Reinvention: 50/50 of success or failure for an artist
- Sep 16, 2017
- 2 min read
A couple weeks ago, during the MTV VMAs millions of viewers just watch Taylor Swift's new music video "Look What You Made do" in which created one of the biggest controversies in the night. The Pop singer is currently a symbol in social media, and nowadays she is not afraid taking risks. She is started with a background as a humble country singer that wrote songs about first love or struggles to be different in school. She has been referenced at the beginning of her career that her music is like sharing her diary towards the young fandom. Sometimes we see artist does not like to get stuck with the same image. The reason usually is because it does not feel natural and they want to take another direction with the next album or project.
Taylor Swift is loved by many and hated by others; she is respected by the rest of the audience. After three weeks, "Look what you made do" approximately 400 Million of views on youtube that got a lot of record-breaking metrics (Flanagan, 2017). Her fan following is one the most powerful forces in the music industry. The reason is that she made a strong personal connection with her 'Country' years that they grew up with her. Her music is well recognize to target personal confrontations like old broken relationships or struggles live under the lime light.
In the Pop culture, rebranding gives the artist the opportunity for new or revived attention (Rankin, 2017). According to branding expert Eric Schiffer, "[Reinventions] are designed to appeal to a demographic they have yet to attract or to reinvigorate their brand among their current fan base. " Especially, it can be a huge success like Rihanna, Ariana Grande, Katy Perry and Justin Bieber. On the other side, it could have a not very positive result like Chris Brown, Vanilla Ice, Hanson, and Madonna.
Many brand experts regularly suggest to their clients for a more satisfying result is about giving a purpose for the next project. When it comes to planning a release is crucial to set a goal. Notably, the artist needs to decide either keep the existing fan base or build a new target audience (Rankin, 2017). As a result of giving something fresh that a particular group of people might like. Nowadays, the only trend that will always be alive is about taking bold decisions. Overall, celebrities need to have a change because it is part of growth.
References:
- Flanagan, A. (2017, September 05). Taylor Swift's 'Look What You Made Me Do' Breaks Records, Stops 'Despacito' Short. Retrieved September 06, 2017, from http://www.npr.org/sections/therecord/2017/09/05/548624239/taylor-swifts-look-what-you-made-me-do-breaks-records-stops-despacito-short
- Rankin, S. (2017, June 06). Miley Cyrus, Katy Perry and the Art of the Pop Star Reinvention. Retrieved September 06, 2017, from http://www.eonline.com/news/858171/the-art-of-the-pop-star-reinvention-how-katy-perry-miley-cyrus-and-ariana-grande-completely-overhauled-their-images
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