Michael Buble
I’ve chosen to look at Michael Buble’s marketing campaign through his website as he is a very current artist. He has a new single coming out called ‘Hollywood’ so I want to see who and how it is promoted.
Which institutions are behind the band/artist and in what ways is this relevant?
The institution/record label behind Michael Buble is Reprise Records which are the record label for Warner Brothers. It says ‘Reprise Records’ at the bottom of the website in the right hand corner..
There is a link to the record label website, http://www.warnerbrosrecords.com/, the website has links to all their signed artists official sites, facebook, twitter etc. so this is an effective way to market their other signed artists to the audience. Having a huge mainstream record label shows us Michael Buble is an established mainstream artist and having a record label enables him big budgets to market, promote and sell his records.
What functions does the website serve for the band/artist?
• Sells his image (mainstream pop artist)
• Creates an identity and brands him
• Promotes to his target audience
• Gives you a taste of his music
• Sells and promotes his songs
• Sells and promotes his upcoming live tours
• Links to download singles/albums
The website also promotes his new single coming out because the song starts playing automatically so the audience are forced to listen to it. Then there is a link to the music video below and as most people going onto his website are his fans, they would listen to his song, then buy or download it making him more money. There is a huge picture of him on the main front page on the website and as most of his target audience are females, and because he’s really good-looking this will really appeal to them. There are also links at the top to ‘Pictures’, ‘Videos’ and ‘Tours’ so his fans can look at all pictures and videos of him promoting him even further. There is also links to his merchandise called the ‘Hollywood Budle’ which is a T-shirt so his fans would be interested in this and may buy it.
Describe the band/artist’s brand identity and explain how the website is used to construct this.
I think its very clear from the website that he is a mainstream pop artist. The website looks really posh and professional with a white, cream and brown colour scheme, it looks very clean cut. The font matches this, it looks really professional and stands out on the screen. In the picture, he looks very groomed --> clean, hair cut, nice suit and tie etc. this will appeal massively to his female audience. All of this makes it very clear to us that he is an established mainstream artist.
Who is the target audience for the band/artist and how do you know?
The target audience of Michael Buble is young adults and people in their 30s/40s who are female. I think also more middle/upper class as although his music is very current, there is still an old fashioned traditional vibe. This is shown through the colour scheme and layout of the website which is very professional. There is links to his Facebook, Twitter and Myspace but they are very small which shows us the younger audience may not be his core audience. There are also loads of pictures of him around the website which makes it obvious his target audience is women.
How is the website designed to appeal to the target audience?
The website is designed to appeal to his target audience through all the pictures, videos, tour information etc. There are many links all over the website to download his music, watch the music videos and buy his products and just generally anything to do with the artist. All of it is very easily accessable and involves the audience.
Identify all the different strategies used to market the artist/band on the website
There are many different stratergies used to market him. There are obvious links to iTunes to download his new single and his album, the upcoming tour dates and performances, the pictures, videos, biography etc. There is regular updates on his website of what hes doing and where he is which makes his fans feel more involved making them want to buy/download his songs. There are loads of different ways to learn more about him and his music.
How many opportunities does the website offer the audience to buy into the band/artist (ie. to spend their money)?
The audience are given many different opportunities through the website to buy into the artist. As soon as you go on the main front page, his new single automatically starts playing with a link with a big picture to download it on iTunes and also a link to download his whole album on iTunes. This means the audience don’t have to search to find the download, its given to them so they’re much more likely to spend their money. Links and tickets to his upcoming tours and performances are there. There is also links to his merchandise, ‘The Hollywood Bundle’ which is a Tshirt for his fans to buy and a link to join his fan club so his fans can join and be regularly updated on what he’s doing, where he is and where his next performances which makes them feel really involved and again the audience are given everything so they will want to spend their money on him.
Apart from the band/artist, what or who else is being sold on the webiste?
Apart from the artist, the other artists signed to his record label are being sold on his website as their is a link to the record label website which enables the audience to be introduced to all their other artists. The website is working in synergy with Facebook, Twitter, Myspace and most importantly iTunes as both companies get something out of it --> Michael Buble gets his sales and the other companies get promotion and publicity which widens their audience and effectively gives them more money.
In terms of reaching their target audience, how important are the following to your case study band/artist:
• Music television
• Radio
• Magazines
• The charts
• The internet
• Festivals
• Live performance
• Awards
• Other bands/artists
• Radio
• Magazines
• The charts
• The internet
• Festivals
• Live performance
• Awards
• Other bands/artists
All these are very important to the marketing of the artist and targeting his audience. As he is very well-known and mainstream and is already established with a big fan base, accessability and choice to all these resources are easy for his record label to get as they will want to advertise him because it will be good for them too especially festivals and performances like that as it will increase ticket sales making them more money. By having access to all these different marketing techinques and being able to do cross platform marketing, it broadens his audience massively as it has a huge reach.
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