By Arbrion Chambliss
It isn’t every day that artist are able to spread their wings globally and achieve international success. As if breaking into the music industry isn’t hard enough domestically, artists from across the United Kingdom have been able to expand to the U.S. market. According to TheGuardian.com, in the U.S. (the biggest music market in the world), British acts are accounting for one in every ten albums sold, giving artists a lot to sing about. You almost can’t listen to the radio nowadays without hearing at least one British artist. How do these artist do it? Simple. Talent and the right brand management.
The truth is, talent will market itself with the right tools, including proper publicity and advertisement. It first happened in the 1960s and 70s with the ‘British Invasion,’ then ‘Cool Britannia’ took over in the 90s, and now the third British raid on American airwaves is in full effect. Artist like Leona Lewis, Adele, Estelle, One Direction and The Wanted (just to name a few) have all topped the charts around the world because of their marketable talent and ability to stand out.
The new millennium continued the invasion of talent from the British into the U.S. While it may seem as easy as producing a catchy song, success in the American music industry is not an easily attained victory.
The PR/Marketing Side
Nowadays, I think it’s safe to say a social media presence is going to play huge role in a British artist’s PR campaign. With the help of websites like YouTube, Facebook and Twitter, artists are able to expand their audiences, especially in the U.S. Take the boy band One Direction, for example. Months before One Direction arrived in the U.S., Columbia Records started a social media competition called "Bring 1D to US," where fans could get the band to come to their city via YouTube and Twitter by using certain hashtags and video titles. And guess what? It worked! Since the competition, the band has had a consistent fan base and consistent number-one albums in the U.S.
Radio time is key as well. According an interview conducted by BBC.com and British musicians, each state has two or three main radio stations, and deejays can get political if you don't visit their certain areas. But once their songs have hit American airwaves, British musicians have the perfect platform to expand their fan bases. Because their songs are being played in America, a lot of these artists are seeing more success in the U.S. than in their home country; many of them have sold twice as many albums in America than in the U.K.
When Will It End?
As the British invasion continues, we continue to greet it with open arms. I don’t believe it will die anytime soon as we continue to support the undeniable talents of our favorite British artists. There will always be room for greatness, no matter where it is born. If you put a star in the right light, it will shine.
Why do you think the U.S. loves British artists even more than American artists sometimes? Share your thoughts in the comments or on Twitter with the hashtag #AnthemComm.
The truth is, talent will market itself with the right tools, including proper publicity and advertisement. It first happened in the 1960s and 70s with the ‘British Invasion,’ then ‘Cool Britannia’ took over in the 90s, and now the third British raid on American airwaves is in full effect. Artist like Leona Lewis, Adele, Estelle, One Direction and The Wanted (just to name a few) have all topped the charts around the world because of their marketable talent and ability to stand out.
The new millennium continued the invasion of talent from the British into the U.S. While it may seem as easy as producing a catchy song, success in the American music industry is not an easily attained victory.
The PR/Marketing Side
Nowadays, I think it’s safe to say a social media presence is going to play huge role in a British artist’s PR campaign. With the help of websites like YouTube, Facebook and Twitter, artists are able to expand their audiences, especially in the U.S. Take the boy band One Direction, for example. Months before One Direction arrived in the U.S., Columbia Records started a social media competition called "Bring 1D to US," where fans could get the band to come to their city via YouTube and Twitter by using certain hashtags and video titles. And guess what? It worked! Since the competition, the band has had a consistent fan base and consistent number-one albums in the U.S.
Radio time is key as well. According an interview conducted by BBC.com and British musicians, each state has two or three main radio stations, and deejays can get political if you don't visit their certain areas. But once their songs have hit American airwaves, British musicians have the perfect platform to expand their fan bases. Because their songs are being played in America, a lot of these artists are seeing more success in the U.S. than in their home country; many of them have sold twice as many albums in America than in the U.K.
When Will It End?
As the British invasion continues, we continue to greet it with open arms. I don’t believe it will die anytime soon as we continue to support the undeniable talents of our favorite British artists. There will always be room for greatness, no matter where it is born. If you put a star in the right light, it will shine.
Why do you think the U.S. loves British artists even more than American artists sometimes? Share your thoughts in the comments or on Twitter with the hashtag #AnthemComm.
