Explore
how your chosen texts use digital technology in their marketing.
Many music artists use digital media to increase their
marketing. One example of this is the alternative rock band ‘Radiohead’ who
released their album ‘In Rainbows’ solely on their website as an honesty box/
pay what you want scheme which was both experimental and revolutionary. This
groundbreaking digital distribution allowed Radiohead to drop their EMI record
label and rely on what their fans thought their music was of value and was
worth hearing. The album sold 1.2 million copies with the average consumer
paying £4 for the album. It was available as a digital download initially and
‘special edition’ CD & Vinyl release (£45) depending upon consumer
preference. The album still achieved no1 status on many charts when it was
finally released on a standard CD format, which proved that downloading doesn’t
necessarily affect physical sales nowadays. Many artists argue that music
piracy is increasingly affecting music industry sales and it is arguable this
was Radiohead’s way of proving that this issue had no significant effect if the
product was worthwhile. The band had always been the victims of earlier recordings leaked on the internet and their response was a way to combat this situation with their new recordings. This was widely discussed during the interviews that they undertook at the time of the release of 'In Rainbows', such as the Dave Fanning interview that was screened on SkyArts.
Promotion for the release of ‘In Rainbows’ was also low-key,
reducing marketing costs, as media coverage of the release was reported extensively in newspapers, TV and on the web. Videos for tracks were also largely ‘DIY’, such as the single
‘Jigsaw Falling Into Place’, keeping production costs down. The band followed this format by only
promoting the release through an appearance on the SkyArts programme ‘From The
Basement’ performing live versions of the albums songs. AS SkyArts is a ‘pay for’ satellite
channel they were clearly targeting their core audience and avoiding any mainstream
promotion.
On a larger scale the worldwide icon ‘Lady Gaga’ has
achieved worldwide success after saturating the market in every media form. She
has combined every media form, and utilised convergence theory and cultivated
her audience to maximise publicity and profits. Her album ‘The Fame’ sold 12
million copies in the first ten weeks and resulted with her being number one in
almost all major music markets around the world, with her single ‘Pokerface’.
This album also received the most highest ever views on the video provider
Youtube with some music videos such as ‘Just Dance’ reaching over one billion views
worldwide. Lady Gaga also utilises the social networking culture we live in by
regularly posting on Twitter on her twitter feeds, setting trends on Twitter,
uploading videos and interviews so her audience of ‘Little Monsters’ can always
access more and more content and her every move.
Originally Lady Gaga, whose real name is Stefani, got
dropped by her record label after three months to which her later resulted with
her being picked up by Akon’s record label Streamline. Lady Gaga is best known
for her image and her superficial pop ideologies to fame. One way that has
increased the distribution of her image and style is through her website and
podcasts of interviews and uploads of gigs and shows. It is clear that Gaga
relies on digital technology for marketing as usually audiences will want to be
included in the social integration aspect of the uses and gratification theory,
and controversial videos such as the recent ‘Judas’ and her ‘meat suit’
generate more discussion online via social networking than anywhere else.
Social networking has provided audiences, fans and listeners to communicate
with themselves and musicians to feel a part of a wider musical community. Lady
Gaga’s fan base has stretched far beyond the typical teenage girl demographic
stereotyped by the pop genre, despite videos being very simulated and surface
postmodern, for example ‘Paparazzi’ which involves Gaga dancing around in
crutches surrounded by men.
For older, no longer existing bands such as Nirvana, digital
technology has allowed fans to return their social interaction and sense of
community via social networks and forums as a form of nostalgia. Nirvana’s
record label have now released albums such as ‘Nevermind’ on music providers
such as ‘Itunes’ and can still appeal to the grunge-angst filled teen
demographic that exists today. Singles such as ‘Smells Like Teen Spirit’ with
their controversial video at a high school still prove popular and are
generating discussions about Nirvana, their music and the life and untimely
suicide of Kurt Cobain. Digital technology has also allowed for the ongoing
distribution of merchandise to fans, via Nirvana’s website and online stores
such as Amazon and play.com. This type of ‘heritage’ band, with its continued
appeal, has enabled record labels to re-distribute its back catalogue to old,
and new consumers, in new formats and allows them to profit from artists that
no longer exist. Continued interest in deceased artists such as Michael Jackson
and the present download technology assist the record industry by allowing
access to material in a way that is appropriate to the lifestyle choices of
modern consumers and fans.
Overall in an industry where digital technology links
together music, celebrity and their fans more closely than ever, it has now become
crucial for bands to tap into this market in order to be successful. The music
industry has embraced this advancement in technology and can now deliver
products quickly, economically and profitably to the ever-changing needs of
their audience.
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