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Posts Tagged ‘Katy Perry’

TV’s Approach to Firing Up Social Fan Base Applies Across Brands

Stephen Colbert Jimmy Fallon“Give fans recognition and shine; that’s not precious to TV, it could apply to any fans out there”, said Tom Chirico, VP digital and social engagement for VH1. He appeared on a Social Media Week New York panel on Tuesday about social fandom, moderated by Lost Remote‘s Natan Edelsburg, along with Don Steele, VP digital marketing and fan engagement for Comedy Central and Tom Fishman, VP of social media for MTV.

“Fandom is different than fans, and it implies a different level of passion than casual fans. Being ‘superfans’ means having a long-term relationship with a show”, said Fishman. Passionate fans aren’t a new phenomenon, as anyone who watched the 50th anniversary of the Beatles‘ arrival in New York noted. Of course now with social media fans have more ways to interact with their favorite shows and performers than meeting their planes at the airport or mobbing their limos.

The panelists shared their conventional and unconventional methods for sparking fans’ interest.

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Mediabistro Course

Mobile Content Strategy

Mobile Content StrategyStarting September 24, learn how to write content for smartphones, tablets, and mobile devices! In this online course, students will learn how to publish across multiple channels and manage the workflow, optimize content for mobile devices, and  engage with their audience across screens. Register now!

Beyoncé and the New Face of Music Promotion

Last night’s Grammy Awards left one thing more exposed than Beyoncé‘s backside: the fact that the pop music promo game has changed. Queen B makes the rules and everyone else follows along, basking in her shadow.

It’s not really all that simple, of course: plenty of successful acts move through the usual channels when it comes to marketing and earned media. But when one reaches the heights occupied by the top of the pops, rules no longer apply.

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‘Twitter Mirror’ Encourages Celebs to Be Even More Self-Centered

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We just can’t quit you, Shutterstock

Say you have an event to promote. Say there will be some celebrity VIPs at said event. Wouldn’t you love for those celebs to tweet images of themselves via your own feed?

Twitter is betting that the answer is yes, and they might just be onto something.

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Katy Perry’s New Album Declared a ‘Biohazard’ in Australia

Oh hai.Things have been going pretty well for Katy Perry: she beat Justin Bieber on Twitter, her new album debuted at #1 in history’s worst-ever week for album sales, and this clip reminded everyone that she was probably right to break up with Russell Brand because anarchy is never an option, dude.

But one of the marketing tricks her team dreamed up to push Prism isn’t getting such a great reception in Australia.

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Health Organizations Shame Katy Perry for Repping Pepsi

The Sellouts - YouTubeKids love celebrities. Kids also love sweet treats. It’s a match made in marketing heaven, which is why soda and celebrity have gone hand-in-hand since Marilyn Monroe was sipping Coke in black-and-white.

In today’s health-conscious atmosphere, however, the star/soft drink marriage is drawing some serious ire from health organizations focused on tackling America’s obesity epidemic. The latest target of that ire is Pepsi-pushing pop star Katy Perry.

A group of seven health organizations, including the Center for Science in the Public Interest, will run an open letter to the starlet today in Variety, urging her not to “exploit [your] popularity by marketing a product that causes disease in your fans.”

The letter draws parallels between the ramifications of marketing soda to children and those of marketing cigarettes to children.

“Virginia Slims and other tobacco companies used glamorous celebrities and models to position smoking as hip, sexy and rebellious. Today soda companies are using you and other celebrities to convince young people that drinking soda is hip, sexy and rebellious.”

The letter goes on to impress upon the star the weighty responsibility she has acquired along with her enormous fame and popularity among America’s youth: Read more

Weight Watchers Finds Its New Spokeswoman on Twitter

Here’s an interesting case study in crowdsourced social media branding: Weight Watchers, which faced some PR challenges when its spokeswoman Jessica Simpson got pregnant in the middle of her contract, found its newest celebrity backer via Twitter search!

The company’s social media team noticed that comedienne Ana Gasteyer had been tweeting about her weight loss experience and brought her feed to executives’ attention. They quickly moved in to secure her as a spokesperson — and now she’s created a series of TV and online ads set to debut this month. We can see why they’d be interested after reading tweets like these:

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Meet SPANX, the Store

SPANX storeHold your breath for some uplifting news: SPANX is coming to a mall near you.

Red-blooded Middle Americans like Gwyneth Paltrow have already let the world know how much they love the simple hosiery brand. Katy Perry worries about “look[ing] fat” without her SPANX tights, while Miley Cyrus refers to hers as “a gift from God” and Tina Fey sees them as “my dream come true” (we’ll take her word for it). Now the company and its media team prepare for the big time after blowing up thanks to the brilliance of its founder and its masterful promotion of a very basic concept: practical comfort tinged with feel-good new age vibes.

OK, we all love SPANX. But do we love SPANX enough to turn a pantyhose maker into a retail giant? The company’s first boutique opened in a Washington, DC suburb last month, and sister branches will soon grace the nation’s largest malls in King of Prussia, PA and Paramus, NJ. So will the little underwear startup grow big enough to take on Victoria’s Secret (aka the Fox News internship program)?

The brand’s selling point is very different than Victoria’s patented “make me sexy” bit: In keeping with the theme of self-acceptance and comfort, the company intends to greet shoppers at each store with “cheer squads” that will pave the way for “sales clerks with ‘super-shaping powers’” descending “to recommend products such as the $98 smoothing bodysuit to nip in the hips and enhance the thighs without plastic surgery”. Founder and Richard Branson student Sara Blakely described her vision of the stores as “a place where everybody knows your name — and your bra size!”

Sounds very specific!

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Billboard Charts Go Digital (Now With Even More Rihanna!)

Rihanna Billboard cover While we focused on superstorms and elections over the past month, a certain famous American business made a big change right under our noses.

Billboard magazine, long seen as the ultimate tastemaker in American pop music for its top singles list, decided to join the 21st century by revising its algorithm to include digital sales and online streaming services like Pandora and Spotify when determining which songs are most popular in a given week.

Sounds like progress, right?

Quite a few people in music don’t think so, because these changes give “stars with a pop-oriented sound and broad crossover appeal an advantage over other artists”. We have to agree: the fact that Psy’s “Gangnam Style” ruled the “rap” charts for more than a month while Taylor Swift continues to dominate the “Hot Country” category tells us that something in this new equation is a little off.

This excellent infographic demonstrates the fact that a mere six artists have all but dominated the Billboard charts over the past five years. According to most predictions, these new algorithms will result in more number one hits for Rihanna, Katy Perry, Maroon 5 and Flo Rida while making the climb to the top of the charts even steeper for independent artists and those who work in “niche” genres like country, rock and roll and, you know, pretty much everything but “pop.”

Billboard’s editorial director Bill Werde defended the changes on his tumblr page, but the whole story is ominous news for the vast majority of those who work in or care about the music business. Some have created petitions urging Billboard to abandon its new model, but based on the puny number of signatures collected so far we can’t see that working.

What do we think? Will these changes make it harder for music reps to promote their clients? How will the industry adjust?

(As a bit of a bonus, here’s Werde talking to Mediabistro’s Donya Blaze about the challenges of music journalism): Read more

MTV Adds Social Activism to VMAs Mix

Katy Perry and a Moonman in 2010. She's among the nominees for this year's 'Best Video with a Message' award. Photo: PA

MTV‘s annual Video Music Awards — the coveted Moonman presentations — are now in their 28th year, set to air Sunday, August 28. Among the network’s most popular features — and still focused on music videos, of all things — the VMAs have also become a showcase of outrageous celebrity behavior, such as Kanye West’s rude intrusion during Taylor Swift’s speech, and the now-legendary Madonna-Britney kiss. These displays/publicity stunts tend to spur more post-show buzz than the actual award winners.

This year, MTV’s aiming to generate a different sort of post-VMA buzz, one that doesn’t rely on allegedly unplanned bad manners. The network last week announced the addition of a new award category, “Best Video With a Message,” meant to honor artists whose recent music videos featured a positive message or raised awareness of important social issues.

The category’s creation was a no-brainer, according to MTV president Stephen Friedman. “During the past year, we’ve seen a remarkable number of artists use their music to explore deeply personal experiences and issues they were passionate about to create powerful videos that resonated with and inspired millions of fans,” he said.

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Where’s the Music? MTV at 30

For those of us old enough to remember the first broadcast, it’s hard to believe MTV turned 30 years old today.

The channel is like a kid in a comic strip: it never ages, and as one gets older, its appeal fades. Most people from Generation X say they cannot not even sit though a whole episode of it’s number one runaway hit “Jersey Shore.” It doesn’t matter. Like the artist it made famous, Madonna, it is a cultural chameleon, changing itself all the time to attract that top demographic of 18- to 34-year-olds. Mashable says the channel ushered in an a new vehicle for spreading the word about new music.

“Almost overnight, the music video became one of the most important promotional and marketing vehicles for the music industry,” the site says. Others say it has not lost its edge or its brand, by continuing to offend older folks (Jackass, for example).

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