In this lesson, we were taught what is the process of a marketing campaign and giving our own unsigned artist to market via a powerpoint presentation.
When marketing an artist there are three main aspects to consider:
PUBLICITY- Raising the artist's profile
This can be achieved by:
Music programming, e.g MTV interview
Gigs and concerts or being an opening act
Advertising other products, syngersing with a product that can relate to the target audience. Eg, teenage targeted music are often the soundtrack for spot creams.
Winning awards, e.g The Brit Awards
ADVERTISING- Selling a product
This can be achieved by:
Ads for the album (e.g The xx)
When marketing an artist there are three main aspects to consider:
PUBLICITY- Raising the artist's profile
This can be achieved by:
Music programming, e.g MTV interview
Gigs and concerts or being an opening act
Advertising other products, syngersing with a product that can relate to the target audience. Eg, teenage targeted music are often the soundtrack for spot creams.
Winning awards, e.g The Brit Awards
ADVERTISING- Selling a product
This can be achieved by:
Ads for the album (e.g The xx)
Above is The xx's cover album 'xx'. This was also used for their poster campaign denoting of a solid black background and a large white x. This was an effective advertisement due to subverting conventions of advertising where a picture of the band is usually used to promote their image. The poster not only draws more attention to itself because of the lack of typography and images but also the band and creates intrigue for their primary audience, as well as secondary. It also signifies the alternative style of music that the band creates.
Ads for singles and mix tapes
Billboards
Internet (on popular websites such Facebook and Myspace, music blogs and the artist's own website.
Radio (corresponding to the genre of the artist, eg, rock-kerrang!, alternative/indie-xfm, r'n'b-choiceFM)
Magazines (poster in magazine, again corresponding to genre, NME for indie, Kerrang! rock etc)
Billboards
Internet (on popular websites such Facebook and Myspace, music blogs and the artist's own website.
Radio (corresponding to the genre of the artist, eg, rock-kerrang!, alternative/indie-xfm, r'n'b-choiceFM)
Magazines (poster in magazine, again corresponding to genre, NME for indie, Kerrang! rock etc)
PROMOTION- Promoting artist via other products
This can be achieved by:
Competitions (eg, winning a pair of gig tickets. This can also be linked with the bundling, where artist offer more merchandise to promote sells. An example of this is where Lady Gaga gave a piece of her hair away to the first 500 people who brought her new album.)
Merchandise (such as t-shirts and even expanding to other products such as perfumes. E.g Beyonce releasing Star. This will not only boost her profile but also more revenue with the sales of the perfume.
Guest vocals onto a soundtrack for a major film. For example, Chris Cornell, a lesser known artist in the UK was featured on the James Bond smash hit 'Casino Royale as the main theme song and in so, dramactially raising his profile.
AUDIENCES
When marketing the target audience is the primary audience while the secondary audience is one that is different and smaller that will also make the company profit.
EXAMPLE
STAR PERSONA
How the artist is visually portrayed and their unique selling point. (USP)
This can be achieved by:
Competitions (eg, winning a pair of gig tickets. This can also be linked with the bundling, where artist offer more merchandise to promote sells. An example of this is where Lady Gaga gave a piece of her hair away to the first 500 people who brought her new album.)
Merchandise (such as t-shirts and even expanding to other products such as perfumes. E.g Beyonce releasing Star. This will not only boost her profile but also more revenue with the sales of the perfume.
Guest vocals onto a soundtrack for a major film. For example, Chris Cornell, a lesser known artist in the UK was featured on the James Bond smash hit 'Casino Royale as the main theme song and in so, dramactially raising his profile.
AUDIENCES
When marketing the target audience is the primary audience while the secondary audience is one that is different and smaller that will also make the company profit.
EXAMPLE
STAR PERSONA
How the artist is visually portrayed and their unique selling point. (USP)
LADY GAGA
Lady Gaga star persona consists of strange outfits that makes her stand out from the crowd and high sexualised image she portrays in her videos. She has platinum blonde hair and often wear heavy makeup, representing a superficial yet glamorous look to her persona. She also presents the image of a string individual woman although she is a classic example of exhibitsiom.
EMMA'S IMAGINATION
EMMA'S IMAGINATION
POWERPOINT
I chose unsigned artist Emma's Imagination and how I would market this artist.
I chose unsigned artist Emma's Imagination and how I would market this artist.
Emma's imagination: Star persona
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