Marketing!?

Yesterday was Thursday, Thursday
Today i-is Friday, Friday (Partyin’)
We-we-we so excited
We so excited
We gonna have a ball today

Tomorrow is Saturday
And Sunday comes after…wards
I don’t want this weekend to end

These are the words from internet sensation Rebecca Black’s new debut single called “Friday”. Much like Justin Bieber, this new American teen star is taking over the world by storm, but this time, in a much less favorable light and all for the wrong reasons.

Friday friday...

With nearly 18 million views on youtube, viewers call her “a trainwreck, just plainly a joke” and “the Black Plague”. Ever since the release about a month ago, there have been countless parodies, mocking responses and hurtful comments regarding her new hit song.

Why is this the case the case though?  How can fans go crazy for one teen star but express such criticism  for another?

This, I argue, is simply where marketing comes into play. Unlike Justin Bieber, this teen star didn’t have the right marketing mix to be presented to this world. ARK Music Factory owned by Jey and Wilson failed to consider what kind of effect the autotuning throughout her whole song and the repetitive lyrics would have on her audience. Neither did they realize that they’re target market probably shouldn’t have been Youtuber’s, but maybe rather a much younger audience.

After several months of being exposed to marketing in class, I realize that the marketing mix is relevant far beyond just the simple product engagement. It applies when trying to introduce anything new, including a teen internet sensation.

Rebecca Black on Good Morning America