Artist Research - Cheryl Cole

ARTIST RESEARCH

Cheryl Cole is a British singer, songwriter model and TV personality, and through an extremely effective viral marketing and advertising campaign is known to be one of the most prominent and celebrated artists of the modern era.

The ways that Cheryl Cole markets herself to her demographic of audience:

• Primarily through girl band Girls Aloud whom of which were first formed in 2002 through the reality TV programme Popstars: The Rivals. Girls Aloud had 20 consecutive UK top ten singles, two UK number one albums, nominations for 5 BRIT awards and were awarded the honour of best single in 2009 for The Promise
• Concerts and supporting other well established artists in concert such as Will.I.Am and the Black Eyed Peas
• Touring and performing at notorious festivals across the UK
• Songwriting for herself and other artists
• An array of professional and successful music videos
• Eye catching album cover artistry
• Fan subscription/official websites
• Meet and greets with fans
• Charity work
• Starring in reality TV programmes such as The X Factor on the judging panel
• Social networking websites
• Advertisements - the new face of L'Oreal
• Modelling
• Fashion icon - appeared among the covers of the most prestigious fashion magazine such as Vogue, Elle and Harper's Bizarre
• Biography Through My Eyes
• Radio interviews and exclusive previews of songs
• Allowed to have one off television exclusive on ITV - Cheryl Cole's Night In

Cheryl was also awarded the following:

• In 2007 Most fanciable female - Virgin Media Awards
• In 2008 Sexiest female and best reality TV judge  - Heat Magazine Awards
• Favourite TV personality - Glamour Women of The Year Awards
• Number one sexiest woman in the world - FHM men's magazine

How effective is Cheryl Cole's use of the Internet to market herself?

Cheryl Cole uses the Internet as a source of providing an effective relationship with her fans but also to establish a pedestal for her viral marketing campaign. Her first method of marketing herself as an artist is through her official website www.cherylcole.com . This website is a subscription only website which is key to her marketing technique; as only subscribers can access the websites content it ultimately leads to more subscribers, therefore more fans. The website shows uploads of exclusive photographs, press releases, communication between Cheryl and her fans, and also links to various social networking websites. This conveys that Cheryl has a very broad demographic of audience and in parallel a broad viral marketing campaign. All information regarding Cheryl's new material is uploaded onto the website to ensure prospectable consumers have all the necessary information in order to purchase Cheryl's music and branded products.

Cheryl also makes use of social networking websites Facebook, Myspace and Twitter. Cheryl's Facebook page displays advertisements for Cheryl Cole products, exclusive photos, interactional devices for fans to communicate with Cheryl, press photos and snips and also a calender of events of which Cheryl will be attending or performing at. The facebook page also has the function of notifying fans when any performance or appearance is cancelled in order to maintain a strong and loyal relationship. On the artist's Myspace profile there is also links to Twitter, YouTube and Bebo, but also to her official merchandise store. Myspace has the function to provide streams of music to the users of myspace and also videos in order to promote upcoming singles that will soon be available to download.