selena gomez and demi lovato
Miley Cyrus, the Jonas Brothers, Demi Lovato and Selena Gomez. What do they all have in common? Other than having massive amounts of adoring fans, million dollar paychecks and worldwide recognition, what makes these artists so special? There is one factor that has contributed to their stardom, and that is that they are all stars affiliated with popular entertainment company Walt Disney. Disney stars have thrived in the past ten or so years especially, thanks to the rising interest of tweens all around the world. Much like the postwar baby boom in the sixties, the optimistic new generation has become the target demographic of marketers everywhere. Whether it is in the fashion industry or even in the industry for soft drinks, firms are manipulating marketing strategies in order to appeal to the young people who yield the disposable income to buy these products. Naturally, this has created change in many industries, but has most noticeably affected the industry for mainstream music. When artists like Miley Cyrus, the Jonas Brothers, Demi Lovato and Selena Gomez are the obsession of tweens that have the means to buy their albums, go to their concerts and purchase their merchandise, it becomes evident that these artists gain a lot more fame than they would have if they had started their careers differently. Seeing as industries today are more focused on accommodating their new young target demographic, it would only make sense that the materials on the market itself would reflect the tastes and preferences of tweens. Looking at the majority of mainstream favorites - other than Lady Gaga, Rihanna and Katy Perry- some of the most successful of these artists are in fact affiliated with Disney. This shows that the growing popularity of artists signed with Disney is causing the structure of the mainstream music industry to change.
Many factors can cause social change and affect the structure of the economy. The social change that came with the baby boom after World War II is almost identical to that of the social change seen today. This post-war generation became the new target demographic of firms and gave them the incentive to market their products in a way that would appeal to the tastes of their new audience, much like the way that firms are now profusely marketing their products to tweens. The baby boomers of the sixties were a generation that essentially changed everything they touched which is a similar characteristic of the tweens of the late nineties and of the millennium. One of the things that both generations altered significantly was the music industry. The reason for this in the sixties was that that was the time that music was beginning to become a magnet which meant that young people used it as a means of socializing. The same goes for the Disney generation seen today, whose members like to be a part of a bigger group, interacting on the Internet with each other through various websites provided by selected networks. One of these networks is, of course, the infamous Disney Channel.
Disney has been turning out child stars for quite some time now and has slowly become, in a sense, a machine of fame. The company uses certain strategies in order to provide their stars with vast amounts of opportunities. Generally a child star working with Disney will begin with a spot on a TV show on the Disney Channel. Then this child star will get a record deal and will most probably have his or her song featured on a Disney movie. Once the child star gains fame as a musician, then he or she will begin to tour and give concerts, which most definitely means that there will be a great deal of merchandise being sold to the child star's obsessed fans. This demonstrates that people who have a share in the child star's success gain access to many financial opportunities. A classic example of this sequence is Miley Cyrus, who first gained a fan base as the lead in popular TV show Hannah Montana. Since she was required to sing on the show, it was not a surprise when she began recording albums and earning millions. The important thing to notice in Miley Cyrus' case, as well as in the process of making a child star famous through Disney, is that Disney uses all of its enterprises in order to promote their protégés. Their tactic is to create multi-media franchises by giving their prospective talents the opportunity to expand their horizons. But does Disney provide this one in a million opportunity to any aspiring child star?
A common theme to notice while examining the characteristics of Disney stars is that they are multi-talented icons who are parent-friendly. It is logical that Disney would choose its stars at a young age, seeing as Disney's main goal is to tap into the disposable income of their tween audience. In order to be successful in this area, executives are careful while deciding on which child actor or actress they choose to make famous. They keep in mind that their stars must maintain the image of the company, so they choose the most wholesome and humble teens they can find and turn them into superstars. There are a few reasons for this, but the main one is that teens who are less jaded make better role models for Disney's target audience, which are girls aged from eight to thirteen. This emphasizes the importance that Disney puts on having their child stars, their representatives, being good influences and role models to their tween audience.
The first thing that companies like Disney takes into consideration while developing their marketing strategies is the characteristics of their target audience, tweens. What exactly characterizes a tween? And why have tweens become firms' prized target demographic? Tweens are generally between the ages of eight and thirteen, though not every tween acts their age: "Being a tween is as much a state of mind as it is an age, as much a psychological as a biological problem" (Ebencamp and McNeal, It's Not Easy Being Tween). Essentially tweens can be described as the in between demographic, meaning that they are not teenagers yet, but have grown up enough not to be characterized as children either. They have immense buying power, i.e. disposable income. Since earning revenue is any firm's goal, the presence of a target demographic with a large amount of disposable income gives firms the incentive to market their products to the people who will buy them.
Disposable income is the amount of income an individual possesses after taxes or social security charges have been deducted from his or her initial income. The individual has the liberty to spend or save the remaining amount of income. Since tweens have the immense urge to fit in, they have the incentive to use their disposable income to purchase items that are popular so that they can relate to their peers. Superficially it does not seem that this will make a big difference in the market. However, the amount of disposable income that these tweens have is astonishing. In 2001, tweens in Canada alone yielded an average collective income of 23 billion dollars. This income came from allowances, parent or grandparent handouts and part time jobs such as babysitting. An important characteristic of the tween is that he or she will not be conscious about the state of the economy, which essentially makes this age group recession-proof. This is an advantage for firms because it implies that tweens will buy no matter what state the economy is in, which further indicates that tweens' demand for products is relatively inelastic - not sensitive to price changes. The fact that tweens as a target demographic look for new ways to spend money gives companies like Disney the incentive to churn out products that will appeal to them specifically.
While examining Disney's products it is important to understand that a great majority of the targeted tweens are girls. This is why pretty much every Disney product is geared towards appealing to the typical tween girl's taste. The fame of the boy band the Jonas Brothers is a classic example of how Disney has successfully marketed their teen stars to their target demographic. The Jonas Brothers are a squeaky clean, family friendly, wholesome pop band consisting of three brothers that has millions of obsessed tween fan girls. The reason that they are successful is obvious: Disney took advantage of the fact that tweens will go crazy for a band with attractive and young members who sing simple yet catchy tunes. Disney has turned this band into a million dollar franchise, which was the popular entertainment network's goal in the first place. Now every tween has the opportunity to buy Jonas Brother posters, pillowcases, notebooks and many other forms of merchandise branded with the faces of these three brothers. The Jonas Brothers are proof that Disney has been successful in appealing to tweens' potential hunger to obsess over a good-looking boy band, which further reiterates the fact that Disney has a talent for producing mainstream artists.
Becoming mainstream today in the music industry is a difficult goal to achieve, though it is easier to become an international superstar once the artist "makes it" in the U.S. The fact that the U.S has such a great influence over the structure of the music industry is reminiscent of what was going on in the music industry of sixties Britain. While the U.S flourished after World War II, Britain was having great difficulty in recovering. The difference in development was especially seen in the music industry, where Britain was not as advanced as the U.S. This was why music made in Britain in those years was generally derived from the American music of that time. Today, a vast majority of artists that are topping the charts are American, which implies that once an artist becomes famous in the U.S it is a great deal easier to become internationally recognized and become mainstream. This demonstrates that the U.S has a significant impact on the music industry, as it does on the world's various other industries.
The power of the U.S in the music industry is a critical factor in what determines the content of today's mainstream music. Globalization, by definition, is "the process by which businesses or other organizations develop international influence or start operating on an international scale" (Oxford Dictionary). As it has done in many other industries, the U.S has become increasingly successful in globalizing its entertainment industry. Essentially, if a performer becomes famous in the U.S, this will make that performer famous in the world. This can happen in a variety of ways. A common method is making popular television channels available in different countries. A classic example of this method of globalization is the availability of music channel MTV all around the world. The Disney Channel is also among the networks that have now become available worldwide.
The availability of the Disney Channel in countries outside of the U.S has made it possible for the network to further promote its stars and to further take advantage of the increased disposable income of tweens all around the world. The important thing to consider about tweens is that they are everywhere in the world - not just in the U.S. So it is definitely a good marketing strategy for any company to globalize. In Disney's case, globalization has gained the channel a massive amount of followers and has provided a new way to expand their stars' fame. An example of how a Disney star has gained global fame through the channel is Miley Cyrus, who is famous in Turkey because of her show Hannah Montana. In reality, Turkey and the U.S are pretty much on opposite sides of the globe, with different cultural values and different traditions. However one thing remains the same, and that is the fact that both countries contain a significant amount of tweens worth marketing products to. As a result, by making the Disney Channel available in Turkey as well as other countries, the network has been able to add to its viewers as well as provide Miley Cyrus and many other Disney stars with a new fan base.
Disney's global reach facilitates their effect on mainstream music. With growing fan bases of tweens that will do everything that it takes to make their favorite artists win awards and top the charts, Disney affiliated stars are becoming increasingly popular. Through tickets, merchandise and just television ratings in general, Disney stars are generating vast amounts of profit, which is the main reason why Disney is still aiming to produce more of these young stars. The globalization of the American entertainment industry in turn carries Disney's strategies further, and promotes it's stars on an international level. This combined with the fact that these stars have their tween fans' undivided attention as well as immense support, places Disney stars in the mainstream music market and gives them access to many other opportunities. This change significantly alters the content of the genre of mainstream pop music, and Disney, along side other companies promoting to tweens, is all behind it.
As stated before, Disney is quite conscious of their target marketing demographic. The reason that Disney has become so successful in producing successful mainstream artists is that it takes advantage of the fact that tweens will buy anything that will make them feel that they are a part of a community. As a result, numerous young artists enter the mainstream music scene and start topping charts and winning awards. This in turn results in a lot more parent-friendly material to become available to tweens all around the world. The key in marketing to tweens is that firms must be able to make their products appropriate enough so that parents will allow their children to purchase these products. Over the years, because of the success from marketing to tweens, the industry for mainstream music has focused on younger audiences, containing parent-friendly material. Young people have been these firms' target ever since the baby boom after World War II. In the sixties, teens used music as a way to socialize and meet new people. It acted as an attraction to create different communities and eventually the creation of different music scenes. Today, young people are still the targets of firms. Their only difference from the baby boomers is that the Y-Generation yields a considerably large amount of disposable income to spend towards the products that corporations market towards them. This is the fundamental reason why entertainment companies like Disney in particular adjust their marketing strategies to suit the needs of their "in between" audience. They give their stars the opportunity to dabble in acting as well as singing, and give them an international platform to showcase their talents. Since tweens have such a big influence on marketing in the music industry, this causes the structure of mainstream music to change as well.
Many factors can cause social change and affect the structure of the economy. The social change that came with the baby boom after World War II is almost identical to that of the social change seen today. This post-war generation became the new target demographic of firms and gave them the incentive to market their products in a way that would appeal to the tastes of their new audience, much like the way that firms are now profusely marketing their products to tweens. The baby boomers of the sixties were a generation that essentially changed everything they touched which is a similar characteristic of the tweens of the late nineties and of the millennium. One of the things that both generations altered significantly was the music industry. The reason for this in the sixties was that that was the time that music was beginning to become a magnet which meant that young people used it as a means of socializing. The same goes for the Disney generation seen today, whose members like to be a part of a bigger group, interacting on the Internet with each other through various websites provided by selected networks. One of these networks is, of course, the infamous Disney Channel.
Disney has been turning out child stars for quite some time now and has slowly become, in a sense, a machine of fame. The company uses certain strategies in order to provide their stars with vast amounts of opportunities. Generally a child star working with Disney will begin with a spot on a TV show on the Disney Channel. Then this child star will get a record deal and will most probably have his or her song featured on a Disney movie. Once the child star gains fame as a musician, then he or she will begin to tour and give concerts, which most definitely means that there will be a great deal of merchandise being sold to the child star's obsessed fans. This demonstrates that people who have a share in the child star's success gain access to many financial opportunities. A classic example of this sequence is Miley Cyrus, who first gained a fan base as the lead in popular TV show Hannah Montana. Since she was required to sing on the show, it was not a surprise when she began recording albums and earning millions. The important thing to notice in Miley Cyrus' case, as well as in the process of making a child star famous through Disney, is that Disney uses all of its enterprises in order to promote their protégés. Their tactic is to create multi-media franchises by giving their prospective talents the opportunity to expand their horizons. But does Disney provide this one in a million opportunity to any aspiring child star?
A common theme to notice while examining the characteristics of Disney stars is that they are multi-talented icons who are parent-friendly. It is logical that Disney would choose its stars at a young age, seeing as Disney's main goal is to tap into the disposable income of their tween audience. In order to be successful in this area, executives are careful while deciding on which child actor or actress they choose to make famous. They keep in mind that their stars must maintain the image of the company, so they choose the most wholesome and humble teens they can find and turn them into superstars. There are a few reasons for this, but the main one is that teens who are less jaded make better role models for Disney's target audience, which are girls aged from eight to thirteen. This emphasizes the importance that Disney puts on having their child stars, their representatives, being good influences and role models to their tween audience.
The first thing that companies like Disney takes into consideration while developing their marketing strategies is the characteristics of their target audience, tweens. What exactly characterizes a tween? And why have tweens become firms' prized target demographic? Tweens are generally between the ages of eight and thirteen, though not every tween acts their age: "Being a tween is as much a state of mind as it is an age, as much a psychological as a biological problem" (Ebencamp and McNeal, It's Not Easy Being Tween). Essentially tweens can be described as the in between demographic, meaning that they are not teenagers yet, but have grown up enough not to be characterized as children either. They have immense buying power, i.e. disposable income. Since earning revenue is any firm's goal, the presence of a target demographic with a large amount of disposable income gives firms the incentive to market their products to the people who will buy them.
Disposable income is the amount of income an individual possesses after taxes or social security charges have been deducted from his or her initial income. The individual has the liberty to spend or save the remaining amount of income. Since tweens have the immense urge to fit in, they have the incentive to use their disposable income to purchase items that are popular so that they can relate to their peers. Superficially it does not seem that this will make a big difference in the market. However, the amount of disposable income that these tweens have is astonishing. In 2001, tweens in Canada alone yielded an average collective income of 23 billion dollars. This income came from allowances, parent or grandparent handouts and part time jobs such as babysitting. An important characteristic of the tween is that he or she will not be conscious about the state of the economy, which essentially makes this age group recession-proof. This is an advantage for firms because it implies that tweens will buy no matter what state the economy is in, which further indicates that tweens' demand for products is relatively inelastic - not sensitive to price changes. The fact that tweens as a target demographic look for new ways to spend money gives companies like Disney the incentive to churn out products that will appeal to them specifically.
While examining Disney's products it is important to understand that a great majority of the targeted tweens are girls. This is why pretty much every Disney product is geared towards appealing to the typical tween girl's taste. The fame of the boy band the Jonas Brothers is a classic example of how Disney has successfully marketed their teen stars to their target demographic. The Jonas Brothers are a squeaky clean, family friendly, wholesome pop band consisting of three brothers that has millions of obsessed tween fan girls. The reason that they are successful is obvious: Disney took advantage of the fact that tweens will go crazy for a band with attractive and young members who sing simple yet catchy tunes. Disney has turned this band into a million dollar franchise, which was the popular entertainment network's goal in the first place. Now every tween has the opportunity to buy Jonas Brother posters, pillowcases, notebooks and many other forms of merchandise branded with the faces of these three brothers. The Jonas Brothers are proof that Disney has been successful in appealing to tweens' potential hunger to obsess over a good-looking boy band, which further reiterates the fact that Disney has a talent for producing mainstream artists.
Becoming mainstream today in the music industry is a difficult goal to achieve, though it is easier to become an international superstar once the artist "makes it" in the U.S. The fact that the U.S has such a great influence over the structure of the music industry is reminiscent of what was going on in the music industry of sixties Britain. While the U.S flourished after World War II, Britain was having great difficulty in recovering. The difference in development was especially seen in the music industry, where Britain was not as advanced as the U.S. This was why music made in Britain in those years was generally derived from the American music of that time. Today, a vast majority of artists that are topping the charts are American, which implies that once an artist becomes famous in the U.S it is a great deal easier to become internationally recognized and become mainstream. This demonstrates that the U.S has a significant impact on the music industry, as it does on the world's various other industries.
The power of the U.S in the music industry is a critical factor in what determines the content of today's mainstream music. Globalization, by definition, is "the process by which businesses or other organizations develop international influence or start operating on an international scale" (Oxford Dictionary). As it has done in many other industries, the U.S has become increasingly successful in globalizing its entertainment industry. Essentially, if a performer becomes famous in the U.S, this will make that performer famous in the world. This can happen in a variety of ways. A common method is making popular television channels available in different countries. A classic example of this method of globalization is the availability of music channel MTV all around the world. The Disney Channel is also among the networks that have now become available worldwide.
The availability of the Disney Channel in countries outside of the U.S has made it possible for the network to further promote its stars and to further take advantage of the increased disposable income of tweens all around the world. The important thing to consider about tweens is that they are everywhere in the world - not just in the U.S. So it is definitely a good marketing strategy for any company to globalize. In Disney's case, globalization has gained the channel a massive amount of followers and has provided a new way to expand their stars' fame. An example of how a Disney star has gained global fame through the channel is Miley Cyrus, who is famous in Turkey because of her show Hannah Montana. In reality, Turkey and the U.S are pretty much on opposite sides of the globe, with different cultural values and different traditions. However one thing remains the same, and that is the fact that both countries contain a significant amount of tweens worth marketing products to. As a result, by making the Disney Channel available in Turkey as well as other countries, the network has been able to add to its viewers as well as provide Miley Cyrus and many other Disney stars with a new fan base.
Disney's global reach facilitates their effect on mainstream music. With growing fan bases of tweens that will do everything that it takes to make their favorite artists win awards and top the charts, Disney affiliated stars are becoming increasingly popular. Through tickets, merchandise and just television ratings in general, Disney stars are generating vast amounts of profit, which is the main reason why Disney is still aiming to produce more of these young stars. The globalization of the American entertainment industry in turn carries Disney's strategies further, and promotes it's stars on an international level. This combined with the fact that these stars have their tween fans' undivided attention as well as immense support, places Disney stars in the mainstream music market and gives them access to many other opportunities. This change significantly alters the content of the genre of mainstream pop music, and Disney, along side other companies promoting to tweens, is all behind it.
As stated before, Disney is quite conscious of their target marketing demographic. The reason that Disney has become so successful in producing successful mainstream artists is that it takes advantage of the fact that tweens will buy anything that will make them feel that they are a part of a community. As a result, numerous young artists enter the mainstream music scene and start topping charts and winning awards. This in turn results in a lot more parent-friendly material to become available to tweens all around the world. The key in marketing to tweens is that firms must be able to make their products appropriate enough so that parents will allow their children to purchase these products. Over the years, because of the success from marketing to tweens, the industry for mainstream music has focused on younger audiences, containing parent-friendly material. Young people have been these firms' target ever since the baby boom after World War II. In the sixties, teens used music as a way to socialize and meet new people. It acted as an attraction to create different communities and eventually the creation of different music scenes. Today, young people are still the targets of firms. Their only difference from the baby boomers is that the Y-Generation yields a considerably large amount of disposable income to spend towards the products that corporations market towards them. This is the fundamental reason why entertainment companies like Disney in particular adjust their marketing strategies to suit the needs of their "in between" audience. They give their stars the opportunity to dabble in acting as well as singing, and give them an international platform to showcase their talents. Since tweens have such a big influence on marketing in the music industry, this causes the structure of mainstream music to change as well.
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
selena gomez and demi lovato
