Monday
October 26, 2015 hip-hop artist Drake released his “Hotline Bling” music video
through Universal Music’s VEVO youtube distribution channel. The video features
Drake performing a series of freestyle warm-up break dance moves and silhouettes
of women. Lighting throughout the music video features a series of pastel and vibrant
colors. The lighting, shadows, colors, women, and dances all received viral
attention. In days the video was viewed 40 million times. To date ‘Saturday
Night Live’ has parodied the music video featuring US Presidential candidate
Donald Trump. Thousands of memes have also populated the internet as well. “Hot
Line Bling” is a great example of how all businesses should market products to
their target audience.
"Hot Line Bling" by Drake
Capture
the Look & Feel Your Audience Desires:
Drake
as a hip-hop artist has established himself like no other commercially
successful hip-hop artist has before. Drake’s audience and fan base is 2/3rd’s
female. This has been established from a catalog of music exploring
relationships, and women with a level of intimacy most rappers will not do.
Drake’s advantage for taking these risk has provided him an opportunity to
capitalize on an audience under served in hip-hop.
“Hot
Line Bling” sonically is mellow and stands out from his vocal talents
delivering melodic variations in a subdued tone. This feels and captures an
emotion towards intimacy. Drake’s subject matter and sound match which delivers
the message to the audience best.
Colors
Matter:
The ‘Hot
Line Bling’ music video showcases a mix of pastel and vibrant colors. This
aesthetic naturally lends itself to capture the attention of women. The basic
design of using lighting to color the video, while limited props are used draws
the attention of the viewer in. Also colors are matched with changes in the
music and lyrics as well. In business aesthetics are essential in branding and capturing
the attention of customers. As different colors touch on different emotions,
using colors as a technique to deliver messages should always be considered.
What’s
not seen Matters:
The
women in the video are shown in the forms of silhouettes. This is a genius
feature. As Drake is generally performing lyrics in songs from the first person
perspective the listener can assume the ‘you’ he’s speaking of is the listener.
Connecting with a potential buyer where he/she feels a relationship is
developed is powerful. If a business can market it’s products where buyers
think they are taken into consideration it only will develop customer and brand
loyalty.