IMC Hawks Blog

Beyonce: More than Just Bootylicious

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Corporate Communication is present in almost every industry, whether we recognize it or not.  One industry that many people would not typically associate corporate communication with is the music industry.  Musicians and artists create their own identity and brand themselves in a way that is different from others in the industry.  Beyonce is one artist who has been extremely successful at creating her own identity, which has helped her create a large fan base and expand her success into other industries.  Beyonce’s musical talent has earned her several Grammys and many of her albums have gone on to be multi-platinum selling albums. Beyonce states that her newest album “is the fun, more sensual, more aggressive, more outspoken side and more glamorous side that comes out when I’m working and when I’m on the stage. The double album allows me to take more risks and really step out of myself, or shall I say, step more into myself, and reveal a side of me that people only know me see.”

When people hear Beyonce’s name, several things come to mind.  Jay-Z, Single Ladies, her dancing abilities, Destiny’s Child, her clothing line, and much more. Jody Rosen of Entertainment Weekly writes, “Beyonce Knowles is a storm system disguised as a singer.” She even has her own YouTube station. Beyonce is not only a musical sensation, she is a corporate powerhouse.

Her clever strategies to success have gotten her where she is at today. Beyonce’s musical career has evolved into a huge corporation. She uses music to form her identity, image, and brand her corporation, which has opened up many other doors for her in the entertainment industry.  She has acted in films, created her own fashion line, and been on countless magazine covers.

She was recently featured in a 60 minutes news brief talking about her success as an entertainer. Take a look.

House of Dereon is Beyonce and her mother Tina Knowles’ clothing line that they began in 2004. Expanding the brand, Beyoncé and her sister Solange Knowles  launched the junior line Deréon that is geared towards younger consumers and is more reasonably priced. Deréon was introduced in 2006. The tag line for Deréon is “Where the sidewalk and catwalk meet”. Beyoncé also mentions the clothing line in the song Get Me Bodied, from the album B’Day, and in her hit single Single Ladies (Put a Ring on It).

Beyonce\’s House of Dereon

-Megan, Fran, Lacey, and Ari

Comments

5 responses to “Beyonce: More than Just Bootylicious”

  1. Ashley DiPaolo Avatar
    Ashley DiPaolo

    Beyonce is a mega superstar and a perfect example of branding and the ideal of marketing. Through her fame in the music industry, she has sky rocketed into so many categories of business. I am not a huge fan of Beyonce, but after reading this article I am however very impressed with her successful endeavors. I am a student currently in COM 295 and what I am learning, I am now able to apply and understand why these concepts are so important. She created an identity, and began telling her story. These stories, branding, she has been nothing but successful. ROCK ON!

    Reply
  2. Brittany collins Avatar
    Brittany collins

    I never thought of musicians as branding themselves until i read this blog. It makes complete sense though because thats what people have to do in order to stay in the spot light and be recognizable from every aspect. Being in an IMC class I see where your coming from Megan, Fran, Lacey, and Ari. Putting use what I have learned in my 295 class I can now relate branding into more then just consumer products.

    Reply
  3. Kristin Layden Avatar
    Kristin Layden

    Beyonce is a great example of branding and how successful someone can become with the use of good branding. Beyonce is not only a singer, but an actress, designer, and endorsement queen. She obviously has a team of people who are always thinking of and finding ways to keep that brand that is “Beyonce” going. All of these different ways of branding her, tell the story about who Beyonce, the brand is. Her career provides an really good example of successful branding.

    Reply
  4. Tiffanie Davis Avatar
    Tiffanie Davis

    As a student in Com 295 (IMC), we have had a lot of discussions about branding. We have discussed branding in regards to churches, higher education and other things. However I never applied branding to a musician until I read this. Beyonce has truly branded herself! She has applied the saying, “the sky is the limit” to her brand. She did not limit herself to the music industry. Instead she stepped out of the box. I have been a fan of Beyonce’s music since 1998. Since then I have become a fan of her movies, clothing line, and my daughter even has a Beyonce Barbie doll! Kudos to Beyonce for creating her own brand that I believe is here to stay!

    Reply
    1. Timothy Condie Avatar
      Timothy Condie

      Beyonce has a great story and she makes a good brand of herself. The “Beyonce” franchise has lasted longer than the shelf life of many artist because she was marketed very efficiently. She hasn’t sold as many albums as she has solely based on the fact that she has great songs. The story goes beyond her music into a tale of breaking free from a girl pop group, dating a rap star and having oppressing record industry parental figures. People don’t just listen to her songs, they watch her movies wear her clothes and follow her life because, well, her story isn’t boring.

      Reply

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