The website has everything present on one scrolling page, except for the merchandise which is on a separate page, right as you enter the website you are presented with the name of the star and their latest music video, this is good as it helps establish what genre and style the artists immediately introducing their latest work so that the viewers knows what they are, and then just below there is an about section where the viewer can learn about their background and who they are.
The navigation of the website is easy as everything is on one page, allowing the viewer to just scroll down to the section that they want or click on the section on the navigation bar, letting the website smoothly take them there. Although the navigation is quick and easy, having everything on one scrolling page looks to have limited the amount each section has making the website feel small on content, leaving a lot of blank space in between. In addition having the merch on a separate page is good as it allows for more items, but also interrupts the consistency as every other section is on one page.
Information of the band is clearly identifiable as each section tells you about the group, firstly the music video at the beginning tells you about their latest product, the about tells you about who the group are, who are the members and what genre they are, the discography shows past work, tour dates and general pictures from venues or casual life. This gives the viewer all the possible information they need, and if they want more there are social media links on the right side allowing them to go further within the brand.
The branding of the website doesn’t seem very consistent as the the colour pallete of the website doesn’t communicate with the other media. The website uses a light blue background where as the discography of digipacks don’t show this with the common colours being black and white. The video is unavailable however from the image of the video this also doesn’t communicate with the other media or the website, therefore a brand image isn’t really represents, or at least a vibrant colourful brand is what they may be going for.
The website does fulfill the audience’s uses and gratifications as it offers everything they need. Firstly information is everywhere on the website on each section, giving the audience each needed information on one page. Personal identity and social interaction is presented with the merchandise and social media links. This lets the audience purchase and where the groups merch to identify themselves as a fan letting them communicate with other fans because of the merch. In addition the social media links let them interact with other fans and the group themselves on those social media platforms. Finally entertainment is established immediately as the music video is where the audience lands on when going on the website.