What is a Music Campaign

A music Campaign is when an artist or band and their music is promoted through different advertising such as a website and their music videos. The idea is that it creates awareness and demand for their music and aims to reach out for their target audience.

Everything, Everything are an Alternative Indie Rock band.

I believe the target audience for Everything, Everything is late teens and younger adults. Their music is very rock orientated and therefore is harsh to listen to so may not appeal to a younger audience. Their music is generally pretty fast paced and punchy, so stereotypically might appeal to a more male audience as it contains pretty harsh sounds.  

Therefore I think the bands extroverted way is a part of their Unique Selling Point. For example their website is extremely bright with big bold colours that are their purposefully to make a statement.  The boldness of their website and quirkiness of their music video suggests the target audience which they are trying to accommodate for will all be very eccentric and non-stereotypical like themselves.

Their website currently contains the same background picture as the album cover does. Showing the audience that they want this cartoon animation to be not only seen but also more importantly talked about to help get their band name spread internationally. ‘Get to Heaven’ their latest album is advertised on the website and you can watch the music video ‘spring/sun/winter/dread’ there as well. The music video does not actually share any common links with the album or website. It is set on the moon and in black and white therefore this suggests the band could be trying to branch out and show more diversity to expand their target audience. Or perhaps this new album is a very experimental one where they are trying different things to see what works and what doesn’t.

The bands overall ideologies I think from their website, album and music video is being quirky and experimental in what they do. They don’t want to play it safe and therefore this shows in their music creations as they are out there and exciting.

Richard Dyers Star Theory says stars are commodities produced and consumed on the strengths of their meanings. This star image is made up of a range of meanings, which are attached to be a target audience. Dyer believes a star is made up of three things. A star has to be a construction, commodity and ideology to be succesfull in the music industry and excel in todays society. Dyer also believes it is based on two paradoxes. Firstly the star must be simultaneously ordinary and extraordinary for the consumer. Secondly the star must be simultaneously present and absent for the consumer. I think the band Everything, Everything hold Dyers theory to an extent. However I am not sure they are at the point that they fulfill the two paradoxes quite yet. They have tried to construct a star theory for themselves by making their video abnormally quirky and out there in order to get their fans to aspire to be like them.

 

Keith Negus is a media theorist; he identified two distinct ways of thinking about artists and bands within the music industry. He makes his ideologies based upon an artist or bands image that will sell to a specific target audience. There are two types of artist constructions either Organic or Synthetic. Organic takes a naturalistic approach where the artist has freedom to developed and branch out in their career whilst the record label helps lead it in the right direction. For example Ed Sheeran is a classic example of an Organic artist. Contrasting with this Synthetic artists such as One Direction who have been constructed by their record company who have a certain image and set of ideologies they want to grab onto in order to sell to a target audience. For instance One Direction focus on their appearance and Personality making their image seriously constructed to ‘fit a brief’ that will sell their music and help them make money. Where as Organic is often promoted as being much more authentic in their approach giving of a very real vibe.

Overall I believe Everything, Everything have done well to link all three things in their media campaign. There is an obvious link that it’s their bands image we are seeing meaning they are recognisable and individual helping to give them a U.S.P. Their music campaign gets their bands ideologies across to an audience, which I believe, means it has been a successful one.