Research : Branding and The Music Industry: First case study

http://www.shakira.com/   


SHAKIRA! 

My first case study i have chosen: Shakira. I have chosen this particular artist as she not only promotes her music doing things for charity: The Barefoot Foundation, there is an official Shakira store selling clothing, accessories and CD's which are aways of music promotion. She also has her own range of perfume and you can even join a Shakira fan club.

"Thank you for all your support and love! As an artist, I am constantly looking for new challenges and ways to express myself. One way is through my music - another is by giving back and doing what I can to make our world a better place.
 I want to share with you an issue that I am very passionate about. I believe that every child should have the right to follow their dreams and get an education. Growing up in Colombia, I saw that education can be a child's way out of poverty and a way to fulfill his or her potential. It is a basic right, but too often poor children are shut out. Globally, 72 million children don't attend primary school and another 226 million aren't in secondary school. In addition, hundreds of millions of children attend some inadequate version of school but can't access the type of quality education that they really need to succeed...either the teachers don't consistently show up or there aren't enough books or the kids are too hungry to focus on their lessons...."


Here it shows that Shakira's brand image is made to look very kind and considerate, addressing the audience with heartfelt facts and determination about saving children will appeal to them and they may gain respect for the artist and from Shakira's songs find meanings to them: perhaps they aspire to be like her and want to listen to her songs because of this. 










Messages under these aspirational videos read:

Congrats! Shakira! You are making a difference in this planet, and that is what counts. You are a great example for the rest. You don't need to go through all the trouble, but you are. Thank you Shakira for changing peoples lives. :)

tupapaleo 1 month ago 10 

Es graciosa la gente q se burla de Shakira por los nervios al hablar con gente tan importante y mas aun cuando hablan de un tema verdaderamente primordial para el desarrollo de proximas generaciones como lo es la educacion en la temprana edad, me parece q pocas son las cantates,actrices o deportistats que han dedicado tanto a este tema como ella lo hace, probablemete estaba muy nerviosa pero ella tiene el compromiso de un futuro mejor para muchos niños en Colombia, latinoamerica y el mundo!

mathiox 1 month ago 8 

These messages are from adoring fans: The fact that Shakira is a native Spanish speaker and also speaks fluent English and Portuguese as well as some Italian, French, Catalan and Arabic means her music can be enjoyed worldwide creating more of an appeal and acting as a real boost in terms of music promotion.