Yr 13 - Marketing a (Fake) band exercise - Music Video Coursework A2 Media Studies Molly S, Yasmine S

1. MarketingStrategiesMolly Simcox, Yasmine Sinclair & Harry Andreetti

2. Construction of artist’s imageTo make our artist more commercially appealing, we will construct her aesthetic by manipulating her essence of Indie/Folk fusion with a more mainstream and glamorous image to broaden her demographic of fan base. The main elements of Boho fashion combined with modern day edgier elements will be juxtaposed in order to create a sense of authenticity and individuality to avoid stereotypical branding. Due to Chloe Shaw’s connection with nature we are keen to portray this image through her aesthetic. We will push the artists image into the Indie festival scene such as V festival, Glastonbury and Reading which are becoming increasingly popular. Our artist will have the ability to promote her semiotic through performances supporting other notorious and established artists which will ultimately broaden and increase her fan base and allow her to form alliances with other artists. We will promote our artist to appeal to a middle-class consumer audience who will have the opportunity to finance their experiences at gigs and festivals such as the above. The ideologies behind the festival scene coinside with Chloe Shaw’s laidback bohemian personality.

3. Construction of image

4. How we will use the web space We will use social networking sites to expand publicity for the artist for example, Twitter, which uses status updates and the latest picture updates uploaded directly from the artist which ultimately establishes a strong connection/relationship with her fan base. The constant and up to date stream of information coming directly from the artist creates a sense of realism and alludes to the idea that the artist likable and approachable. Facebook and Myspace also aid the branding scheme of our artist by creating a free website and profile for branding and marketing purposes such as downloads, interviews, photo shoots, music videos, CDs and artist appearances. Due to easy access fans have a constant pathway or bridge between themselves and the artist in question.iTunes – the online music store will allow exclusive previews of the artists’ songs free of charge to engage interest in her music. Once the popularity of the song increases official members of Chloe’s fanbase – particularly webpage subscribers and friends on social networking websites, which ultimately strengthens the loyalty and commitment of her fans. Exclusive previews on YouTube allow an effective viral marketing strategy or chain of promotion to be established for example, a one minute clip of Chloe’s song could be shown on Youtube to entice her fan base and ultimately their anticipation of wanting more of her music. Peer to peer communication through devices such as social networking sites will allow talk of Chloe’s music to pass through the public vernacular.

5. Gimmicks and PR stuntsDue to the bohemian and nature orientated image associated with Chloe indicates her values and ideologies about the world, culture and the political spectrum. In order to gain publicity and respect from a broader fan base, we propose to include her in a controversial debate sparking advertisement for charities and organisations such as anti-animal cruelty campaigns ,aiding third world countries, anti-war etc which aids her level headed and intellectual perception which assists in promoting her to an older, more refined audience.

6. Alliances Having alliances that aren’t necessarily musically orientated, but are involved heavily within media and promotion institutions will aid Chloe’s potential in fashion in parallel with music. For example her own clothing brand in popular high street stores. Alliances with fashionable people/presenters such as Fearne Cotton could allow opportunities for paparazzi to feature her aesthetic in magazines and newspapers.