Angel.With.E
Practise Task 1
When promoting their season 3, Umbrella academy used social media to campaign. As social media is a common used platform, they ensured that word of their newest series would get out quickly and effectively. This involved, interviews with various sites detailing little information about the plot of the newest season to give the viewers information but to also keep the buzz after their dramatic season 2 cliff-hanger ending.
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On top of this, they also leaked information about their casting and release date showing many posters of their cast with the shows colour scheme and iconic symbol of a black umbrella, possibly making the audience remember the show whenever seeing a black umbrella.
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However, whilst the media campaign for this season is well-rounded, it does lack certain aspects that could get the news across more such as interviews or updates on the progress of the show production.
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Findings for learning Aim B
This contains all the information for collected for learning aim B and planning done for my cross-media campaign
The only chosen answers were red, blue and purple. This has informed me of the colours people typically associate with RnB and why I should incorporate them within the colour scheme for my artist
All of the participants for this survey fell within the age range of 16-18. The ages of the participants inform me that the survey answers have a certain bias as I have only received results from this age range.
60% of the participants listen to RnB, this is the larger number out of the two responses, therefore showing that the answers to the questions are given from members who are fans of the music.
The information from the graph shows the most voted for answer; street-wise with modern coming at a close second. This tells me that I have the choice between a modern or street-wise costume for my artist to keep cohesion
The graph shows a mix of answers, with male being the most chosen. This shows that the answers given are from the perception of men more than other genders, this could cause a bias in my findings
The majority answer for this question was solo artists. The findings of this question have lead me to make my artist a solo act instead of a band, however for the 30% that do enjoy bands i will have my artist feature with other artist on the album
The most chosen answer for this song was a dark theme. The answer of both came close second, this informs me that the audience expects dark theme from the artist but a slightly light theme is also acceptable. Within the campaign i will incorporate a darker theme with themes of love and mystery, this will be seen through the album cover which will consist of colours scheme involving red and purple commonly known darker themed colours
The graph shows the words used to describe RnB lean more towards the answer of love, magestic, passion etc. as that is the answer given from the survey. This provides me with the knowledge that the theme used for my artists campaign should align with this description
The answers for this question are very mixed, but the top two most chosen answers were Brent Faiyaz and Jorja Smith. This shows that these two artists are the best to feature with and should be featured within my album as they are a fan favourite.
Altogether, the responses indicate that the audience find their music from digital forms, a conjoined amount finding their music from sources such as social media and Youtube. For the audience that discover their music from social platforms, i will create a social media platform for the artist where they can post and advertise their music for fans and other interested members. For the 20% that discover their music on the radio, i will incorporate a radio interview within the campaign to cover all basis of interactions for the aidence
How is Cohesion created through the different products?
To create cohesion, I will use a colour scheme of Silver, Gold, Red and purple. Silver and Gold is symbolic for glamour, the gold makes the album appear more vibrant and luxurious whilst the silver gives it a complex enigmatic undertone that will make my artist have connotations of prestige. The colours red and purple have connotations of vengeance, betrayal and rage; I'm using this colour in the album to represent the underlying anger within the musicians music as they stand for liberation but they are in a world without, linking to their song 'a world for no one' and 'no place like this'. I will also use these colours on the posters as this will make the colour scheme stick within the minds of the fans and cause them to inadvertently associate these colours with the album.
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How do artists from this genre normally promote themselves?
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Popular artists within the RnB genre promote themselves using radio and social media, this can range from tv appearances to the odd post here or there on their Instagram stories relating to their upcoming album. Less known artists within the field use less pricey techniques such as YouTube interviews or social media post depending on their social following, if their following is not as wide they tend to use other artists platforms by asking for a shout out to reach out to their fans. These techniques are be proven to be quite useful as they are an easy way to get the word out of an upcoming album and coverage for the artist, therefore i will be using techniques such as an Instagram account where my artist will post snippets of their upcoming album and the progress of the album. Furthermore, i will also produce TV interviews and game shows where the artist will participate in the show and also spread word of the album and tour dates.
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Are there any specific ways of speaking/communicating that these artists use in your chosen genre?
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RnB genre has a very diverse background as their artists come from all around the world and the genre is open to anyone who has a passion for it. For this reason, there is not a specific way in which the artists communicate, despite this, it is very common to hear an RnB artist use colloquial language when conversing with their fans but to present themselves more formally when at live events such as interviews or other social events within the music industry. My artist will address everyone the same as that is what their album stands for, equality. The benevolence of Nirvana will cause her fanbase to grow and her album to be successful as people are more inclined to support someone who is genuine and fair to all regardless of social class or wealth. With their up-bring being from a lower class society, Nirvana will address people with less formality and with street language as that is how she grew up but she will still be respectful to those she addresses, especially her fans
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How do they get the audience's attention?
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When releasing a new album, RnB artists tend to delete their social media accounts to rebrand themselves. The action of deleting their account will cause their fans to gain intrigued and wonder what their next project could possibly be. While very effective, this method is an extreme and is not used frequently within the genre. Another method would be live streaming on social medias or appearances on broadcasted television. Artists use livestreams and television appearances to give teasers of their upcoming project, merchandise, or to give information on tour dates and other particulars of their upcoming album. The television appearances will usually consist of them being interviewed or appearing on a popular game show watched my their fans, for instance Doja Cat's appearance on 'Wildin Out' before the release of her album 'Planet she'. The album was very successful since fans were informed of it and had prior knowledge from the television appearances where 'exclusive information' was given. Within my campaign i will be creating a radio advert for the artist to enact these methods as they have proven to be successful for other artists. i will also produce a radio advert where the audience will hear 6 seconds of the song and the artist will speak upon the song, this will give the audience a look into the artist's thoughts when they hear the song, as audience enjoy to hear the artists thoughts just as much as the artist enjoys to hear theirs.
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Where do this genre normally advertise their products?
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Typically, artists within the RnB genre tend to advertise their products on social platforms such as Instagram and/or Twitter, as they are popular social media platforms that their targeted audience interacts with. Recently, artists within the RnB genre have began using the social media app Tiktok to advertise their products. This is because Tiktok is an easy and fast way to expand the product and the artists publicity ; the app allows the audience to interact with the artist and their product. I plan on incorporating these methods into my media campaign as it has proven to be a successful method to gain attraction from the audience.
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What font styles have you chosen?
I chose this font due to the style in which it was written. The hiromisake font makes the album name appear wistful, which could entice the audience to buy the album. The font shows the wishful hopeful side of the album, which could benefit the campaign
I chose this font because of how bold and stern it is. The font displays a symbol of power and righteousness, these are some of the themes within my artists album so it would make sense to have a font for the album name that matched the theme
I chose this font style because of its graffiti art style. The artist that i have created originated from a place where graffiti is a common way of expressing oneself, so having the album name written with this font would display a side of the artist. The genre of the artist and the font style also link as they are both commonly known to be urban and expressionistic forms, this would help the campaign as it would symbolise the artist expressing themselves through the music genre and art form
I chose this font because it matches the font i used on the second album cover. This font is typically used in children's shows or branded products made for children, this is the effect i was going for on album cover 2 as it is meant represent child like wonder. The dips on the letter brings an aesthetic to the font that matches the theme of light and joyous in album cover 2
I chose these fonts because of their elegant and graceful nature. The artist i have created is a female, and plays into the stereotype of a feminine women. Whilst she subverts most of the aspects for this stereotype she still plays into the majority, and her album represents this side of femininity she displays. The album name itself is called 'The Fem' which is why these fonts are befitting as they're feminine fonts for a feminine name. The fonts further display parts of the album before the viewer even listens to its contents, this could possibly be misleading and lead some viewers to make prejudgements about the album before hearing it but they would be great fonts to use on the album cover.
Drawn and digital album drafts
The idea behind this draft was to display a snippet of what the album is about through the image. The album name is in bold at the top of the cover, displaying it first lets the audience know what they are getting. Next is the image of a woman standing in a long elegant dress. The denotation of the women is meant to help the audience infer what the album is about and why it was made. The artists name is on both sides of the album in two opposite direction, this was to make sure that the audience remembered the artist to ensure they will interact with their future work
This album cover is more based on the album itself rather than the artist. The whole front cover is an image of a girl with braids staring out at the cloud surrounding her. The clouds are a metaphor of wonder and hope as clouds are meant to be symbolic of freedom and child-like wonder. The girl is meant to represent the artist, they look young and captured by the sight of the clouds and sparkles, this is meant to display the artist as a hopeless child who just wants to do what every child wants to do; explore. The sparkles display the awe the girl feels when staring at the cloud, this cover shows a brighter side to the album rather than the darker harsher tones of the other album cover. I will use both of the covers as they both display a different side of the album. In total, there will be 9-10 songs within the album 4-5 being the dark side of the album and the other 4-5 being the light side of the album. this encaptures the two sides of RnB and how it is both light and fun but dark and painful at the same time.
Drawn and digital Poster drafts
The idea behind this poster was to display the feminine side of the the artist and how the album captures that. This poster displays a woman standing tall with sparkles surrounding her. The woman is meant to be the artist, this poster will come out towards the end of the campaign as it is an older version of the girl within the album cover. This poster also displays the tour dates of when the artist will be presenting the album worldwide. The title is written in a serif font, this displaying the album as mature and grown from the childish bubble writing used in the album cover and second poster, showing that the album is a metaphor for the artists growth within her career and life in general. This cover will be very successful as it has hidden enigma codes that the audience will figure out as the album grows in succes, audience enjoy a mystery to solve.
This poster is meant to represent the girl within album cover 2. In this poster she is around a young adolescence age with her hair sprawled around her back and fewer sparkles than before. The denotation of less sparkles os meant to show the hardships of adolescence, the way young people can currently lose their sense of childlike wonder due to the crushing weight of the adult world; a topic within the 'dark' side of the album. Within the image, the girls hair looks brittle and weak, i did this on purpose to show the damage that growing up can inflict on a young person and how it may harm them physically. The font style is still bubbly and boysterous like in the second album cover, this is meant to be like a flicker of hope, that one last bit of childlike wonder coming to you when you need it most, presenting the album itself as that wonder and hope. the targeted audience will love this concept as it is something their age range has dealt with or is dealing with, the album explores those concept through the images whilst also representing a glance at the content of the album and its symbolisms
Script for Radio interview
This is the script for the radio advert i will produce for the artist. This advert will detail tour dates, feature two of the most successful songs within the album and speak about the artists thought process when producing these songs. I'm thinking about releasing this after the tour since the audience will know the songs and they would have gained attraction by then.
Merchandise
This is a rough idea of the merchandise that will advertise during the artists campaign. The merch is targeted towards an audience of 16-28, so it mostly consists of clothes and accessories such as the tote bag, a common bag used by the younger quartile of the targeted audience. The merchandise will follow the color scheme of the album and over all campaign, consisting of red, purple, gold and silver. The t-shirts and hoodies will have a picture of the either the girl or the woman residing on them as they are the symbol of the album and what it stands for. The airpod case cases will come in a set of the color scheme in plain watercolors or even ombre as the targeted audience like their items to be aesthetic.
Web Page
The artists web page will contain all the information fans will need to support the artist and their new album. The web page will display tour dates, merchandise, information about the artist and other content such as upcoming albums and a purchase page.
The first page will contain information about the artist and links to their social platforms, this will allow the artist to receive more coverage on their other platforms and also gain more support from their audience.
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The second page will be a demonstration of tour dates and locations that the artist will be playing throughout the year. This will include the schedule for their upcoming albums tour release. The locations of where the artist will perform will also be on display as their audience needs to know when and if their country or city will be hosting a concert. The concerts will take place mostly in the summer as that is when the targeted audience have the longest holiday but this will be towards the end of summer around july because most artists will be hosting concerts during the summer and trying to get earlier dates. If the artist shoots their concert during later dates their audience will be able to attend and also the buzz of the album will be carried out through the next coming months after the album
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The third page will detail the artists previous albums and their contented songs. This page will also detail the rankings of their past albums and release dates of upcoming albums or other projects they are working on
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The fourth page will contain the merchandise the artist is selling in relation to their albums, this will consist of past merchandise for other albums, their seasonal merch and merch for their upcoming album. Throughout the campaign the merch will only be sold on their website but publicised on their other platforms such as instagram as the app is popular with their targeted audience.
Website drawn and digital draft
Learning Aim C
Artists website
Radio Advert
Artist Poster
Album Cover
Merchandise
Learning Aim D
Leaning aim D provides an evaluation of how the campaign went overall and any changes I would have made if given more time or a re-evaluation
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For this question, I received a mixed answer of rap and RnB, RnB being the more chosen answer of the two. The response to this question shows that the cross-media campaign was successful as the majority of the audience was able to tell the genre was RnB.
The answer to this question was more or less positive with the majority answering yes and a few answering neutrals. To change the answers to neutral I would have possibly made additional merchandise slitghly more appealing to this auidence.
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For this question, The majority of responses were very positive with only one response of no. This shows that the merchandise for the campaign was successful as the artist's audience appealed to it and enjoyed it
The answers to this question were also positive. The audience answered with yes more than no, showing that based on the aesthetic of the album cover they would buy it based on it meeting the conventions of an RnB album cover.
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This answer gave a completely positive answer. All participants gave an answer of yes. This reinforces my thoughts of the album cover resonating with the audience and showing them the artist and their genre, which was the appeal I was aiming for with the campaign
For this question, The answers were very positive. The majority of the audience replied yes with only one answer of no. This shows that the poster was effective in its purpose of attracting the audience's attention whilst also displaying the tour dates of which the artist will perform and where.
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FINAL EVALUATION
The answer to this question was also completely positive. The audience responded with yes showing that they agree the website matches the artist's aesthetic. This positive response also reinforces that the idea behind the website was caught by the audience and appealed to them.
For this question, the majority of the audience answered positively with only one response of no. This shows how effective the website for the campaign was, giving the audience a place to support the artist and find out more information about their upcoming album.
For this question, I received a majority answer of yes, with only one answer of no. The response to this question shows that the colour scheme matches the genre which I have chosen for the artist, RnB. the colour scheme matched the idea the artist was envisioning and also stuck to the conventions of what RnB entails.
Altogether, the responses indicate that the campaign was very effective in its purpose of appealing to the artist's audience and possibly audiences who were not inclined to the genre before the alum. After analysing the responses given by the participants, it is clear to me that the choices made towards the campaign were effective and logical in their execution. Compared to the previous survey, I can convey that the audience was pleased with the outcome of the chosen media platforms and how I have portrayed the artist and the artist and the album throughout. I believe the most receptive product within the campaign wa sthe merchandise as questions asked about the Merchandise received many positive responses.
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The least positive response was given from the album cover, with 70% saying they would buy it
based on appearance and 30% expressing they would not. This tells me that the album cover is not as compatible with the artist as first initiated. To rectify this, I would have to reconsider the colour scheme, font style and composition of the album cover. At first, i intended to make the second drafted album cover as it had more vibrant bright colours that could attract the audience and make then want to buy the album due to its compel, but it also contrasted with the first half of the album which has a more dark aesthetic to it, which the second drafted cover would not have acknowledged.
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I used cross-media campaigning as it has proven to be more effective when promoting an artist, the campaign spread across the radio, digital and print platforms.
For radio, i produced a radio advert for the artist, which previewed two of the most popular songs on the album; the radio advert was made for the artist to talk about the meaning behind their album and the song, helping the audience relate to the artist more and peak into her thoughts when writing and composing the songs, as audiences like an artist with substance;The radio advert would be released after the album to keep the hype of the album consistent.
For digital, i created a website for the artist. The website contains four major pages, a merchandise page, an info page, an album page and a tour date page. The merchandise page page and tour page both contained information relevant strictly to the release of the new album. I made the merchandise limited edition, this meant that they would not be found anywhere else but the website and have a date of which they will disappear. Making the merchandise limited edition, increased the hype towards it and made the audience more likely to buy it as it would be a way for them to have a keepsake for the album and support the artist.
The tour date page contained the dates and locations for the tour, i made a map displaying where the tours will take place and the date. For each, location, i dedicated 3 days of the 3 month tour to that area, this made sure that the artist covered more cities and performed in each are an equal amount of time;I only did performances within the UK as it would be more cost effective to perform in the artists homeland, allowing them to get place to place easier and more effectively.
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For this reason, I can say that the cross-media campaign technique was very effective as I have Received many positive responses. However, I also take into account the 1% of the audience that did not appeal to the various products within the campaign such as the merchandise. Taking this into consideration moving forward, if I were to re-evaluate the campaign I would address what they would like to have seen within the campaign and provide that for them within the next album release.