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Writer's pictureNick Saward

Arlo Parks - music marketing research

Updated: Sep 10, 2022

Arlo Parks is a British singer from London. She is signed to the London based independent record label Transgressive Records. Her music is influenced by indie pop, R&B and soul artists making her sound very unique. Her first album 'collapsed in sunbeams' ended up with her winning the Mercury Prize in 2021 which is a very established award for the best album in the UK.

She would be a big inspiration to a lot of people. Her music is based on her sexuality and her mental health struggles but also for the people and friends around her who struggle too, this could appeal to late teens to late 20 year olds who are confused about their identity and having Parks' music could help them and make them feel comfortable with themselves and feel like they can relate to what she is saying.


music video

The music video for Hope is a narrative music video about mental health. Her videos aren't stereotypical for the type of genre of music she makes but what it's about is represented in a realistic way in her videos. It is written about one of her friends who is struggling with depression.


There is a long shot right at the beginning of a woman on a bench and there's no one in the surrounding area which straight away reinforces a feeling of loneliness.

It features the artist but she is playing a role of a character so it doesn't feel like a normal music video where the artist is shown playing instruments but she is portrayed as kind and caring which could be suggesting what she is like in person, her songs reach so many people through the difficult subjects she talks about and helping people feel less alone which is what this music video is about. There are 2 parts in the music video where the music stops, the video features digetic sound of someone breaking down crying in the middle of the video and Parks comforting the person, this adds to the sadness of the video and makes it seem a lot more serious as the focus is on this. There is also another part at the end that features digetic sound of the 2 people laughing after running in the rain, this reinforces Arlo's message that things can get better.


magazine

Clash magazine is a music magazine based in the UK. It includes new music, reviews and latest tour news etc which is what you would expect to see from a music magazine like this.

Clash is very simplistic and feels more serious compared to a normal music magazine. It still features what you would expect to see like medium and long shots of the artists and their name across the cover however when compared to other magazines this shows the true focus is on the artist and they are the star of the issue.

The magazine is half red and half black, the black clothing camouflages into the black background perhaps suggesting a darkness to her story and music and foreshadows what the interview will be about. The yellow font against the dark colours draws attention to her name and getting her name out there which could appeal to fans of new music.


The image of Arlo covers the word Clash, which is the title of the magazine, perhaps suggesting they are already an established brand so it's more important to them to show off the artist instead.


The image is the same image that is on the front cover and is a medium close up of her looking into the distance, this with red and black colours creates a moody atmosphere.

The interview is led by her and is extremely long and detailed with even the quote being pretty long too. This magazine may be targeted for people that have been in higher education or people with a genuine interest in music because it requires a longer attention span to read an interview this length. Also Arlo Parks is represented as very clever and mature and some of the interview requires that level of maturity to understand her so it would probably appeal to late 20s to early 30 year olds.


The magazine includes typical elements of a music magazine including her talking about her new songs and reactions fans have had to her songs and elements. She is represented as really caring which is shown by the quote which suggests she is touched by the response she gets from people towards her music and it shows that it really means a lot to her.




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