Girl power? In a way. A sign of the changing marketing times? Possibly. A small-scale trend? That’s probably the best way to describe the recent arrival of female artist-marketed products. Who are they? Well, one’s a very well known singer. The other is a favorite of both Prince and President Obama. And the third, has seen her name do a complete 180 basically from this point last year. A come up, if you will.
Santigold’s “Big Mouth” appearing as the soundtrack to Kohl’s fall season, Janelle Monae’s Sonos affiliation and Azealia Banks’ cover girl distinction for for ASOS and her new Beats By Dre commercial prove one thing. There’s not only marketing potential in this demographic, the potential for wide ranges of successful mainstream appeal stands, too.
Moving along, there’s one very interesting tidbit one definitely worth making note of – the timing. Look at the calendar and think about what this time of the year represents from a sales perspective. Having all made waves in the past few weeks for their respective brand enhancements, it’s no surprise companies are looking to these lady movers-and-shakers as the holiday season looms on the horizon. Many retail chains see their biggest profit increases during the fourth quarter while technology (Sonos and Beats By Dre) are always favorites for potential stocking stuffers.
The trend, at least on the surface, appears to be a win-win for all parties involved. The companies establish yet another formative and influential name attached to their brand. The artists extend their range of influence from beyond the recording booth. Only time will paint the defining picture if this continues as more of a constant distinction moving forward or whether it was a case of “right place, right person, right time.”
Still, with Valentine’s Day not too far away, it’d only make sense to have their holiday partnerships be the conception of something beautiful – financially and culturally.