2014

PRAJAKTA TALATHI

S P Jain School of Global Management

7/25/2014

ATOMIC BRAND – GREYSON CHANCE

Atomic Brand – Greyson Chance

Brand Management Assignment – Prajakta Talathi (GSEP13CMM031) Page 1

GREYSON CHANCE

An American pop rock singer, songwriter, pianist

Background Born on August 16, 1997 in Wichita Falls, Texas, and currently residing in Edmond, Oklahoma,

Greyson Chance is the youngest child of Scott and Lisa Chance. Greyson began playing the piano at

the age of 8 and has had three years of piano lessons. He, however, had no formal vocal training. He

is of German, English, Polish and Czech ancestry.

First Performance At a sixth-grade music festival in April 2010, Grayson Chance performed on Lady Gaga's "Paparazzi".

Greyson’s "Paparazzi" cover video was posted to YouTube, on April 28, 2010, and for almost two

weeks the video generated low views.

Web 2.0 At least two social websites, GossipBoy.ca and reddit.com, posted video embeds on May 10, 2010.

Ellen DeGeneres first saw the video after Greyson’s brother, Tanner Chance, wrote to her show

suggesting she watch it. The video had about 10,000 views when DeGeneres first saw it.

On May 12, 2010 Greyson Chance taped an interview and performance of "Paparazzi" for Ellen in Los

Angeles. It was broadcast on May 13. During the interview, Greyson received a phone call from Lady

Gaga, who is his true inspiration. Greyson became a hit on YouTube, gaining over 51 million views by

May 2013 which was shortly followed by his second appearance on The Ellen DeGeneres Show,

airing May 26, 2010. In his second appearance, Greyson performed his original song "Broken

Hearts", received a $10,000 award for winning Ellen's Wonderful Web of Wonderment contest, a

brand new Yamaha piano, and was announced as DeGeneres's first signed artist to her new

recording label Eleveneleven.

His original compositions, "Stars" and "Broken Hearts", gained over 6 and 8 million views

respectively on his YouTube channel.

Thereafter, No Looking Back… Greyson Chance also appeared at We Day 2010 in downtown Toronto at the Air Canada Centre,

where he performed "Fire" by Augustana. Owing to his popularity and success, Greyson’s debut

single, "Waiting Outside the Lines", was released in October 2010. His debut album, “Hold On 'Til the

Night”, was released on August 2, 2011.

Atomic Brand – Greyson Chance

Brand Management Assignment – Prajakta Talathi (GSEP13CMM031) Page 2

Studio Albums

Eleveneleven, Maverick, Geffen, Streamline

Hold on 'til the Night

Planet X

Extended Plays

Eleveneleven, Maverick, Geffen, Streamline

Truth Be Told, Part 1

Singles

Hold On 'til the Night

Waiting Outside the Lines – 2010 (Music Video)

Unfriend You – 2011 (Music Video)

Hold On 'til the Night – 2011 (Music Video)

Take a Look at Me Now – 2012

Truth Be Told, Part 1

Sunshine & City Lights – 2012 (Music Video)

Tours

Waiting 4U Tour

Dancing Crazy Tour

Awards and Recognition Won

Year Category Award

2010 Teen Pick: YouTube Artist Hollywood Teen TV Awards

2011 Rockin’ New Artist of the Year Youth Rock Awards

2012 Most Popular New International Artist of the Year MTV-CCTV Mandarin Music Awards

2013 Most Dedicated Fan Army Heat Tweets Award

Nominated

Year Category Award

2010 Choice Web Star Teen Choice Awards

Icon of Tomorrow J-14 Teen Icon Awards

2011 Favorite Viral Video Star People's Choice Awards

2013 Greatest YouTube Star Popdust Award

Inspiration In Greyson’s words, "I love artists who are able to communicate their emotions through music and

sing from the heart. That’s what I’m hoping to do with my songs." He was emboldened by Lady Gaga

after seeing her performance of "Paparazzi" at the 2009 MTV Video Music Awards. He said, "I was

awestruck by her performance. I love her sense of drama and theatricality. Plus, she’s an amazing

singer and piano player."

Greyson was also inspired by the artists Christina Aguilera, Augustana, John Legend, Elton John.

Atomic Brand – Greyson Chance

Brand Management Assignment – Prajakta Talathi (GSEP13CMM031) Page 3

References http://www.greyson-official.com/

http://www.youtube.com/watch?v=xlgqpI6bLJ8

http://en.wikipedia.org/wiki/Greyson_Chance