Marketing and Promotional Techniques - Katy Perry

Katheryn Elizabeth Hudson, better known as Katy Perry is an American singer-songwriter and musician. Katy Perry’s style of song is Pop, Pop Rock, Dance-pop and Electro pop. Her songs have been in the charts over the past couple of years, when she signed with her fourth record label. Her first chart hit was “I Kissed a Girl” which came #1 in the UK Charts. Although six months before this single was released “Ur So Gay” however it was released online and Capitol Records offered this song as a free download on her website which was a good marketing technique as it enabled the audience to sample what her songs were late, which would help establish her fan base. In June 2008, Katy’s first studio album was released, which peaked at #11 in the UK album charts. However her recent studio album was released last month. “Teenage Dream” peaked at #1 in the UK albums charts.

When visiting Katy Perry’s website (www.katyperry.com) it uses the typical conventions of a band website such as the latest news about her, her tour dates, pictures, music, video and most important her information about her new releases. On the website there is an advertising banner advertising that her new album is out and available to purchase, as well as in the main header of the website having a link to order the CD. As you can see in the screenshot of her website below:

The Digipak of “Teenage Dream” has been marketed differently as the insert in the CD smells like Cotton Candy which is a common theme of the album release as it matches the album cover which is of Katy Perry lying naked on Cotton Candy. This is an uncommon feature of a Digipak, however it attracted people to purchase the Digipak and not settle for the electronic version. The original version of the album cover was published without the wording “Katy Perry” and “Teenage Dream” on it which is unconventional, both versions can be seen below: