Beyonce EPK

Forms and conventions

She represents a certain kind of glamor for women which is very typical across the world. The footage of her on tour looking glamorous contrasts with the interview of her wearing a plain checked shirt. She's got her hair straight and simple make up to look normal, it makes her feel more real and therefore you believe what she has to say for herself.

Institutions involved in this EPK is the record label who have a marketing department, this EPK is selling her world tour dvd. It is designed like others EPK to produce accessible information for journalists and fans. The idea is to create a excitement about the dvd and her world tour so more fans can get behind the scenes.


RepresentationBeyonce stands out as a independent female role model to audiences. Her music covers R&B and pop, so target audience are people that are into that genre. In this EPK she talks about her world tour in different countries and how music is such a big part of everyones life even if we don't speak the same language. Beyonce wants to show her appreciation to fans so she gets everyone to send in their 'single ladies' video for the single ladies contest, the way the audience is involved in her contest is also a interesting piece of marketing from the record label.


InstitutionThis short EPK of Beyonce is used to advertise her new album and a preview of her world tour dvd that she is about to release. It uses the convention of formal interview, concert footage, film footage, pop promos and photo shoots. This is all crammed into a short EPK (3.49) and the footage is all very glamorous ,spectacular and eye catching. The EPK starts off with photo shoots of her with her song 'single ladies' playing over as a non diagetic sound. She starts off explaining in the interview how her new album is to do with simplicity which is a black & white convention reflecting purity and style.


Audience