JENNIFER LOPEZ.

aka J.Lo. NAME: Jennifer Lynn Lopez GENRE: Latin pop, R&B, Pop, Dance pop LABEL NAME: Epic, Island TYPE OF LABEL: Subsidiary labels of main 5
Both Epic and Island are subsidiary companies part of huge global labels. As the labels produce mainstream music, it allows her to target her music to a wider audience making her more successful.

Inspirational

5 WORDS TO DESCRIBE J.LOPEZ

Callipygian Versatile Passionate

Sensual

TARGET AUDIENCE:
AGE: young girls, teenagers & adults. GENDER: Quite a balance between both genders because
whilst women like her for her style/voice, she s also portrayed to be a Sexy female which would target the male audience.
audience as she emphasises her background and being from The Bronx which is stereotypically seen as a hood area that you associate rap/hip-hop artists with. She also targets the White audience with her dance pop style and also her image/fashion is very glamorous. Evidently, she targets her Hispanic audience as well which is strongly influenced by her Latin background. She released an album entirely in the Spanish language which gave her more a specific audience.

ETHNICITY: Again, a very broad range. She targets the Black

LOCATION:

As her music is very mainstream, the audience is global and she is known all over the world. Because of her background from The Bronx , she is able to reach out to the working class society as well as the upper class with her lavish lifestyle. be up-todate with the new trends

INTERESTS: People who like her music, are likely to

JENNIFER LOPEZ HAS A VERY MAINSTREAM AUDIENCE WHICH ENABLED HER TO BE VERY SUCCESSFUL!

JLo s appeal to target audience using the uses & gratifications

ENTERTAINMENT: Jennifer Lopez s fans will find her entertaining because she s so versatile and brings out music to suit a wide range such as her hiphop/R&B/dance/Latin etc She s also a dancer and actress so people are able to see her do more then just singing. Her music can be entertaining to the audience as it could be an escape from their own relationships, seen as most her songs are to do with love. Also, the male audience will probably find her attractive which will be pleasurable for them to watch. INFORMATION: In all her films, she s always been portrayed as the protagonist and the main character representing a strong woman therefore giving her a positive image which could teach her fans to stand up for themselves and be bold. Although she s depicted as a sensual woman, her songs aren t crude making love seem more passionate and positive. This may be because she has a lot of young fans which teaches girls to be more sensible. SOCIAL RELATIONSHIPS: Through her lyrics, she helps people see the other perspective of things (i.e. men can a women s p.o.v during a bad relationship) which helps people interact in a more positive manner. Her image is heavily representing a working mum managing to juggle singing, acting, dancing & a marriage, therefore she encourages people to connect with their family & social life. PERSONAL IDENTITY: JLO s image reinforces personal values and makes women respect themselves. She also proudly represents her background and culture which would encourage her fans to not be ashamed of where they come from. The public has seen her start from the bottom and work her way to the top which gives them hope and aspiration that they too can achieve regardless of their circumstances.

MARKETING
Merchandise: -Perfume Launched a series of her own perfumes which she marketed through advertisements on TV, mags, billboards etc. Her perfume is targeted at women of all ages. Creating your own perfume is a long expensive process. By doing this, it has reflected that she has a lot of money to do so. Also, it gives her a glamorous image. -Shoes Again, similarly to the perfume, it is targeted to women -Clothing who like fashion. The items reflect her as an artist to be very -Jewellery feminine and stylish. -Accessories -Handbags/purses
AS SHE IS PART OF A MAINSTREAM LABEL, IT ENABLES HER TO DO SUCH THINGS AS THEY HAVE A HUGE BUDGET!

 Print - Magazines By appearing on the front cover and having many page spreads advertising her brand. This appeals to a mainstream audience as magazines are very popular and there are many types which is one of the reasons why we don t see her in newspapers as much, as that appeals to a British audience (Niche).

Album covers and booklets inside The booklets have many pictures of her included in the album as well as the photo on the front case. That costs more for printing which reflects her brand having lots of money. Billboards In the public eye, making it easier for everyone to see, which is one of the best forms of marketing. Billboards ads are expensive, which again echoes her successful brand. Posters They often come free in magazines and with her albums for fans to put on their walls, which shows she is seen as an idol in the urban industry.

All of these prints cost a lot of money unlike your average flyers meaning ...big budget!

 Broadcast
Radio...Her songs are played on the radio frequently as she is very popular. This makes people more up to date with her latest tracks. She could also do live interviews on the radio which not only informs us of her as an artist but also as a person. Appearances on TV shows... Talk shows such as The Ellen Show and Alan Carr Chatty Man which again like the radio broadcast helps us know her as a person and but see her visually.

MTV Behind the music... A show where they focus on one artist s life in depth including their background, childhood and how they got into the business. Fans who watch this are may be able to relate to her more. Although radio interviews don t require big budgets and is usually what independent artists use to get themselves out there, it s still a good way of advertising herself. However, to appear on a talk how or on MTV, you have to be a well established artist which appeals to a mainstream audience making the channel more money.

 NMT TV... Her music videos are frequently shown on Music channels as she is popular in the charts due to her massive comeback. Her being an actress also means she is on the movie channels which puts her more in the public eye, generating a strong wordof-mouth. iTunes and downloads... Her songs are available to download on mp3 for iPods and phones which nearly everyone has these days, which will get her music out there more. Youtube... Online streaming which is free, quick and easy. This gives access to people around the world to listen to her music at any time of the day as long as they have internet, which is very popular in this day and age. People can also watch her film trailers on Youtube which makes people more aware of her movies.

FaceBook, Twitter & other social networking sites... Fan pages and groups that people can join that appear on newsfeeds making other people aware that you have liked something to do with Jennifer Lopez. This also creates word-of-mouth as you trust your friend s judgements if they say its good. People can also post statuses about a new song or movie which creates interest. Social networking sites are used by everyone which doesn t limit the target audience.

 Synergy
PRODUCT PLACEMENT...

In her song On the floor she uses product placement. The first image we see her holding Crown Royal, the second image we see her opening a Swarovski box and thirdly a BMW. This not only helps the individual advertise their products, but also again helps create an image for Jennifer Lopez giving her a very glamorous/rich image as all of them products are associated with upper class people. Although not everyone is from a higher class background, by doing this, it applies to a mainstream audience rather then a niche because everyone would prefer to see the glamorous side rather then a rough side and therefore she may be an inspiration to a lot of people.

THE FACE OF VENUS... Jlo is also now the new face of the Gillette Venus. Not only does she sing the theme song in the advert, but she also models for it too. The commercial somewhat represents the profile she s created for herself over the years. This is shown as first we see her performing on stage in a sparkly dress, but then we also see her on the beach modelling with her kids showing as a mother. This makes her look more authentic and makes her more relatable to working mums.

Similarly to her Gillette Venus commercial, she is also the face of L Oreal s new product Glam Shine so fans may want to purchase this product as they see their favourite artist use it. Agian, increases authenticity as it makes it look like Jennife3r too uses high street brands rather then the expensive brands.

Collaborations... Throughout her music career she has had many established artists feature on her tracks and she has done the same. This helps build profile for both of the artists. An example of some of her most recent collaborations is Pitbull and Lil Wayne

Dyer s star theory...

One of the reasons so many pop performers are described as pop stars is that they are quickly promoted to this status by their management. This is easily done courtesy of a few judiciously placed stories, a famous boyfriend/girlfriend, attendance at premieres/parties and a feature in a magazine. It can be easy to forget about the music in the light of the outfits or love affairs.
1. Stars as Constructions Celebrities are moulded into an artificial image, even if they are represented as being authentic/ real people. If their image has a unique selling point, they can create an iconic style that can be replicated. So, Jlo has created a glamorous style about her brand and encourages girls to embrace their curves rather then being stick thin. We often see her in long stylish dresses which has become a signature style for her. She has kept her hair fairly the same throughout the years and we can instantly associate a certain hairstyle with her if we see it. Industry and Audience Stars are manufactured by the music industry to serve a purpose and to make money out of audiences. They tend to manufacture what they think audiences want. The record industry also has a duty to provide bands/artists who are perceived as 'real as people will feel they can relate to them more if the artists appear to be more genuine. Jennifer Lopez brand has created an image around her to show that she s a genuine artist who juggles her life as a wife & mother to her 2 children but also tackles her career too. They have also accentuated the fact that she has a Hispanic background by making her sing entire songs in Spanish to show that she isn t afraid to show her true culture & background. Ideology & Culture Stars that represent shared cultural values will promote a certain ideology. A star may commence a fashion trend, with many of fans copying their hairstyle and clothing. Stars also provide us with a focal point for our own cultural thinking, particularly to do with Youth & Sexuality. Again, like explained above Jennifer's brand has created an image that she is very passionate about her culture creating an ideology that she is a strong woman who stands up for herself. This creates a good role model for the fans as they are encouraged to speak up and stand up for their culture and to never forget where they came from. Character & Personality Stars provide audiences with a focus for ideas of 'what people are supposed to be like' (e.g. for women, thin/beautiful) - they may support authority by conforming to it (thin/beautiful) or providing difference (fat/still lovable) an example of this is Adele as she doesn t care about being thin yet people still love her because of her voice. Jlo s brand have too created this image using Dyer s star theory as they have made her embrace her curves and not trying to be skinny... Yet still portraying her to be beatiful. This has changed peoples perceptions of beautiful as before people may of only though being skinny is Pop stars establish their character and personality through songs and performance and will strive for immediate star identity with a first album. They appear to have more control over their persona in that many of them write their own songs. Albums are continually read and re-read as texts whereas films tend to be watched once or twice only. Because a pop star's persona is constructed on the basis of a narrow text, continually re-read and reassessed, this may lead, in many cases, to second album syndrome, when an artist is unable to sustain their persona over a period of time and they are unable to create a consistent account of their character and personality in their second major release. This wasn t the case for Jennifer as her brand made sure they kept her consistent in all her albums and even after a few years break, has made a comeback album that has too proven to be just as successful.

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