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Anorak | Lily Allen And The Horrors of Aggressive Marketing

Lily Allen And The Horrors of Aggressive Marketing

by | 8th, May 2014

American R&B singer Macy Gray receiving her award for Best International Newcomer, during the Brit Awards 2000 ceremony, held at Earls Court in west London. Date: 03/03/2000

 

ONE thing that has always been a major force in music, is marketing. Songs don’t accidentally find their way to listeners, unless you’re a crazy crate digger who actively looks between the cracks for music.

One of the finest pieces of music marketing, one that stills hangs around subtly today, saw Macy Gray becoming a huge star (albeit briefly). The job they did on her was magnificent. Basically, so sly was the campaign behind her, that listeners convinced themselves that they’d discovered her all by themselves.

The campaign was expensive, but so slight, that no-one really noticed. Everyone wondered where ‘I Try’ came from. It was huge. Fans felt like Macy had become famous on fan power alone. It was a masterclass in marketing. However, Macy’s second LP was rubbish and she soon disappeared.

The flipside of that is the ironic, aggressive marketing plan, for which Lily Allen is a maestro at. Already having a platform, she started ramping up and dropping music and started a number of beefs, courted some controversy, gave some soundbitey interviews and, KAPOW! It was old-school marketing that go everyone’s attention.

She’s guaranteed a number one return, thanks to ruthless pricing… and The Horrors have noticed.

Rhys Webb of the band has criticised the fact Lily Allen’s new album ‘Sheezus’ is being sold for just 99p by Google Play.

He said: “Her record ­company have done that to give Lily a surefire Number One. Albums should be ­something that

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Posted: 8th, May 2014 | In: Music Comment | Follow the Comments on our RSS feed: RSS 2.0 | TrackBack | Permalink