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Sony BMG: Avril Lavigne's Girlfriend
Sony BMG: Avril Lavigne's Girlfriend
| Name: | Sony BMG: Avril Lavigne's "Girlfriend" |
| Stats: |
107,615,653 views and 324,144 comments (zero video responses) |
| What you see: |
Hey, hey, you, you, YouTube has a new queen. It's hyperactive Canadian rocker Avril Lavigne, who in mid-September scored YouTube's first-ever video to surpass 100 million viewings. The single, released in 2007, has topped 15 singles charts around the world for her label RCA Records, a division of Sony BMG Music Entertainment, including |
| Takeout/Takeaway: |
What do record labels do best? Make music and music videos, of course. It appears that RCA understands the power of leveraging that content for its own benefit. |
| Social Media Effect: |
What started as a perfunctory corporate online upload to promote an already popular songstress has become a force multiplier for punkish alienation and celebration. |
YouTube BrandWatch is The Big Money's exploration into how the world's best-known businesses, so adept at managing their images offline, are being perceived online, where control is harder to come by. Every week, The Big Money features a corporate-themed video that's had significant viewership on YouTube: some approved, some unapproved, some mashed-up combinations of the two. And we'll ask our readers to vote on how the video affects the brands. We think the responses will surprise you, and provide a window onto what is fast becoming the most important playground for corporate games. (Note: This feature has no official relationship to YouTube or its owner, Google.)
Radar DDB UK provides social media strategy and insight for major brands
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