Music Marketing - Paramore

Paramore, an American band who originally started rock and have ventured through some genres changes. They formed in 2004 consisting of drummer Zac Farro and vocalist Hayley Williams, was just 15 at the time. The band have infamously faced many members changes but currently consist of Williams (the only consistent member), Farro and guitarist Taylor York (originally joined the band in 2007 as a high school friend). They gained attention as a part of the 2000s emo scene with their hit "Misery Business", and their songs for the movie soundtrack of "Transformers" and "Twilight".

They were originally signed to Fueled by Ramen, a subsidiary of Warner Music Group. The label is known for its rock and alternative artists. They then released their 2023 comeback album "This is Why" under Atlantic Records, and are now independent artists. This is Why was their first album in five years and is a more indie rock take compared to their synthpop/ indie pop previous album After Laughter. The first single released for this album is the title track "This is Why", where singer Williams talks about the challenges she faces in her lifestyle as the front woman of a band.

The song opens with a drum groove and intricate guitar, indicating their new sound is focusing on what they do best, rock. Then we see front woman Hayley Williams with her iconic orange her, further indicating they're going back to their roots and what they're known for best. The video is a mixture of performance, mainly focusing on Williams however it also highlights the instrumentals from York and Farro. It also has a narrative side, however it is unclear and heavily relies on interpretation. To me, as the shots are very aesthetically pleasing it could reflect the bands need to always fulfil a certain image. However the shots are also very stylistic, perhaps implying the upcoming album will stick to a certain aesthetic/vibe.

In her performance, Williams comes across as confident, fierce and passionate for this new era of their discography. She doesn't aim to look perfect, in fact there is a sequence were she smudges lipstick all over her face. This reinforces the idea that this is Paramore at their most personal and rawest.

As a part of their album role out, they featured on many magazine covers.

The main image consists of all three members. Considering Williams is the frontman, she isn't framed in the centre. This focuses on all three members collectively, they are Paramore not just Hayley. Additionally, as the members are now more older and mature from when they first started in the industry, the image is more raw and open. Again, this shows how are they are being true to themselves rather than fulfilling a false image. The language used to describe the band such as "future" "urgent" and "evolving" battle the stereotype that bands become tired and washed up after so long, they are pushing the idea they are more matured and developed, emphasised by the image in the background. Many bands cling to their youthful success however in comparison Paramore lean into this and embrace it. This may be reflective of their 5 year break, Hayley taking a break and reflecting on her solo career, each member coming back at a time which felt right rather than forced.