2. Lower Than Atlantis
On October 1st 2012 Lower Than Atlantis brought out their fourth album – Changing Tune. In order to promote their
album their advertising not only created a poster, but have also done a lot of advertising through the internet using the
bands website and social networking sites such as Facebook. In addition they have used the album cover image within
their other advertisements in order to save money and time, this cross promotion will also use
less resources therefore meaning that the promotional methods are more eco friendly.
One of the main forms of album promotion was through magazines and posters; they creates a tour poster style
advert which was included in Kerrang! Magazine, by including their advert in a magazine that many rock listeners read
they are focusing on their target audience. Additionally they used the tour advert as a poster; the poster specified that
the tour was going to focus on songs from the album. It was put up near venues that the tour would be visiting; this
targets people who would be able to access one the venues. After going to Reading Festival, where LTA performed, I
discovered that the poster had been advertised in and around the festival site; through this they accessed fans of the
band and also informed other rock music fans that the band was releasing a new album.
As well as creating a poster which advertised the album and a tour for the album, Lower Than Atlantis held other events
which they used to promote the album; an example of this is shown in the image to the left which is a poster for an instore
signing. Directly in the middle of the poster is the band’s name and within the text they show the album cover. In addition
the text at the bottom of the page informs viewers that the album can be purchased at the signing. Through this they are
advertising the signing and the album at the same time, which saves time and money.
In addition to creating a promotional package to advertise their new album, they also promoted the album on their
website. When somebody first enters the site a box pops up informing them that the band have a new album, at the
bottom of the box there are links to websites where the album is available. Once you enter the website the album
cover us used across the top of each page as the header, this reminds people visiting the site that they should buy the
album and tell other people about it. In addition the colours from the album cover are used throughout the bands
page, this could possibly subconsciously remind people about the album. Their new music video is also promoted on
their home page , which makes it easy and quick to find. If I had created an official music video for a real artist I
would use their website to promote the album, tour and the music video, similarly to Lower Than Atlantis.
Before the album was released I saw this advert on Facebook, Twitter and Spotify. It shows an image of the album
cover, the bands name and the album name, within the eye catching circle it informs viewers that the album is
available for preorder. This will target teenagers through the social networks and music lovers through Spotify. If I
was to promote a real artist I would use social networks and Spotify to aim the product at its target audience.
3. Fossil Collective
Fossil Collective have recently released a new EP called ‘On and On’. As they are a relativly new and
unknown band they do not have much money to spend on advertising, therefore their main form of
advertising is through their website. Although they cannot dedicate much money to promotion, they
have created a poster showing their tour dates.
Their tour poster includes a picture of some people in a forest, they have highlighted the people
by using a bright light in the main part of the picture at the bottom of the page, then the picture
fades into black further up the page and the tour dates are written on this in contrasting and eye
catching white. I feel that although their tour advert is appealing as it is based on nature and is
clear and simple, I feel that they have missed out on some advertising by not relating this to their
album by using the album cover colours, theme or images. The only mention of the album is that
they have called it the “2013 album tour”, however as there is not relation to the album cover
viewers will not be able to recognise the album and are not particularly encouraged to buy it.
They have included a link to their website at the bottom of the poster; I am planning on including
a website link on my 2 posters so that if the artist had a website people would be more likely to
explore the site.
Their main form of promotion of their album is through the internet. They have pages on social
networks such as Facebook and Twitter and using these they encourage people to visit their
website. Their website and these social networks are the main way that they promote things
such as albums, music videos, singles and merch. The first think that appears when somebody
opens the website is a box which shows a link to a free download of their other EP, although
this is not their new release it is a good marketing technique because if people enjoy the free
download they are more likely to watch music videos and purchase new music and merch. On
their website they have used the photo from their other EP as the background for their
pages, . and then at the top of the home page is a large picture of the cover of ‘On and
On’, on . this picture there is a short sentence explaining that the EP is available to buy
on . iTunes. As this picture is bright and stands out from the background, this is
the first . thing that people visiting the website will notice, therefore they are more
likely to . remember to cover and recognise it if they are shopping or looking online.
4. You Me At Six
This is You Me At Six’s second album, Hold Me Down. At the time You Me At Six were not as
famous as they are now, however they are likely to have had an element of their budget
dedicated to marketing. In order to encourage lots of people to buy their music and also to
sell out tour shows advertising is essential, therefore having somebody to focus on
promotion was an affordable and effective idea because they can put in time to make
posters and adverts for things such as the radio.
They created not only a tour poster with the album cover as the
image, but they also made a poster specifically to promote their
album. This poster shows the whole album including text, and
underneath this they included a small amount of text to inform
viewers as to when the album would be out and where it can be
bought. They also included information about in what for the album
can be purchased – download and cd. By keeping the information
brief there is more chance that people will read it as it will be quick
and easy to consume.
They used similar promotional methods for their latest album, Sinners Never
Sleep, however in order to gain extra publicity they teamed up with well known theme
park, Thorpe Park, in order to create a song for the parks new ride – The Swarm. The
park created a TV advert for the ride and the bands song was included in this advert; in
addition at the end of the advert the bands name was written so that people could find
the song if they liked it. Also, during the queue for the ride itself the song is
played, therefore it is likely to be remembered by park goers; in turn this means that
people are more likely to buy the song or the album which it is on.
