Marketting

Our Mission Statement

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KEY TERMS: brand, integrated advertising, promotion, audience, USP, mission statement, call to action.

Remember the brief?

A promotion package for the release of an album, to include a music video (major task), together with a social media page for the band and a digipak for the album’s release (minor tasks).

It is important to note from the beginning that you are not making a digipack and social media page to advertise your music video! You are launching a new album, which contains that song, but which also contains a number of other tracks.

So before you start planning the print and web elements of this promotional package. You need to be clear about the mission statement for the whole campaign. You must think more holistically about the album and create an integrated advertising campaign…

Your Marketing Strategy & Mission Statement

Who is your Audience?  Revisit your audience profile from the music video.

  • Who they are (demographics)
  • What other media they consume and participate in.
  • What their values attitudes and beliefs (ideology / psychographics)

A Call to Action

  • How do you want the audience to engage with your star / album
  • How will they invest time and money in your star / album

Who are the competition?

  • Name three similar bands / artists.
  • What are the trends in album designs of similar stars / bands?
  • What does their website look like?

Your USP (Unique Selling Point)

  • Is your star already established or are trying to establish a new presence in the market?
  • What is your star image & how are you trying to innovate / develop that image?
    • Are you mixing up elements of different genres?
    • Are you trying to re-brand your star?
    • Are you emphasising the ordinary or extraordinary?
      • Remember according to Dyer meta narratives include both.

Your Mission Statement.

  • In 50 words or fewer write an agreed mission statement that includes the central idea that will unify your brand.
    • This will include ideas represented in your music video, but must also bring in a wider range of ideas that you will develop as you make a 3D Moodboard.

TASK.

As a group, create a google slide (example) that addresses the various aspects and complete brief notes in response to the questions.

Then, complete the mission statement in production groups and copy it into your blog.

This blog post is essential for when you come to complete Creative Critical Reflection  and have to address how ‘do the elements of your production work together to create a sense of ‘branding’?’

TWO EXAMPLES:

One

Sunnies puts the vibe into indie rock.  Influenced by the best of Poland’s underground punk scene and the top tenners of UK Brit Pop, the Sunnies aim to go ‘where no man has gone before’. Combining a musical landscape of hard rock rifs, abrasive punk lyrics and indiistic themes, the band will satisfy the hardest of new wave critics. The new album, DON’T RAIN ON MY WELLIES,  is destined for a Grammy – making it number 3 on their mantelpiece of success.

Two

Skye is this decade’s rising moon.  Mixing indie folk and Appalachian A Capella, Skye’s haunting acoustic tones and her quirky and experimental performance style, combines the best of festival fantasy, giving her fans a visual and auditory kaleidoscope.  The new album, SKYE HIGH, features the hit song, ‘SIGH NO MORE’ and will tease the socks off the best of British female artists including Kate Bush and Florence and the Machine.

 

Task 20 – Case Study Index (and Task 19 – take a copy of the class slideshare)

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Make sure you take a copy of your Class Case Study slideshare first of all and rename it as your own. You can then thin it down and delete ones you don’t like. Or redesign slides etc.

All the instructions and templates are on the blog but listen carefully to Mrs Cobb’s outline and explanation.

Remember to  use examples from across the Class Case Study Slideshare, Anima and the Voicethread Sandbox recording or pdf.

Distance Learning – Week 6 – Marketing and Cross Media Convergence and Synergy

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Intro to this week’s work:

Marketing

These are just a few ideas to use for case studies for exciting and innovative ways artists have managed to use marketing to raise their profile.  They are completely up to date so should be valued case studies for the essay.  The template for analysing the case studies is on classroom. If every student does one story then you will have a lovely library of examples to choose from.

IMPORTANT MARKETING TERMS

  • Cross Media Convergence – when media platforms/channels/companies work for each other i.e. music in a film, music in a video game.
  • Synergy – when music producers/artists work with other industries to endorse products or promote their own i.e. merchandise, branding, influencers etc.
  • Viral Marketing – a marketing campaign that uses the interactive nature of the Web 2.0 to encourage news, information, details of an artist, recording, performance to be spread as far and as wide as possible. It relies on it ‘speading like a virus’ as social media users, click, open, push, pull and pass on information.
  • Guerrilla Marketing – a ‘one off, new worthy, headline grabbing’ marketing stunt, campaign, event that often goes viral and creates an on-line buzz or modern day word of mouth.

Some Context

First of all – what is advertising, marketing and how is the term integrated advertising such an important term in relation to promotion music and finding the target audiences?

Task 10: Watch this video.

Task

You will be allocated two case studies to read and complete a slide for on the class case study slideshare.  One will be allocated on the slideshare and one will be from the attached document below. These particular examples come from some very recent marketing campaigns and may indeed contain examples that you, yourself have been exposed to and engaged with.

  • Session 1 – Task 10 – Watch Mr Gregson’s intro and Integrated Advertising (above) and make notes – template on Google Classroom. (0.5 hr)
  • Session 2 Task 11 – Read and watch the Anima (Radiohead) article and video for a recent marketing campaign and answer the questions on the sheet (see Google Classroom). (1hr)
  • Session 2 + 3 – Task 12  – Case study slideshare story (Slideshow) – read and make slide. (1.5 hr)
  • Session 4 + 5 – Task 13 – Case study from Sandbox – read and record slide (1.5 hr) – See Google Classroom for voicethread link – to be released Friday 1 May.
    • Completion for Monday 4 May
  • Monday 4 May – day to catch up

We will start the final stage of the Music Industry – Exhibition and Exchange on Tuesday 5 May.

 

Distance Learning – Week 6 – Intro to Marketing

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A Slideshow on Marketing

A talk through the slide show.

 Glossary of Terms:

  1. Marketing – Creating awareness and buzz around a product
  2. Advertising – Paying for space in media products to place your message
  3. Public Relations – Maintaining a favourable public image
  4. Promotions – Positive representations of a product in a range of media
  5. Branding – Sell a lifestyle, not the product.
  6. Owned Media – Media content / platforms owned by the advertiser / group
  7. Bought Media – Buying space in other media outlets / platforms
  8. Earnt Media – Getting your promotional message spread by others
  9. Viral Marketing – Earnt media – Using social media platforms to spread a message
  10. Guerrilla Marketing – Surprising or unconventional methods of getting the message across
  11. Synergy – Two or more products working together to create a greater combined impact
  12. Cross Media Convergence – Similar to synergy, different media forms (music & film) working together to promote each other.
  13. Word of Mouth – Best sort of marketing there is.
  14. Traditional Advertising – TV adverts, posters, radio ads, newspaper / magazine. Still very powerful & expensive to buy!

Star Image

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Representation and Ideology.

TASK 1 – WHO DO YOU THINK YOU ARE! 

  • The Star Image game.

TASK 2 – The Theory. 

  • This slideshow below tries to explain what representation means and how we can use music star image to illustrate the concept. Also this will act as research into the design of your own star, which you will be photographing in the week beginning 18th November.

TASK 3

Create a Prezi on the representation of a star.

  • Choose ONE music star who would feature in your genre of magazine.
  • Take a copy of this Prezi.
  • Find examples from a range of media texts surrounding your star (their meta-narrative).
  • For each of your media texts include a description of how they are represented through the image,the tweet, the article, the lyric…
  • How is the star image represented, portrayed, conveyed?
    • What is implied, inferred, suggested?
    • Underline or bold every adjectives and every time you use the term represent or a synonym.
    • Illustrate with photos, screen shots and examples to make it less of an essay.

TASK 4 – Design Your Star

Create a Google slide with images of what you would like your cover model to wear….include hair, make up, jewellery, accessories, costumes and any relevant props. Also, indicate how you would like them to pose – their body language, gestures and facial expression to convey their meta-narrative and fit the genre.  How do you want their star image to come across? How do you want them to be represented?