2. PROMOTIONAL CAMPAIGN
VIMEO RELEASE
Our promotional campaign consisted of an
online promotional video release combined
with a new official artist website complete with
tour dates, social networking links and a full
album digipack.
Releasing the promotional video through the
online distribution platforms YouTube and
Vimeo, each were tagged using keywords
(#dubstep #EDM #dnb #dance). These then
allow Strio’s content to appear in the searches
of our target audience online and then begin YOUTUBE SEARCH APPEARANCES
attracting them towards the artist’s channel
and music. Strio’s video appears as 5th down
from it’s original counterpart.
Fans of the video can then press hyperlinks in
the video description which direct users
straight to Soundcloud and the Official Strio
website where they can stream and purchase
the album. ‘Strio’ was turned into an EDM
brand similar to other EDM artists such as
Deadmau5.
3. To promote DJ Strio’s first single “A Game Of Chess”
we used social networking Twitter to attract
interest. On the website on the section of the music
video there is a hash tag “AGameOfChess”. This
encourages people to tweet about there opinion
about the music video and encourages people to
get involved with DJ Strio.
The visual elements of the music video attract an
interest but also promotes the song, as the more
people pay attention to the music video, the more
they listen to the song. If they subscribe to the
YouTube channel then they get constant updates
about DJ Strio and his music. We are also selling the
single on iTunes and was for a week the free
downloadable single on iTunes, to encourage
listeners. As well as iTunes the single is also being
sold on other online formats such as Amazon and
DJ Strio’s website as a download.
5. MAINSTREAM
We challenged a typical star image by only putting a small
image of the artist on the cover. We found that with electronic
dance music (EDM) artists, the logo was more important than a
recognizable face. We based this on other similar artists of the
same music genre, such as: Knife Party, Pendulum and Feed
Me. Similar to them, we didn’t use a main logo instead of a
large picture of an artist, which is a common convention of pop
artists such as One Direction and Justin Bieber. Like other
similar artists, we kept the colours of the album cover quite
EDM MUSIC basic. The main image is black and white but there is an
element of neon colours used, to attract the buyers’ eye and
make the cover stand out. There is also a “Parents advisory”
sticker on the album cover, clearly demonstrating the age group
of our target audience and sets the tone of the music. There
are a lot of collaborations with other artists of the same genre
of music in the album. This was a common convention of other
artists as the 21st century music industry relies heavily on
collaborations of artists.
6. OFFICIAL STRIO WEBSITE + SOCIAL NETWORKING
The website is designed in a similar way to the
album cover. The target audience are immediately
greeted with a logo of the star image (which is
shown in the same design as on the album cover).
Combined with images of the artist playing live. We
used a lot of images of the artist at performances
because this is a large attraction to fans of the
dubstep genre who we are try to appeal to. It sets
the scene for the artist and shows him at his ideal
environment. For this reason we also placed tour
dates for the artist on the front page of the website
to get the audience involved set up a twitter SWEDISH HOUSE MAFIA WEBSITE
account. There are also “hash tags” on the website,
to get the audience involved and encourage them
to tweet and upload images of the performances.
This is also a similar feature of similar artists such as
Swedish House Mafia, as there website is presented
to the audience in the same way. The colour
scheme of the website is in the same style as the
album cover. Mostly black and white but with an
element of neon colour, to grab attention. We also
added a “store” section on the website, which
encourages branding of the star image.
http://www.swedishhousemafia.com/ma
squerademotel/
7. Our music video relied heavily on a narrative, ‘STRIO’ VIDEO
however there were also cuts in to a performance
element from the artist. This was a common style of
other artists of a similar genre. Most dubstep music
does not involve lyrics, which limits the amount of
performance you can have in the video without it
becoming repetitive. This is why a narrative is useful,
to keep the audience engaged. Our performance
element included a DJ set in the studio, this is a
typical convention of this genre of music. Lighting and
a smoke machine helped create an energetic
SIMILAR ARTIST ‘FEED ME’ VIDEO
atmosphere and the idea of a live performance. We
used a lot of wide shots when in the studio with the
artist, which clearly established a typical live
performance set up. We also used an image of a
smiley face a lot in the video. This linked the
performance and the narrative together between
cuts. This also helped build a logo for the DJ, as it is a
common logo on merchandise on the website. Our
narrative involved an unlikely hero who was once a
victim of bullying but seeks revenge. This heavily
involved the idea of superheros. This is a concept that
attracts our target audience and is similar to a similar http://www.youtube.com/watch?
artist, Feed Me’s video. The music video clearly v=hicCHaC_z5I
showed the DJ in his element, a live performance.
8. YOUTUBE
http://www.youtube.com/watch?v=rEhj – AUDIENCE FEEDBACK
wJnTczA
TWITTER FEED
Richard Dyer's theory believes that the star image is made up of a range of meanings, which are
attractive to the target audiences. One paradox of his theory is that the star has to be simultaneously
ordinary and extraordinary for their target audience, this is what makes the audiences interested in the
star. The 2nd paradox is that the star must be simultaneously present and absent for the consumer. For
our artist this still applies. The DJ is ordinary in the sense that he is not that concerned with his
appearance, which is clear from the fact he is not the main image on the album cover or website or
music video. However many of the images on the website show him playing in front of large crowds,
making him seem less normal and more extraordinary. This makes the audience appreciate his talent
but at the same time feels like they can aspire to be him. Our artist is present in the form of online
media (through twitter, YouTube, his website and on tour) however he is also absent as he is not always
available.
9. The website, music video and CD cover accumulate to create a star
image for the artist. All attract the audience and clearly explain the
type of music and type of artist DJ Strio is. It creates a branding
image and a name for the artist in the real world and in the online
media. Which can lead to a group of fans, physically and over the
internet. The online media attached to the DJ allows us to reach a
worldwide audience that otherwise we wouldn’t have been able to
communicate with. The research and use of ancillary texts has
allowed us to be creative by translating and adapting existing
products to make our main product, using social networking to
distribute as well as promote our work. Uploading the music video
onto Vimeo & YouTube meant our video was able to reach our
audiences whilst then directing on to the Official website alongside
Soundcloud where users can purchase the album. These
promotional tools are
10. The First Single
To promote SJ Strio’s first single “A game of chess” we used twitter to attract interest. On the
website on the section of the music video there is a hash tag “AGameOfChess”. This
encourages people to tweet about there opinion about the music video and encourages
people to get involved with DJ Strio. The music video on YouTube is a promotion in itself of
the single. The visual elements of the music video attract an interest but also promotes the
song, as the more people pay attention to the music video, the more they listen to the song.
If they subscribe to the YouTube channel then they get constant updates about DJ Strio and
his music. We are also selling the single on iTunes and was for a week the free downloadable
single on iTunes, to encourage listeners. As well as iTunes the single is also being sold on
other online formats such as Amazon and DJ Strio’s website as a download.
11. Record Label
DJ Strio is signed to “mau5trap” which is
a highly successful record label, which is
founded by Deadmau5, who is an iconic http://mau5trap.com
figure in the dance genre. Other
successful artists of the same dance
genre are also signed to this label.
12. Who will play our music and video
Our music video
would be
broadcasted on
music channel such
as MTV, 4Music and
ChartShowTV. TV
shows such as these
would also play our
album advert, as it
would be directed
to our target
audience. It would
also be aired on
radio’s such as http://www.bbc.co.uk/radio1/
Radio 1 in a late
night slot.
13. There are also competitions on the website that generate interest and promote
the album, as it encourages the audience to follow DJ Strio and keep up to date
with his music releases.
14. There was also a promotional code sent via email to all subscribers allowing them to
download/order the album for a reduced price of £5.99 instead of the regular market
price of £9.99.
15. ‘How effective is the combination of
our main product and ancillary
texts’
• From our positive audience feedback we can
see that we have created an effective
campaign for our artist DJ Strio, that attracts
our target audience.
