Research- Marketing package 3

Marketing package research- 'Dangerous Woman' Ariana Grande 

I have decided to analyse different types of marketing packaging so I can gain an understanding as to how they market the artist and promote the album. Therefore I aim to analyse a variety of different artists who are associated with different genres of music and how they are represented differently to one another via their advertisement. The reason for this is so that I can possibly gain inspirations for when I design my own marketing advertisements and hopefully this will help me come to a conclusion as to which genre I would like to choose.

The second artist and album I chose to analyse was called 'Dangerous Woman' by an artist called Ariana Grande. This album was released on the 20th May 2016 via Republic Records, which is the record label in which Ariana is signed to. I decided to chose her album due to her music being associated with the pop and contemporary R&B genre, which I personally am a fan of. Therefore, if I decide to create a music video associated with the pop or R&B genre, then I can possibly include particular camera shots or editing transitions that often appear in Ariana's video's as an inspiration. 

Video advertisement: 

Throughout the video advertisement, the main track off her album is playing in the background, which is called 'Dangerous Woman'. This song had inspired Ariana to name the album after this song and therefore promotes the single as well as the rest of her album. During the advert, Ariana Grande is shown to be walking backstage whilst wearing the signature costume for her album; the tight, black leather tube top as well as leather bunny ears. This image represents Ariana as dominant, youthful and as having sexual connotations , which have recently been associated with her name. In addition whilst Ariana is walking backstage, the production lights are shown to be blowing up, however Ariana is showing now fear of the danger around her. Therefore this again presents her as being a 'dangerous woman' which is matched to/reflected in her album title. 

Furthermore the advert informs the audience about the album's name, who its by and how it is available to purchase. I personally like this video advertisement as it's effective and engaging and makes the viewer intrigued and therefore encourages the audience to listen to her new release. All in which meet the general conventions of a music video. 

Digipak: 

 

 




The digipak for Ariana Grande's new album is very feminine and uses the black and white filter to present her glamour, beauty and transformation into a young woman. What I like about the digipak is that the style is simplistic but still manages to be eye-catching by presenting Ariana as being seductive and saying goodbye to her good girl image. The digipak also suggests that the genre of her music will be pop-based ,due to how she is presented and the overall style of the album artwork. In addition, I also like the black, serif text against the white background as this is eye-catching and engaging. Furthermore the style of the digipack has inspired me to create a similar design for when I am creating my own digipak, as I personally am a fan of this retro and Hollywood Glam style/photography. 

Poster:

The official posters in which Ariana Grande has released, are all shown to be fairly similar to one another. All three images represent Ariana as a newly , mischievous woman who now comes across as seductive and fun, whereas before she had been represented as innocent and a good girl as shown via her previous albums. Therefore this newly attached association suggests that that songs featured on her new album are about her transformation into an independent young woman, her love life and about her having authority when it comes to issues with men. Therefore represents her album as entertaining and engaging.

 In addition, the poster designs are again very simple with the black and white filter, but still remain effective and eye-catching and present her beauty and character. Another point to note is that, I personally like how Ariana is shown to be holding a sign in the bottom image, which presents the text; 'TRACK 14 KNEW BETTER/ FOREVER BOY' and therefore this is promoting her album as well as one of the tracks that is featured.

Furthermore, I have been inspired by the use of a black and white filter and the simplicity of Ariana Grande's album and therefore may consider this style when it comes to designing my own posters.   

Magazine advertisement: 

The image on the left is from the Billboard magazine- http://shop.billboard.com/products/billboard-back-issue-volume-128-issue-14 and is presenting the new representation , in which Ariana Grande has associated next to her name. This glamorous and youthful image is again reflected via her new album 'Dangerous Woman' and puts forward the view that her new album is about her transformation. In addition, this magazine cover includes the text '#DangerousWoman' which is promoting the album as well as the artist. Also, inside the Billboard magazine issue, there is an article about her new album and an interview with her about her journey to success, in which she quotes 'I feel like i'm just getting started'. Therefore this represents her new album as a great success and a new journey. 

Furthermore, the image on the right is from The Guardian - https://www.theguardian.com/music/2016/may/22/ariana-grande-dangerous-woman-review  and again promotes the newly released album as well as providing a review about her work. In addition the article informs the reader about the genre of the album and also represents Ariana as having a 'sky scraping voice' which therefore engages the reader and makes them want to hear the album for themselves.