ARTIST: KATY PERRY ft. MIGOS
RECORD LABEL: CAPITOL RECORDS
VIDEO DIRECTOR: DENT DE CUIR
Katy Perry released her video for her latest single ‘Bon Appétit’ featuring Migos last Friday (May 12). After mixed (honestly with pointer closer to negative) reception of the song on its launching day (April 28), collaboration by Quavo, Takeoff, and Offset, sounds like a spotlight call to push a song far from hit status. US #1 album Culture and #1 viral marketing single ‘Bad and Boujee’ hip hop phenomenon does not help the American PopStar on changing the trend of latest efforts underperformance.
From ‘Rise’, where a tired Max Martin formula did not joy the global visibility of the Olympics event exposure to the so well marketed ‘Chained To The Rhythm’, aided by top promotion awards stage live performances, chart results and public responses have been underwhelming compared on investment.
Bon Appétit with its fresh food concept has been promoted really well through Cherry Pie making video on Buzzfeed Tasty platform, whose Facebook page has more than 85 million followers, that you can see below!
Food focused campaign saw Katy Perry involvement and appearance in New York ‘World’s Best Cherry Pie’ truck. After chef Roy Choi appearance in Bon Appétit music video, founder of Kogi BBQ, famous for its trucks , probably we go to the origin of the promo idea. Learn more about one of the LA street food icon @ Kogi BBQ.
And let’s have a look at how Katy Perry’s truck looked !
In regards to live promotion, the new single was performed at Met Gala (may 1) in New York and at Wango Tango in California. As for European market appearance at Radio 1’s Big Weekend is really anticipated. Perry’s efforts to launch her upcoming album ‘Witness’, to be released in June, are tangible. The new album will be followed up by a North American Tour Leg from September 2017 to February 2018.
Bon Appétit, as well as ‘Chained to The Rhythm’, offers affiliated merchandising items through singer website. But Bon Appétit items are more interesting, probably thanks to a funnier and approachable food concept. The ‘must have’ piece is the picnic blanket with single cover art print, but other items like the ‘Baywatch’ like women swimming suit (picture) worth the evaluation for female followers. Have a look at all items available and purchase @ Bon Appétit shop.
Meanwhile in term of video content, Bon Appétit is more powerful and attractive than the futuristic theme park set ‘Oblivia’ in ‘Chained To The Rhythm’ that was directed by one of Perry loyal video collaborator, Mathew Cullen, director of successful ‘California Gurls’ and ‘Dark Horse’. Bon Appétit video is engaging, funny and possesses that attractiveness that makes you watch it over and over again. Streaming video views can push song performance on charts that as for now has been characterised by a low impact #76 in the US Billboard HOT100 chart May 20 2017 and #43 in the Uk(May 12).
The outstanding visual effort is directed by Dent De Cuir. Visit www.dentdecuir.com later to watch other visual projects by filmmakers collective based in Paris and Montreal. But for now let’s watch Katy’s new video!
Otherwise you can just stream the song on Spotify!