Sports Stars & Marketing

Athletes today live in a different world than they did in years past, as we all do. They are becoming more than just ballplayers and turning into icons/celebrities. I've seen many commercials and ads featuring these sports stars and I would have to say that they are generally good in my opinion. Not only are they familiar to us since we see them in games all the time on TV but they are also making their way into our lives through food chains, clothing companies, and even medication. I have some great examples lined up but first I would like to go into why they do these advertisements when they already make as much money as they do. It seems that lots of celebrities are being judged very critically by the media and the public in general. Though it may seem greedy that they do these ads when they are already making millions, I don't think that this should be the focus. Many of these athletes are simply trying to enforce a positive view of themselves and their "brand". They want people to like them so that they will be supported when on they're on the field. My first example shows this in a great way so here we go...

In this example I feel that Robert Griffin III (Quarterback for the Washington Redskins) while supporting Gatorade, is also trying to show that he is a hard-worker. He was the 3rd overall pick in last year's NFL draft and he came into the League with great success but this ad shows that he did not get where he is by accident. He worked hard to get there and, to me, this commercial is very inspirational. In only about 30 seconds Robert teaches kids that they should not take anything for granted and also that hard work pays off. These lessons do wonders for his image by showing that not only is he a great athlete, but a great person with favorable values. My next example of athletes in the media is another commercial featuring the NFL quarterback for the New Orleans Saints, Drew Brees.

Okay so in this commercial we have a star athlete who has won the biggest game in sports (The Super Bowl) in a Walgreen's buying NyQuil in case he catches a cold. This may not seem like it's very significant but in a way it is. As I said this guy has accomplished some great feats on the gridiron such as winning a championship, so for us to see him at a Walgreen's buying NyQuil like an average Joe helps us relate to him. It makes him come off as a more personable celebrity. I mean think about it, we have probably all been to our local Walgreen's or CVS pharmacy to pick up some medicine for what ails us. Commercials such as this one bring these big sports stars down to our level making it seem like we could run into them at the corner store. This coupled with Brees' great skill on the football field helps to catapult him into our memories and our hearts. He has become one of the more beloved athletes in recent memory, winning a Super Bowl for the New Orleans team the same year that the city suffered a great disaster in Hurricane Katrina. We have seen 2 different angles in these last 2 examples and my last one's message is purely comedic.

I've seen this commercial dozens of times and it still makes me laugh. Here we see an athlete, Troy Polamalu of the Pittsburgh Steelers, embracing one of his best qualities. Not only is he known for his stellar play on the field, but he is also known for his long flowing hair. The implication is obviously that he uses Head & Shoulders shampoo to get that magnificent mane of his. While some players may not want to be known for anything other than their play, Polamalu is happy to recognize that his hair has become his trademark. This ad shows us that he is fine with that and that he is even willing to joke about it and poke fun at himself, which I think is a great quality to have. It makes me laugh but at the same time it makes me respect him a bit more knowing that he has the self-esteem/confidence to acknowledge that his follicle forest is a tad bit ridiculous.

 

We have seen a few examples of athletes in the media and I feel that they all support my claim that they not only do these advertisements for the cold hard cash, but also to make us see them in a favorable light. I for one enjoy these small, not-so-glamorous glimpses into the lives of professional athletes off the field, and I look forward to the future spots that will inevitably be gracing my TV screen in the years to come.

 

References

-http://www.youtube.com/watch?v=gaJFnGGECJo

-http://www.youtube.com/watch?v=vC5N_iNQDG8

-http://www.youtube.com/watch?v=gaJFnGGECJo

Record Labels SUCK!

The music industry has changed so much in the past few decades. Artists used to enjoy huge release parties, record-breaking album sales and long relationships with record companies. Well, those days have come and gone forcing artists to find new ways to promote themselves and their music. Many have found success using the internet to market their work.

Social media websites give artists a direct link to their audience, making record companies and many marketing techniques obsolete. I believe that in the future, record labels will become less and less necessary. Instead of the huge dominating companies, there are likely to be many more small independent labels as artists begin to market themselves and find success on their own. Today's technology is making this all possible in ways it never was before. In my opinion, we will continue to see CD sales plummet as more artists offer streaming audio and other ways of listening to and downloading their music. If a performer can post a song or link right on their social media page, then they eliminate the need for a record label. Many artists have bitter attitudes towards record labels and have become weary of their money-hungry dealings. One of my favorite hip-hop artists, who calls himself "Hopsin", is a great example of this change.

(Hopsin)

After initially starting his career at a major label, Hopsin felt cheated and wronged which lead to him starting his own "label" called "Funk Volume". In one of his songs, he describes his feelings towards his former record label, Ruthless Records, saying: "F*** Ruthless, I'll never lend you a hand and I'm gonna make sure nobody ever signs with you again". Obviously he feels like he was used as he goes on to explain how he was "put on the shelf" by his label for 3 years and says, "I'm dope (as in cool) and this is my reward? That's whacker (as in worse) than the $500 you signed me for." I first discovered this artist as a YouTube subscriber. He had been cross-promoting his videos on different websites and social media outlets to great success. As the operator of his own pages and sites, he has the freedom to do whatever he wants with his music. Gone are his days of label oppression and exploitation.  Though Hopsin receives virtually no airtime on FM radio stations and is without a traditional record label, he is still able to rise in both album sales and popularity. After I learned of the way that artists are treated by record companies, I started to think about what they actually do for the artists they represent.

 Lots of pop sensations and breakout stars are basically used by their label. The artists are like a juicy orange brimming with potential that is squeezed and drained of all it's creativity and enthusiasm for the art. They are told, in many cases, what to say, how to act, and how to look. The labels build up these stars and throw them away after taking more than half of the money their music has made. It's a flawed system that will eventually fail if it's not improved. It is my opinion that record companies are not in the music business, but the money business. They look at talented young artists and all they see are dollar signs. But with or without record companies, the demand for music will always be high. The industry will continue to evolve and grow as new consumers look for cheaper, more easily-accessible ways of finding the music they love.

References
-http://www.independent.co.uk/news/media/mtv-how-internet-killed-the-video-star-841393.html

-http://www.aestheticamagazine.com/youtube-killed-the-video-star

-http://www.rollingstone.com/music/news/the-new-economics-of-the-music-industry-20111025