Below is our final draft of our social media page for our multi-genre artist ‘FREYA’. We believe our final product has portrayed our ideal brand package and mission statement we hoped for. We will be able to gain our preferred reading from our target audience due to the technical conventions and media language used throughout the social media page. We chose instagram as our ideal place for our artist to reach their audience as their demographic is young adults who would regulary use this social media platform. The page uses content and has a total of 19 posts using gifs, videos, photos, realms and teasers in order to create a snese of axcitment throughout.

Marketing techniques are vital in order to reach new audiences and market your star. We have used synergy through collaborations with brands such as Urban Outftters and VOGUE, allowing the star to gain new audiences. Within this collaboration the audience is also offered discount codes showing the star cares for her audience, representing her as ordinary ( a theory suggested by Dyer). The timeline of the page is well thought through and creates suspense as it goes along towards the release of the artists new album. Cross media convergence is also seen on our social media page; our star is seen in an exclusive interview with BBC Radio 1 as well as her songs from her new album being used in the soundtrack of a new season of a well known show. promotion of live events has been seen with the release of tour dates for 2023 as well as a collaboration with a sustainabilty charity putting on a live show where profits from tickets go towards the charity. This represents the star as caring and loving showing that she cares for our enviroment. A call to action has been created through direct links; our song and album releases are available on all streaming platforms as well as a website being produced and linked in our bio. The website offers merchandise and information where you can learn m,ore about the artist. Merchandise allows the audience to feel a sense of personal identity towards the star helping engagement ans a sens eof involvement.

The page represents the star as both ordinary and extraordinary; she is represented as ordinary through regular interaction with her fans as well as givinginsights to her presonal live through Q&A’s, quizzes and posts. The engagement and interaction reveals that the star cares for her fans and has a loving nature. To contrast this she is also represented as extraordinary within her charcater; she is seen is statment outifts, amazing settings, working with famus brands. Artists make very little profit from online steams and it is therfore important to promote physical copies of products. therefore it is mentioned that you are able to but the album on both CD and vinyl on our website. As well as this large scale print advertising has been used to promote the album release in London. Finally the star demostrates her care for charities and political issues. Sustainabilty is a main focus throughout the social media page, with her clloabing with CoolEarth and becoming an abassador for the charity. She also regular shares important posts from other content makers about this topic, enabling her to share her views and opinions on current issues around the world.

Social Media Page Final Draft:

Social media page link: https://www.instagram.com/freya.official.artist/?next=%2F

 

Overall myself and my partner are very happy with how our social media page has turned out. We belive we have hit all points on the assessmne the sheet and will encourage as much engagement and interaction as possible. The page is choherent and fits within our brand and design package well, being consistent throughout all three products.

After finishing draft one of our social media page new posts have been made within the second draft as seen below is the presentation. In order to improve upon our last draft we have included posts relating to debates/politics/important issues. This has included our star raising awarness for the planet and climate change. This has been shown through collaborations with organisations and charities, promoting the star in a kind and caring way (ordinary). One major way we have done this is a collaboration with the charity ‘CoolEarth’ and have produced an animation of a one night only concert which our star will be playong at, where all profits made from tickets go towards this charity. We have also portrayed these important topica through the use of stories; our star has shared other posts which talk about these issues.

Since our first draft we have also included the use of cross media convergence as our star has announced she will be featuring on BBC radio one at a specific time. To ensure the interactions of the target audience our star has shared posts where she interacts with her audience, thanking them for all the support she has recently gained. A vogue feature has also been posted in which an article and interview can be seen within the lastest Vogue magazine. This appearnce helps the media to see that she is an already established artist, featuring in one og the biggest magazine companies. Finally another post which has been made since draft one is a teaser post for the stars latest single, featuring a small snippet from her music video which is going to be released soon. Below you can see images of our draft two social media page.

SMP Link- https://www.instagram.com/freya.official.artist/?next=%2F

Social Media Page Draft Two:

Feedback:

In order to understand what is going well and what could be improved upon it is essential to get feedback from others outisde of your production team. Therefore our teacher has put together a screen castify of what she likes about our social media page and what she thinks we could add within our next draft to make it even better.

Screen Castify:

Positives:

• The page is coherent- it has creted a vibe and brand for the star.
• Good use of high class promotion.
• Collaborations in aid of charity raising political issues- helping her star image.
• cross media convergence has been used.
• Behind the cenes has been used effectively to entertain the audience keeping them hooked in.
• The star is seen as ordinary through interactive posts.
• Brand colaborations and promos have been used which are extremely important.
• The vibe overall works well.
• Variety of posts are good e.g videos, photos, goods.
• The star shows she is ordinary and extraordinary.
• The website is good and gives a different approach towards the page.

Improvments:

• Guerilla marketing could be included- one off marketing.
• More cross media convergence could be included- has the stars music been used for a major project e.g a film sountrack.
• Release the album when complete.

Focus Forward:

Overall for our second draft of our social media page we have recieved very posistve feedback. We have shown a choherent page that has an overall vibe which is extremely important in order to create a branding image and keep the page organised. Promotion, collaborations, cross media convergence, BTS, star image, variety of posts and a webiste have all been portrayed and produced well within the social media page. These all help to create entertainment, provide information, social identity and social intercation which proves to be very important when creating a brand image to keep your audience interacting with the page.

Within our next draft we will aim to use Guerilla marketing startegies, a one off marketing strategy, which will grab the audience’s attention. As well as this it was suggested that we could use slightly more cross media covergence within the page in order to show how the star is successfull and is used on other media texts and platfroms. Finally we will aim to post the announcment of the release of the album as our final posts for our social media page.

 

Social Media Page Draft One:

SOCIAL MEDIA PAGE: https://www.instagram.com/freya.official.artist/?next=%2F

Below is a presentation taking you through what mine and my partners social media page looks like so far. Images from every post are included within the slideshow, from tour dates to behind the scenes footage. As we have gone along the process of starting to create our star’s social media page we have learnt the importance of interaction with the audience in order to keep them enaged as well as the use of persuasive language. This helps to keep the audience feeling excited for the products but also portrays the star image in a professional way.

The colour palette of our page typically sees bright colours, especially blue, which helps to follow the theme of our digipak and music video which also heavily feature these colours, helping to create a branding image towards our star. Our page uses typical conventions of a music artists social media page helping to guide the audience and having a well organised layout for fans to follow.Our page includes the use of the Blumler and Katz theory of entertainment, information, personal indentity and social interaction. These attributes are extremely important when producing a social media page for a music star in order to keep the audience wanting more and being provided enough so that they do not reject the text.

Social Media Page Draft One Evaluation:

In order to know what to do next with our social media page it is extremely important to go through an evaluation and make sure you are including what needs to be included and if not, to do this within the next draft.

From this evaluation we have gathered that so far we are on the right track with our social media page as we have accomplished a lot of the assessment criteria already. Within our page we have a good sense of design coherence, content, synergy, promotion of live events, a call to action, ordinary/extraordinary representaion, engagement and political issues (see attachment below). However there are still a few key elements which we will need to include within our next draft such as cross media convergence and selling physical copies for the audience. In order to do this we will have our star featuring in an interview with BBC radio and also to see our star holding physical copies of the album, when released, in stores.

 

Focus Forward:

The first draft of our social media page has so far been successful and we have been able to portray our star in the way we wanted to; fun exciting, mysterious, ethereal and down to earth. However in order to get our page where we want it to be more posts need to be completed within our second draft inclusing the use of cross media convergence and seeing the star with physical copies of the album. These two essential elements will help us to complete the criteria so that it can follow all the typucal conventions seen on music stars social media pages. Another way in which our page could be improved is to have a wider use of different formats of posts e.g videos, realms, animations and more. By doing this it will help to keep wider engagement within the audeince and keep the page more exciting through the use of different formats.

Overall we have made good progress with our social media page and are heading in the direction we hoped to. We are very happy with the layout of the page and the posts made so far and will therefore continue to do this within our next draft of our social media page.

Marketing Research:

In order to achive what our targeted audience expects to see and a successful marketing campaign it is vital to research possibile marketing strategies to increase the likelihood of audience engagement, ensuring they accept the text. These may include synergy, guerilla marketing, viral marketing and more. The main use of marketing we will use for our star image is synery- when one or more organisations interact and collaborate, benefitting both sides. This will enable our star to gain new following from demographics of similar intrests to those in her audience and then, in return, it will benfit the brand she is collabortaing with.

Brand collaborations will be our main form of synergy, collaborating with skincare, makeup and clothing brands which relate to what our fans are also interested in. This will enable our star to become more well recognised within the media gaining a new audience and following. We will also use another form of a marketing technique known as a merchandise. This type of marketing not only provides income for the artist but also helps the audience to interact with others through word of mouth, the news of new merchandise becoming trendy will help promote the star and her artist. It also helps to portray our star in a positive manner showing she cares for her fans and wants to help them feel a sense of personal identity and connection towards the star.

The album is called ‘Faces In The Crowd’ so a clever way of promoting the album would be too take photos of mulitple people with the star being centre, this may feature within our digipak also. This reinforces the idea of the album but also creates a different and unique image idea which will be havily recognised within the media.

Our Marketing Timeline:

When producing a social media page for a music artists it is extremely important to plan out what posts you want to make and in what order. In is important to stay organised throughout the process and by producing this timeline will enable this. The timeline includes different types of posts we aim to achieve by the end of this project, which we believe help promote our star in a positive and engaging mannar.

Within our social media page me and my partner want to include a variety of posts in order to keep our audience engaged constantly. Some posts we want to include are:

• Studio Shoots
• Brand Collaborations
• A Mini Website
• Merchandise
• Stories and Highlights of day to day life
• Magazine Collaboration
• Star Performing at a Concert
• Music Video Snippet
• Release of Album
• Star Spotting Herself On Magazines In Shops
• Spotify Track
• Audience Engagement Posts- Q&A

All of the above post ideas help to engage the audience, creating a sense of excitment about the star. It is important to post regulary in order to keep your audience up to date with the latest things the star is doing. these types of post also help to follow the idea of AIDA, cretaing attention, interest, desire and action. It also allows the social media page to create information, entertainment, personal identity and social interaction.

Focus Forward:

Now we have produced a timeline me and my partner feel more organised going into the process of producing a social media page. It has enabled us to have a clear idea of how we will set out our page and what type of posts will be featured.

To gain an understanding of how similar artists within the music industry promote themselves within the media and what common conventions are seen on their social media is needed before we start to produce our own. We chose Tinashe’s instagram page to analyse as she follows a similar demographic and target audience that we have chosen for our star. Her general atmosphere and vibe is also how we want to portray our star when it comes to making a social media page. Below is a screencastify of me and my partner’s analysis of Tinashe’s Instagram page, highlighting what technical conventions are typically seen trhoughout her page.

Screencastify of Social Media Page Analysis:

From analysing an already established star within the industry we were able to pick up on the common conventions seen within her social media page and how she as an artist is portrayed to her audience. The singer follows common conventions typically seen on most artists social media pages; close up profile picture, bio information, highlights/stories, post count and follower count. These common conventions help the media to recognise she is an established star and constantly keeping her page active for her audience, showing she cares for her fans.

Her instagram page also follows the conventions of AIDA- attentions, inerest, desire and action, through her unique images and colour pallette keeping a choerent instagram page, acting as a role model towards her fans, keeping a well organised page with easily accessabile links and audience interaction being encouraged. As well as this the Blumler and Katz, Uses and Gratifications theory, is also shown, creating a sense of entertainment, information, personal identity and social interaction. The posts follow a clever use of both digital design and photography skills creating an ‘ethereal’ and ‘mysterious’ approach towards the star’s character. She also is constantly seen to be updating her information regarding tour dates, merchandise, magazine features and more- important in order to create a brand for a star. Personal identity is seen through the regualr interaction with the audience as well as the option of buying merchandise, connecting the star and the audience together. Social interaction is extremely important for a successful social media page and this is seen through comments, livestreams, videos as well as regualr posts, allowing the fans to always have something to talk about, keeping her highlighted and known within the media.

Richard Dyer’s theory of star image is also shown throughout her instagram page with her being represented as both ordianary and extraordinary. The rgualr interactions with her fans create a humble and caring charcater whereas her posts create a sense of excitment through the professional touch helping to portray her as extraordinary.

Focus Forward:

Now having a clear understadning of how artists are able to promote themselves to stay highlighted within the media we will be able to use this knowledge going forward when creating our own social media page for our star. We have gathered an understanding that is important for our target audience to see our star as both ordinary and extraordinary so they can see different sides to her. As well as this is is extremely important to follow the theories of both AIDA and the uses and gratifications theory in order to keep the audience hooked. Regualr posts, audience interaction, marketing techniques, additional information, a coherent page and products are all common technical conventions which we will be inlcuding within our page in order for it to be successfull. This task has also given us inspiration for what we could post on our own page helping to have a clearer idea of our product.

In order to understand how a social media page is presented in order to attract the audience in aim of inorming, entertaining, creating social interaction and a personnel idenitity it is important to analyse an artist of a similar genre to our star in order to understand the typical conventions seen. Below I have analysed Tinashe’s instagram page due to her having similar style music to what our star has and a vibe we hope to portray. The reason for choosing instagram is due to the demographics of our audience; younger generation both female and male. I believe that instagram is directed towards our demographics and is the platform our star would typically use to promote herself.

Social Media Page Analysis:

From analysisng Tenashe’ instagram page I have been able to recognise the terminology commonly seen on pop star’s social media pages. The main focus when first visiting her instagram page is the profile. This includes follower count, post count, profile picture, highlights and bio. This allows the audience to engage in a simple introduction to the star with breif infromation supporting her. The high follower count suggest she is already an established star within the industry as well as showing her post count suggesting she is active on her page constantly keeping her fans up to date. The profile picture allows the audience to instantly recognise the star by using a close up of her face and direct mode of adress helping the audience to feel a sense of involvement. As well as this highlights are seen with different titles helping the page to stay organised whilst keeping it intresting and infrorming. The bio states ‘Musician/Band’ helping new audiences to know wxactly what they will recieve when they visit this instagram page.

Moving on to the posts seen on her page, they typically involve both phototgraphy and digital design. Bright colours are used to portray an energetic and fun character helping to keep the audience intrigued. The costumes featured are usully statement pieces displaying unique and quirky clothing, helping to keep the page eye catching. As well as posting regular photos the star regulary uses live streams and realms in order to enage with her audience through comments, likes and interactions. When the star is able to comment and interact with their audience it helps to portray them as humble and ordinary showing they care for their fans due to them giving up their time to interact with them.

In order to keep the fans and audience up to date with what the star is doing other types of posts are displayed. On Tinashe’s instagram page she has included tour posters seen above in the slideshow. This enables fans to stay informed with what the star is doing in a creative way. The designs are all colourful and give of a unique look compared to other artists. The digital design of her posts give an almost ‘psychedelic feeling’ towards the star giving her a mysterious approach. In addition to this Tinashe also seels merchandise to promote her star image. Merchandise can help the audience to feel a sense of involvment with the star, creating a personnel identity if they purchase a product. As well as this the star posts herslef out and about, posting any marketing stargies she sees when she is out, for example above in the slide show she has posted herself on a large scale print advertisment, billboard, and a magazine.

Focus Forward:

Everything mentioned above helps to create a star image and the way the are portrayed within the media. Every post and interaction online can allow the audince to form and opinion on the star image, therefore it is extremely important to portray the character you aim to do, so the audience accept the text. A social media page aims to follow the Blumler and Katz Uses and Gratifications theory; inform, entertain, social interaction and personal indentity. In order to achieve this the page must be active and include all the correct componenets to follow this theory of what the audience expect to recieve when visiting a star’s page.