Beyonce, Ga Ga adverts and the Super Bowl

This year it was Lady Ga-Ga's turn to put on a show and she did so without commenting on the political upheaval of the recent election.  This is a key slot in television and proves that traditional media has not gone away.  For global events such as this where the content is live then television still draws huge audiences. This means that advertising spend during the Superbowl is also huge with 30 second slots selling for $4million.  Although advertising spend is greater on digital we cannot discount the presence of traditional media, particularly on such global events as the World Cup and the Superbowl. This makes the Superbowl a good case study, particularly as you are focusing on thee two artists as texts. 

Pepsi Zero sponsored the half time show and this was the big event in its advertising campaign.


Lady Ga Ga is not paid but gets free publicity.


120 million people watch the Superbowl in the USA


Analysing the adverts that premiere each year is becoming a ritual in the media. Try the flagship Budweiser advert. Are there any political undertones?

Find another advert, de-construct it and present to the group.


Virality is the key to advertising in the online age.  Explain how this works in relation to Lady Ga Ga and these adverts.



2016


I bet I was the only one of us to watch Beyonce steal the show at the Superbowl on Monday morning. The match was fascinating but not a spectacle that would keep most awake into the wee hours.

The half-time entertainment was upbeat and specatcular with Coldplay providing the feel good factor. Beyonce stole the show and has set the news agenda in the US, allowing us an insight into the way the media operates.

Firstly, see what you make of the show...

The discussion has focused on the choreography and meaning in Beyonce's performance of her new song 'Formation' which she released the day before. Released without warning on Jay-Z's troubled streaming site 'Tidal' is this cynical marketing or excellent business sense?

Beyonce has something to say in her new video and the blogosphere has been de-constructing the music video all week.  What are the messages in the song and the music video?

Task

1) De-construct the video and the lyrics.

2) Read widely to inform your analysis

What has Beyonce got to say about the movement 'black lives matter'?

Is 'Formation' a Black consciousness masterpiece as indicated in this article ?

Has popular culture got the power to change political debate?

This article argues that her success has allowed, 'her to challenge cultural norms in becoming a symbol of independence, sex appeal, authenticity, achievement, blackness and femininity, within a racist society'.

• Has the internet allowed artists to take control of the media?
• What influence or power can popular culture figures like Beyonce have on society?
• Are commercial concerns primary or is she a more important figure than a consumable 'pop' product?
• Do popular culture artefacts have the power to change the news or political agenda ?

We will look at online advertising next and how the SuperBowl is an exception to the rule where most advertising spend has moved online.  A 30 second slot cost $4million on US television suggesting it is too early to say television advertising is doomed.

Click on the link below to follow a discussion about the adverts during SuperBowl 50
http://www.theguardian.com/tv-and-radio/2016/feb/07/super-bowl-ads-best-and-worst

Two weeks later the debate rumbles on. Read this article about how Police unions are boycotting  Beyonce's concerts

I Beyonce being controversial because she believes in the cause or is she trying to use issues to raise her own profile?

Compare this link with political causes and messages in Formation to a range of other music videos e.g. MIA 

In the online age has the music video become the best medium for delivering a political message?