Case Study Artist - Music News Research

To gain an insight into the overall advertising and promotion of an artist in the music industry today I decided to look at the ways one artist represents themselves and is represented in the media.

I decided to look at Lady Gaga as she has a distinctive style and I thought it would be interesting to see how her branding is maintained.

Her controversial style, for example the meat dress, worked as publicity stunts due to the way social media works in the modern day. People could read about it online and retweet or share it with their friends quickly.

The Uses and Gratifications theory could be applied as she is creating a relatable character to people who feel outcast, so they get a sense of not being alone and being part of a group from following her music.

Despite her public image of being an individual, her website screams promotional team as a pop-up appears when you click on her website which advertises her latest single.

This isn't news to the music industry as it's all about money for the labels and producers. The same font is used throughout and there are multiple links to buying her music or concert tickets. This is as I expected as the internet in the music industry is not only for unknown artists to showcase their talents, but also for big corporations to generate even more profit through tactical advertising.