ASSIGNMENT+1,+9.7.10

READ "TAKING CARE OF BUSINESS: THE BLACK EYED PEAS" ON PAGE 6 OF THE SEPTEMBER WSJ OR FIND THE ARTICLE AT WWW.DELICIOUS.COM/KATHY39420 UNDER THE TAG "HWREADINGS".

//OBJECTIVE: UNDERSTAND HOW THE BLACK EYED PEAS' MARKETING STRATEGY//

ON THEIR RISE TO STARDOM, THE BLACK EYED PEAS HAVE BEEN ESCORTED BY A PARADE OF CORPORATE BACKERS, INCLUDING BLACKBERRY, LEVI'S, HONDA, APPLE, VERIZON, AND PEPSI. MARKETERS LOVE THE BLACK EYED PEAS FOR THE RAINBOW ETHNICITY OF THE BAND'S FOUR MEMBERS, ITS GLOBAL FAN BASE AND ITS POPULAR PARTY ANTHEMS. LEADER WILL.I.AM SAYS CORPORATE PARTNERSHIPS ARE AS IMPORTANT TO THE BAND'S SUCCESS AS ITS MUSIC SALES.

1. HOW DOES THE PEAS' WILL.I.AM SELL THE BAND TO POTENTIAL CORPORATE PARTNERS?

2. WHAT IS WILLI.AM'S RESPONSE TO CRITICS WHO CALL THE PEAS SELLOUTS?

3 WHAT IS YOUR REACTION TO THE BLACK EYED PEAS' CORPORATE SPONSORSHIPS? DO YOU MIND ADVERTISING MESSAGES MIXED WITH YOUR MUSIC? DO YOU THINK THE PEAS ARE SELLOUTS OR BUSINESS-SAVVY ARTISTS?

4. CAN EVERY BAND GET AWAY WITH ASSOCIATING WITH SO MANY BRANDS? WHY OR WHY NOT.

IF INTERESTED, HERE IS ADDITIONAL READING ON THIS TOPIC. IT IS ABOUT LADY GAGA!! GO TO WWW.DELICIOUS.COM/KATHY3940 UNDER THE TAG "HWREADINGS" AND FIND **LADY GAGA**

DUE: SEPTEMBER 7 BY 2:07 PM