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

Intro to this week’s work:


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.


  • 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.


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

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

Representation and Ideology.


  • 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.


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?