J.Lo and Iggy unveiled a 30-second teaser earlier this month that just about guaranteed a steamy clip primed to Nicki give Minaj‘s “Anaconda” a run for its money. On September 18, Jennifer Lopez released her new video. Have you watched this?
Jennifer Lopez – Booty ft. Iggy Azalea
It had more than 500,000 plays on YouTube just after midnight Friday morning. And after 2 days, more than 8 million views on Youtube.
JLo ran a campaign for her new video by efficiently using hashtag #jlobooty or #jlobootyonvevo on her Facebook page with 43,552,048 followers and her Twitter account with 29.2 million followers. The campaign has gone wild with all excitement and expectation from fans and publicity about this new product.
I did a bit research on socialmention.com and here is the result:
93:0 sentiment. Can you believe that? 93 positive feedback, not even 1 negative feedback for this #jlobooty. Average 17 second, someone mentions this on social networks. JLo done a good job! Not only because she is a big brand, she uses her brand name and resources well, but has also maintained her relationship with followers and fans and social media to promote her new product. Has any big company can achieve this much positive feedback for their product before?
However, my research on socialmention.com did not tell me the whole story. Look around JLO Youtube Channel, fans’ Tweets and News the last 2 days, you will realize there is something not right with 93 positive feedbacks. More than 33% negative feedback on JLo Youtube Channel.The Mirror from UK even has an article about her new video “Pop star or porn star? Jennifer Lopez and Iggy Azalea’s raunchy Booty video comes under fire”
Other News such as The Time also raises their disappointment about this “twerk trend” starting by Miley Cyrus now spread out to other famous female singers http://time.com/3403975/jennifer-lopez-iggy-azalea-booty-video/ and NY Daily News http://www.nydailynews.com/entertainment/music/jennifer-lopez-iggy-azalea-shake-booty-video-article-1.1945307 engaged few comments from readers, but mostly are negative comments about this video. In addition, lots of tweets against JLo and this video.
Mirror UK said “Many social media users tweeted things which just aren’t printable about the women and sexual fantasies. However the general feeling seems to be one of unsettledness.”
If this negative percentage keep increasing, do you consider this as a “brand crisis”? Would you be happy if your new product launched get this much successful but also lost its brand image at the same time? Should JLo considers about all publicity’s feedbacks to producing her videos in the future? If you are a JLo fan, do you like or dislike this video? Please leave your comments below, tell me what you think.
P/S: Don’t rely too much on socialmention.com when you do your research, the information is changing all the time and differentiated with different keywords.
I believe that it isn’t inherently the artist’s fault. There is so much competition in the music industry and unfortunately, sex sells. There is a reason why most mainstream music is about love, sex, and money: these things are most thought about by the human mind. Thus to achieve maximum fame and success in this industry, you need to resonate with the largest segment of music customers which unfortunately crave this kind of music.
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Thanks for your comment apan46. I agree that the music industry is very competitive these days, so artists must find their own ways to survive. However, if we treat a music video as a product in this industry, I believe Quality is still important. With artists are considered as brands, we can market these products better with appropriate marketing method without hurting brands 🙂
I agree with you, the mass majority/largest segment craves these sexual/petty themes for their mainstream music. But as everyone’s stated, you need to balance these cravings of the human mind with the brand image as to avoid a “brand crisis”. Also, I agree with the reception that there is a fine line between a sex icon or a beautiful artist and a pornstar singing (because that’s how I honestly feel with these female artists in present time).
I’m not part of the large segment that are into this type of music (I listen to a mix of alternative rock, metal, trance, house, international rnb and pop – I’m kind of all over the joint). So taking this at a more personal view, I completely hate these type of songs and their themes hold little to no meaning to me. What are they even trying to convey? That their booty is “delicious”? I can buy two leg hams from the local shops and that’s more attractive compared to what they’re offering and eat it without being called a cannibal.
Are marketers (assuming there are any with artists and recording labels) considering the more detailed reception of their products (artists and their music), or are they just drowning them out with the mass majority that find these songs to be “hot hits”?
Thanks for your comment Marshall. Very interesting the way you express your opinion 😉
I believe that behind each artist, there is a whole team/company to support them. But in some cases, the artists choose to be their own “marketing manager” so they have done marketing strategy based on their judgement about what trend, what’s hot on the market to catch the peoples’ attention. Artists can drive themselves to good or bad reputation, little or huge reputation, or a combination of these to promote themselves and their products.
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