A Shared Need To Be Heard: Celebrity Endorsement

(Written for MTV Sticky)

Fashion will always have a visual link with music, with artists in the music industry today, such as Nicki Minaj and Lady Gaga, making their style as much of a part of their career as their songs. But how far does an artist’s style influence their fan base? And can it, therefore, help an artist to sell their music?

The key word here is ‘sell’, and it is through advertising that this link between music and fashion comes in to play. Watch any style or beauty advert and you’re likely to see a celebrity, often a musician, as the face of the commercial. Jennifer Lopez promotes Venus Gillette hair removal products, Nicole Scherzinger promotes imPRESS Press-on Manicure fake nails, Katy Perry promotes Proactiv skin care, and Cheryl Cole promotes L’Oréal hair dye. I could go on…

It is no longer only through music videos that artists can now promote their style. More recently musicians are starting to sell their own brands as well, from Beyoncé advertising her latest perfume to Cheryl Cole’s latest shoe collection at Stylist Pick.

There’s no denying that this celebrity endorsement is effective; having a well-recognised face on the front of a product is certainly one of the best ways to connect to the audience and appeal to a broader market. Because of this, you get a look into the style of the artist and can see more of who they are as a fashion icon.

People like me are attracted to celebrity products but we’re also savvy to the industry of endorsement. This quote from my peer, fashion freelance journalist Natalie Palmer, 22, says it all…

“I love all things celebrity, and am particularly drawn to celebrity perfumes. The name of the celebrity puts a confidence in me that the product won’t be of poor quality, but I am also very aware that they have nothing to do with the process when it comes to any of their products.”

This association, therefore, makes us more likely to try the product because we are fan of the artist selling them to us. Another peer of mine, 18-year-old Poppy Macky, agrees, and says:

“If the product looks nice on the celebrity then I’m more likely to buy it.”

It would seem that it is a shared need to be heard, with advertising making both the musician and the product they are selling more appealing. From the dress that Lana Del Rey wore in the recent H&M advert to Gwen Stefani’s new album because she once promoted that really nice lipstick, if we like what we see, we’ll buy it.

(Image courtesy of here)

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