Marketing Mix Analysis

Jessie J, Ariana Grande, and Nicki Minaj - Bang Bang (music video)

Group: Vitor, Lexi, Will, Alexa, and Lee

1. Target Audience

The geographic market for the Bang Bang music is strongly dominated by
North America (Zoomph, 2017). According to Zoomph and based on each artist’s
Twitter followers, most of their fans are from North America (Twitter, 2017).
Notably, however, Jessie J also has a significant amount of British fans in her Twitter
following; which make sense considering that she’s British herself (Twitter, 2017).

The video’s demographic market is heavily powered by women. According to

Zoomph, the Twitter following of each artist is dominantly female: 66% for Jessie
J’s, 62% for Nicki Minaj, and 61% for Ariana Grande (Zoomph, 2017). Additionally,
their target markets also have similar ethnic backgrounds: white (majority),
Hispanic, Asian, and black (this one is more strongly targeted by Nicki Minaj)
(Zoomph, 2017). Research shows that 78% percent of Jessie J’s Twitter followers
are white, while 73% of Nicki Minaj’s followers are white, and 64% of Ariana
Grande’s are also white (Zoomph, 2017). The next strongest ethnic background
amongst the three women’s followers is Hispanic; Jessie J has 15% Hispanic
followers, Nicki Minaj brings 18% to the table, and Ariana Grande 27% (Zoomph,
2017).

Age-wise, the Millennial generation takes the lead. Fans in the 18-28 age
range for each artist make for 70% of Jessie J’s Twitter followers, 74% of Nicki
Minaj’s, and 77% of Ariana Grande’s (Zoomph, 2017). Due to the age range, the
family life cycle would contain young females either in the dating, teenage stages
of life or young and married couples with possibly a young family; and giiven the
strongly young fan base of each of the regarding artists, the income level for their
target market’s would be minimum wage to entry-level careers (Zoomph, 2017).
 The research regarding the psychographic market of the Bang Bang video
was done based on the Instagram followers of each artist due to the ability of
getting a “feel” of who someone is based on pictures. Based upon the followers of
each artist, the personality of their audiences is very fun and outgoing; while also
being interested in music, social activities, and partying (Instagram, 2017).

The behavioral market was also based on Instagram followers. The benefits
sought are fun and entertainment from the song, the video, and the artists
themselves (Instagram, 2017). The usage rate of the song and video is weekly, in
order to get people in that “party mood”. The lifestyle consists of college life,
parties, high school dances, and social events (Instagram, 2017).
2. Infographic

For our infographic, we decided to emphasize the social media statistics of

Jessie J, Ariana Grande, and Nicki Minaj. We gathered information from the
following social media channels: Twitter, Instagram, Facebook, and YouTube.
 3. Comparable Projects

1. Ariana Grande feat. Nicki Minaj – “Side to Side”

“Side to Side” became first available to the public upon the release of Ariana
Grande’s third record, Dangerous Woman, on May 20th 2016 (iTunes, 2016). On
August 30th of the same year, the song was released as an official single only a day
after its official video debuted on Grande’s YouTube channel; thus far, the music
video has accumulated nearly 970 million views (YouTube, 2016). Although it’s
impossible to know exactly how profitable the video was, it’s possible to estimate.
Estimates show that the music video profited approximately somewhere in
between $484.7K - $3.9M (SocialBlade, 2017). The success of the music video also
contributed to the song’s profitability. Just a few months after the music video
release and several performances, “Side to Side” peaked at #4 at the Billboard Hot
100 chart in December 3rd (Billboard, 2016).
“Side to Side” was directed by Hannah Lux Davis, the same director who
commanded the video for “Bang Bang” and the example below of “That’s My Girl”;
consequently, all three videos are similar in photography and visual style (YouTube,
2016). “Bang Bang” and “Side to Side” both have a colder, bluer color palette with
colors ranging from pink and black to blue and purple and all three videos have a
photography style with high contrast, saturated and colorful colors, and a lot of
choreography (YouTube, 2016). Lastly, the music video was also sponsored by
Guess and had product placement of the brand (just like the “Bang Bang” video had
of Beats products); it made its official debut on the brand’s website following
Grande and Minaj’s performance at the 2016 MTV Video Music Awards on August
28th 2016 (Instagram, 2016).

2. Fifth Harmony – That’s My Girl

“That’s My Girl” was the third single of Fifth Harmony’s second studio album
7/27 (iTunes, 2016). The music video for the song was released on September 19th
2016 and it has accumulated over 130 million views (YouTube, 2016). Estimates
show that the video contributed to profits between $67.2K - $537.3K (SocialBlade,
2017). The single peaked at #73 on the Billboard Hot 100 chart and was certified
gold for selling 500,000 equivalent units of combined sales and streaming
(Billboard, 2016).
Similar to music videos for “Bang Bang” and “Side to Side”, “That’s My Girl”
was also directed by Hannah Lux Davis and was heavily grounded on
choreographies and film-style photography (YouTube, 2016). On the other hand,
unlike the other two mentioned videos, this one didn’t have any sort of product
placement or brand sponsorship (YouTube, 2016).
 4. Product Placement

“Bang Bang” is the first single off of Jessie J’s third album and it features two of
the biggest names in the music business: Ariana Grande and Nicki Minaj. And as a
song that features such high-profile celebrities, we believe that a celebrity-
friendly brand would be a good fit to be featured in the track’s music video as
product placement. That brand would be Beats. “Beats uses product placement by
getting celebrities to use their products and having their products in music videos,
television, and movies.” (Essay On Request, 2016). This is a common strategy used
by the brand and it has proven to be successful in many music videos and
celebrity partnerships. “Using celebrities to market their products is proving to be
a positive move which adds credibility to the brand” (Essay On Request, 2016).

Furthermore, we also believe that the target audiences of the Beats brand are
similar to those of the “Bang Bang” artists’. “Beats by Dre’s targets a customer
demographic of people between the ages of 15-25.” (Essay On Request, 2016). In
other words, the brand targets young Millennials, and that just happens to fall in
line with the dominant generation among the fan base of Jessie, Ariana, and Nicki.
The millennial generation takes the lead of the “Bang Bang” music video’s
audience as well its artists’ (Zoomph, 2017). “Consumers are buying into is a
seductive brand image fueled by a massive celebrity endorsement strategy.”
(FastCoDesign, 2015).

Ultimately, we believe that the millions set of eyeballs that will watch the
“Bang Bang” music video are highly likely to appeal to the Beats brand and their
products, considering the similarities between the brand and the artists’ target
audiences. “Through advertising and endorsements, Beats has created a well sort
after product that is considered cool new and trendy. Young people are willing to
spend the money to be a part of this trend” (Essay On Request, 2016). Just like
teenagers around the world are spending money with the emotional connection
they have to Jessie, Ariana, and Nicki, many will also be willing to do the same to
belong to an exclusive group of people who own Beats products.
 5. Distribution Strategy

The distribution strategy for the Bang Bang music video was planned entirely
around the summer time and the MTV Video Music Awards (Davidson, 2014). The
song originally was teased on Instagram by the trio of ladies, starting with Jessie J
on July 9th of 2014; “Jessie J has shared a snippet from her upcoming collaboration
with Ariana Grande and Nicki Minaj.” (Davidson, 2014).

Jessie J captioned the Instagram post as: “Me + @arianagrande + @NickiMinaj

#BANGBANG WORLD premiere on 29th July!! #20DAYSTOGO." (Instagram, 2014).
The world premiere of the song was on July 29th of 2014, which is right around mid-
summertime and gives the song that “summer momentum” and potential to be a
big hit (especially because of the three divas that came together for the song) (Vibe,
2014). The music video actually began as a teaser trailer and a commercial on
television with Jessie J, Minaj, and Grande all using Beats Audio products (Vibe,
2014). In the commercial, “the trio pumps the Pink Color Mixr and Pink Pill XL
speakers, which are both exclusively available at Target, as they gear up to tear the
club up.” (Vibe, 2014).

By the time this commercial aired, the song had already climbed up the charts:
“The song is currently No. 10 on the Billboard Hot 100.” (Rap-Up, 2014). It was
announced that the three ladies would perform the song on the MTV Video Music
Awards on August 24th and that “the video would premiere following their VMA
performance on BangBang.mtv.com.” (Rap-Up, 2014).

The next day, Jessie J uploaded the video to her VEVO account; where the video
has accumulated over 920 million views thus far (YouTube, 2017). As some would
say, “we'll just be over here, watching this video on repeat, pretending that summer
isn't about to die.” (Ehrlich, 2014). After the video, “Bang Bang” was later included
in Jessie J’s third studio album, Sweet Talker, in the fall of 2014; while also making
the cut of the deluxe edition of Ariana Grande’s sophomore record My Everything,
which gave the song and video multiple attraction to different artist’s fan bases
(Martins, 2014).
 References

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tease-new-song-bang-bang/

Ehrlich, Brenna, August 24th 2014, Jessie J, Ariana And Nicki's 'Bang Bang' Video Makes Us Wish
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jessie-j-ariana-grande-nicki-minaj/

Martins, Chris, July 29th 2014, Jessie J, Ariana Grande, and Nicki Minaj Go ‘Bang Bang,’ Officially,
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