Asking Alexandria is an English metalcore band formed in 2008. Their marketing campaign consists of an album cover, website, and music video to promote their products. The band targets teenagers and young adults who enjoy metal music as well as emo audiences through their image of piercings, tattoos and dark clothing. Their website, latest album, and music video are all linked together and share a black-and-white color scheme to reinforce their image and ideology as an emo, rebellious band.

1. Asking Alexandria
Musical style and campaign research by Chris

2. What is a music campaign?
• A music campaign is a promotion which markets
an artist or a band in order to reach a goal.
• It consists of an album cover, a website and a
music video to promote their products.

3. About Asking Alexandria
• Asking Alexandria is an English metal-core band
from York.
• The band was formed in 2008 and their first
album was released in 2009 called “Stand Up
and Scream”

5. AA’s Target Audience
• I think their target audience is teenagers to
young adult which enjoys metal music.
• The band also targets Emo audiences as the
way they dress, their hair, piercings and tattoos
creates an ideal image for the Emo community.

6. Website

7. Album

8. Latest Music Video
https://www.youtube.com/watch?v=ypQMbgXYOHA

9. Link between the 3 products
• The website’s main page promotes the latest
music video as well as the newest album
• This links all the 3 products together

10. Similarity across the 3
products
• All products share the same black-and-white
colour-scheme in which amplifies the whole
image as a band.

11. The ideology of the band
• The band is portrayed as being Emo and quite
violence and rebellious due to the piercings,
tattoos and messages behind their songs
• The black and white colour-scheme emphasises
the ideology of Emo.

12. Dyer’s theory
• Richard Dyer’s Star theory explains the formation
of a star as a construction, commodity and
ideology.
• Asking Alexandria is being presented as
rebellious, Emo and violence in which
contradicts with the lead singer’s personal life in
which he is probably a cool guy who spends his
nights going out and party rather than stay home
and cut himself.

13. Successful or not?
• Asking Alexandria is currently one of the most
popular metal core band in the world, given that
it was only formed since 2008, shows how the
marketing campaign helps build the band’s
image and captured mass audience in only a
short period of time.