Evaluation Task 2: The Website & The Digipak

All music websites are about promotion and information provided to the audience. They fall into three main categories:

• Promotion of single or album release
• Promotion of a tour or live appearance
• Merchandising - posters of an artist or band, sales of T-shirts etc.

CD digipaks are carefully constructed according to convention to communicate certain messages about the artist. Images may consist of album cover artwork, photographs of the band/artist, graphics and texts.

When considering how your campaign is marketed at an audience, Philip Kotler's definition of marketing bears significance. 'Human activity directed at satisfying needs and wants through exchange processes'. This means the selling of products and services. Marketing consists of four variables:

• Price - how much the product will cost/ consumers will pay for
• Place - how is the product distributed and marketed to the target audience
• Product - whist is being branded (in this case the 'star image')
• Promotion - how is it advertised, where and publicised

The most successful websites and digipaks incorporate a house style or theme within the work. For our artist, Rosie May, the incorporation of an urban sense is present through out the website and digipak by the involvement and choices of the images displayed.

The star image our group has attempted to create across the three products is a trendy and edgy style, telling by Rosie's retro fashion and use of urban locations translated through images on the website and digipak and mise-en-scene within the shots of the video.

Our group planned to associate an urban sense with the star image. This has been achieved through symbolic conventions within the video of colourful, psychedelic graffiti artwork on walls, super eight style footage of the market stools and vintage clothing shops within Brighton and general shots of city life in the video. Additionally, in the digipak and website the images used of Rosie standing against a wall on a pavement, supposedly within a city or town, depicts the artist to be surrounded by an urban environment and hints at her urban roots of East London, therefore subliminally revealing personal details about the artist through the artwork.

The product would be released in May 2015 by Universal Records.

The music video advert would be placed on BBC channels, ITV, E4 and Kids channels.

Adverts for the digipak would be in magazines such as Teen Vogue, Top Of The Pops, Glamour, Sugar and Shout publications.

 

 

 

Personally, I would watch the music video first because by doing this it is easier to see and hear the song and the artist at the same time providing the viewer with much more of an immersive experience. Also by listening to and watching this singular music video first, it also the viewer to decide whether they like the artist's style and genre of music leading to the purchase of the album if the viewing of the video is successful.

The music video would be shown on MTV music channel at 3pm - 9pm in order to catch a wide target audience for when children arrive home from school and teenagers and adults are watching TV in the evening.

The CD would most likely be bought online by the target audience due to the fact that the primary target audience are aged 13-24 years old, therefore being a part of the digital age and technical generation, finding it more efficient to download the CD tracks off of ITunes.