Presentation studying advertising campaigns and how they help sell singles of two artists in a similar genre but with different levels of success.

1. Advertising Campaign 1
Artist: Kanye West
Single: All Of The Lights

2. Kanye West – All Of The Lights
Prior to the release of his single “All Of The
Lights”, West released a limited run of posters,
depicting him in his hometown Chicago with
typical Chicago weather. This can be seen as an
attempt to set up a strong fanbase in his
hometown as well as reminding the audience
that West has not forgotten his roots. This
makes the star seem less like a celebrity and
more like a real person, which would cause the
audience to want to buy the single more as they
understand it’s just his way of making a living.

3. As a further promotion for his single, West also released an impressive music video,
directed by Hip Hop music video legend director Hype Williams. A visual accompaniment
to the song is useful as it invaded TVs world wide, and not a day could pass that the video
didn’t make an appearance on the music channels. Constantly seeing such a memorable
video would get the song stuck in the audience’s head and thus make them want to buy it
even more.

4. DJ Semtex (of BBC Radio 1Xtra) is seen as a leading authority on what’s hot in the hip hop world, and covered
both the production of the “All of the lights” video, gave an album review and also introduced us to an exclusive
remix West made with fellow rappers Lil Wayne, Drake and Big Sean – the latter is also signed to West’s label. By
incorporating these artists, West can incorporate their fans into his already substantial following. Coverage on
Semtex’s blog throws the release into the public eye, especially in the UK as West would have to cover all countries
for the release to be a success. Undoubtedly, several other blogs such as WorldStarHipHop put West in the spotlight
during the single’s production and release.

5. Advertising Campaign 2
Artist: Drake
Single: Marvin’s Room

6. R’n’B star Drake, fresh from the success of his debut album Thank Me Later, is soon to be releasing the first
single from his follow up album Take Care – Marvin’s Room. The song is a slow, heartfelt, emotive piece
depicting the artist’s heartbreak with an unnamed woman, and the video is suitable. No flashy, conventional
R’n’B video parties but rather Drake has chosen to go for a darker, more real party environment which will
help the audience relate to both his lyrics and the concept behind both the song and the video, increasing sales
when the single is released. He does not sport typical genre-stereotyped jewellery but is dressed in simple
clothing, further increasing the audience’s ability to relate to him and want to help him progress professionally
by buying the single.

7. This is a screenshot from a YouTube interview with Drake uploaded on the 23rd of June,
2011. As we can see, the interviewer is not a professional, there is no flashy setting or
background, and the YouTube channel name is imbedded in the bottom left of the screen.
This is an important feature, as it brings the artist down to a more human level, in-fitting
with the single’s theme. During the interview he talks about how the songs he makes are
for people who “drive around on the streets, thinking about life” and this sense of being the
same as one of his fans is a recurring theme that Drake uses deftly to increase album and
single sales.

8. With permission from Drake, female artist JoJo made a cover of Marvin’s Room which shows a similar
heartbreak but from a woman’s perspective. This makes both versions more accessible to both sexes
and perhaps even boosts Jojo’s popularity. Furthermore, R’n’B superstar Chris Brown also covered the
song, which aids Drake as fans from both Jojo and Brown will be introduced to the artist if they didn’t
know him already – similar to Kanye West’s remix of All Of The Lights. Relating the high quality of
music made by Chris Brown to Drake is also going to aid in sales as fans will see Drake is on the same
level talent-wise if not even higher.