Branding on Pop VideosEbun Awosiyan

What are the purpose of Pop Videos?

- Helps to market an image- Helps when it comes to

creating a brand this can be defined as “a name/term/design that distinguishes one product from another”

- Encourages people to buy record, so for example buying into the brand ‘Viva Forever’.

Spice Girls

Scary Spice

Baby Spice

Posh Spice

Sporty Spice

Ginger Spice

Formation of The Spice Girls

In the mid-1990s, a family management teams Bob Herbert, Chris Herbet and Lindsey Cabson set about creating a girl group o compete with popular boy bands that dominated the pop scene music the time which was in the mid-to-late- 1990s.

In February 1994, Heart Management place an advertisement in the The Stage trade magazine.

And from here the formation of the Spice Girls occurred.

Introducing The Brand After the girls were put together, they

quickly begged for a showcase. At the showcase, they were noticed by Simon Fuller.

He became their manager, but the girls had only written 6 songs. One of these was “Wannabe” which only took 30 minutes to write.

The song was a real contrast to anything out in the charts. It went on straight to number 3 and within a couple of days it went straight to number one.

The branding of The Spice Girls was instant. Each group member was given a branded image.

Image of The Spice Girls

As the branding was innovative for a girl group, it became their image and was incorporated within each music video.

Their clothes were carefully chosen for their first appearance on American TV: Victoria in a sophisticated slinky black

number Emma in bunchies, to make her look more

younger Mel B in her leopard – skin trousers, to

make her come across as more rough Mel C in her favorite Liverpool shirt bottomsAll of these attires help them to live up to the image they are trying to represent.

Selling The Spice Girls The Spice Girls were sold to us as a group of friends, having fun and

making top selling singles. They were actually a carefully selected group of strangers chosen, from hundreds of girls. Everything about them was under control of men or corporations.

‘Ginger Spice’- almost didn't’t make it into the group because she looked more older than all the other girls and also because of the facts she had ginger hair. She became a role model for the stereotyped ginger haired girls.

Their main targeted audience was younger girls. The band were especially relatable tot hem in the music video ‘Girl Power’.

And they quickly appealed to the male market by introducing a sex appeal “Say You’ll Be There’.

Their marketing brand was referred to as a phenomenon on the news and they had made £100 million pounds in less than a year.

Creating a Brand Often artists or 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 artist the ‘image’ is of greater importance than the quality of the actual product they are delivering. The Spice Girls and JLS are a prime example of this. The Spice Girls had endless merchandising and sponsorship deals. They were involved with Pepsi and Walkers advertisement and even Barbie-style Spice Girls Dolls.

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. Adele is a good example of this.