Creating a brand

"Star Theory"

Stars as a construction:

Tulisa

Tulisa is a good example of a artist who has been shaped to be seen as more acceptable in society and with her music. Tulisa started off in a group where she was the only female, however as time has gone on the group have split up and Tulisa has continued as a solo artist. Her look has changed massively from being a chav to becoming more glamorous and being placed at number one for FHM's sexiest women. Her music has also altered from taking the back seat in N-Dubz to becoming a star known around the world who has featured in songs with well known artists like Tyga. Tulisa has been altered as an artist to be more appeal able to a wide mainstream audience and in some places be seen as a role model for young girls.

Stars as a product:

The Saturdays

The Saturdays are a good example of stars that have been made into products. The Saturdays were put together through a record label to fill a gap in the music industry due to the splitting up of Girls Aloud and the Spice Girls. The girl group was set up to appeal to a mainstream audience where they are now trying to break the US and become known around the world. However other girl groups will be created (e.g. Little Mix) and can put the Saturdays out of their Business if they continue to develop and expand as a band.

Stars as ideologies/cultures:

Beyonce

Beyonce is seen as an artist who has very strong beliefs and ideas as an individual. In many of her songs we see her talk about woman and being independent and strong minded. This is shown through nearly every album she has released over the years such as "Who run the world(girls)" and "single ladies" that emphasizes how strongly Beyonce feels about women being individuals and not relying on men with everyday tasks. Her ideas and beliefs are shown through the way she sings(e.g. her tone,lyrics) and her strong presence on stage(e.g. her dancing,body language)

Stars as personalities:
Ed Sheeran

Ed Sheeran is a good example of an artist that is known mainly for their personality. Ed Sheeran is well known for his strong vocals and use and talent with instruments. He is a good example of an artist that will not change because of hes record label and all of his song choices are based purely on him as an artist. Even though hes style and brand is like an artist with a niche appeal, his talent and personality means that he has become mainstream and is very popular across the world. Ed Sheeran's role in the music industry is very real and he has done little to himself to make him seem more desirable as an artist (e.g. hasn't changed his appearance or his style) which makes him very individual and unique.