Believability Vs. Bankability

What's more important for the success of a partnership, the credibility of the association or the marketability of your chosen star?.. Truth, having one without the other is like Batman without Robin, whilst on the outset one may appear more significant than the other they effectively support each other as a partnership (pun intended).

The trouble is, most marketers rely too heavily on getting the bigger name celebs without much insight, segmentation or clear strategy. Case in point, a few days ago Toyota released their second Get Going campaign featuring Beyoncé and although she continues to slay the choice was certainly questionable.

The 30 second ad chronicles Beyoncé's ride to success all the way from her mothers womb, through the different stages of her career up to her present day international stardom. Beyoncé here selling a lifestyle to inspire the spectator to take charge of their life, which further emphasises their young target audience. 

The problem I have, although the sentiment is good is… We ALL know when Bey sang 'Driver roll up the partition please' she wasn't in the back of a Toyota, I mean where would she find the space? And secondly, Blue Ivy' car seat wouldn't be seen dead riding in the back of a Toyota. 

A celebrity name will not single-handedly carry a brand. Similarly, though a good partnership usually helps to add exposure and solidify an artist in pop culture, if an audience isn't invested in the artist beyond the music as a brand themselves it'll have little to no effect as they have failed to sell a lifestyle.

At the beginning of this month singer Lorde released her first collaboration with MAC Cosmetics, the limited line featured a dark lipstick and flick eyeliner. 

Even if your not too familiar with Lorde beyond Royals any makeup fan upon hearing news of the release screamed 'yaaaaas!' With her edgy (but more importantly) unique style making her a perfect candidate for MAC for several reasons. Firstly, Lorde had notably spoken of her affinity for the cosmetic brand and was often seen sporting a MAC lipstick. The release date also coincides with vamp/ grunge style - including a dark lipstick and being bang on trend. But more meaningfully, the product line is very reminiscent of Lorde's own style and I genuinely believe she had a credible role in the creation of the products. Rather than the ambassador as just the face of the line with an obvious co-creation here between artist and brand. 

Like any successful relationship proving, it takes two.