Jessie J

Musical genre: combines Soul vocals with contemporary RnB, pop, electro-pop and hip-hop beats

Background and route to fame

• Jessie J is a stage name2006-2010• Studied at a Performing Arts School• Age 16 studied at the BRIT School for music• Sang in a girl band• Signed a song-writing deal with Sony and

wrote for artists like Chris Brown• Signed for Universal

Becoming famous

• Many people think she became famous through YouTube but she had signed to Gut Records 4 years earlier

• Second label, Lava, signed her because their President was sent a link to Jessie’s MySpace page.

• Lava Records are a joint venture with Universal• She is the first UK female solo artist to achieve six

top-ten singles from a single studio album

Style and image

Proud to be British

Judge and mentor on The Voice UK

Women should be sexy but

strong

Raising money for Comic Relief through a dramatic gesture

Sophisticated young woman

Target audienceDemographic •Teenage girls (age 16+); •Single women (age 20-25)•Jessie J has said that she is bisexual; she offers an example of someone who has struggled to find her way but has succeeded.Psychographic•Reformers: seeks social awareness (charity work); independence (is sexy but strong); encourages freedom and personal growth (unconventional performance style; fusion of different musical genres; openness to new ideas)

Uses and GratificationsDiversion•Entertainment through listening to the music and watching the videoPersonal relationships•Illusion of intimacy via: Facebook official page; Twitter official feed; MySpace official page where she gives her personal views and opinions and fans can find out what is going on.•Ability to join Jessie’s friends and followers – to become part of a forum.•Has Twitter feed for The Voice UK – @teamjessieTVUKPersonal identity•Image of confident young woman who empathises with people who are less confident (“I hate it when girls cry,” as she comforts a contestant on ‘The Voice UK’)•Uses Instagram (winner of Best User of Instagram in Capital FM awards)Surveillance•Social network sites show when/where she is touring, on television, on radio; also, which awards she’s won