transmit is that women are only objects available at anytime for men’s use. When women are objectified men feel more “powerful” or “successful” by showing the have control over women.
In the Frontline documentary, “Merchants of Cool” the top marketing experts discuss the teen demographic and new ways to target this seemingly difficult demographic. They are finding that teenagers contain a small amount of brand loyalty, and will consistently change brands to go with the flow of “cool.” Teens are more suspicious and resenting towards the normal marketing concepts, such as commercials, billboards, and radio advertisements, and are slowly catching onto the concept of buzz marketing.
Calvin Klein 's #myCalvins campaign features many different celebrities posing in their Calvin Klein underwear with the sentence “I________ in #mycalvins.” This wildly successful advertising campaign uses many different methods to make the ad not only eye-catching but memorable. The ad that this paper is written on features model
In the past, rap music has been criticized for its obsession with the high life, with the wearing of the most expensive clothes, the driving of the fanciest of cars and the watching of the most absurdly oversized home-entertainment systems.But what if we were to tell you that such flights of fancy can actually have a positive,socially beneficial effect?