Tove Lo ~ Analysis of

website and advertising campaigns

BY JYOTI PARMAR

Why do artists make websites?Other than the music, websites are the

most important tool artists have to promote themselves as singers. It’s the Web that made it possible for singers all over the world to have equal opportunity to self-promote without relying completely (or at all) on corporations. It’s now in your hands.

Hundreds of millions of people are surfing the Web and any number of them could be discovering music right now. Websites plays multiple roles: promoter, salesperson, agent, publisher, distributor, DJ, news reporter, and more. It’s the hub of the fans and a store that never closes. Even if people see singers live and then can’t find them on the web later, they might as well not even exist.

Tab bar- allows you to access various pages on the websites to further explore

Sign in- gives you the option of signing in if you are a member on Tove’s website

Artist image- as it’s Tove website, Tove has displayed different photos of herself on the website to promote herself. This shows people who have never seen her before how she looks and promotes her.

Shortcut- The website offers shortcuts to Tove’s other social media sites where fans are able to follow her and keep up to date with news and tour info.

Social media links- the website can direct you to other pages where you are able to keep up to date with Tove.

Sign up- the website can allow you to sign up where you are kept up to date with any information revolving around Tove, ultimately receiving info about news, albums, tours etc..

Spotify link- allows you to listen to her top hits on the website via music giant, Spotify. Gives a taste of what she’s all about

Album cover- the homepage features the brand new cover for her new album ‘Queen of the Clouds’. This lets you know when it’s available and where it can be purchased

Masthead- as of course, it is Tove’s website, it only seems conventional to feature the artist’s name on there to let people know of her name. HOMEPAGE

Title- from this, we know that it is Tove, who is tweeting live from her Twitter account. The 1st page of the

website is the blog where we able to see Tove’s tweet as she goes out to sing live on tours. This lets us know what country she is and what tour she is on. The blog is there so we can keep up with her whereabouts.

Here we can see Tove’s tweets of where she performs and other insights into her life.

BLOG

Sponsor- The logo here represents the sponsor of Tove’s tour. VH+1 are investing money into the tour

Dates- The website offers different dates for different locations where fans can by tickets to go and see Tove live.

Location- Here are locations where fans can see Tove live

RSVP- This option allows you to RSVP (whether you want to go or not)

Again, the websites shows short cuts to Tove’s social media sites.

This shows Tove’s upcoming dates for her North America tour

TOUR

Album Name- they have displayed the album name to show people the album that has been released Release Date- the

release date is displayed to show when fans can buy the album

Song List- Displays the songs in the album so that fans potentially know what they are buying

Stores where you are able to buy the album including iTunes, Google Play and Amazon Music, some of the biggest online retailers.

MUSIC

VEVO- It is evident that the songs have been embedded from YouTube so that fans can listen to the music on the website rather than going directly to YouTube.

Rather just posting her music videos on the website, Tove has included lyric videos too to give fans that extra bit.

Tove clearly has her songs and videos running on a playlist so that after one video finishes, fans can be directed straight onto the next one without having to do anything themselves.

VIDEOS

If needed for any events or shows, Tove can be contacted through her management team who are responsible for where and when she performs.

She also gives the option of getting in touch with her music label who are Universal Music in the case where anyone wants to contact that them for something a bit more important.

Tove offers the option to get in contact with booking team who cover all of her shows internationally

Tove gives the option to get in contact with booking team only for USA shows

Tove has linked a separate website on her own website to allow fans to access her store where fans can buy her current album ‘Truth Serum’ or pre-order her upcoming album ‘Queen of the Clouds’.

Tove offers several different offers and bundles. In this one is a:Signed Ultimate Vinyl BundleIncludes the vinyl and digital albums, rolling papers, and exclusive SIGNED 11x17" poster!£23.99GBP

In this one is a:Signed Ultimate CD BundleIncludes the CD album, rolling papers, and exclusive SIGNED 11x17" poster!£14.99GBP

In this one is a:Signed Ultimate CD BundleIncludes the CD album, rolling papers, and exclusive SIGNED 11x17" poster!£14.99GBP

ADVERTISING CAMPAIGNS

What is the purpose of an advertising campaign?

Artists sell their products more effectively with the use of advertising. They spend huge amounts of money not just on the manufacturing and distribution of their products but also on convincing customers to choose and purchase what they’re advertising.

Advertising campaigns run for just a few minutes or seconds but making them often takes a lot of time and effort on the part of the advertising agency hired by companies.  Brilliant ideas on how to present the product to the public is among the many relevant factors which are considered to serve the purpose of an advertising campaign.

http://www.justjared.com/tags/tove-lo/ Tove has been advertised

through various ways to promote herself. One way in which she has been promoted is through online articles. In this article, we can see her being promoted through the fact that she has been featured on Alesso’s new song ‘Heroes’ (mentioned in the headline). She is seen to be hitting the red carpet which ultimately promotes her as she is making appearances in Las Vegas. She then later goes to perform with her band as the musical guest for the event. By performing her hit single Habits, this was sure to let the crowd know who she is.

http://www.entertainmentwise.com/news/158612/Tove-Lo-Performs-Habits-On-Jimmy-Kimmel-Ahead-Of-Debut-Album-Release-WATCHAnother striking headline, of course promoting Tove Lo. Tove sets out to perform Habits on the popular talk show ‘Jimmy Kimmel’. Although it is another online advert, Tove is blowing up on the internet in light of her single ‘Habits’. Tove has been busy doing promo up until her album is released in the US on 30th Sept. She even performed before her album release which is significant as it is an iconic way to further advertise yourself to make yourself known.

http://www.vevo.com/watch/tove-lo/habits-live-vevo-uk--the-great-escape-2014/SEUV71400069

Another way in which Tove is promoted is through VEVO (video hosting service) available on YouTube. YouTube advertises VEVO videos to help promote upcoming artists like Tove Lo. By advertising these VEVO videos before playing initial videos, this will encourage viewers to search the song or video that was just played in the advert and listen to it thus promoting Tove as an artist.

Music Channel PromotionAlthough there has been a

decrease in music channels views, they still seem to be prevalent as people do still watch them to this day.

VH1+MUSIC often orchestrates interviews with new, upcoming artists including Tove Lo. Therefore people who do watch music channels will see Tove’s interviews, lifts and song and will inevitably grow interest in her… raising her popularity bar and therefore promoting her.

SpotifyAs well as music channels

and online articles, Tove is also promoted on Spotify and Beats Music where you can buy her album. Spotify, tends to make artist profiles and in this case they give you the option to read up on the artist that you are interested in listening to. Spotify allows you to browse various artists and listen to their full album for free.