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阿黛爾爆紅背后:營(yíng)銷(xiāo)機(jī)器如何運(yùn)轉(zhuǎn)

阿黛爾爆紅背后:營(yíng)銷(xiāo)機(jī)器如何運(yùn)轉(zhuǎn)

Chris Morris 2015年11月11日
阿黛爾的最新單曲《Hello》一經(jīng)問(wèn)世,就撕碎了音樂(lè)界的各種紀(jì)錄。這些耀眼成就充分說(shuō)明這位蟄伏三年之久的英國(guó)女歌手的當(dāng)紅程度,以及歌迷們對(duì)其新歌的無(wú)比期待。但這一切也離不開(kāi)阿黛爾和幕后團(tuán)隊(duì)實(shí)施的一整套極其高明的營(yíng)銷(xiāo)手段。

????已經(jīng)好久沒(méi)有一首歌能像《Hello》一樣火爆了。

????自從10月23日首播以來(lái),這首失戀主題的流行歌曲就像圣誕節(jié)早上迫不及待地撕碎禮品盒的孩子一樣,撕碎了音樂(lè)界的各種紀(jì)錄。到目前為止,這首歌曲取得的部分成就包括:上線24小時(shí)之內(nèi)在Vevo上的視頻點(diǎn)擊量最多(頂?shù)袅颂├铡に雇蛱兀?天內(nèi)在YouTube上被觀看1億次(將麥莉·賽勒斯擠到第二);第一首發(fā)布首周下載量就過(guò)100萬(wàn)的歌曲;登頂Billboard百大單曲排行榜榜首等等。據(jù)《娛樂(lè)周刊》報(bào)道,《Hello》創(chuàng)下了音樂(lè)界最近15年以來(lái)最大的單周銷(xiāo)量。

????這一系列耀眼的成就充分說(shuō)明了英國(guó)女歌手阿黛爾的當(dāng)紅程度,以及人們對(duì)她的新歌的期待。但這一切也離不開(kāi)阿黛爾和幕后團(tuán)隊(duì)實(shí)施的一整套極其高明的營(yíng)銷(xiāo)手段。下面我們就來(lái)揭秘這架營(yíng)銷(xiāo)機(jī)器是如何高速運(yùn)轉(zhuǎn)的。

????輝煌的開(kāi)始:營(yíng)銷(xiāo)曝光很重要

????這首歌曲最初亮相時(shí)還籠罩著一層神秘的面紗——歌曲片段首先出現(xiàn)在英國(guó)熱門(mén)真人秀《X-Factor》的一段30秒鐘的廣告中,但這支廣告只出現(xiàn)了歌曲開(kāi)頭幾句,既沒(méi)有確切說(shuō)明這就是阿黛爾的新歌,也沒(méi)有泄露她的新專輯《25》即將發(fā)行。這支廣告播出幾天后,即便各種猜測(cè)開(kāi)始滿天飛,阿黛爾和她的經(jīng)紀(jì)人仍然保持沉默。

????僅僅這樣一則撲朔迷離的廣告,已經(jīng)足以令社交媒體嗨到癲狂,更將蟄伏三年之久的阿黛爾直接拉回輿論中心。

????對(duì)于這次復(fù)出亮相,來(lái)自研究公司Midia、專門(mén)從事音樂(lè)行業(yè)分析的馬克·馬利根給出了極高的評(píng)價(jià)。他認(rèn)為,“這是針對(duì)現(xiàn)代音樂(lè)營(yíng)銷(xiāo)手段的復(fù)雜化而祭出的一劑解藥。他們說(shuō),‘我們不會(huì)搞那些花里胡哨的東西,不會(huì)發(fā)布空洞浮夸的視頻什么的’?!?/p>

????一首為粉絲群寫(xiě)的歌:瞄準(zhǔn)你的客戶

????不知有多少阿黛爾的歌迷曾愛(ài)上過(guò)專輯《21》的悲傷與心碎?!禜ello》的直接受眾就是這批歌迷,因而迅速地將他們吸引了回來(lái)。只不過(guò)這次,歌曲的主題做了些調(diào)整,阿黛爾貌似開(kāi)始責(zé)備自己,而不是和她分手的戀人。

????如果阿黛爾想讓新專輯重現(xiàn)或接近《21》所達(dá)到的1100萬(wàn)張銷(xiāo)量,重新吸引她的粉絲群無(wú)疑是非常重要的。阿黛爾和泰勒·斯威夫特這種藝人不一樣,泰勒·斯威夫特?fù)碛蟹浅<械目駸岱劢z,很容易就能動(dòng)員起來(lái),而阿黛爾的歌迷更加分散和碎片化,這就要求新專輯的營(yíng)銷(xiāo)必須繼續(xù)抓住重點(diǎn)。

????馬克·馬利根表示:“阿黛爾有一些非常特殊的情況,這也給她帶來(lái)了挑戰(zhàn)。泰勒·斯威夫特的粉絲群體要比阿黛爾狂熱得多,比如說(shuō)現(xiàn)在有‘泰粉’,但沒(méi)有‘黛粉’。很多人喜歡阿黛爾,并且愛(ài)上了她的上一張專輯,但并沒(méi)有一個(gè)核心的歌迷群體會(huì)明確地把自己認(rèn)定為阿黛爾的粉絲——就像斯威夫特的粉絲們那樣?!?/p>

????不同的渠道:零距離接觸客戶

????馬利根認(rèn)為,阿黛爾的上張專輯《21》的成功,很像一場(chǎng)立足草根階層的總統(tǒng)競(jìng)選——阿黛爾這次可能依然會(huì)走這個(gè)方向。新專輯可能會(huì)通過(guò)多種不同渠道向粉絲進(jìn)行推廣。比如,在Facebook上發(fā)布的帖子,上文中提到的神秘廣告,進(jìn)一步發(fā)布MV和可下載單曲等等。

????讓上個(gè)月月末,阿黛爾還現(xiàn)身《周六夜現(xiàn)場(chǎng)》,并在紐約市的無(wú)線電城音樂(lè)廳舉辦了一場(chǎng)名為“僅此一夜”的演唱會(huì)。

????而最新的線下渠道是,BBC已經(jīng)開(kāi)始炒作這首歌曲的首次現(xiàn)場(chǎng)演出。

????There hasn’t been a song as powerful as “Hello” in a long, long time.

????Since its Oct. 23 debut, the post-breakup ballad has torn through music industry records like an eager child goes through presents on Christmas morning. Among its achievements so far: Most video views in the first 24 hours on Vevo (displacing Taylor Swift), 100 million YouTube views within five days (knocking Miley Cyrus down to number two), the first song to be downloaded 1 million times in its first week, and a debut at the #1 spot on Billboard’s Top 100. “Hello” had the biggest sales week of any tune in 15 years, according to Entertainment Weekly.

????It’s a remarkable series of achievements that demonstrably show the popularity of and demand for new material from the British songstress, but it’s also due to some incredibly savvy marketing by Adele and the team behind her.

????A Brilliant Beginning

????It started with mystery – a 30 second commercial during the U.K.’s X-Factor, that featured the opening lines of the song, but nothing else. There was no confirmation that it was the singer. Nor did it let on that her new album 25 was imminent. And both Adele and her representatives stayed silent for days after the commercial aired and speculation ran wild.

????That ad alone was enough to whip social media in a foam-mouthed frenzy and put the singer squarely back in the center of the conversation after a three year hiatus.

????“It was the antidote to the complexity of modern music marketing,” says Mark Mulligan, a music industry analyst at research firm Midia. “They said ‘we’re not going with something fancy – no bombastic video or things like that’.”

????A Song That Spoke to Her Base

????The song, too, spoke directly to the legions of fans who fell for Adele’s focus on heartbreak and misery on 21, quickly bringing them back to center. Only this time, the singer’s focus is tweaked – with Adele seemingly turning the blame on herself, not her departed lover.

????Reengaging her fan base is critical if Adele hopes to post album sales anywhere close to the 11 million copies 21 sold. Unlike a performer such as Taylor Swift, who has a tight concentration of enthusiasts that can easily be mobilized, Adele’s audience is more fragmented and widely distributed, which will require the marketing of this album to continue to be on point.

????“There’s something very different about Adele that makes it a challenge,” he says. “Taylor Swift has a much more ardent fan base. You’ve got Swift-ettes, but not Adele-ettes. Lots of people like Adele and fell in love with her last album, but there’s not a core group of people that identify themselves as Adele fans, like Swift.”

????Different Channels

????The success of 21, he says, was much like a grass roots presidential campaign – and that seems to be the direction the singer is going with again. It reaches out to fans in the mainstream audience in a variety of different channels (the Facebook post, the mysterious commercial, the simultaneous release of the video and downloadable single).

????Later this month, she’ll appear on Saturday Night Live and put on a one night only concert in New York City at Radio City Music Hall.

????And the BBC is already teasing the first live performance of the show:

????拒絕“潛規(guī)則”:堅(jiān)持差異化

????但不要指望阿黛爾會(huì)徹底改變她對(duì)名氣的看法。除了渾厚的嗓音和一貫的曲風(fēng),她“不按套路出牌”的個(gè)人風(fēng)格也是出了名的。

????阿黛爾不喜歡出席音樂(lè)節(jié)和大型場(chǎng)合,相反更喜歡小范圍的場(chǎng)館。同時(shí)她也不喜歡把自己的音樂(lè)與廣告掛鉤。另外,阿黛爾除了會(huì)在歌里透露一些個(gè)人情況,她非常注意保護(hù)自己的私人生活,嚴(yán)格限制采訪——哪怕是在推出新專輯的時(shí)候也不例外。當(dāng)然,還有一些事情是無(wú)法掩蓋的,比如生孩子。

????是否開(kāi)放流媒體播放:留足發(fā)展懸念

????還有一個(gè)目前仍然不知道答案的問(wèn)題,那就是阿黛爾是否會(huì)允許她的新專輯《25》在流媒體音樂(lè)服務(wù)上播放。大多數(shù)藝人一般不會(huì)介意,因?yàn)檫@樣做有助于提高歌手的曝光率。但一些最暢銷(xiāo)的藝人,如阿黛爾和斯威夫特,可能會(huì)擔(dān)心流媒體播放會(huì)影響實(shí)體或線上銷(xiāo)量。比如,泰勒·斯威夫特去年就從Spotify上撤掉了自己的歌單,并且要求蘋(píng)果公司在其流媒體服務(wù)上試播時(shí)也要支付版稅。

????據(jù)《紐約時(shí)報(bào)》報(bào)道,阿黛爾會(huì)直接參與這個(gè)問(wèn)題的決定,不過(guò)她的立場(chǎng)目前仍不明確。

????阿黛爾這次還面臨著一個(gè)比較大的風(fēng)險(xiǎn):盡管粉絲們對(duì)《Hello》的曲風(fēng)比較熟悉,但新專輯《25》的其它歌曲可能會(huì)采用不同的曲風(fēng)。

????阿黛爾自己也曾經(jīng)暗示,新專輯的曲風(fēng)可能不會(huì)那么傷感了。她上個(gè)月在Facebook上表示:“我的上張專輯是一張分手專輯。如果非要我給這張新專輯打上一個(gè)標(biāo)簽的話,我愿意將它稱為一張‘和解’專輯。與自己和解,與失去的時(shí)光和解,與我做過(guò)和沒(méi)做過(guò)的事情和解?!?/p>

????隨著兒子的出世,加之上一張專輯取得了巨大的成功,阿黛爾這次處于更有利的位置上,這或許有助于吸引那些日益變得更加成熟的歌迷,但也有可能會(huì)嚇跑不少歌迷——畢竟他們還是在阿黛爾身上期待著某種特定的曲風(fēng)。

????馬利根表示:“藝人出唱片經(jīng)常會(huì)有這種情況:第一張專輯肆意宣泄青春時(shí)期遭受的最大打擊,往往會(huì)收錄他們?cè)谶@段痛苦期寫(xiě)下的所有歌曲,其中有些風(fēng)格會(huì)延續(xù)到第二張專輯,阿黛爾就是這樣的例子。而等到發(fā)布第三張專輯的時(shí)候,你的人生已經(jīng)改變了?!?span>(財(cái)富中文網(wǎng))

????譯者:樸成奎

????審校:任文科

????Refuses to Play the Game

????Don’t however, expect Adele to radically change her philosophy toward fame. Beyond her big voice and the universal themes of her song, she achieved notoriety by not playing by the typical rules. She doesn’t headline big music festivals or giant arenas, preferring intimate venues. She refuses to associate her music with advertising. And, beyond what she reveals in her songs (and cannot hide, like the birth of her son), she keeps her private life private, restricting interviews – even when there’s a new album to promote.

????The Spotify Question

????And there’s still the lingering question of whether she’ll allow 25 to be played on streaming music services. Most artists wouldn’t hesitate, as it increases exposure, but top-selling performers like Adele and Swift risk sacrificing sales of physical media or downloads. Swift, last year, pulled her catalog from Spotify and convinced Apple to pay royalties during trials of its streaming service.

????The New York Times says Adele is directly involved in the decision, though where she stands is still unclear.

????The big risk this time is that while “Hello” is familiar territory for fans, 25 may veer in different directions.

????The singer herself has hinted that this outing will be less maudlin. “My last record was a break-up record,” she said on Facebook last month, “and if I had to label this one, I’d call it a make-up record. I’m making up with myself. Making up for lost time. Making up for everything I ever did and never did.”

????And given the birth of her son and the tremendous success of her last album, it’s safe to assume Adele’s in a better place – which could either further engage fans who have themselves matured or scare them off, since they expect a certain kind of music from her.

????“There’s often this thing with albums for an artist to sing the greatest hits of their adolescence and all the songs they’ve been writing as they’ve gone through that pain on their first album,” says Mulligan. “With some that carries through to the second album and that’s the case with Adele. By the time you get to the third, your life has changed.”

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