On 23rd November 2009, Rihanna released her fourth album titled ‘Rated R’ both in North America and UK. I have been following her with the lead up to the release of the album and currently looking at what she is doing to sell and promote it. It has been announced by Island Def Jam that the album hasn’t been selling as they forecasted. Having listened to the album myself, I think she has added her personal issues within some songs to which it shows her as growing up rather than her as an 18 year old when she first started in the music industry. I am to find out how Rihanna has planned out her marketing strategy to increase her objective of high sales.
A lot of people who have reviewed the album in newspapers and magazines, have given positive comments as this album refers a lot to do with the attack by ex-boyfriend Chris Brown and after the attack recovery. This has made the album speak to her fans about the situation she went through and is now looking forward. Many would say she is using the attack as awareness to younger females who get attacked by their partners. She has transformed from a teenager to an empowered woman with messages and emotions to communicate about what has happened to her.
So what has Rihanna been doing to get her album within the charts and selling. On the day of the release, she was at the Best Buy store in New York signing the albums for fans and having a picture taken with them too. With new looks with her hair, she has also gone for fashionable style by wearing white, black and gold colouring clothing, whether this represents her as being a mature person we’ll have to find out later. However, she did launch the album with Nokia in London, on 16th November in front of an exclusive audience which was live on stream online as a concert. This information was advertised on YouTube, Facebook and Twitter as it is the first time a music artist has released an album with Nokia. Since then she has been back to the U.S and back again to UK.
It seems like Rihanna is desperate to reach Number 1 in the album charts as Island Def Jam announced that her album would be available for $3.99 on Amazon via MP3 only. The singers projected sales for the first week were to be 165,000. Although, doing everything she can do to promote it, her marketing campaign hasn’t gone off to a great start. Last week 24th November, she was interviewed by Angie Martinez on Radio Station Hot 97, which was a playful interview talking about her and Chris and her album. Currently sitting at 16th in the UK Albums Charts and yet to be placed on the U.S Album Charts. She was on the X Factor show (29th November) singing her ‘Russian Roulette’ single which is out today. All she has been doing is speaking about what has happened between her and Chris and doing live performances. Having been on morning shows across America and appearing on guest shows, her album is set to flop globally.
Watch out for Chris Brown’s album Graffiti releasing on 8th December 2009!