My Star Analysis

Britney Jean Spears Birth name:

Britney Jean Spears

Born: December 2, 1981 (1981-12-02) (age 29) McComb, Mississippi, U.S.

Genres: Pop, dance-pop

Occupations: Singer, songwriter, dancer, actress, record producer, author, fashion designer, video director

Instruments: Vocals, piano

Years active: 1992–present

"Pop Phenomenon" doesn't come close to describing Britney Spears. The name is legend around the world. She began performing as a child, landing acting roles in stage productions and television shows. In 1997, she signed with Jive Records, and released her debut album ‘…Baby One More Time’ in 1999. During her first decade within the music industry, she became a prominent figure in mainstream popular music and popular culture, followed by a much-publicized personal life. Her first two albums established her as a pop icon and broke sales records, while title tracks Baby One More Time’ and ‘Oops!...I Did It Again’ became international number-one hits. Spears was credited with influencing the revival of teen pop during the late 1990s.

How she has extended her brand?

A large number of products have been developed and endorsed by Britney Spears. These have included books, video releases, video games, dolls, clothing (in conjunction with her tours), perfumes and other products.

‘Pepsi’ advert was created in the earlier part of her career. Two advertising campaigns were launched with her name all over it, in an agreement which involved them paying for her concert tours

‘Candies’ she designs a clothing line for Candies, however Vanessa Hudgens ( from HSM)is the current Candie's spokesperson now.

‘Tommy Hilfiger ‘ Britney, who used to be an ambassador for the brand.

Here are an examples of her perfumes range.

Toyota - Another commercial for Britney Spears’ Toyota Vios campaign in Thailand. Britney asks, “What do you want?” before breaking into song with her image silkscreened onto buildings.

‘Got Milk’ - designed to educate consumers on the benefits of milk, to raise milk consumption, and to correct misconceptions about the beverage, the National Milk Mustache "got milk?"

‘ Herbal Essences’ -The campaign shifted its strategy in 2000, when pop singer Britney Spears recorded a song for Herbal Essences titled "I've Got the Urge to Herbal" and posed for print ads.

How long will Britney Spears be marketable for?

Britney Spears ability to hold a corner in more than one market, as a product of her talents and role of “Pop Star” status, has grown from strength to strength as the years have passed. The early stages of her career saw the advertising campaigns by Pepsi and Tommy Hilfiger, Toyota, Herbal Essences and soon after, Candies. Then instead of advertising other brands, Britney has the introduction of Curious perfume, which has sold across the world in its millions.

Based on herself as a brand and in comparison to her various advertising campaigns for other big companies throughout her career, I think that it is possible on that alone, to confirm that she is not a “Pop Performer”, but a “Pop Star”, in relation to Dyer’s theory. This is because she will never stop being marketable, as her success story, ability and passion to achieve what she wants to is staggering. Britney has the ability through her musical abilities and worldwide reputation she has earned, to corner every aspect of the market she wants to

Conclusion …

I have to say that, I agree with a lot of Dyer’s theory. The reason why is because there are many variations between a “Pop Performer” and a “Pop Star”. This is because ‘A Pop Performer’ is a Singer/Song writer. However, ‘A Pop Star ‘is someone who uses their ability to sing in direct correlation with their ability to become constructed and shaped into a brand within modern society. It could be their dress and fashion elements, or their ability to be an independent brand of clothing, jewellery, life, perfume etc., in relation to their musical ability.

For example:Lady Gaga and her fashion style because she gives

fashion a new name.