The band Iglu & Hartly formed at the University of Colorado by three members who later moved to Los Angeles. They built up a following playing shows around LA. Their debut album "And Then Boom" was released in 2008. Iglu & Hartly portray an image of a carefree, rebellious lifestyle through their music videos and lyrics which encourage living life to the fullest. Their target audience includes young, adventurous people who enjoy taking risks and living outside the box.

1. Background of Iglu & Hartly
• The group met at the university of Colorado. Jarvis Anderson, Sam Martin (vocal keys), Simon Katz (guitar).
These three began making music that, ultimately, made them. Unable to contain the energy, and unwilling to
wait for their diplomas, the boys quit school and moved to the electric neighbourhood of Echo Park, California
(just east of Hollywood) where they began knocking on club doors and asking to play shows.
While enduring a circuit in the glitter and grime of seedy Hollywood night clubs, the band simultaneously
embraced in the South Bay of Los Angeles, a beach community with a strong punk rock heritage, home to
legendary bands such as ‘Black Flag’, ‘The Descendents’, ‘Circle Jerks and Pennywise’, ‘Leave Your Malibu
“Sunshine Dream” at the door……
Shortly after moving to Los Angeles, Luis Rosiles flew from Jarvis’ hometown of Chicago to join the band as
their drummer, and LA local Michael Bucher joined as bassist.
With over 200 shows under their belt in Los Angeles, Iglu & Hartly has gelled into a force to be reckoned with
on and off stage.
Iglu & Hartly joined forces with Mercury Records to bring in its debut release, “& Then Boom” to the masses,
where it belongs. The September 22nd
release date marks the beginning of the band-centered, worldwide
marketing effort, including touring and promo activities in every major market in the world. Eleven songs,
recorded in the living room of the Echo Park house they have lived in since moving into LA. No filler.
http://www.youtube.com/watch?v=XFcZgrYsBSw

2. Image Constructed in Early Years
• Tom Petty meets the Pointer Sisters in a neon karaoke bar in Tokyo singer Tina Turner. The music is a sonic
milkshake, a genre blending, culture-defying laser show. Synths, raps, explosive hooks, colourful bridges,
sailboats, inspiration. “Were F****** Widescreen,” says Jarvis Anderson, lead vocalist and producer for Iglu
& Hartly. “The album’s like that scene in The Wizard Of Oz when the picture flips from black and white into
colour.”
• This sparked a concept for Iglu & Hartly to work with that their music should be care free and support
people with the same positive attitude in life and this is what Jarvis had to say on behalf of the group about
their music…”We want people to listen to our music, be inspired, look inside themselves and work out how
they can dominate the world in their own unique way,” says Jarvis. “We’re about smashing down barriers.”
• So welcome to the world of Iglu & Hartly is essentially what the band are saying and portraying as their
image and this is undoubtedly backed up by their music videos and the lyrics in each and everyone of their
songs to date. Their biography quotes…”A world of hope driven by heavy synth. A world soaked in beer and
sweat, borne from heart and soul. Welcome to the movement of kids worldwide who have heard the world,
who believe, who live like us. Uncompromising, undeniable, uncontrollable, unstoppable!”
“When it comes to what we believe to be true in every
way, it’s YOU.”
‘And Then Boom’

3. How has the Image Developed? This was the bands first
album, ‘And Then Boom’
They went from venues such as
this where a few hundred were
crammed into small bars……
……to huge venues such as
Hermosa Beach and Central
Park where thousands upon
thousands attended!
• Since the band released their debut single,
‘Violent and Young’, on U.K label company
Another Music = Another Kitchen in June
2008; Iglu & Hartly signed to Mercury
Records soon after and made plans to release
their next single, ‘In This City’, in September
that same year.

4. What is their current image?
• Since Iglu & Hartly were properly established
in 2008 and they had signed their first record
label they have gone from strength to strength.
My group and I believe that they will become
huge and that we have merely discovered and
realised this potential prospect earlier than most
of the public to date. Their own website, writers,
Followers, fans and of course family supporting
Them the only way is up and their current image
is still that of when they began, that the world is
ours to conquer in our own unique way. The
lyrics from ‘In This City’ in particular are fairly
strong and send a very positive message out
about our society today.
“And I found that round here, that I won’t disappear,
I’ve got nothing to fear, ‘In This City’.”

5. What are their videos like…and how does it
Compare to our idea?
• The vast majority of Iglu & Hartly’s videos
are image of the band themselves in either
a recording studio, on stage performing live
or in any location together but still with the
instruments. As you can see from the video
earlier posted of ‘In This City’, the band rely
on instinct and occasionally use special
effects but still keep their videos very simple
with a lively and feel good factor, which is
what my group and I are looking to recreate
but with a different story line. This link just
gives you a sense of how Iglu & Hartly have
worked the crowd and delivered their own
message even through live performances,
where a massive 40,000 people attended.
http://www.youtube.com/watch?v=6IZ81Nkubwk
So regarding our idea, the main focus will be to do with their powerful and very easily remembered
lyrics. ‘In This City’ will be represented by London and everything good about it, along with a love
story regarding a young boy who is invited to the city by his girlfriend but is temporarily mesmerised
by the beauty and tranquillity of London. The boy will have a permanent expression of joy and genuine
happiness, which is Iglu & Hartly’s main concept along with the world is your oyster and there is no
limits, “Were about smashing down barriers.”

6. More about their Image and also
Target Audience
So to dive deeper into the image of Iglu & Hartly we have to look at their target audience and how they go about attracting them.
As mentioned in a voice over done by me and a fellow colleague regarding target audience, there are many different aspects in
which Iglu & Hartly portray themselves and sell their own unique image.
Demographic examples lead to a sense of young and
reckless teenagers, showed largely by the band members both individually and collectively as a group in the way they interact
with their fans at live gigs, throwing themselves into the crowd is a pretty good example. ‘YAKS’, (young, adventurous, keen
and single), this abbreviation fits the band perfectly and their image gives off this vibe. When it comes to psychographics and
the general nature of the band Iglu & Hartly give us their audience the impression of a care free lifestyle, where everyday is
treated as your last and living life to the absolute full is almost the only law in their minds. The target audience can certainly
relate to this as they will share same sort of morals and lifestyles as the band. Explorers, people that love taking risks and think
‘Nothing In Boxes’, which is the kind of approach my group and I are attempting to have towards this years project. Reformers
and also strugglers are groups of people that Iglu & Hartly will also be aiming at pitching their image to.
How Iglu & Hartly
intend their many fans to consume their media they must look at what image they give out regarding their own personal use.
Many of the bands music videos hardly show a computer or mobile phone and technology is scarce, but this only adds to their
care free image and saying that they do not care for these things in life and that the simple things make them happiest, such as
the music they produce from the heart and friends and family, which is the right way to be for me personally and one of the
reasons that I now love this band since digging deeper into their history and different backgrounds.
So as you can probably tell
from this little insight is that Iglu & Hartly just want to have fun, and barely even glimpse or think about even for a split second,
the troubles around the world today. The image they give out ultimately will determine their target audience and who they
attract from these audiences, but most importantly Iglu & Hartly must keep this current image to be consistent in their work and
maintain the message they send out to the public, this way they will be recognised a lot easier and become even more unique.

7. More about their Image and also
Target Audience
So to dive deeper into the image of Iglu & Hartly we have to look at their target audience and how they go about attracting them.
As mentioned in a voice over done by me and a fellow colleague regarding target audience, there are many different aspects in
which Iglu & Hartly portray themselves and sell their own unique image.
Demographic examples lead to a sense of young and
reckless teenagers, showed largely by the band members both individually and collectively as a group in the way they interact
with their fans at live gigs, throwing themselves into the crowd is a pretty good example. ‘YAKS’, (young, adventurous, keen
and single), this abbreviation fits the band perfectly and their image gives off this vibe. When it comes to psychographics and
the general nature of the band Iglu & Hartly give us their audience the impression of a care free lifestyle, where everyday is
treated as your last and living life to the absolute full is almost the only law in their minds. The target audience can certainly
relate to this as they will share same sort of morals and lifestyles as the band. Explorers, people that love taking risks and think
‘Nothing In Boxes’, which is the kind of approach my group and I are attempting to have towards this years project. Reformers
and also strugglers are groups of people that Iglu & Hartly will also be aiming at pitching their image to.
How Iglu & Hartly
intend their many fans to consume their media they must look at what image they give out regarding their own personal use.
Many of the bands music videos hardly show a computer or mobile phone and technology is scarce, but this only adds to their
care free image and saying that they do not care for these things in life and that the simple things make them happiest, such as
the music they produce from the heart and friends and family, which is the right way to be for me personally and one of the
reasons that I now love this band since digging deeper into their history and different backgrounds.
So as you can probably tell
from this little insight is that Iglu & Hartly just want to have fun, and barely even glimpse or think about even for a split second,
the troubles around the world today. The image they give out ultimately will determine their target audience and who they
attract from these audiences, but most importantly Iglu & Hartly must keep this current image to be consistent in their work and
maintain the message they send out to the public, this way they will be recognised a lot easier and become even more unique.