Katy perry cross media anaysis
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Katy Perry analysis
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- 1. Cross Media Case Study
- 2. Katy Perry started her music career by singing at a church
and then getting signed to her first record label Red hill and
recording her first album. At the age of 17, she went to Los
Angles, moving out her house to work with Glen Ballard making an
album for Island Records. Some of the tracks that she produced here
were put out to her fans via MySpace. Kelly Clarkson ended up using
some of those songs that were posted on MySpace including Long
Shot. In 2004, Perry had a break out as an artist. She got signed
to Columbia records. However, this did not work out as planned and
her vision for the way she wanted to be seen as an artist was
side-lined and she was not in the driving seat of her image. Perry,
still though received attention by magazines and was dubbed the
next best star by Blender Magazine, making her career seem quite
promising. Her collaboration with Columbia records started to break
down and she was dropped from the label. In 2004, she worked on
many projects including, Mick Jiggers song in 2005 Old Habits Die
Hard which won a Grammy for being original. Though when Katy Perrys
music career ended with Columbia records they recommended that she
should work with Virgin records in which she later did. Her debut
album was a huge success; One of the boys. She then worked on
singles such as Ur so gay, Hot n cold which gave her the media
attention that she so needed as a staring maistream artist. It saw
her mentioned by stars such as Madonna whilst on a radio interview
in America.
- 3. By 2008 she had sucessfully got a number 8 album as well as
three singles that reached with the top 3 positions on the music
billboard around the world. Her mainstream success continued as she
carried on making albums and singles consistently and she then
decided to make her image more mass appealing and she did this by
starting to go on TV shows such as MTV Unplugged showing her put
side of her music image. Her career expanded throughout the last
few years and this where she stared to go into TV production such
as the Smurfs and made a film that document her musical career
which related to one of her singles and helped an increase in sales
of that song also. This led to her current album prism which
featured many new imitative that would hopefully create a great
sense of buzz for her album and this was hinted through Pepsi and
MTV teaming up to promote a trend that would be able to occur on
twitter and give fans the oppituinty to acess 2 small snippets of
songs featured on Prism that would come out before the album is
actually released. Something no other star has done; making Katy
Perry seem very tech friendly.
- 4. The image of Katy Perry is clear and she is seen as very
stylish female; a role model for girls in the music industry.The
consisted pink colouring scheme that is around the whole of the
website gives the impression that her website is predominately
aimed at a female market. The social networking symbols makes her
as an artist seem very socially active and easy to follow, giving
people the opportunity to see what she is getting up to. The
countdown of the album cover shows that potential fans can keep
updated on how long until the album. It also creates a sense of
buzz for its release date. The new video of the new album gives
fans the opportunity to then watch the video, it makes the more
likely to but and it then be hooked on that new song. It also shows
her in an outfit consistent to the pattern of the framing around a
photo which also relates to the Roar single. The funky shapes that
are evident on the page are very geometrical and have a symmetrical
feel about them. Making the new album seem from the future and
supernatural. This is hinted through the use of metallic
colours.
- 5. The website is cohesive and consistent throughput and
follows the concepts that each age follows making it very easy to
track and as well as keeping the brand image consistent. The
geographical shaping's of the typography are very fitting to the
overall feel of the artist, and this is because Perrys new album
which is coming out soon is prism a 3D shape. Perry is presented in
quite a mainstream way as her audience is mass appealing meaning
that as an artist she reaches more fans. Her website does though
suggest females are her predominate fan base, this is through the
light purple all around the website. This social networking
hyperlinks that are situated al around the website, make Perry seem
very active as an artists, and this gives a good impression to her
fan base; as they will see she is easy to follow and contact.
- 6. The album comes across really well just as the website does
and this is because it is clean and has straight lines. The retro
feel us created through the geometrical shapes that are surrounding
the whole of the album cover. The clear white background is nice
and means that the image of Katy Perry is enhanced and that it is
more easy to view. Katy Perry is dressed modestly making her more
relatable as an artist. This is because she is wearing a Yellow
jumper, one which is available as a high street brand. The Roar
album, cover is brilliant for the campaign as it works so well with
the campaign as a whole and helps the brand image increase. The
fact that there is a leopard print frame around the image would
immediately position the audience in a spot of interest asking why
the album is revolving around a tiger. The mystical typography that
has two hands merging over the O gives an insight to the audience
that something good comes of a meeting; this being her and the
animals.
- 7. Katy Perry used many different techniques to try and create
buzz for her new up and coming album. Because of the growing
interest that Katy Perry did receive she had to start to rethink
the release date of the album. It was planned to be released late
September, entering October. Instead her single was released 30
August entering the charts at number one. The marketing campaign/
schemes and initiative that Perry used worked well to start a large
interest in her new and up and coming project. All of the
initiatives were very tech friendly and this meant that across all
of Perrys campaign it applied new tech friendly initiatives. Some
initiatives included a large lorry truck with the release date of
at Perrys new single. The colour scheme of the van was consistent
with the font that has been applied throughout her brand image. So,
would therefore assist her brand image. In a sub-conscious way
through updating her fans she actually told her twitter followers
what was the new project which projected the message to millions of
people what her new project is.
- 8. Perry, also used another platform to try and promote the new
and up and coming single Roar and this was addressed on YouTube.
Perry made a lyrical video that helped to create a sense of buzz
and attraction to her latest single. In which it did seeing as the
video itself had over 37 million hits. Yet it although, it was
nothing really like her music video for Roar it was clear that the
video mainly gave her fans the opportunity to listen to the track.
It did through address the current trend of emojis icons that are
seen across social networking sites making, Perry once an=gain seen
as dynamic to notice a trend and address it. The fact that the
video does not physically show Perry was a clever concept that the
director of the video used. This is because although the concept is
different to the official music video it has no correlation to the
artist themselves so doesnt ruin the narrative or give anything
away from that video i.e. consuming, location or props.
- 9. The overall feel of the music video is mystical, yet is a
disaster. It revolves around a car plan crash. The feel of the
music video does though seem typical in the sense, that as soon as
a mass appealing artist thinks of a disaster they choose to explore
disasters that are often explored in the film industry, yet very
abnormal in the actual real world itself. The beginning of the film
has mainly green and blue colours that give a tropical and organic
feel to the music video. In terms of the continuity of the brand
image that Perry has created with herself and alongside her music
recording label is impeccable, it blends perfectly. The tiger vibe
that is created through the leopard print is consistent with the
font and image borders that were on the website and the mystical
feel of the typography that is on the album cover is addressed my
the mystical CGI in the video of the butterfly's and the roar
expression. Perry has been made up to look like a beautiful and
attractive girl which once again highlights her versatility to be
bought in the industry and females aspire to be like her and males
want to be with her. Her costuming changes throughout which meant
that
- 10. In the music video Roar, the Todorov narrative concept is
followed throughout. First of all, though the video starts with
dis-equilibrium in which Perry and her accompanied male have just
been In a plane crash. This has in turn left her stranded on a
tropical island, one in which is only occupied by animals. This
therefore, puts Perrys life in danger as she is not use to the
conditions of the island as a human. Her accompanied partner is
eaten by a tiger. This transformed into the equilibrium which saw
Perry become more acclimatized to the situation that she is
unfortunately in. When adapting to her surroundings she fights off
a tiger which, also helped the continuity of the font that is in
tiger print. Other successes of her acclimatization was dressing
more appropriately to the habitat she was in.
- 11. The music video complies to the theory and the hypothesis
that Goodwin makes. Goodwin suggests that in music videos the
actual star of the video is the focal point and that although there
is a variety of shots that are evident in the music video, the
majority of the cinematic shots are close-ups. This helps to
highlight who the singer is and differentiate from other characters
of personas that may appear in the video. In terms of the Roar
video there is a vast variety of shots but there is predominantly
close ups which help to highlight Katy Perry beauty and also
prosodic features such as her facial expressions which assists the
narrative. Ultimately, this aids the campaign throughout, as it
also highlights the stylistic side of the video corresponds to the
album artwork, music video and website. It corresponds to these
other media platforms through the overall tone, that something is
mystical and there is a tropical vibe that reoccurs in the video
through CGI which is similarity created through the typography of
the artwork of the Roar single which has curved edges and has
enchanted embroidered designs on it.
- 12. The cinematography, as I have already mentioned is
predominantly close-up shots that help to capture the beauty of
Perry, but there is also a great usage of different shots as, they
aid the whole vibe and narrative of the video. Without the extreme
wide-shots the mystical and tropical feel of the video would be
lacklustre seeing as the use of these shots helped to introduce
hallmarks of a tropical deserted island, such as a waterfall,
bamboo trees and a small lagoon. The wide-shots also helped
Mise-en-scene elements that would have been considered by the
directors of the video. Shot types such as log shots explored the
scene that Perry was positioned in and re-enforced the trees etc. 3
shots that were applied in the video assisted iconography elements
such as making new equipment fit for survival out of clothing-
including a leave skirt as well as spear using the high heel of her
shoe as the sharp end.
- 13. Perry is addressed through the Male Gaze and this complies
to the concept that Laura Mulvey explored, noting that females
dress in a provocative manner to capture the males attention. It is
clear that Katy Perry is dressed in the music video quite modestly
at the beginning in a button up long sleeve shirt, then after
acclimatizing to the island. She becomes less dressed. Hence,
meaning that her figure is more revealed, this will help to get
more of a wider audience to watch the video. As, males will want to
watch her latest music video to see Perry sexualised and females
will want to watch the video to either aspire to looking like Katy
Perry or be annoyed by the way she is presenting herself; as it is
provocative. Perry looking like a sexualised object is consistent
through the other media platforms where on the album artwork she is
uncovering her shoulder and on the website she is dressed in short
dresses and in one image is half naked for a previous album cover.
VS.
- 14. Overall, the brand image of Katy Perry and the current
style of the music that she is creating is very consent to what she
is branding on every media platform that I have viewed. The
consistency will help the audience to recognise her as an artist
and make her have her own niche in the market in a way; considering
she is a mass appealing artist, it is unusual that most of her
campaign is unique to herself seeing as many mass appealing artists
follow a generic route to success. Where as Perry has different
qualities to what she is representing, her music video follows a
mystical scenario on a tropical island and this is carried out
through the website and the album artwork which feature geometrical
shapes consistent with futurism. The consistently of the campaign
is through and can be seen as cohesive throughout, this is because
the colour scheme, the patterns of leopard print, the tech friendly
campaign is carried out in every stage of the current campaign,
creating consistency. Her image physically also complies to what
the artist is putting across on the website, album artwork and
album promotion. Therefore, Perry is seen as an attractive female
that can in most cases attract a wide fan base.