radiohead 'in rainbow' marketing strategy

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What does this band’s mise- en-scene suggest about their musical genre and target audience?

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Page 1: Radiohead 'in rainbow' marketing strategy

What does this band’s mise-en-scene

suggest about their musical

genre and target audience?

What does this band’s mise-en-scene

suggest about their musical

genre and target audience?

Page 2: Radiohead 'in rainbow' marketing strategy

Radiohead – In Rainbows

Marketing without a record company•How has digital technology affected

music industry marketing?

https://www.youtube.com/watch?v=KBalSWs5ngY – Radiohead, ‘Reckoner’

Page 3: Radiohead 'in rainbow' marketing strategy

Why study ‘In Rainbows’ as an example of a marketing strategy?

• To understand the impact of digital technology on the 4Ps of marketing

1. Product2. Place3. Price4. Promotion

• To evaluate the success of this strategy

Page 4: Radiohead 'in rainbow' marketing strategy

5 things you may notknow about Radiohead

• Radiohead are an innovative and original British band from Oxfordshire.

• They met at independent school and have an intellectual approach to their music. This appeals to fans who are interested in non-commercial music.

• They were discovered as a result of playing gigs in local venues around Oxfordshire. It took 10 years for them to gain critical acclaim and to win awards.

• Their first single, ‘Creep’, was blacklisted by Radio 1 for being too depressing.

• In 2004, Radiohead left their label, EMI (now part of UMG) and were without a record label.

• In 2007, Radiohead released their new album, ‘In Rainbows’, as a pay-what-you-like digital download.

https://www.youtube.com/watch?v=XFkzRNyygfk - Creep

Page 5: Radiohead 'in rainbow' marketing strategy

1 Product• Radiohead’s seventh studio album

2 Place (distribution)October 2007•Distributed online as a digital download for its first 10 weeks via inrainbows.com

November 2007

•Pre-orders taken for a limited edition boxed set via inrainbows.com

January 2008 onwards

•Official digital download withdrawn.

•Physical CD released – XL Records involved in its distribution in UK and Europe

•Digital download via iTunes at normal prices

Page 6: Radiohead 'in rainbow' marketing strategy

3 Price• Digital download = £0.00-£99.99 – depending on what you

want to pay

• Limited edition boxed-set: £40 ordered via inrainbows.com

• Physical CD = usual price

4 Promotion• Launch announced as a blog post

• Streamed live webcast of the Radiohead performing the album

• Music video competition via an animation website

Page 7: Radiohead 'in rainbow' marketing strategy

Did it work?

• Gave the artists control over the release of the album: “every record for the last four … has been leaked. So the idea was like, we'll leak it, then.”(Thom Yorke, lead singer)

• Created interest for a successful physical release: charted at number one both in the UK and in the US; sold more than a million copies in its first year of release; won 2 Grammys and had 3 Grammy nominations

Page 8: Radiohead 'in rainbow' marketing strategy

In summary:• An innovative marketing model:

– Online launch before traditional formats were released

– Consumer choice with regard to pricin

– Gained huge quantities of media coverage – print, radio and TV – because people did not know whether it would work.

• Effective because:

– Band were well established

– Digital formats were becoming commonplace

– The target audience is young; technologically aware; willing to try new things.

• Broke the mould for music industry marketing

– Band controlled the 4Ps themselves – created the product; set the price; decided on the place (distribution channels); and organised promotion

Page 9: Radiohead 'in rainbow' marketing strategy

Task:• New blog post – title =

Radiohead: ‘In Rainbows’ Marketing Strategy

• Go to Public – Media Studies – Mrs Gardiner

• Re-title this powerpoint and upload it to your blog.

Add a summary that answers these three questions:

1. How did Radiohead use digital technology in their marketing strategy for ‘In Rainbows’?

2. Why do you think this strategy worked well for Radiohead’s fans?

3. Radiohead created this strategy themselves. They used record labels for production and distribution of physical CDs only. What is it about Radiohead that meant they could they do this? (Think about number of albums already released, prior success and their attitude to music.)