Flyball is an east coast punk band from California seeking to promote their new EP "Guide to Ourselves" through small UK and European tours. Their target audience is 14-26 year olds who enjoy bands like Blink-182 and New Found Glory. The band aims to increase their social media followers and sell 500 copies of the EP through online sales and merch bundles. Success would mean building a fanbase, contacts with other bands, and income from multiple revenue streams like merchandising.

1. FLYBALL
Guide to Ourselves

2. What are the objectives?
 “Flyball” are an east-coast punk band from California.
Originally started in 2009 and they have similar music
style to blink-182, Sum 41 and New Found Glory.
 Our aim for “Flyball” is to play small, low key gigs
around the UK and then possibly branching out to
European and U.S states, upon the release of their new
E.P “Guide to Ourselves”.

3. Who do we want to target?
 The audience that we want to target are between the ages
of 14 – 26. This is the key demographic for this genre of
music because they are more likely to have the time to
travel to shows and the disposable income to purchase
merchandise. That age group is more susceptible to the
message in our music and will be able to relate to it.
 We aim to sell roughly 500 copies of the new E.P over the
course of the 2 tours. We will sell these via our online site
and have several copies available to purchase at the
event, we will advertise bumper packs including band
merchandise alongside the E.P to save our consumers
money but also get across our accompanying products.

4. What would make this a successful
exercise?
 Increasing the amount of social media followers on sites
such as Facebook and Twitter.
 Playing numerous events across the UK and Europe starting
in smaller public house venues and hopefully building up to
more reputable music venues.
 Building successful contacts with other bands and record
companies and also gaining support and trust from fans and
bringing in a wider scale audience.
 Branching out via merchandising/advertising and gaining
income from several sources of media and playing music.

5. Band profile
NAME:
FLYBALL
AGE:
APPROACHING AN AUIDENCE OF 14-26.
PREVIOUS RELEASES:
“YOU SUCK” AND “CHANGE”
GENRE:
ALTERNATIVE/POP-PUNK
STYLE:
SKINNY JEANS, BACKWARDS SNAPBACKS, CARGO
SHORTS, QUIFFS, VANS, SKATEBOARDING, TATTOOS.
CONTEMPORARIES:
THE STORY SO FAR, NEW FOUND GLORY, SUM 41, BLINK-182, DEFEATER, MORE
THAN LIFE AND THE WONDER YEARS

6. S.M.A.R.T
Specific: “Is there a clear aim?” – Yes, the aim of the band is self promotion through various avenues
including but not limited to, social media, tours and merchandise.
Measureable: “How will you measure the effect?” the effect of the success by the increase in followers on
social media, the sales of the ep and the amount of merchandise that is left.
Achievable: “Is it something you can do?” Yes, the goals are very realistic, the sales are not out of reach
and the ideas and plans for the shows and tours are nothing that the band cannot achieve.
Realistic: “Is this something that would actually happen?: Yes, other bands in the same situation would be
attempting to do different things, starting with smaller shows and cheaper merchandise will allow the
band to gain a following and grow their fan base leading to bigger and better shows.
Time-Related: “Are there timescales for your project?” There is no specific timescales for the project
however seeing considerable growth within the first year would be desirable. The merchandise and ep
sales would need to be significant to ensure that the band can afford to continue to promote the
music, which will lead to more possibilities for sales.

7. Audience
 Who is the audience for this band? –
The audience for this band are people between
the ages of 14 and 26. The reasons for this choice is that this age group are most likely to be
the ones who are willing to travel to shows, they will likely want to support their favourite bands
by buying the music and the merchandise. It is an age group that look at music as an outlet and
seek advice and relation through the music that they listen to.
 What do they look like? –
The people who like this band will most likely wear things like
skinny jeans, shorts and shoes made for skating/sporting activities. They are likely to wear
accessories such as snapbacks, lanyards and have tattoos.
 Why do they like this band? – The people like this band because they write music that people
can relate to. The band give the people a place to come together and enjoy themselves. They have
the opportunity to come to the show, get involved with crowd participation and forget about their
troubles, even if only for the length of the show. The band enjoy themselves on stage and that
resonates into the crowd providing an enjoyable experience for all.
 Who else do they like? – The fans of this band will like other bands of a similar genre. The
bands diverse music range allows a wide variety of people with different tastes to come and enjoy the
music. The range of the music goes from pop punk through to metalcore, with some songs being
heavier and others softer. This diversity in music but consistent fun loving attitude means that fans
come from a variety of different musical backgrounds.

8. Media
 What magazines might they get in to? –
Kerrang, NME, Rock Sound and Big Cheese.
 What TV/Radio channels would they be on? – “Flyball” would play their music
videos and sometimes live sets on music channels such as Scuzz, Kerrang
and MTV Rocks. Also if they were to play live festivals it would be
broadcasting via the BBC.
 Who would they give interviews to?
“Flyball” would give interviews to channels such as MTV, independent music
journalists, fan bases and the media sector.
 What forms of social media would you use and how would you use it?
Social networking sites that would benefit “Flyball” would be creating individual
Facebook/Twitter/MySpace pages specifically dedicated to the band and
keeping fans up to date. It also helps to create forums and chat groups based
around the band so that others can keep up to date with the band and if they
are touring near them.

9. What merchandise would you use to promote the band?
 The band would release a variety of different merchandise ranging from TShirts, beanies, badges and jumpers.
 There would also be things such as posters and CDS that could be
purchased. Things like this are always very popular as they give the fans
an opportunity to get something signed by the band if they get the chance
to meet them.
 People are more likely to buy a bands merchandise if it is reasonably
priced. For this reason things like deals that allow people to get more
merchandise for their money. Such as, buy a T-shirt and get a jumper half
price etc. People wearing the bands merchandise will act as a public
advertisement for the band.

10. Manage The Message

What is the message you want to communicate. – The band want to communicate a
message of getting through troubled times using music and having a good time as the
key aspects.

What is the main selling point of this band? – The band write music and lyrics that fans
can relate to. This means that if people are going through a hard time they can use the
band and the lyrics to get through the difficult times. It gives people a feeling of
togetherness when sometimes they may feel most alone.

This album in particular was mostly wrote about discovering yourself and being ok in
your own skin. The EP is 4 tracks of honest music that gives the people an opportunity to
realise that they should be comfortable with themselves and shouldn’t let anyone else’s
opinions make them want to change the way that they are.

Critics and review artists have had great things to say about the band such as “A feel
good, anthem filled E.P. that takes a person on a rollercoaster of emotion and drops
them off in a place where they feel comfortable.” – Pushback Media

“The best unsigned release we’ve ever heard” – Riff Media

11. Hyperbole
 “This is the best thing I've ever heard.”
 “These will be the most popular pop-punk band of
2014.”
 “Five stars *****.”
 “The next best thing since New Found Glory.”
 “Outstanding.”
 “Out of this world!”

12. Events
 “Flyball” would probably do an album launch tour or a large gig in a well
known venue. A campaign pushing the release of the album via social media
would help promote it.
 The band would be likely to try and get support slots with a larger, more
established band from a similar genre to ensure a string of consistently busy
gigs.
 The band could upload their videos or audio files to the internet such as
YouTube, Soundcloud and bandcamp
 The band could use twitter as a way to promote themselves and the
release, offering a “Followback” scheme where they will randomly follow the
fans that follow them and help promote their release. This shows the band are
willing to give back to their fans.
 Arranging things like meet and greets will increase their popularity and social
status as bands usually will not go out of their way to interact with their fans
which will mean a lot to the fans.

13. Internal Motivation
 What is the motivation behind this project? – The motivation behind
this project is to promote and encourage the listening of more pop
punk bands. Showing that with the right PR bands can be given many
different opportunities and the ability to grow.
 Why is it an important project for you? – This project is important as it
will allow our company to show the contacts and the ability that we
have to spread the word about bands and help them to get the
coverage that they deserve. Doing this successfully will give us a
great look in the public eye and will most likely give other clients more
confidence in coming through our PR company leading to better
opportunities for both the company and bands in the future.
 The band are most keen to be able to spread their message on a
larger and wider scale. Being able to meet people who are going
through a struggle or relate to their music is the primary goal for the
group.

14. Motivation Of Media
 The media would be interested in the project and the
band as they are using a very popular outlet to express
an opinion about peoples lifestyles and are trying to
help people feel comfortable in their own skin.
 The band would be approached by music journalism
publications because the PR campaign will hopefully
put them into the public eye, this means that their
popularity will rise and featuring upcoming popular
bands will allow the magazine to make more sales..