Audience targeting2


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Audience targeting2

  1. 1. Music Industry G322 To look at the targeting of audiences by institutions. To consider how technology has changed the way that institutions can target their audience.
  2. 2. What can a record company do to target an audience?
  3. 3. The Marketing and Promotion of an artist or a band is crucial to a record company List some ways that digital developments have helped the targeting of audiences and the marketing and promotion of artists?
  4. 4. Gaming <ul><li>Aerosmith (signed to Sony) have earnt more money in royalties to Guitar Hero than from selling albums in the last few years. </li></ul><ul><li>Small speed metal band Dragon Force signed to independent label had their music promoted through the game and has opened up their music to a young audience also in the US who would have never heard their music otherwise . </li></ul><ul><li>Leona Lewis used her song “hands” in the latest Final Fantasy game-JLS- cross promoting the Wii </li></ul>
  5. 5. TV
  6. 6. Film
  7. 7. How has digital media helped targeting of audiences? <ul><li>Viral Marketing - using audiences and the internet to spread a marketing message </li></ul><ul><li>Viral marketing is a great talent launching mechanism if done correctly. It works particularly well for bands and musicians for 2 key reasons </li></ul><ul><li>1. Friends trust each others judgment </li></ul><ul><li>2. It’s inexpensive </li></ul>
  8. 8. <ul><li>Lily Allen is using an online flash game to push her new single. The game was created to promote Allen's new single The Fear, off her second album It's Not Me, It's You, and the addictive, frustrating little flash adventure has passed the 2million plays mark 

The online game &quot;Escape the Fear&quot; was part of an integrated multimedia campaign to promote the singer's new material to a different audience.

&quot;The game was designed to help us reach a new audience for Lily - people who are not listening to the radio, reading the music press or generally exposed to new music, but are part of our target audience,” </li></ul>Lilly Allen and Viral Marketing
  9. 9. Sony’s Viral Marketing Examples <ul><li>Sony has launched the first Facebook application to actually shake the user's screen. </li></ul><ul><li>The application was developed as a viral marketing strategy for one of Sony Music's newest bands: Metro Station to appeal to a teenage female audience. </li></ul><ul><li>The Shake application enables users to send different types of 'shakes' along with personalised messages to their friends. When friends receive a 'shake', it shakes their screen and plays the chorus from the band's hit single &quot;Shake it” </li></ul>Dido and Short Films Campaign:
  10. 10. Sony’s Viral Marketing Examples
  11. 11. How has digital media helped targeting of audiences? <ul><li>Direct Marketing - </li></ul><ul><li>Needs can be identified and profiles of interest can be compiled to enable them to targeted with future products </li></ul><ul><li>This way concert tickets, merchandise as well as music can be targeted to fans </li></ul><ul><li>I Tunes can create a profile of audiences tastes </li></ul><ul><li>We7, Last FM, YouTube Facebook all do this also </li></ul>
  12. 12. Task <ul><li>How does the music industry use new technology to target audiences? </li></ul><ul><li>Write two PEEs about a major label and two PEEs about your independent label you researched. </li></ul><ul><li>P </li></ul><ul><li>E </li></ul><ul><li>E </li></ul>
  13. 13. Advice for the Exam <ul><li>You must use the PEE structure </li></ul><ul><li>The question may be on any of the following areas: Production/Majors Vs Indies </li></ul><ul><li>Marketing and Distribution </li></ul><ul><li>Consumption </li></ul><ul><li>Piracy/ digital technology </li></ul><ul><li>You will need to know about majors and independents and compare/contrast them </li></ul>
  14. 14. Advice for the Exam <ul><li>You need evidence (not just taught in class) </li></ul><ul><li>You need a clear discussion that answers the </li></ul><ul><li>Question </li></ul><ul><li>You need to show understanding of music </li></ul><ul><li>audiences and institutions </li></ul>