The Branding of Pop Icons
Ever wondered how your favourite artists gained ultimate fame?
In an industry as competitive and ever-changing as the music industry, it can be challenging for some artists to find their footing; nonetheless, there are some exceptions. With the correct marketing tactics, you may find yourself on the Billboard Hot 100.
A good example of this is beloved pop singer Sabrina Carpenter. What most don’t know is that before she was singing in sold-out stadiums, she had a decade-old music career going all the way back to her Disney days, when she starred in shows such as Girl Meets World. She wasn’t particularly unknown, but she was definitely not topping music charts with every release like she is now. But what exactly birthed the icon she is now in the pop scene? To find out precisely what, we need to dive back to the beginning.
Rise to the Top
Sabrina’s song titled ‘Nonsense’, which was released back in 2022, was the start of her steady path to selling millions of albums. The single was well received by the public, going viral on TikTok and other platforms. Not only was it catchy, but it also showed a side of Sabrina that nobody, at least not the general pop listener, had ever seen. What followed next was her album ‘Short and Sweet', and it sure was a sweet album indeed. The title track ‘Espresso’ gave Sabrina a distinct sound and style.
Every performance showcased her signature platform boots and babydoll dresses. This was greatly amplified when she went on tour — The Short and Sweet Tour. Alongside ‘Espresso’, other songs on the album gained popularity rapidly as fans started posting her dynamic performances on social media. Currently, Sabrina is one of the world's most listened to artists, with 65 million listeners monthly on Spotify (24th in the world). As of now, she has landed on the Billboard Hot 100 19 times, an astonishing achievement given her brief time in the limelight.
But the question lingers: What did Sabrina finally do right after a decade in the industry? Was one good track all it really took? Was she going to be another one-hit wonder? The answer? Branding and putting out what we know as her signatures into the world.
A Cup of Espresso and White Platforms
When you think of Sabrina Carpenter, you immediately think of a shiny-haired blonde in a babydoll dress and a pair of white platform boots. This is undoubtedly her iconic combo, as can be observed from her on-stage performances. It became synonymous with her brand because of two things: aesthetics and consistency. The look itself is visually pleasing, complementing her body type and highlighting her best physical features, combined with a cohesive colour palette and beautiful fabrics.
Furthermore, she always stays true to this styling choice in almost every performance. Granted, she does make changes so audiences don't grow tired of the look, but it's still reminiscent of her trademark outfit. On tour, Sabrina has gone viral on TikTok for putting different spins on each outfit while the silhouette remains the same. Fans even show up to her concerts with similar outfits! It's clear that Sabrina's fans have caught on to her iconic look. It's a perfect balance—familiarity and surprise, the golden ratio for successful marketing.
Blonde and Blush
Sabrina has a very distinctive makeup and hairstyle, blonde luscious locks with strong eyebrows, rosy pink blush and plump lips. However, in the earlier days of her career, she experimented with her makeup and hair. From eyeliner and dark eyeshadow to ponytails and braids. It was pretty, but it just wasn't her; the makeup was wearing her, not the other way round. Nothing seemed to stick either, as every other release, she'd come back with a new vibe.
Now she's evolved, her hairdo and makeup have never looked so good before. Not only does it look great, but it makes sense for her brand. Bright blush to give off a girly vibe and thicker eyebrows to complement her strong facial features. Alongside beautiful, fluffy hair that's let down, it's like Sabrina has renewed herself. She never strayed from this look all throughout the Short and Sweet tour, letting the public get used to this version of Sabrina Carpenter. Multiple TikTok users and celebrity makeup artists have replicated her look and have always referred to it as ‘Sabrina Makeup' or something of a similar regard. The makeup has a romantic ambience, which is incredibly fitting for Sabrina, as most of her songs have a common theme of love. It's intentional and effective, another solid trait of good branding.
Wait….That's her Song?
Sabrina has garnered an extensive discography over the past few years, but it was lacking something that Short and Sweet hit the jackpot on — a signature sound.
Her albums were always diverse in one way or another, but they lacked a distinct identity and theme, something she could claim as hers alone. If you listen to ‘Short and Sweet’, you'd notice that Sabrina's voice is whispy, almost fairy and angelic-like. The songs on the album are undoubtedly catchy, with creative melodies. Some tracks even have humour in their lyrics, enabling Sabrina to appear relatable and witty. Now, when you hear her songs, you know it's her. A good example of this is Taylor Swift; she has a distinct voice, and her songs have a recognisable tune- the minute you hear it, your senses tell you it's her.
It definitely helps that her songs are associated with commonly used words. Every time someone orders an espresso in a cafe, in the back of their mind is the song. Every time someone says please more than once consecutively, they can't help but be reminded of that catchy melody. It's genius, meshing together what is routine and Sabrina's brand as an artist. That's the final ingredient, creativity.
I'm a Busy Woman
There's no questioning how much talent Sabrina Carpenter possesses, but unfortunately, talent can't be properly seen without the proper marketing. With a stronger sense of music identity, Sabrina has soared to heights her career has never seen before. Branding to an artist is exposure, identity, and recognition. It's what gets you to the top.
After all, nobody knows who you are till you show it, and there is a right way to do it. As Sabrina herself has so eloquently put it: ‘I’m on SNL and you're not!’
Written by: Willow Sie
Edited by: Rasshmika Nantha Kumar
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