EVALUATION TASK 2: HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN PRODUCT AND ANCILLARY TEXTS?By Ben Wells

WHAT OUR CAMPAIGN IS ABOUT

• For our campaign, we have had to produce a marketing campaign for either a made up or existing artist

• This includes creating a website, a CD digipack, and a music video for the artist

• In our case we have used a real life artist and so the music video we have created will be used by them as the real one

• Here is a link to our music video for ‘The Dead Don’t Dance’ on YouTube

STAR IMAGE

• Our band is called Hellsinki Dub• They are a rea life band who produce dance and

progressive house music• They have their own star image, which has meant we

have needed to incorporate this into our ideas, and it has also given us inspirational ideas

• Their star image is one of ‘scientists of rave’ and so they dress up in science lab coats and wear 3D glasses

• This is what they do in all of their performances and in their music videos

• The main guy Gustav, who is more of a stage-performer, has his own look also of wearing womens’ makeup and a suit with a Bowler hat

STAR IMAGE CONT.

• Our star image also had to be based around one type of target audience

• Our target audience is based around 15-30 year old, predominantly male audience, who enjoy clubbing and dance music

• As the band had their star image, it meant we had to tailor the video to suit their image and the image we wanted and they wanted to portray to an audience

DYER’S THEORY OF STAR IMAGE Richard Dyer stated that star image was one of the

most important factors in selling an artist to their target audience and to the wider population

In our video we have both conformed and subverted to typical stereotypes of dance music artists as the website is a very conventional website with things that you would expect to see

HOW OUR STAR IMAGE CONFORMS TO CONVENTIONS OF REAL LIFE ARTISTS

For our website and our video and CD digipack, we have used inspirational from artists such as Chase & Status, Above & Beyond, Daft Punk and various others

We wanted to look into the same genre of dance/electronic music producers to get ideas of how to market a single release and create a website

CD DIGIPACK Our CD digpack shown here (left), has many similarities to

Above & Beyond’s single ‘On My Way to Heaven’ (right) We have used the conventions shown by Above & Beyond,

of having a black background with vivid and vibrant colours on the front and the artist and single text in white to stand out

Hellsinki Dub is in the same genre as Above & Beyond as they both make dance/trance/progressive house music, so this is why we wanted to use some ideas shown here for our own marketing campaign

WEBSITE Our website incorporates technological

convergence We have Soundcloud links, YouTube links which

all lead to songs by Hellsink Dub, this is an effective way of marketing for musicians these days, as it provides advertising for other songs by the artist and not just the song that the viewer perhaps came to see

Website Link

WEBSITE CONT. Our website also has links to PayPal, this is a

means of the audience purchasing a song and downloading it

For our marketing campaign, we looked at many artists’ websites and found links to iTunes, Amazon Music, Beatport, Soundcloud etc. and so we put PayPal links to give the website an authenticity and a more realistic feel.

Above & Beyond links to Beatport

MUSIC VIDEO

Our music video uses a lot of lighting techniques that we created ourselves using tubes that we fired beams of light through in order to give an effect of different bright and vibrant colours

Various other artists, especially in music videos in the genre of progressive house and dance music, use dark lighting and also the lighting used in their latest music video is usually used for the main colour scheme of their website

We had incorporated this convention into our campaign

Our Music Video

INFLUENCES FROM REAL LIFE MEDIA IN OUR MUSIC VIDEO It is a convention of the modern day music video to have a

narrative throughout a music video We have used this in ours, as the video follows the story of

this crazy man who is lowered down and is being controlled by the music created by the scientists, he is fixated with the lead singer (Lucy) and at one point tries to walk to her but she stops him

We wanted to have a narrative as we thought it was the best way to get shots of the band performing into the video as well as an interesting and strange storyline

MCCARTHY’S FOUR P’S Product: this is what marketers have to bear in mind when

they are conceptualising a product and when they are marketing it. A product should only be produced when there is a consumer demand for it. Products have a life-cycle as sales for the good are high throughout the middle period, but then gradually decline at the end of the product’s ‘life’. We had to think about this when we created our campaign for our song.

Price: the amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. This was not a major issue for us as we were never planning on commercialising the song due to the rights not being ours, however we would have the set the price at £0.79 to start with and would eventually have sold it at £0.99 on iTunes

MCCARTHY’S FOUR P’S CONT.

Promotion: all of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as: advertising, public relations, sales organisation and sales promotion

Place: refers to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix

EVALUATING THE FOUR P’S The product is very important, if someone produces a

product for which there is no consumer demand, then the product will always fail to become any for of success. However if the product has a large demand and it is the only product on the market then it will naturally be successful

Price is very important, especially in the media world. We have seen the price of CDs fall dramatically over the last few years, partly due to online pirating but also with the new companies like Apple, Amazon Music, Beatport and so on, which are all selling music at reasonable prices which a consumer can download and have on their MP3 player within minutes

EVALUATING FOUR P’S Promotion is a very important process, this is because

without promoting the song or CD or product, consumers will not know of it’s existence and therefore it will not be a success as no one will buy it. Promoting must be done effectively in order to be successful, however spending too much money on promotion can be costly and not worth it

The place (distribution) is important as the product must be easily accessed for consumers to purchase it, this is why with the advancements to online technology that sites like iTunes are so successful as people need only an internet connection and a device which can connect to the internet and they can download their music.

EVALUATING MY CAMPAIGN

Overall, I think that my campaign for marketing our song is very effective

We have created a good website for which people can see dates for Hellsinki Dub touring, they can purchase music off the website, and it displays news and new releases from Hellsinki Dub

Our CD digipack effectively shows off the style of music as it is obviously electronic music and the style on the front cover makes it appealing for an audience, especially our target audience

Our music video I feel is very good, I think it fits the song perfectly and that we managed to convey All of the things that we wanted to.

VALS THAT WE EXPECT OUR TARGET AUDIENCE TO HAVE

We would expect our target audience to be in the age range of 15-30

The target audience is based on people who enjoy going into clubs and listening to dance music

We imagined that our target audience will be people who conform with social norms of people who like to have fun and go out