MARKETING TECHNIQUES PRESENT IN FINAL DRAFT:

• Synergy – this is found in a collaborative post with Adobe premier Pro that also presents a discount code for fans; it can also be found in a collaborative post with Nike where merch for Monroe has been created with the popular clothing brand; there is also a collaborative post with MOTEL ROCKS, a clothing brand with a perosnalised ‘Monroe’ clothing line.
• Cross media convergence – this is found in a featuring post with our star on BBC Radio 1, this is also found in the ‘Vogue’ post where Monroe is featured in Vogue’s december issue with a perosnal interview.
• Guerilla marketing – billboard competition, album is on billboards for small amount of time, one off opportunity to find one and be entered into a giveaway of Monroe’s merchandise.
• Timeline – this is found in behind the scenes content on stories and the main feed; it can also be found on the ‘Go’ music video release post and tour dates posts.
• A call to action – this is found in our spotfiy stats post where a place of sale for our star’s music is clearly identified; there is also a link in the star’s bio and on promotional posts to her website where tickets and merchandise can be found.
• Interaction and engagement – this is found in a story referencing the star being in Hyde Park and asking fans to join her for a meet and greet; this is also found in the billboard competition post that directly adresses fans and followers; this is also found in daily life posts where our star talks directly to her fans as if they were her friends with updates on her birthday, shopping days and time with friends etc.
• Promotion of live events: this is found in the highlight named ‘Tour’ which displays live videos and photos from when our star is performing; this is also found in the post including our star’s tour poster and dates.
• Sell physical copies – the digipak is found on the billboard post where the star references her new album and where it can be bought; this is also found in merchandise posts and highlights where links to our star’s website are found.
• Issues and charities – this is found in the choice of our star to be vegan, this combats global issues and makes our artist seems sustainable, caring and proactive; this can also be found in the merchandise being sustainable and made out of bio-degradable materials.

GENERAL REFLECTION:

In this final draft of our social media page, a colour scheme has finally been well communicated and the page fits perfectly within pop genre design conventions. There is a good balance between extraordinary and ordinary images, balancing daily life and behind the scenes with lots of brand deals and sponsorships; this mirrors the feed of many other pop artists and influencers on Instagram. The spotify stats post from the first draft has been redone in this draft to look more professional and it is now more inkeeping with the vibrant colour scheme, originally the post was muted and gloomy whereas now it is lively and fresh. Reinforcing partnerships with brands e.g. Adobe Premier Pro is useful to present our star as meaningful and caring, it promotes the idea of our star caring about her fans and only partnering with brands that are worthwhile and legitimate. Additional stories on the ‘People Pleaser’ highlight are useful to promote the star’s latest work and additional stories on the ‘Vegan Life’ highlight lead to our star having a more perosnable, ordinary image. This ties in well to our artist being proactive with world problems and caring about the planet, this motive is presented in merchanduse being sustainable and bio-degradeable. Stating in the ‘Behind The Scenes’ highlight that our star saw many fans when she was at winter wonderland proves how well known she is, but also how grateful and down to earth she is because she took the time to meet her fans. Fonts, colour palettes, accesories and brands have now been carefully considered to build up a confident, strong, caring, independant star image which fits in perfectly with the pop genre conventions.

MARKETING TECHNIQUES PRESENT IN DRAFT 2:

• Synergy – this is found in a collaborative post with Adobe premier Pro that also presents a discount code for fans; it can also be found in a collaborative post with Nike where merch for Monroe has been created with the popular clothing brand.
• Cross media convergence – this is found in a featuring post with our star on BBC Radio 1.
• Guerilla marketing – billboard competition, album is on billboards for small amount of time, one off opportunity to find one and be entered into a giveaway of Monroe’s merchandise.
• Timeline – this is found in behind the scenes content on stories and the main feed; it can also be found on the ‘Go’ music video release post.
• A call to action – this is found in our spotfiy stats post where a place of sale for our star’s music is clearly identified; there is also a link in the star’s bio and on promotional posts to her website where tickets and merchandise can be found.
• Interaction and engagement – this is found in a story referencing the star being in Hyde Park and asking fans to join her for a meet and greet; this is also found in the billboard competition post that directly adresses fans and followers.
• Promotion of live events: this is found in the highlight named ‘Tour’ which displays live videos and photos from when our star is performing.
• Sell physical copies – the digipak is found on the billboard post where the star references her new album and where it can be bought.

GENERAL REFLECTION:

A more appropriate colour scheme is now established and the artist has a more individual, unique look to her page. Interaction and engagement with fans through discount codes, comments and competitions have been focussed on in the process between draft 1 and draft 2 to ensure the star has a strong following. The star’s ordinary image is better established due to the highlights growing – in particular the Behind The Scenes highlight and Vegan Life highlight – and in the star’s birthday post. This combines well with the extraordinary star image (Dyer) that we are creating with brand deals, sponsorships and promotional posts for tours, performances and meet and greets. Fonts and colour in the highlights icons have been altered to better fit in with the pop genr eand digipak and music video styles, making the star’s overall brand cohesive. I believe a more specific colour scheme still needs to be established within the next 6 posts, the dark/tonal posts work effectively when tied in with the vibrant/lilac posts and I think these two individual vibes link perfectly to both the RnB and pop genre that have been researched and identified throughout the growth of our star – Monroe. Use of marketing techniques have been incorporated well and guerilla marketing combines well with the synergy, cross media convergence.

TEACHER’S FEDDBACK IN SCREENCASTIFY:

TEACHER’S FEEDBACK IN NOTES:

• BTS is useful and creates a teaser, audience will want to find out more.
• Adobe Premier Proo deal is a strong picture and deal.
• Spotify Stats is useful and shows her to be great.
• Lovely more BTS.
• Using other platforms to promote e.g. BBC Radio 1 is great and useful.
• Collaboration with photographer influencer is brilliant – indlude some more gossip.
• Gorgeous everyday pictures create an ordinary star image.
• Stories of BTS show her as a ‘London girl’ and makes it personal.
• Nice shot with her friends, makes her relatable and ordinary.
• Collaboration and tour/festival shots show her as extraordinary.
• Synergy found in festival settings.
• Vegan food gives her personal identity.
• Add in some more posts of single being number 1 in charts etc.
• All that is missing is cross media convergence with netflix, tv etc.
• Guerilla Marketing campaign?
• Competitions might be a good idea?

MARKETING TECHNIQUES PRESENT IN DRAFT 1:

• Synergy – this is found in a collaborative post with Adobe premier Pro that also presents a discount code for fans.
• Cross media convergence – this is found in a featuring post with our star on BBC Radio 1.
• Timeline – this is found in behind the scenes content on stories and the main feed.
• A call to action – this is found in our spotfiy stats post where a place of sale for our star’s music is clearly identified.
• Interaction and engagement – this is found in a story referencing the star being in Hyde Park and asking fans to join her for a meet and greet.
• Promotion of live events: this is found in the highlight named ‘Tour’ which displays live videos and photos from when our star is performing.

GENERAL REFLECTION:

The colour scheme on our social media page seems quite dark and relaxed as of right now, we need to bring in pops of colour onto the main feed and establish a colour scheme that links well to our pop genre – I believe this could be done with tones of purple because this colour is found across all of our star’s products. Our marketing strategies are being recieved well and combine to invite our target audience and members from other audiences with synergy and cross media convergence. I believe there should be some more marketing strategies and brand deals/sponsorships added into the feed in attempt to reach as many audiences and demographics as possible. Fonts are in line with the digipak and social media page, meaning they are conventional to our star’s genre and keep her page from being rejected. The highlight icons should be altered in regards to colour and font, changing the icons to a sans serif font and adding in a pop of colour will brighten up the page at first glance and tailor it more effectively to our pop genre.

BELOW IS OUR INSTAGRAM PAGE PLAN:

This timeline and marketing ideas poster above displays all the posts we intend on making and the order of time in which we will upoad them, a colour scheme of cold purple and blue tones has been decided to carry on the flow of integrated advertising with a cohesive image. We have a range of professional, sponsorship and day to day posts that communicate an extraordinary and ordinary star image.

REFLECTION WITH GAUNTLETT’S THEORY:

Gauntlett’s theory of negotiated identity is useful to apply here. Negotiated idnetity is when a person forms their character on what woud be appealing to others, when creating this page we need to curate our star’s personality to match the expectations of our target audience. Equally, collective identity is important here because when aiming to appeal to a group as arge as the pop genre fans, it is important to wear, use and do things that matchup to what they would wear, use and do on a day to day basis. This makes the social media page seem like a community and make the fans feel as if the star is ordinary and can relate to them.

SCREENCASTIFY SCRIPT:

This is the instagram page of Jorja Smith, a popular, young RnB artist, her star image is representative of the image we would like to portray through our music video and digipak.

She has an even mix of events that will portray her as extraordinary and ordinary, posts like; tour behind the scenes, photoshoots, and days at home will allow her fans to not only look up to her but see her as a personable relatable character. 

Her feed is vibrant in photoshoots and events yet sultry in posts at home or with other celebrities and designers. 

AIDA encompasses attraction, interest, desire, and call to action. For example, on jorja smith’s page, her humble manner is communicated through self recorded videos where she talks to her fans and behind the scenes content surrounding new releases and performances, this attracts her target audience and sparks interest to know more.

Desire is established through her extraordinary image, her fanbase look up to her as attractive, strong and powerful, leading to her sometimes seeming mysterious or above us as an audience. Desire is vital in order to keep an artist exciting and thriving in growing their fanbase.

A call to action isn’t obvious when looking at Jorja’s page, this is intended to convey her as loving to her fans instead of reliant on her fans, her PR team keeps advertisement techniques private and elusive. Despite this, Jorja Smith regularly posts updates about release dates, new albums, upcoming appearances and new venues. This is a subtle prompt to her audience to keep them engaged and invested. 

When creating a social media page for an artist, it is crucial that all aspects of Blumler and Katz’s uses and gratification theory is taken into account. This includes the criteria of entertainment, information, personal identity and social interaction. Jorja’s PR team have clearly taken all of this into account because it is reflected immediately when viewing her page. 

Her personal identity is present in everyday, natural, life update posts that take up more of her feed. Information is harder to find as she doesn’t have highlights like we intend to, she does have a link in her bio that helps to access information; entertainment is clear in her posts of performances, tour and concerts. 

She comes across as a fun, charismatic, loving individual through her interactions with fans online and in real life; this leads into social interaction that can be seen when she replies to comments from fans, does meet and greets and promotes events where she is to be able to interact personally with followers.

This social media page is a good example of integrated advertising, her website reflects the same vibe as the instagram page and consistency flows throughout all platforms and real life events. It encourages us to use guerilla marketing and viral marketing when promoting our star because it is a great benefit of social media and artists seem to use it to their advantage when growing their star image.

SUMMARY

Unfortunately we weren’t able to record our screencastify because the social media page was being faulty, above is our script that references all aspects of a professional social media page. Doing this task inspired us in how to present/promote our star and how best to communicate the desired star image to our audience. We explored posts and ideas on marketing strategies, life updating strategies and fan interaction strategies; this will help us to create as realistic of a star image as possible.

  LINK TO JORJA’S PAGE: https://www.instagram.com/jorjasmith_/?hl=en 

BELOW IS MY ANALYSIS OF MIMI WEBB’S SOCIAL MEDIA PAGE:

REFLECTION AND FOCUSSING FORWARD:

During this research and analysis, I was able to gain more of an insight into how a young, upcoming artist grows their image rather than taking from an established artist that will use different marketing techniques and language etc. This research is more tailored to the type of social media page we will need to create for our star – Monroe. The mix of casual, ordinary posts with extraordinary, tour and performance posts establishes her professionalism whilst maintaining her authentic, normal life that she lived not too long ago, before going viral. Her feed is colourful, vibrant and exciting to draw in Gen Z pop genre listeners, we will aim to use a colour scheme and ensure to make the post cohesive from the offset.