Representation in Music Marketing


How musicians are represented in a marketing campaign reflects something about their music genre and target audience. Here Ariana is represented as an artist who is beautiful, honest and yet with an innocent look. All of these traits are designed to appeal to the target audience and create a pop genre image. 

 Task: Look closely at this digipak and label the codes used to signify more about her work and her as an artist.

 Task: Pick 3 album covers from (from 3 different music genres). Copy them onto a Word document or PowerPoint. Annotate it in detail, based on the following:

  • How are men and women or the genre itself represented? In a stereotypical or non-stereotypical way?
  • Who is the target audience of each album? How is that audience attracted? Refer to Images, Colour, Font, Layout, Language Register.

Task: Next, look at these different images of Taylor Swift and put them in order of how she her representation has changed over her time as an artist.




You can see that artists representation changes to change the message about their music for their target audience. Consider why artists may want to change their image?

 Task: Pick your own choice of artist. Find the digipak of their album cover art and deconstruct it in the same way. Label all of the elements you can including font, colour, image.

 Then answer these questions.
1. How does it used the codes and conventions to represent the artist?
2. How is the music genre made explicit through these choices?
3. What message is being conveyed to the audience?
4. How does it create appeal?
5. How is the artist represented using stereotypes or counter-stereotypes.

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