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

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

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Together our promotional package containing the music promo, advert and digipak work together as we have included a clear synergetic link between all three elements. We did this by picking a key theme in our music video and developing it into ideas we could use for our advert and digipak. For our promotional package we used the theme of the ghosting effect as it is one of the most memorable parts of our video, it is also a simple but effective way of making the advert and digipak look professional and eye-catching whilst adhering to the conventions of an indie alternative artist. Using synergy is effective in our promotional package as it gives the artist a recognisable image which helps to promote them across different media.

The music promo aims to promote the artist through new media such as YouTube which can be shared across social media such as Facebook and reach their audience, it will also help the artist to gain a larger audience as it will be shared to hundreds of people across the media. The music promo can also be spread across traditional media such as music channels. For our artist MTV Rocks would be the music channel that plays the most indie and alternative music, therefore MTV Rocks would be the biggest source of promotion for The 99s through traditional media.

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Traditional media mainly consists of magazines, music channels, records and vinyl.

Music channels used to be a huge part of music, channels such as MTV were the main source of watching music promos and at the time was a very popular part of music. Music TV was one of the most popular ways to advertise your music video and the artist and as the popularity of music channels increased, so did the variety. There are now channels for all genres but it is no longer as popular as it is a lot less accessible and a lot more inconvenient when you have sources such as Youtube. There are still some music channels that have a fairly large audience such as Kerang which focuses on the rock genre and Top charts which is mainly pop. A channel that would be appropriate for “The 99s” is MTV rocks as it plays a lot of indie and alternative music.

For elements such as the digipak and advert, traditional media is a lot more relevant and successful. This is because for sale based around CDs and records the album art is shown off a lot more. The album art is appreciated and helps a considerably larger amount to sell the product because you are buying the physical copy of the music with the bands image on it. I think it would be clever for an artist to sell records as they are coming back into style and more people want to buy them, in big music shops such as HMV, records are displayed on the walls and large cardboards adverts are exposed in the windows.

Along with music channels, magazines are also becoming a lot more outdated. Although they are not as popular as any new media they are a good way to promote an artist. There are many music magazines that people buy because of band posters and tour dates, I think it would be really beneficial to the artist to feature in popular magazines such as Kerang as it will attract a larger audience and release the band image in different texts so that they become more recognisable. The downside to traditional media is that it is a lot more expensive than new media. For example Youtube is free but if you wanted to feature in a magazine you would have to pay various amounts of money to do so. This may not be beneficial to new artist as they would be spending money on promoting themselves in a sector with the smallest audience.

One artist that only uses traditional media is Prince. Prince subverts convention of current sales as he refused any content to be uploaded freely to YouTube or free apps such as Spotify. The only way you can hear his music is by buying it. I think this is only successful for him because he became popular before all the new media, therefore he didn’t have to promote himself.

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It is very important for current artists to use new media to promote themselves as it is the quickest and most effective way to reach the largest target audience. Some examples of new media are YouTube which is a website in which you can upload videos for free, YouTube currently has approximately 400 hours of content uploaded each minute. It is really successful for promoting musicians for example the most viewed channel on YouTube belongs to Justin Bieber with over 650 million views each month. The most popular partner channel on YouTube is also a music channel called Vevo. YouTube would be a great way to promote a new artist as it is a cheap and successful way of putting their name out there and gaining fans.

Videos posted to YouTube are often shared around on social media such as Facebook and Twitter which are two of the most well-known social websites. Videos and news spreads quickly on these sites as they constantly update and are used by the majority of this generation be that on a mobile phone or a computer. If something gets shared around by a lot of people it starts to become popular and trend. This is why social media is a great way to promote and artist.

Facebook would also be a great option to advertise an artist as you can make artist pages that the audience follow for updates on tour dates or new content that the band releases. Virtual advertising is now extremely popular.

Another part of new media that is great for artist sharing their music is music apps such as I Tunes and Spotify. These apps are designed solely to release and sell music to anyone who has the app. Most songs on I tunes vary from 59p to 99p. This is a great way for musicians to sell their music firstly because there are charts of the bestselling music secondly anyone that owns an IPhone will automatically have I Tunes. This is quite a substantial amount of people, for example Apple sold its one billionth IOS device in November 2014 and since then there has been some quite dramatic updates and a large popularity increase. As for free apps like Spotify you can buy premium versions and download all of the songs onto your phone. The downside to new media is that elements such as the digipak aren’t as much of an image to the artist and nowhere near as much appreciated as they used to be. The only way you actually see the digipak is when it is displayed on your screen on the apps, occasionally you can get a downloadable digital booklets that help to promote the musician but they aren’t anywhere near as popular as the music video.

Overall new media is a lot more up to date and easily accessible for the target audience.

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Using new media to promote an artist is probably going to be the most effective way because of new technology like convergence which is the “merging of mass communication outlets” through various media platforms. This is effective because artists who use new media and apps such as YouTube, Facebook, Twitter, Spotify etc are all available on most new devices. Someone can have one devise and have all of these apps on it which makes it very likely that their content will reach a lot of people quickly by using new media. People that have devises like this are able to take them anywhere with them, this means that the apps used to promote the artist are easily accessible at all times for their audience.