Different bands and artists promote their albums in different ways. This is because they clearly have different target audiences and different genres and styles of music.
Before they can even start to promote their albums/songs they need to actually think about who their target audience is, to do this they have to evaluate their target audience's:
- Age
- Gender
- Ethnicity
They need to consider whether their audience is a passive audience - referring to the Hypodermic Needle Theory, or whether they are an active audience where they interpret the media.
They also then need to consider WHY their audience are consuming their media is it for
- Educational purposes?
- Entertainment Purposes?
- Or to escape from day to day life
- Or even to social integrate- where they can have conversations with groups of people about the media
- Lastly, they may use it to compare themselves or to reinforce what they already thought about the piece of media.
So for example Phil Collins, Rihanna, Eminem and The Saturday's have used many different ways to target each of their individual target audiences.
Phil Collins
Phil Colin's target audience is people of the older generation and this is shown in his promotional material.
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| Phil Collins Official Website |
His website shows a background of a Butlins poster and it also has many old toys and an image of an old television. It represents his new album title called 'Going Back' as it is giving us an insight to what things where like many years ago. It also represents his target audience as his audience would have of grown up with the Television, Music player and old style Radio and Telephone. It is appealing to the audience as it brings back many memories for the audience.
Also you can tell that the website is designed for the older generation as the links to all the social networking sites are kept hidden at the bottom of the page. This shows that his audience are obviously not in touch with the online revolution and therefore do not need to look at the social networking sites.  |
| Phil Collins on Daybreak |
Other promotional material included him going on the ITV programme Daybreak. This is a programme that is aired at 6am to 8.30am every weekday. Therefore its audience will be huge with people watching it whilst eating their breakfast and it will mainly be the older generation that watch it.
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| Phil Collins: One Night Only |
He has also had his own TV programme on ITV, it was called Phil Collins : One Night Only. In this programme he had in depth interviews about his life and musical career, he also performed some of his new material and old hits. This was an excellent way of promoting his new album and it also created interest from younger audiences as it was aired after the X Factor. It got people of every age interested about his life and it promoted his new music to everyone.
As you will see, Phil Collins has used very different ways to promote his music than the artists below. This is because of his Target Audience, it is very different to the other artists. Therefore he has to market himself and his music in ways that suit his audience.
Rihanna
She belongs to the R&B genre of music and her target audience would consist of younger teens and early 20's. It is boys and girls, she is more a music artist to the girls and more of an icon for the boys.
She is another artist that is selling her music using her star image. Therefore this is why we see her at the top of the page. What I think is very good about the website is that as soon as the page loads you are confronted with her new videos and this is good because we are shown her new songs as soon as possible. Then at the top right hand corner of the page there is a link to buy her songs on HMV website etc.
I like how you can 'sign up' to gain information from her. This keeps the audience engaged and informed, they will feel part of her music.
It was also her first interview in 2010, and therefore created a impact as the interveiw was built up in preparation for her playing one of her new songs and album.
Eminem
His target audience is for the Hip Hop and Rap genre, it involves young male teens and early-late 20's. But Eminem is very cleaver as he makes songs with other artists and for example his song with Rihanna 'Love the way you lie' was a huge hit and he opened his audience up to many other people. Therefore Eminem's target audience changes with each song that he makes.
I like how you can 'sign up' to gain information from her. This keeps the audience engaged and informed, they will feel part of her music.
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| Rihanna appearing on the cover of NME magazine |
Something that I am surprised about with this website is that there is no links to social networking sites such as twitter, myspace or facebook etc. Therefore I'm not sure she uses the online revolution very well. But as I paused the video it came up with the links 'email and get link'. Therefore she has thought about viral marketing etc.
She has also had an interview with NME magazine. This is increasing her popularity as the magazine is sold to many people with different tastes in music.
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| Rihanna with Nick Grimshaw on BBC Radio1 |
Rihanna also had an interveiw wih Radio1 and then therefore again opened up her target audience to a wide range of people.
Eminem
His target audience is for the Hip Hop and Rap genre, it involves young male teens and early-late 20's. But Eminem is very cleaver as he makes songs with other artists and for example his song with Rihanna 'Love the way you lie' was a huge hit and he opened his audience up to many other people. Therefore Eminem's target audience changes with each song that he makes.
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| Eminem's Official Website |
This website shows us exactly who Eminem is and what is music is like. By him standing on the edge of a building it shows us that he feels free and that he has a sense of risk about him. This is shown through his lyrics in his songs. It also shows that he is different and not like everyone, as not everyone would be standing on the edge of a building! This therefore relates to the fact that he is the only successful white rapper and that he does not fit into the mainstream 'black' rappers. He is therefore almost making a statement. This is promoting his music as it is showing the audience that his music is very different but also personal.
At the top of the website their is very clear headings to log into Facebook, Twitter and Myspace this is good as this is encouraging the audience to share their thoughts and music. This is therefore taking advantage of the online revolution by using viral marketing and social networking sites.
We also see a video from Eminem's new single, and this is good as it is getting people used to his song and it may therefore get the audience to buy the song.
Eminem's Official Tweets from his Twitter account is displayed on the website and you have an option to 'follow' him. This is extremely good and this is because the audience are getting an insight into his everyday life and also know when his new songs are out etc. It is especially good being displayed on the websites front page as the audience do not have to open a new web page etc. it is overall easy to gain the media.
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| Eminem appearing on the The front of NME |
As well as Using his website and social networking sites to promote his music he has also used print based media to promote his music. For example he was seen on the cover of NME Magazine. This is again good as it is widening his audience and potential sales.
He has also used The New York Times Magazine to give an interview about his new album Recovery and to give an in depth interview about his private life. This is good as this magazine is known worldwide and therefore many people will read it and they will be able to gain an understanding of his life and how he has written his music.
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| Eminem on the Jonathan Ross Show |
He has also used film to promote himself. For example he has appeared on Jonathan Ross on BBC1. He has an in depth interview with him and he also performed one of his new songs. This is appealing to the UK audience and this is again brilliant as he is promoting himself in many countries and therefore increasing his chances in the music charts and revenue. It is good that he has had so many interviews and this is because he has been stereotyped as the 'druggy' and alcoholic. As he has been in Rehab many times suffering with alcohol and drug addiction. Therefore coming on TV and showing the whole world that he is back to normal is good as many more people will start to like him again.
Also by performing one of his new songs it is again showing the audience his new material and showing us what his other songs might be like on the album. It will generate interest and people will go and buy it. The Saturday's
The Saturday's Target Audience consists of people who like the POP genre. It also therefore includes many people of different ages. It is mostly younger teens and early 20's and like Rihanna the men like them for their icon status whereas the women like them for idols and their music.
The Saturday's Target Audience consists of people who like the POP genre. It also therefore includes many people of different ages. It is mostly younger teens and early 20's and like Rihanna the men like them for their icon status whereas the women like them for idols and their music.
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| The Saturday's Official Website |
This is The Saturday's Official Website, it has the same sort of layout as Katy Perry's Website. The top of the page shows how to get involved through Social Networking sites and there is a flashing banner to buy their album. This is excellent as it gets their audience involved as soon as the page loads. It also shows previews of all their Social networking sites and this led me to their main twitter site and this is good as it gave me lots more information about upcoming tour dates etc.
The pictures of themselves at the top of the page is also the same picture as it is on the CD cover for 'Headlines'.
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| The Saturday's T-Shirt and CD Bundle |
They also have a link to their merchandise store and it promotes their album even more as you can buy a t-shirt and CD bundle for their new album 'Headlines'.
On their twitter site it gives you the addresses for each of the Saturdays individual twitter sites and this is good as they can also promote their music and audiences can gain an insight to each of the Saturday's private life.
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| The Saturday's Official Twitter Site |
Overall The Saturdays have taken advantage of The Online Revolution, this is because they know that their audience is of the younger generation and these are the type of people that use the Internet to gain all of their information and entertainment.
They have also used print based media to advertise their new album. They have done interviews with LOOK (16th August 2010) and HEAT(14th August 2010) magazine. This is good as it is opening up to a wider audience, as many older women read the magazine. Also because they did the interview's only a few weeks before they released their album.
They have also used film to promote their album. They have created a TV advert for their new album shown across ITV, again opening up to a wider audience. http://www.youtube.com/watch?v=drCOvQWeEzU using their trade mark colours for each band member.
They have also made a TV Programme that leads up to the releasing of their album, it is called The Saturdays: 24/7. This again is good as it gives their audience an insight to their day to day lives.
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| The Saturday's 24/7 Official Site |
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