This week, Adele released her sophomore album 21 to astounding critical acclaim. Her first single from 21, “Rolling in the Deep” has been used religiously in film trailers, television shows, and just as a general blue-eyed soul, girl power anthem. She won the Grammy for Best New Artist and Best Female Pop Vocal Performance in 2009. Her first album, 19 with the lead single “Chasing Pavements,” a chilling song describing an emotional break-up, got her some attention in America, but it wasn’t enough to carry her to a level of notoriety. After performing on Saturday Night Live, her single and album began to climb up the charts. Her album is on track to sell close to 300,000 copies in its first week, putting her at the top of the Billboard Chart. And to think, she is only 22 years old.
The Beatles, The Rolling Stones, and The Spice Girls are a few of the most famous groups that have been able to find success “across the pond.” Europe is a completely different market for entertainment than the United States. The Beckhams can tell you that! When you think about developing a public relations plan for a client in a different market, it isn’t like pitching to a different region of the country. You are pitching to an entirely different culture. Their audience is in more than a different time zone, they speak a different language and they have different customs.
We discuss business with other countries a lot in my public relations classes, and the entertainment industry is one of the best examples of the expansion of a global society. Public relations agencies spend a fortune training their employees to be able to cross communicate with companies in other countries in an effort to build their brand. Artists (and movie stars) that can translate internationally are the ones that stand to make the most money.
Personally, I think Adele has the opportunity to become a new and exciting presence in the music industry. With all of the techno infused pop music that is floating around, it is nice to see someone with true talent succeeding where others have failed.
Also, get Adele’s new album. It is amazing; maybe even better than her first. If you haven’t heard “Rolling in the Deep” (which means you have been living under a rock) here is the music video. Doesn’t she looks amazing!