Case study

Isa and I feel it is really important to research different artist that relate to Em's overall look and music style. Isa and have decided to research Ed Sheeran and Alessia Cara. Both of them have different marketing techniques that we could use to help Em develop as an artist. Click here to see what Isa found while researching Ed Sheeran!

Alessia Cara is a 19 year old Canadian singer and songwriter. Before signing with Def Jam she used to make covers on YouTube to share with the world. After signing she released her first single "Here" on April 30, 2015. Since then she has had multiple hit singles and received many awards including Breakout Artist of the Year.

Alessia's music style is Alternive R&B and pop. "The campaign run by the label plays up her self-identification as an “antisocial pessimist." She is known for her casual look and while she is very well known she still manages to stay unrecognized in some places.

Since the Music Video is one of the main components for this project I decided to look at Alessia's video for inspiration and see editing and style techniques that we could use for Em's video.

 Another big aspect of the this project is    creating a website. I have uploaded screenshots  to show you all what Alessia's website look like.  one of the main characteristic that is important  to focus on is the format of her website.  Although she has a menu bar that allows you to  directly go to different part of her website, all  the information is available by scrolling down.  This is very important to consider when making  Em's website because most people access  websites through their mobile device, therefore  it is more convenient to have all the information  on one page that is easy to view.

The first thing you see when you go to Alessia Cara's website is some of her music videos. As you scroll down social media icons allow you to visit her accounts and follow her.
on her website she also announces her tour dates and upcoming events.

 One of the most important components is her sign up list. You can sign up to become part of her team and get special emails and updates. I feel this would be an interesting thing to add to Em's website. She also has a tab for merchandise...we will definitely be doing merchandise as part of Em's campaign.

Another big aspect of Cara's campaign is her use of social media. Her logo for most of her social media accounts is a " a cartoonish picture of a beanie yanked down over an unsmiling face, wild black curls bursting out at the sides." This logo not only represents her brand, but also reflects her personality.


This type of logo is what we are thinking of for Em's cover for her digi-pack.

Overall we feel Alessia is very similar to Em. As you can see in her music videos and social media she is very personal to her fans and stays true to herself. She aims to create songs that have meaning and that others can relate to.

             





AlessiaCaraVEVO. "Alessia Cara - Here." YouTube. YouTube, 26 May 2015. Web. 17 Mar. 2017.

AlessiaCaraVEVO. "Alessia Cara - Scars To Your Beautiful." YouTube. YouTube, 11 July 2016. Web. 17 Mar. 2017

"Alessia Cara." Wikipedia. Wikimedia Foundation, 19 Mar. 2017. Web. 17 Mar. 2017.

Sullivan, Caroline. "Alessia Cara: 'Social Media Is like a Fake Reality and It's Hard to Block Things Out'." The Guardian. Guardian News and Media, 10 Mar. 2016. Web. 17 Mar. 2017.

Account, AcVerified. "Ac (@alessiacara)." Twitter. Twitter, 17 Mar. 2017. Web. 19 Mar. 2017.

"ALESSIA CARA (@alessiasmusic) • Instagram Photos and Videos." Instagram. N.p., n.d. Web. 19 Mar. 2017.