3. Chosen poster
This is my chosen poster as it has a clear and
professional look, while at the same time not
looking boring. The main headliners are clear
through the use of bold text and a strip of
color which makes the names pop out more,
this is good as big names such as J. Cole and
Stormzy will get the audiences attention,
which is the aim of a poster advertising a
music festival. This means that more people
will buy tickets to the festival, making it more
successful.
4. Aims and objectives
The aims and objectives of this Music Festival posters is to
attract as many people as possible to purchase tickets to
the festival. Through the use of vibrant colours in the
background and silhouettes of people having a good time,
it is implied that this is not your average music festival as
most other music festival posters are very basic, just
showing which artists will be there and other information.
Not only does this poster use effective imagery to attract
the audience, they have also included all of the
information customers may need, such as who will be
performing and the date.
5. Target audience
Hartley’s theory
Age: The target audience of the majority of music festivals are people aged 16-25 (young
adults). This is generally to do with how late acts will be performing to, who is performing
and if you are staying over night. The general atmosphere of a music festival may be too
much for somebody under the age of 16, second to this people of the age of 25 may feel
too sophisticated and grown up for a music festival.
Gender: Music festivals generally have a variety of artists performing. These artists have
both a male and female fan base. Therefor, both genders are the target audience. For
example, at this years wireless (2019) Lil Uzi Vert, Juice WRLD and Saweetie are performing.
These 3 artists have both a male and female following. Therefor both genders are
interested. This means that the target audience for a music festival gender wise is both.
Class: Music festivals generally target those who are middle-working class and young adults.
This is because these people are normally focused on ‘trends’. Many music festivals, such as
Wireless will feature ‘trendy’ artists in order to attract their target audience. For example,
one of the biggest artists in the world right now Travis Scott is performing at Wireless 2019
as the ‘UK festival exclusive’. This inclines people who are fans of his to buy tickets to the
festival.
6. Target audience
Katz’s Uses and Gratifications Theory
Personal relationship: People are going to wireless mainly for one reason, to see
their favorite artist and other artists they like perform live. This may be because
they have built up a personal relationship with that artist in their head as they
may feel a huge relation to their back story. For example, some may buy tickets to
Wireless this year as they feel a personal relationship with Bugzy Malone who
came out of prison and made something of himself, which is the dream that
people rarely achieve after leaving prison.
Inform and educate: people going to a music festival will also be informed and
educated on the artists that they see perform. For example, they will be able to
see how the artists interact with their fans. For example, at wireless 2017 when a
fan started getting pulled out during Travis Scotts performance, he stopped to tell
the security to let him go as ‘No Travis Scott fan gets thrown out by security’.
Diversion: being at a music festival will divert you from your everyday worry’s in
life. This is because when your favorite artist is performing, you will get lost in the
moment.
7. Target audiance
Audience Theory
Socio-economic Needs: Most music festivals target an audience that fall into
the Middle class (B) and the Lower working class (C1). This is predominantly
to do with the acts that are performing as most festivals will try to get artists
who are ‘trending’. This is generally relevant to the people who are coming
towards the end of education and those who have just finished education.
Maslow’s hierarchy of Needs
Social climbers: People are generally drawn to festivals as the general theme
of the festival revolves around their taste in music. This can make them feel
special as they have seen their favorite artist in the flesh. This means that
they improve their social status as the majority of people they socialize with
will likely also have similar music taste.
8. Representation
Some people may have issues with representation on the poster of some
music festivals. For example, on the Wireless poster the big artists have their
name in big bold font, however the smaller artists are in small not bold font.
This means that they are not being presented as important acts. This may
offend some people, therefor they will be less inclined to come to the event.
You are able to see on the poster, the headline for each
day has huge bold font using vibrant colours that imply
that they are important. However, in some plain font as
the smaller artists performing that day as the text gets
smaller and smaller. This implies that these artists are
not viewed as important by the people running the
event, therefor some people will be less likely to buy
tickets as they have taken offense if their favorite artist
was in the small font.
9. Campaign message
The campaign message of music festivals are to go out to see your favorite
artists and have a good time in doing so by escaping from reality and living in
the moment. Music festivals are generally events that people will spend the
entire day at. Some festivals have a USP that can be used as their campaign
message. For example, Wireless has a USP (unique selling point) where they
hold the festival over 3 days. This means that they will have more artists
performing, therefor will be reaching a huge target audience.
10. Print based advertisements used in the
campaign
Wireless tickets generally sell out quickly. This is because they advertise
through the use of Billboards and Social media. For example, their Instagram
page alone has 89k followers. At least a quarter of those people will regularly
see posts from Wireless on Instagram, therefor would be more likely to buy
tickets to the festival. Wireless will also use posters to advertise their
upcoming event. These posters usually include vital information such as who
will be performing and when.
11. Issues (Regulatory & Legal, Ethical
Watermarking: some images may be watermarked in order to prevent people
from stealing the image. It allows the creator to advertise their work without it
being stolen and used for plagiarism. A watermark is essentially the owners name
across one of their intellectual properties.
The Data Protection act: The data protection act controls how a company uses
your private information . There are strict rules called ‘data protection principles,
this insures that information is used in a fair and secure legal way that is accurate.
This information must also be kept safe and secure so people private information
does not get leaked.
Ethical issues: when creating a festival poster, some consequences may arise after
its release to the public. Firstly, if the poster has a model on it, that person must
be over the age of 18, if they are not then we will need the parent/guardians
consent. Any potential offense such as age, gender, race and religion etc must be
taken into account. This is because if these are not taken into account and a group
of people get offended, it gives the festival a bad reputation.
ASA- The Advertising Standards Authority (ASA) is who regulates advertisements
that are broadcasted to the general public to make sure advertisers are abiding by
the law and being ethically correct.
12. Method
Due to many festivals being in the Summer, ticket sales may start months in
advanced in January/February. This is because this is when the majority of the
target audience will have some money that they can spend on themselves
and not essentials. Therefor, by starting ticket sales when the target audience
has money from Christmas, the event will sell more tickets and therefor have
a better turnout. Second to this, people will start looking forward to summer
after Christmas has ended, therefor may want to get some early tickets so
that they have at least one thing booked for the summer.
13. Audio-Visual advertisements
Aims and objectives: The aims and objectives of an audio-visual
advertisements is to promote to a large target audience. This can be done
through the use of short clips or videos for example that give the viewer a
little bit of information on whatever is being advertised. Audio and video
create more of an atmosphere than a print based advertisement does.
This can be achieved through many different methods, one being through
posting videos to social media. For example, the Wireless festival use YouTube
to advertise their festival.
This is a good way to advertise as it
is accessible to anybody at the click
of a couple of buttons. This is good
as it means more people will be
aware of the festival, therefor more
people turn up. This means that it is
a more successful festival.
14. Audio-Visual advertisements
Target audience: The target audience of the majority of music festivals are
people aged 16-25 (young adults). This is generally to do with how late acts
will be performing to, who is performing and if you are staying over night. The
general atmosphere of a music festival may be too much for somebody under
the age of 16, second to this people of the age of 25 may feel too
sophisticated and grown up for a music festival. This is achieved through the
use of a Audio-visual advertisement as most young adults spend a lot of time
on devices, on social medias, where audio-visual advertisements are
prominent.
15. Audio-Visual advertisements
Some people may have issues with representation in the short clips and
videos of some music festivals. For example, if some artists are featured more
than others in the audio-visual advertisements. For example, on the Wireless
YouTube channel, some fans may get offended that the favorite artist was not
included in the title of the video used to advertise Wireless 2019 due to other
big names being on the title instead.
The festival is also represented to
be a place for stereotypically ‘loud’
young adults. This is done through
the use of imagery of the crowd
from previous Wireless festivals.
16. Audio-Visual advertisements
The campaign message of music festivals are to go out to see your favorite
artists and have a good time in doing so by escaping from reality and living in
the moment. Music festivals are generally events that people will spend the
entire day at. Some festivals have a USP that can be used as their campaign
message. For example, Wireless has a USP (unique selling point) where they
hold the festival over 3 days. This means that they will have more artists
performing, therefor will be reaching a huge target audience. The use of an
audio-visual advertisement gives a good feel for the festival, therefor the
viewers will be more likely to attend.
17. Print based advertisements used in the
campaign
Wireless tickets generally sell out quickly. This is because they advertise
through the use of Billboards and Social media. For example, their Instagram
page alone has 89k followers. At least a quarter of those people will regularly
see posts from Wireless on Instagram, therefor would be more likely to buy
tickets to the festival. Wireless will also use posters to advertise their
upcoming event. These posters usually include vital information such as who
will be performing and when.
18. Audio-visual
The Advertising Standards Authority (ASA) is who regulates
advertisements that are broadcasted to the general public to
make sure advertisers are abiding by the law and being ethically
correct. This is so that nobody gets offended or harmed by
advertisements. For example, if somebody under the age of 18 is
included in the advertisement, the creator needs consent from
their parent or guardian.
Source:
https://www.asa.org.uk/type/non_bro
adcast/code_section/the-self-
regulatory-system.html
19. Method
Due to many festivals being in the Summer, ticket sales may start months in
advanced in January/February. This is because this is when the majority of the
target audience will have some money that they can spend on themselves
and not essentials. Therefor, by starting ticket sales when the target audience
has money from Christmas, the event will sell more tickets and therefor have
a better turnout. Second to this, people will start looking forward to summer
after Christmas has ended, therefor may want to get some early tickets so
that they have at least one thing booked for the summer. An Audio-visual
advertisement will generally come out a couple months prior to the event.
20. Campaign message and
advertisements linked
Different advertisements are linked together through showing
off the different artists that will be performing in order to convey
the campaign message of having a wide range of artists spread
over a couple of days. For example, both the poster and audio-
visual advertisement connote excitement and the feeling of
escaping from reality and living in the moment.
