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Discussion: What Happened to Katy's Team?
ATRL Contributor
Member Since: 8/18/2013
Posts: 4,821
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What Happened to Katy's Team?
This is a serious question, as I am not a stan of Katy and thus do not keep up with any behind the scenes info that comes to light.
Her singles were so perfectly released and managed during the Teenage Dream era. She had six #1's with an additional two Top 3's. This era started out strong with the smash hit that was Roar, and the strong reception to Dark Horse when it was released as a promotional single indicated that her streak of #1's would continue, but then...Unconditionally happened. Now, I personally love the song, and it was a moderate hit in the US in the end (#14 peak, 1,000,000 in sales, VEVO Certified video, etc.), but it was an obvious step down compared to her previous hits. Lack of promo was absolutely not the problem here, nor was a lack of radio support, so I'm not really sure what happened here. I don't think her team is to blame on this one. If anything, they could have repeated tactics from the previous era and discounted and remixed the song, but the latter may not have worked as well since this was a more mature single. Thankfully, they were smart enough to see that Dark Horse was begging to smash, and it rightfully did upon release. No problems there.
But then Birthday happened, and this is where, in my opinion, things started to get messy. For God knows what reason, they released the video before any promo and before the song had built up some strength on radio. Radio was already starting to play the song regularly even before the song was officially announced as a single, so it would have steadily made its way up iTunes from radio support alone had they given the song some time. Releasing the video so early really took away any benefit the song would have received from streaming points combined with high radio audience. I could see the song at least scraping the Top 10 of the Hot 100 if they had played it out this way. And then there's the almost complete lack of promotion. Only one performance of the song? Obviously that wasn't enough, and I think anyone on this site could have foretold that. I know she's on tour, but I'm sure they could have squeezed in a few promotional performances here and there. The last issue with this single was the remix. With Birthday, they decided to go back to the Teenage Dream route, releasing a Cash Cash remix in hopes of boosting the song's commercial performance. While I do applaud their efforts there, the problem was that, to my knowledge - and I could be wrong here - the iTunes release of the remix wasn't even announced - it just kind of happened. That may work for new music (see Beyoncé's latest album), but not for a remix of a fourth single. The song was still a moderate hit in the end, peaking at #17 in the US, but that's nowhere near where a typical Katy single should peak.
And now we have This Is How We Do. They already made the same mistake with the video as they did for Birthday, and it seems that they're already trying to push a remix for the song (although I've heard that could just be for the remix album for the single, to come later), but hopefully they actually get Katy some promotional spots with this single.
Again, I'm not even a stan of hers and this hurts to see. I really hope people don't see this as a shady post, because it's not meant to be. It's just sad for me to see someone who easily pulled eight Top 3's out of her last album have a hard time scraping the Top 20 with her last single, especially when it's arguably due to poor marketing and not the material itself. Granted, the album sold well and the tour is doing good thus far, but two out of four singles this era have been a bit underwhelming commercially. So I repeat the question: what happened to her team? Did she get a new one, or did a few members leave and a few join? What happened?
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Member Since: 8/19/2013
Posts: 9,288
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Not a dissertation
Her team is fine, she did well this era all things considered. Expectations are way too high for her.
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Member Since: 1/1/2014
Posts: 23,128
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Not this being reported already but tbh I don't think they really care anymore. Nothing they release is gonna push more album sales significantly after 2 giant hits so might as well just release any ol' song.
I still would have preferred Legendary Lovers > Birthday+TIHWD but whatever, I'm not on her team so!
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ATRL Contributor
Member Since: 8/18/2013
Posts: 4,821
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Why was this reported? I've never been reported before. I honestly didn't mean this to be shady or rude.
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Member Since: 8/19/2013
Posts: 31,020
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I didn't read that, but she chooses the singles so she is the one to blame. They gave her a lot of promo for Unconditionally even though they knew it would underperform. Her team is the same.
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Member Since: 8/18/2013
Posts: 15,244
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Prism is still a success & did what no one in 2014 and 2013 did .
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I ain't reading that essay in the OP !
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Member Since: 3/6/2014
Posts: 13,097
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She switched teams this era, but nobody was expecting her to get five #1s this era and her tour is doing very well, so all things considered her team is doing fine. However I do think that they're slacking a bit.
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Member Since: 3/1/2014
Posts: 4,585
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Serving me Emancipation Proclamation teas tbh
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Member Since: 9/3/2011
Posts: 14,867
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They got lazy and rested on their laurels a bit with this messy Birthday/TIHWD era.
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Banned
Member Since: 11/14/2011
Posts: 4,430
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Katy ha creative rebellion era
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Member Since: 4/3/2014
Posts: 4,801
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Quote:
Originally posted by TheNight
Why was this reported? I've never been reported before. I honestly didn't mean this to be shady or rude.
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people take things too seriously on here you didn't do anything wrong don't worry
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Member Since: 1/1/2014
Posts: 41,181
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The early video releases were huge mistakes. When you're on your 4th and 5th single and, given the tour schedule, you can't pull off high profile promo performances, the video release is the only thing throughout the single's chart run that the fans and the GP can look forward to. By releasing it before the single has even been sent to radio, they make it dead on arrival. They have no aces up their sleeves left now unless they book the VMA's somehow.
I think they're using the early videos to create hype and declare that they're on to the next single. Maybe because radio is still playing DH. But it doesn't work like that and her team should know better
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Member Since: 6/28/2010
Posts: 7,399
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Nothing. TIHWD is a questionable choice for a single, but Unconditionally and Birthday were the right choices. The GP is bored of her.
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Member Since: 5/14/2007
Posts: 25,912
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The music isn't good so it's not successful
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Member Since: 1/2/2014
Posts: 8,759
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and one more thread about Katy by a non Katy fan...just a typical ATRL day...i hope mods will close this s*** before it becomes a mess (again)
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Member Since: 6/15/2011
Posts: 10,115
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Her fans would just say that she is doing perfectly fine.. but deep inside they know that things are not happening the way it should be for Katy's singles.
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ATRL Contributor
Member Since: 11/5/2011
Posts: 100,491
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She has a brand new marketing team. She hinted at this when she accepted her WotY award a couple of years ago (around the same time EMI and Capitol merged, or something).
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Member Since: 6/15/2011
Posts: 10,115
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Quote:
Originally posted by SeanET
and one more thread about Katy by a non Katy fan...just a typical ATRL day...i hope mods will close this s*** before it becomes a mess (again)
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Exactly like when ARTPOP underperformed
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Member Since: 8/19/2013
Posts: 31,020
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Quote:
Originally posted by duybeeGAshantiGA
Her fans would just say that she is doing perfectly fine.. but deep inside they know that things are not happening the way it should be for Katy's singles.
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Last time she was promoting the hell out of the singles. This album she stopped after DH and is completely focused on the tour. Dismissed.
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Member Since: 1/4/2014
Posts: 22,877
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