Star Theory - Richard Dyer

Branding the Spice Girls

The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Branding is important because it increases your popularity and your sales.

In the mid 1990s, a family management team formed Spice Girls to compete with boy bands and were later managed by Simon Fuller. Their first single was 'Wannabe' which was a number 1 single in Tokyo and number 3 in the UK which was quite outstanding as it only took 15-20 mins to write. The video was a sequence shot so it made their new target audience relate easier to them and more realistic. They quickly appealed to the male market with their video "Say You'll Be There' by having much more sex appeal. Although, 'Ginger Spice' looked much older than the rest of the girls in the group so she almost didn't make it but she represented all the ginger haired young girls and she actually became a mother figure of the group. 

The Spice Girls were branded individually, Baby Spice was branded as innocent and sweet with her bunchies in her. 

Ginger Spice was branded as fiery with her wild red head and clothes to match her image.

 Posh Spice always looked slick and chic at all time, 

Sporty Spice was always in her favorite tracksuits to maintain her 'rough' image looking less glamorous than the rest of them. 

Scary Spice always had wild looking hair with animal print clothing to assentuate her scariness.

 It was successful as they even went on to have their own doll figures and even edible spices named after each member of the group. The branding was also successful because none of them were particularly stunning singers but because they were all so diverse and relatable to their target audience (teenage girls)  it didn't matter that their vocal skills weren't amazing.

Music Videos - Added Value

Styles of Music Videos

 Here are some visual examples of different styles of music videos.

To my left is, J Cole - GOMD. This could be regarded as a mini movie due to the acting and mise-en-scene. It is CINEMATIC







To my right is a video filmed during one of Beyonce's concerts. So it is CONCERT BASED










On the right, is a narrative based as it tells a story. It is NARRATIVE BASED








On the left is a music video from Rihanna called American Oxygen showcasing American history. It is an ABSTRACT music video.

My Analysis

History of the Music Video

Album Art Exercise

elton john evaluation

Yesterday, we filmed our second short music video for extra practise when we film our actual music video. We used the same strategy as the last music video (sonny and cher), we ensured that the essential shots were in there and we even added some 'behind the scene' shots of us laughing and being ourselves, just to make it a bit different from the last project. Our editing was a lot more simple than the last video because it is a slower song so we didn't need as many scene changes to keep it interesting.It only took us about 20 minutes to record so it was really time efficient.

Elton John Duet