institutions and marketing

Music marketing introductory questions

1. What is the point of a band/artist marketing campaign?2. How are marketing campaigns funded in the Music

Industry?3. How and why has the marketing of music changed over

time?4. How relevant is genre to a successful marketing

campaign?5. What other factors are significant?

Marketing methods

Look at the list of marketing methods/strategiesused by bands/artists today. Can you add anymore? Which do you think are: a) The most desirable?b) The most expensive?c) The most lucrative?

Marketing methods

• Release of a Single• Music Video• Album and album cover• Live performances• Tours• Merchandising• Website• Facebook page• Myspace page• Twitter• Photos and video clips• Downloads – ring tones, wallpapers etc• Viral videos• Viral competitions• Freebies/giveaways• Tie-ins with other brands• Appearances – TV shows, functions, album signings etc• TV adverts• Print adverts – magazines, billboards, buses etc• News and info• Reviews• Word of Mouth

Website codes and conventions

Have a look at the 4 website images, andidentify what they have got in common andwhat makes them distinctive from each other.

Why do you think they have a. so many similarities andb. so many differences?

The Wanted

Bombay Bicycle Club

Rise To remain

Taio Cruz

Group task

• In small groups, spend 10 minutes reading the background information and another 10 minutes exploring the official website of your case study band/artist. Then answer the following questions. You should use your answers as the basis for your feedback to the rest of the class.

Questions

1. Which institutions are behind the band/artist and in what ways is this relevant?

2. What functions does the website serve for the band/artist?3. Describe the band/artist’s brand identity and explain how the

website is used to construct this4. Who is the target audience for the band/artist and how do

you know?5. How is the website designed to appeal to the target

audience? 6. Identify all the different strategies used to market the artist/

band on the website7. How many opportunities does the website offer the audience

to buy into the band/artist (ie to spend their money)?8. Apart from the band/artist, what or who else is being sold on

the website?

9. In terms of reaching their target audience, how important are the following to your case study band/artist:

• Music television, radio and magazines• The charts• The internet• Festivals• Live performance• Awards• Other bands/artists

Key terminology• Genre• Branding• Appeal• Identity• Packaging• Personalisation• Choice• Reach• USP• Synergy• Symbiosis• Independent • Mainstream • Interactivity• Viral• Social networking• Sources of revenue• Distribution• Audience pleasure• Budget• Technological convergence