Very interesting analysis. But the comparison between Erykah and Ari marketing I think is lacks some insight about how media and social media changed in the last 2 decades. When Erykah Badu launched we had BET, MTV, VH-1 Soul, and their related shows to help launch and showcase new artists. Black Radio in the US was still a powerful marketing tool to reach Black audiences. BillBoard, Rolling Stone, etc could be leveraged to reach more than just your "following". She relied heavily on all of that. Fast forward 20 years and those legacy media and marketing outlets have lost their shine. Technology and distribution systems changed. Black Radio is slowly replaced by Sirius radio and other streaming platforms. So music discovery is more digital than traditional media. Still word of mouth, though. This digital era is where Ari enters and Badu learns to adapt. I agree Ari needs a branding strategy like Erykah had years ago that makes her stand out in a sea of "sexy" RnB singers. Fellow singer, Andra Day, took a different route, and her look was totally different upon launch. So the visuals are important. The thinking that everything can be done organically in 2024 and beyond is somewhat a myth. Behind the scenes, payola is happening. And a label that refuses to invest DOLLARS into digital marketing strategies should be left IMO. Just hitting festivals, cruises, and other stages isn't enough now. And AI generated music is the next hurdle. I would align Ari REBRAND with that of Mary J. Blige and Jazmine Sullivan in how she leveraged emotional and mental health. Ari should get the RIGHT team that knows how to leverage every aspect of marketing and PR, not just social media fan dom.
They tried to market her as an rnb baddie. The problem is she has more depth than just sexy slow jams and that’s because she’s modern neo soul/rnb. The marketing of Shea butter baby was amazing when she first dropped, it had just enough glam and sex appeal yet it was down to earth and intimate. She really seemed like she was going to be the posture child for type 4 curly girls too and then they threw wigs on her which is fine but I’m like omg I needed Shea Butter Baby and Shea Moisture collection or collab or something. It would’ve been so good. A little on the nose but still cute.
theyre definitely expecting her to lean into the sexy rnb vibe, especially with the last album. It's disappointing because it seems like they won't allow her to be a well-rounded human being, even though her music is so diverse and reflects her as a genuine person. I hope with this next project we can get some more down to earth, relatable bops and some amazing visuals like on her first joint.
I liked your analysis. Ari has a unique voice and a whimsical persona. I think that her team should have marketed her as a free spirit and allowed her to be a creative by creating those intimate settings she thrives in, like you said. She has been on mismatched tours which I see as her team sabotaging her. I hope my girl can be appreciated soon. ✨
With Ari, I don't think this brand was bad for her. I just think that she deserves a team that will go all out for her. And like you said, the part where they took her tour could have been done better.
Honestly, i literally see no purpose of labels in 2024? They literally don’t do anything for the musician now a days. At least the labels used to have promo, their videos would get played on tv consistently, artist development, etc. these labels now just pick someone who’s already popular, so they don’t do much, but connect them while simultaneously holding them back 🤦🏾♀️
I agree! I’ll say though QC did a good job with JT this year. But apart from that it’s only people like Nicki who have a solid fan base that are thriving
@@marketingthroughobservation oh yes, I was just on QC’s Instagram and they are doing a good job with JT. That actually one of the only labels I see doing the ground work
I don't think anything is wrong with her branding. She just needs a new team and consistency and to tour more. She put out a couple random singles and then nothing came after. And her shows sell out when she does tour, but I hardly see her on the lineup for other shows after she does her promo run for her album.
lol not come to the front. My guess that because Cole has built a fan base organically, maybe he doesn’t believe in ads or digital marketing. I noticed in his last song port antonio he mentioned something to that effect…
Underrated artist that album with that apartment song on it is so good all the way play through. She is so jazzy soulful, like how is she not more well known
Making my way through this video but i will say one thing...these people do NOTTTTTT be wanting to work. they offload so much onto an artist these days, its truly mind blowing.
And on the mental health tip - I'm confused as to how/when that became the narrative around her as a public figure. Again, been following Ari on socials and listening to all her drops since Shea Butter Baby, and never did I glean a mentally unstable image from her. I know she's struggled with addiction, using alcohol to tame anxiety, but her struggles seem normal to me? If anything she was just...lonely. Which is a theme you can even hear in her music. So I don't know why people are like....babying her about her mental health? It also seems like the public (and her label) are using mental health as a silencing tactic to dismiss her claims of mistreatment and underfunding by the label. Which is what she was expressing in that live video from a few weeks ago. However, I don't know why she would agree to the treatment for the music video for Smoke, shoot it, watch it back, upload it, and then ask the label to take it down because of the mental health aspect. When I first watched the video I thought it was funny, but mental health issues are very serious, so I'm not sure we should be poking fun at that. But nonetheless, Ari's kind of shot herself in the foot with that video because she definitely should've spoken up earlier if she didn't want that put out.
Having been following Ari for some time now, I do think her team has not marketed her well and also has not protected her in many situations. She went on that tour with Rod Wave where she was grossly mistreated by the audience, which is not okay, but also why was she on tour with Rod Wave to begin with? There was a radio interview where she was asked questions she was clearly uncomfortable answering, and her management didn't step in to defend her. So, whoever is managing her at Dreamville seems to be setting her up for failure, hence her frustration with them. I have also seen Ari live, several times. This is a problem that I'm seeing with other young artists, but there was barely any set decoration to her set. Ari does not dance LOL, so i think her shows could greatly benefit from some better lighting, set decoration, and even background dancers. But again, all this takes money. And if you're on tour, those elements will have to travel with you, which means more money. What it comes down to is that despite her success and cultural relevance, the label seems to be grossly underfunding Ari's run so far. I don't blame her for wanting out of her contract, and I sincerely hope that she gets what she wants so she can have the spotlight she deserves.
Didn’t she just get in with J cole and was so happy? I knew then it was nothing good for her. It can’t be how it’s set you up. Only one can make profit in that system and you are an instrument nothing more. I’m a audio production student and the things they say you need could literally be hundreds of thousands for a flyer by a so called graphic designer all because a professional in some other field like coke charges that. But of course they aren’t hiring that probably just wearing the hat pocketing the payment. You could’ve done that for yourself honestly. Sad
@ yes and for guidance on what to do with her career. He's a soul music encyclopedia and has already done career makeovers for quite a few artists. An album with her and The Roots would put her on a different planet. It would spark the interest of the audience that would appreciate her talent and place her with musicians that would elevate her artistry even more.
“Ppl who don’t read in 2024 are just weird!” now roll your eyes to that! Thank you to the woman who created this. You did an amazing job and you are completely right. I hated the way they did her last EP.
Very interesting analysis. But the comparison between Erykah and Ari marketing I think is lacks some insight about how media and social media changed in the last 2 decades. When Erykah Badu launched we had BET, MTV, VH-1 Soul, and their related shows to help launch and showcase new artists. Black Radio in the US was still a powerful marketing tool to reach Black audiences. BillBoard, Rolling Stone, etc could be leveraged to reach more than just your "following". She relied heavily on all of that.
Fast forward 20 years and those legacy media and marketing outlets have lost their shine. Technology and distribution systems changed. Black Radio is slowly replaced by Sirius radio and other streaming platforms. So music discovery is more digital than traditional media. Still word of mouth, though. This digital era is where Ari enters and Badu learns to adapt.
I agree Ari needs a branding strategy like Erykah had years ago that makes her stand out in a sea of "sexy" RnB singers. Fellow singer, Andra Day, took a different route, and her look was totally different upon launch. So the visuals are important. The thinking that everything can be done organically in 2024 and beyond is somewhat a myth. Behind the scenes, payola is happening. And a label that refuses to invest DOLLARS into digital marketing strategies should be left IMO.
Just hitting festivals, cruises, and other stages isn't enough now. And AI generated music is the next hurdle. I would align Ari REBRAND with that of Mary J. Blige and Jazmine Sullivan in how she leveraged emotional and mental health. Ari should get the RIGHT team that knows how to leverage every aspect of marketing and PR, not just social media fan dom.
Thank you for your pov.
They tried to market her as an rnb baddie. The problem is she has more depth than just sexy slow jams and that’s because she’s modern neo soul/rnb. The marketing of Shea butter baby was amazing when she first dropped, it had just enough glam and sex appeal yet it was down to earth and intimate. She really seemed like she was going to be the posture child for type 4 curly girls too and then they threw wigs on her which is fine but I’m like omg I needed Shea Butter Baby and Shea Moisture collection or collab or something. It would’ve been so good. A little on the nose but still cute.
You said this so perfectly! She has so much more depth than sexy slow jams. And the packaging later on was so wrong
theyre definitely expecting her to lean into the sexy rnb vibe, especially with the last album. It's disappointing because it seems like they won't allow her to be a well-rounded human being, even though her music is so diverse and reflects her as a genuine person. I hope with this next project we can get some more down to earth, relatable bops and some amazing visuals like on her first joint.
I liked your analysis. Ari has a unique voice and a whimsical persona. I think that her team should have marketed her as a free spirit and allowed her to be a creative by creating those intimate settings she thrives in, like you said. She has been on mismatched tours which I see as her team sabotaging her. I hope my girl can be appreciated soon. ✨
I 100% agree with you. I’m hopeful she’s going to come back from this 💕💕
❤ Well said.
I am glad someone is talking about it. I know she is tired, but she won't give up. Music is certainly her Art...
It definitely is so I need her to rebrand and come back stronger 💕
With Ari, I don't think this brand was bad for her. I just think that she deserves a team that will go all out for her. And like you said, the part where they took her tour could have been done better.
She definitely needs a team and she can bounce back swiftly because people like her. And plus she’s talented
Honestly, i literally see no purpose of labels in 2024? They literally don’t do anything for the musician now a days. At least the labels used to have promo, their videos would get played on tv consistently, artist development, etc. these labels now just pick someone who’s already popular, so they don’t do much, but connect them while simultaneously holding them back 🤦🏾♀️
I agree! I’ll say though QC did a good job with JT this year. But apart from that it’s only people like Nicki who have a solid fan base that are thriving
@@marketingthroughobservation oh yes, I was just on QC’s Instagram and they are doing a good job with JT. That actually one of the only labels I see doing the ground work
Cleo sol and ari opened the doors to neo soul for me sade and lenny kravis type of aura
💕💕💕💕💕
Ari has more substance. She can rebrand!
She definitely can 💕
This one broke my heart a little bit to make. I wish Ari all the best. Do you think she can rebrand?
Your background music is too loud
Okay thank you. I’ll work on that for the next videos
I don't think anything is wrong with her branding. She just needs a new team and consistency and to tour more. She put out a couple random singles and then nothing came after. And her shows sell out when she does tour, but I hardly see her on the lineup for other shows after she does her promo run for her album.
That’s a good point
WHY is she doing her own google ads?! J Cole?! Come to the front immediately!
lol not come to the front. My guess that because Cole has built a fan base organically, maybe he doesn’t believe in ads or digital marketing. I noticed in his last song port antonio he mentioned something to that effect…
wow, so insightful. about to go watch your other videos!
Thank you! And enjoy… I have great videos on the channel
Underrated artist that album with that apartment song on it is so good all the way play through. She is so jazzy soulful, like how is she not more well known
You’re right. She’s really good
Making my way through this video but i will say one thing...these people do NOTTTTTT be wanting to work. they offload so much onto an artist these days, its truly mind blowing.
You mean the labels?
@@marketingthroughobservation yes labels
I love a good case study . I’m in the music industry it’s great hearing theories 🔥 content
Thank you! 💕💕💕
How’s it going for you in the industry
@@roselynholloway7863 it’s going well I’d be remised if I didn’t say Stream Lil Wookie - “stuck there” feat. Future X Doe Boy
Being a musician is like being an influencer man. It’s hard. You just gotta stick it out.
It really is. Which one do you think is harder? Influencing or being a celebrity?
Its up to her imo. What type of music does she want to make. Take that, then multiply it by 10.
Okay
example number one as to why you should never sign under another artist
You know what I always wonder this. But it did work for Nicki and Drake.
Background music is way too loud, I can barely hear you talking
Sorry about that. Will work on this on future videos
And on the mental health tip - I'm confused as to how/when that became the narrative around her as a public figure. Again, been following Ari on socials and listening to all her drops since Shea Butter Baby, and never did I glean a mentally unstable image from her. I know she's struggled with addiction, using alcohol to tame anxiety, but her struggles seem normal to me? If anything she was just...lonely. Which is a theme you can even hear in her music. So I don't know why people are like....babying her about her mental health?
It also seems like the public (and her label) are using mental health as a silencing tactic to dismiss her claims of mistreatment and underfunding by the label. Which is what she was expressing in that live video from a few weeks ago. However, I don't know why she would agree to the treatment for the music video for Smoke, shoot it, watch it back, upload it, and then ask the label to take it down because of the mental health aspect. When I first watched the video I thought it was funny, but mental health issues are very serious, so I'm not sure we should be poking fun at that. But nonetheless, Ari's kind of shot herself in the foot with that video because she definitely should've spoken up earlier if she didn't want that put out.
Yeah the mental health part is interesting.
Interesting
Having been following Ari for some time now, I do think her team has not marketed her well and also has not protected her in many situations. She went on that tour with Rod Wave where she was grossly mistreated by the audience, which is not okay, but also why was she on tour with Rod Wave to begin with? There was a radio interview where she was asked questions she was clearly uncomfortable answering, and her management didn't step in to defend her. So, whoever is managing her at Dreamville seems to be setting her up for failure, hence her frustration with them.
I have also seen Ari live, several times. This is a problem that I'm seeing with other young artists, but there was barely any set decoration to her set. Ari does not dance LOL, so i think her shows could greatly benefit from some better lighting, set decoration, and even background dancers. But again, all this takes money. And if you're on tour, those elements will have to travel with you, which means more money. What it comes down to is that despite her success and cultural relevance, the label seems to be grossly underfunding Ari's run so far. I don't blame her for wanting out of her contract, and I sincerely hope that she gets what she wants so she can have the spotlight she deserves.
I hope she gets the spotlight she deserves too. Thank you for your input.
❤❤❤
💕💕💕
Do you offer marketing services?
Yes I do. Please use the email on my “About me” and let me know what you need 💕 Thank you.
Didn’t she just get in with J cole and was so happy? I knew then it was nothing good for her. It can’t be how it’s set you up. Only one can make profit in that system and you are an instrument nothing more. I’m a audio production student and the things they say you need could literally be hundreds of thousands for a flyer by a so called graphic designer all because a professional in some other field like coke charges that. But of course they aren’t hiring that probably just wearing the hat pocketing the payment. You could’ve done that for yourself honestly. Sad
Sad for sure
She needs to create a vision board
You think that’ll help her?
@@marketingthroughobservation😂😂😂😂😂
@@marketingthroughobservationYes!
She needs Tde management
You think so?
She needs Questlove.
To work with him?
@ yes and for guidance on what to do with her career. He's a soul music encyclopedia and has already done career makeovers for quite a few artists. An album with her and The Roots would put her on a different planet. It would spark the interest of the audience that would appreciate her talent and place her with musicians that would elevate her artistry even more.
Turn the music down sis.
Will do that next time. Thank you 💕💕💕
😴😴. 👀👀 👂👂. She was featured by Nasty C (Conspiracy). Now she's complaining about her record label? ✌️✌️. 🇿🇦💤💤. 🙋♂️🙋♂️. 🛌. 😴😴.
Nasty C the South African rapper?
@marketingthroughobservation Yes my sister. The song is called "Black and White."
Okay I’m a bit confused. How does that correlate with her complaining about her record label?
She has to stick to the neo soul lane and just deliver good music. She’s not meant for upbeat music like “Pressure”. IMO.
Girl the title got me excited but you could've at least scripted the video 1 whole minute saying ''where do I start?" That's not an analysis🙄
You didn’t watch the whole video did you? That wasn’t me talking. That was Ari talking. I even have text saying it’s Ari…
“Ppl who don’t read in 2024 are just weird!” now roll your eyes to that! Thank you to the woman who created this. You did an amazing job and you are completely right. I hated the way they did her last EP.
@@LovelyBunnieBird thank you!!! ❤❤❤