Adele is the real deal, she feels what you feel, and she won’t let you down. This isn’t even marketing, it’s simply an announcement. She has no need for the sideshows employed by lesser talents. It’s saying, “Everything is about the voice, the songs and the emotion nothing’s changed. The simplicity of this latest album campaign serves to underline the message that her audience like and are expecting. Monochrome photos and promos, the linear logo, a number for each album title, the black A-line dresses, and recently the ‘white text on black’ lyric video that was the teaser ad in X Factor announcing that the new album was imminent. What has always been notable about the marketing of Adele is how simple it is. The marketing expert: Anna Derbyshire, senior marketing manager, RCA Records UK Another example of this is the John Lewis Christmas ads, especially this year’s one, and their use of melancholy music. This kind of collective sadness works especially well in November and in the run up to Christmas – just ask the retailers about it. Adele’s main lure is her amazing voice and her highly emotional singing style – and the sadness in her music can be restorative for many, something that is very much in line with the catharsis that the early Greek drama theorists described. This has been known since the times of Greek theatre – but don’t forget there is a difference between actual felt sadness and aesthetic sadness which can be enjoyed. We can find pleasure in sad music, very much like how we can find pleasure in drama and tragedy. The psychologist: Daniel Müllensiefen, senior lecturer and co-director of the MSc Music, Mind, and Brain at Goldsmiths, University of London You’re sharing your heartbreak with Adele and that makes you feel better. If you hear someone saying “actually, I’m not OK at the moment and I want to speak to my ex”, people can really relate to that. One of the reasons why Adele works well on the radio is that her music is almost like a shared pain. It was a really lovely moment and something that got such a big response. We thought it would be quite silly but actually it turned into this release of emotions. A week after Adele sung Someone Like You at the Brits, on my show we decided to get some people on the phone to sing the chorus and give us a bit of background – tell us who they were singing it for. I remember hearing Hometown Glory for the first time in 2007, when I’d literally got off the phone from the boss of Radio 1 who had offered me a job – I heard it as I was driving home to tell my mum and dad so I always remember that. I think a lot of people associate Adele’s albums with specific times in their life – I know I do. The industry figure: Greg James, presenter of BBC Radio 1’s drive time show and The Official Chart
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