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Absynth - One More Time

Album Cover

Album Cover

Website

Wednesday 14 December 2011

Question 2: How effective is the combination of your main product and ancillary texts?

Our overall campaign involves a glamorous, aspirational young female DJ whom is climbing her way up the ranks towards becoming an international superstar. We decided to utilise a very unique and eye-catching music video involving a dancing Panda and illustrating the caring side of her personality, as she is heavily involved with the World Wildlife Fund (whos logo is of a Panda). A large focus of our campaign is on social networking sites such as Facebook and Twitter, with accounts on both, as well as having free Facebook events to promote her music. We intend to utilise Youtube, a technology which is heavily used by our core audience. In terms of more traditional marketing, we intend to attract interest via Radio 1, through for example Pete Tong's 'In New Music We Trust' and grabbing articles in relevant magazines.

The link between our website and album cover is very transparent. This is especially important in terms of synergy as the album covers and website should go hand in hand with eachother. However the link between the music video and the website/album cover is much weaker, this is not necessarily entirely negative as watching an absurd music video involving a dancing Panda is often an incentive for consumers to find out more about 'Absynth', the element of mystery incentivises the audience to find out more. This was further reinforced by our audience feedback which I shall go on to discuss later.


As illustrated above, you can immediately see how effective the combination between the album cover/website is. In fact, the album cover is the focus on the front sub-page of the website.

Having conducted some market research, we decided that females would be slightly more influenced compared with males, however we still chose a fairly neutral purple for the overall colour scheme on  both the album cover and also the website. Symbolic synergy (through a colour or icon) is very effective in linking products, for example facebook, twitter and blogger have particularly distinctive icons used throughout their marketing campaign.


We chose a constant font throughout the project as another symbol for our audience to relate to, for example Nero have a very distinctive text (used as their logo)throughout their marketing campaign, which inspired us to follow suit.


The link between the album cover/website with the music video may be weak, but we have outlined the reason for a Panda music video as her debut, and whilst creating ambiguity and generating a possible viral campaign, we illustrate that her love for the WWF is re-payed in this music video and she uses the extinction of Pandas in an almost positive and loving light, to raise awareness and love for Pandas. The website has a link on the Home page, but there is also a full news article in the 'News' section.


It is vital that the record label is echoed throughout the marketing campaign and that all pieces of work refer back to the record label, which is used as a hub for all their artists. 'Absynth' has an independent record label titled 'Cosmic Productions' and this can be found in various sections of the campaign.




An ideal marketing campaign will maximise the product shifted. Our marketing campaign is full of interactive and purchasing opportunities, all linking back to the idea of purchasing the single or items from the store.

We used a store to not only generate revenue, but to also increase audience interaction. To stay consistent with the marketing strategy, we chose mainly neutral/simple colours for the clothing range, which could be detrimental however we wanted to reflect the artists identity, which is quite simple and not too loud or sexualised.  White, Black, Pink, Purple and Blue are our chosen colours throughout the campaign and the vast majority of Absynth's products very much occupy these chosen colours.



Purchasing Opportunities
  • The Album (MP3/CD)
  • The Single (MP3/CD)
  • Tickets to the tour
  • T-Shirts
  • Hoodies
  • Necklaces
  • Keyrings
  • Badges
  • Caps
  • Mugs
In terms of purchasing opportunities, we've ensured that we generate as much revenue as possible. We have kept it simple, however offered the consumer a wide range of options, whether they want merchandise, music or tour tickets. The Music Video helps generate sales for the single and attract consumers to the website gathering more revenue. It also increases sales of Panda-related products. The Album Cover obviously sells the album and it's professional/effective look will hopefully attract a huge/broad audience (SALES!). The website is obviously the platform/hub for everything else and it includes information relating all kinds of purchasing opportunities.

Interactive Opportunities

Interactive opportunities are important, as they create loyal consumers through exciting competitions + interaction with the artist.

Our website contains a webcam chat with 'Absynth', which is a massive step forward in terms of technology which i'll go on to discuss later. Furthermore, the audience is almost face to face with the artist, building up HUGE audience appeal.

Our website also includes a competition to reward our consumers and to also increase audience interactions and again audience appeal. 

We have a page dedicated to Absynth's fans and they can post comments and get involved with our artist's career and her future.

Fans can also sign-up with the website to recieve regular newsletters and to feel part of the Absynth community.

We also fully utilise social networking through Facebook, Twitter, Tubmlr and Blogger for the audience to gather all the info regarding Absynth and also generate information about future events/purchasing opportunities, increasing future sales revenue.


All together, I think we’ve created a clear artist identity and have made it very obvious to the audience what Absynth is all about. I believe that the combination of our products work very well, however if I had to improve the music video I would include a short cameo artist appearance to great a more transparent/solid link between our products. However, the products help market and promote the artist, leading to increased revenue which is ultimately the most important factor. I am very happy with the final product.

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