Promotion Analysis

Tchami is a DJ specializing in house music. His twitter promotion included a 30-second clip and the link to his collaboration with another DJ, Malaa. Not only was this post promoting his new single, but it also was promoting his new EP that is coming out soon. The murky visuals included in the video/audio clip are congruent with Tchami’s brand because they exemplify the grimy, muddy riffs his music often contains. This promotion is authentic because Tchami is simply promoting his new work that he wants his fans to enjoy. The next retweeted promotion was a tweet from J.K. Rowling. The tweet was not a traditional promotion in the sense of telling her audience to go read her new book, but it was in the form of a response. In her response, she utilizes ambiguity, not revealing plot clues to her followers so they will be intrigued to read it for themselves. Her tweet also connects to her brand because she is being very polite in her tweet, as well as confirming that the book will be adapted for screen play, which is a huge cornerstone of her brand (Harry Potter). Through this tweet, Rowling uses Twitter to express her kind personality and future plans for screen play that her fans have all come to expect and love. The next retweet was a promotion of Spike Lee’s Netflix show, She’s Gotta Have It. The tweet contains a 90-second video promotion that captures what the show is going to be like, wile the text contains the release date. This connects to Spike Lee’s brand because the content of the video contains race relations and urban issues. The authenticity of this advertisement is confirmed because of the consistency of Spike Lee’s brand and the promotion itself. The next promotion is one by Kendrick Lamar. The promotion is simply a link to an album he created for the movie Black Panther. This minimalism connects to Kendrick Lamar’s brand because of its sense of mystery that the audience has to figure out for themselves. Kendrick is not a big social media user, so his fans must digest his music in order to learn more about him and the knowledge he has to spread. Finally, a promotion by Chance The Rapper is one that connects with brand extremely well. Chance stands for free music, without the interference of record labels that just want a profit. Chance also uses capitalization to drive home his main points of where to listen to his new mixtape and that it is most definitely free. Chance genuinely seems excited about this project, which connects to his brand of trustworthiness and spiritual kind-feeling.