2. What is a music campaign?
A music campaign is an organisation created by a musical producer or artist. The purpose of this
campaign is to promote various aspects of their career and their establishment. Examples of this
promotion are through tour date releases, new album advertisement and expression of their star
image and ideology. An example of some of the promotive methods the artist Tinie Tempah uses
are through the images below.
The image above shows how the music
industry has collaborated their promotive
skills to use a car brand to advertise hi s
music. This is an intelligent move as viewers
are more inclined to purchase his music if it
has been associated with a fast car.
The image above is representative of the supposed Twitter
account Tinie Tempah possesses to promote his star image.
The text gives the impression that he is a ‘down to earth’ and
friendly celebrity. The objective of doing this is to promote
his personal profile and as a result gain his music more
purchases and give him more financial profit.
3. What is the genre /target audience/USP of the artist? From this image, I can clearly
tell immediately that this artist
is a Rap/Grime producer. I am
of this opinion because of the
London estate building seen in
the background. This is
common of grime artists to
reference the location where
they grew up and were raised
in their childhood. This is also
a stereotypical reference to a
commonly present feature of
a rapper’s underprivileged up
bringing.
When observing the image I can interpret that the
target audience for this audience is clearly people
from the ages of 13-25 year olds. I adopt this
observation as the title is called ‘Youth’. This title
implies that the artist is trying to demonstrate an
important message about and to this age group of
people. There is also a child seen to the left of the
image which could also imply that the artist is
intending teenagers to relate to this music about
the conflicts of childhood.
GENRE -
Target audience
-
Tinie Tempah’s USP is
clearly that he is an
English individual
rapper. The fact that
he is an English rapper
is a particular USP
attraction, this is
because many rappers
are from America and
originate from this
area.
USP -
Tinie Tempah discusses issues associated with
the world and the problems in society. However,
despite his songs featuring issues in relation to
society, he also mentions the events that take
place in childhood. This means that people of
that age can relate and purchase his new album.
Richard Dyers star theory is thoroughly
represented throughout the career of this artist,
Tinie tempah has created both an ordinary image
(through his twitter account) and an
extraordinary image through his lyrics and his
music videos.
4. How to the three products link together?
Music video -Website -
Album cover -
The image below shows that of a
screenshot take from the website of
Tinie Tempah. We can see that
there is advertisement for the
concert dates. This is crucial on a
website like this as it gives the
viewers and fans an opportunity to
see the artist live and as a result
create more financial revenue. In
order to generate even more profit
from the consumer the website also
promotes the platforms on which
the artists music can be purchased.
These include Amazon, Itunes,
Google play and the ‘Tinie store’ (a
website created specifically for the
artist).
The second image directly below
demonstrates the image of the
music video created for Tinie
Tempah’s new song Youth. As you
can see, the video features the title
within it. This is to express what they
are talking about and the specific
song they are referencing. The
hashtag used is highly beneficial to
the artist in marketing their film as
the viewers can type this into their
browser and receive all information
of the artists new album. This
therefore gives the viewers access to
purchasing as much material as
intended.
The last image below is a picture of the new
album cover for this artist. This encapsulates
all of the features of the previous pictures
and ultimately links them together. The title
is included in this as well as the other
pictures. Also the background is very similar
and therefore reminds the viewer of the
context and setting of the music he is
making. The font of the tile is the same
throughout the images of the album and the
website. This displays that they are talking
about the same song.
5. What is the ideology of the artist?
This artist has many ideologies as made clear form
many of his songs. These include political, social and
personally intellectual ideologies.
One of Tinie Tempah’s ideologies is associated with
politics and young people hence the name ‘Youth’. This
presents his involvement in British politics and how he is
of the opinion that it is a necessity that young people
should become more involved in British politics. This
contradicts many of the rappers famous today. And
therefore this serves as a significant USP for this
particular rapper.
Another ideology the artist uses is through
society. He speaks about the issues that occur
when childhood is in progress. This helps people
to relate to his music and therefore purchase
more of his music. Depsite the important issue s
featured in the artists music, he also speaks about
his personal life and the leisure he is involved in.
This is one of the stereotypical elements of the
artists music as many rappers are known for
speaking about their personal life.
6. Dyer’s theory -• One element of Dyer’s theory is that a star must be both ordinary and
extraordinary. This is completely relevant to this artist. I have this opinion
because Tinie Tempah has a Twitter account which he uses to speak to his
fans and appear as an ordinary person. However, he also appears
extraordinary through his lyrics and behaviour in music videos. These
actions are what make him seem like a star.
Another element of Dyer’s
theory is that the star needs to
be represented as a commodity.
This means that the star is sold
through merchandise such as T-
shirts, posters. An example of
some of Tinie Tempah’s
merchandise is shown below.
The image below represents the
merchandise used to attract
many fans. This product aids the
financial development of the
artists career and helps him to
gain more public recognition.
The last feature of Dyer’s star theory is that the star should represent an ideology.
This is clear through the artists lyrics, action within his music videos and attitude
when being interviewed by external sources.
7. Successful campaign?
Both of the images above represent how Tinie Tempah’s campaign has successfully developed his musical career. The
image to the left presents the artist standing with a famous celebrity getting photograph with paparazzi. This image
would have helped the artist heighten his celebrity reputation and would have aided his public acknowledgement.
The image to the right also gives thorough evidence for the effect of the artists successful music campaign. The
thousands of people watching have clearly viewed his website or music advertised on I-tunes or other musical
platforms and have chosen to become more familiar with it.
