Charlotte Mcgiff, Becky Baker, and Eve Pearson are targeted in the document. The document provides a case study of the rock band AC/DC. It summarizes the band's history from their first performance in 1973 in Sydney, Australia to their signing with major record labels and the commercial success of their albums such as "Back in Black." The document also discusses how AC/DC uses synergy and convergence through video games, merchandise, television appearances, and DVD releases to promote the band and their music to a wide audience.

1. Charlotte Mcgiff , Becky Baker, Eve Pearson
How is the audience targeted?
Case study: AC / DC
We chose the rock band AC / DC for our case
study because their latest album, the soundtrack to
Iron Man 2, shown left, has just gone to number one in
the UK album charts showing convergence between
two conglomerates.
The members of the band first saw the name AC
/ DC from a label on a sewing machine, the
abbreviation for this is „alternating current / direct
current‟. They did there first live performance on New
Years Eve 1973 in Sydney, Australia and were then
signed to EMI records. Their debut album was released
in February 1975 named „High voltage‟ and sold over 3‟000‟000 copies in the US
alone. Since then they have released 14 more studio albums, including „Back in
Black‟ which sold over 49 million units internationally, it‟s currently the highest-
selling album by any band and the 2nd biggest selling
album ever behind Michael Jacksons „Thriller‟. As of
2002 AC / DC have been signed to Sony music on a
multi-album deal and in 2004 the magazine, “Rolling
Stones” listed AC / DC as 72 on their „100 greatest
artists of all time‟.
Synergy is a term used when two different
technologies combine together to “feed of each other”
and evidently produce more together than they would
do separately. An example of this technique is ACDC
forming an alliance with Harmonix music systems to
feature their music onto “rock band 2” a video game
where the consumer can become one of their favourite
rock band members via their TV. ACDC also have their
own version of Rock Band developed by the same
company but distributed by MTV and Electronic arts
(EA games). Another form of synergy would be through their merchandise. The
band has a variety of different gifts and memorabilia ranging from: t – shirts to
guitar picks. In 2009 Brian Johnson (the lead singer of the band) went onto car
show programme Top Gear, where he became “the star is the reasonably priced
car”. In his interview with the host Jeremy Clarkson, Johnson discussed his bands
upcoming tour promoting his band to a wide audience, through the form of synergy.
Convergence is term used by different industries combine their own
technologies together, so make their produce more
products to the market. An example of convergence
would be when Columbia Pictures released a double
and triple DVD titled “Plug me in”, a DVD which had
5 to7 hours of rare footage of ACDC performances
and live gig‟s.