2. Band Profile
Name: Bombhunter
Age: 23
Album: โman never listenโ
Previous releases: โA few dollarsโ EP
Genre: Grime, bass, dance
Style: Street/urban music
Contemporaries: Kahn & Neek, Flava D, Preditah, Spyro.
2
3. Objectives
What are the objectives for this project?
โข To penetrate the mainstream music scene on the back of grime, bass and urban music becoming more
popular.
โข To put the spotlight on the underground UK music scene and what it has to offer.
โข To increase radio time.
โข To increase our popularity so club night bookings increase to at lease four shows a month.
Who do you want to target?
โข The growing number of Grime, bass and urban music fans. The mainstream audience of young people
who may not have heard this kind of underground music.
How many records do you want to sell?
โข Enough to get a single into the Top10 of the Top 40 chart, so at least 15000 in a week.
โข Enough to get the album into the Top 40 chart so at least 7000 in a week.
What would make this a successful exercise?
โข If we get into the Top 40, increase our exposure to the mainstream audience that may not usually hear
this kind of music and by increasing record sales.
โข If we get more radio time
โข If we start meeting the club night target of 4 shows a month minimum.
3
4. Audience
Who is the audience for this DJ?
โข Existing audience is grime, bass and urban music fans.
โข Wanting to target all young people to broaden our fan base. Fans or rap, hip-hop, drum and bass,
garage, dubstep and house music may be likely to enjoy our style of music.
What age are they?
โข Around 15-28.
What do they look like?
โข Fans of our kind of music dress well, in urban fashion. Things like caps, tracksuit tops, hoodies,
trainers are popular. Not hugely different to what normal teenagers wear but it definitely has a bigger
UK street influence that is different to American street wear for example.
Who else do they like?
โข Fashion
โข Urban art
โข All linked urban music like bashment, garage, d&b.
โข Vinyl is popular with these genres of music.
โข Instagram.
4
5. Media
What media will you use and why? Be specific about the platforms you will
use.
What magazines might they get in to?
MixMag, Rwdmag, m-magazine, TheFader, Front, HypeBeast, Q magazine Fact Magazine.
What TV channels would they be on?
Starz, 4 music, MTV Base, 4 Music.
What YouTube channels would they be on?
Noisey, MixMag, BoilerRoom, Rinse FM, GrimeDaily, SBTV, FACTmagazine.
Which radio stations would play their music?
Rinse FM, Radio 1 Extra, Radio 1, Capital, Capitalxtra, Local radio stations with a demographic that fits our
target audience.
Who would they give interviews to?
MixMag, Noisey, Rinse FM, Radio 1 Extra.
5
6. Media
Which forms of social media would you use and how would you use social
media?
The best way to get out to your audience is to promote along all of the main social media platforms out
there.
โข Twitter is incredibly popular at the moment and can be used to update what's happening or what will be
happening with Bombhunter at any time. Fans can easily check up to see how your show went, how
the album is coming along, what youโve been up to etc. Frequent tweets must be made, the more you
appear on a timeline the more familiar your name will become to people.
โข Interactive things such as competitions, shout outs, fan retweets etc. can all be achieved on twitter and
with the use of hashtags these can be even more interesting for your fans. Encouraging the use of
hasghtags such as #Bombhunterleeds02 could help you interact with fans who attended your last
show.
โข A competition referencing the album name โMan never listenโ could be held over twitter where fans
tweet photos of themselves at a Bombhunter show with their fingers in their ears pulling a face. The
best could then be chosen by Bombhunter to win a VIP pass to show and a signed copy of the album.
โข The hashtag #manneverlistencomp could be used to allow us to find these photos.
โข Instagram can be used much in the same way as twitter in the way it can provide fans with regular
updates of what youโre up to but in a more visual way. It can also be used to promote shows by
uploading a photo of the flyer. Short videos could preview songs. Hashtags could be used to choose
competition winners etc.
โข For Instagram the best ways to hold a competition and promote is by posting a photo on Bombhunterโs
profile and writing instructions to follow Bombhunter, like the photo and then repost it on your profile
with a hashtag for example; #manneverlistencomp to enter the competition. From these photos a few
could then be chosen to win a VIP pass to show and a signed copy of the album.
6
7. Media
Which forms of social media would you use and how would you use social
media?
The best way to get out to your audience is to promote along all of the main social media platforms out
there.
โข YouTube can be used effectively by sharing songs on your channel, announcements to fans etc.
Another good way to get publicity is to perform sets or take part in interviews on as many other
channels as possible such as Noisey, Boiler Room, MixMag etc.
โข SoundCloud can be used to spread the music and have other people like and repost it. Previews of
your songs or reposts of remixes on your profile can help promote your name and your music.
โข Facebook is a great way to link all of these different platforms together. You can post links to all the
different platforms on your Facebook page and use it to promote future tour dates, an album release,
competitions or whatever we decide to. I donโt think Facebook is used as much so will be better used to
just tie all the different platforms and competitions together rather than holding exclusive competitions
on Facebook.
8. Merchandise
What merchandise would you use to promote this band?
To promote my band I would use different items that I believe would interest people in my audience profile;
Fashion items;
โข T-shirts
โข Hoodies
โข Caps
โข Bags
Music items;
โข Vinyl sleeves
โข Vinyl slip mats
โข Headphones
Misc. items;
โข Stickers
โข Posters
8
9. Manage the message
What is the message you want to communicate about this band?
The message we will communicate about this band is that they are the real sound of the underground UK
street scene. If someone wants to hear new, real and raw UK music then they should listen to Bombhunter.
What is the main selling point of the band and the album?
The main selling point is similar to the message. Bombhunter are established in the underground scene
and are making the breakthrough into the mainstream music market. The next new, exciting music is
something people are always on the hunt for and we can use this to sell our sound.
Posting selected screen grabs or quotes from good album reviews will help promote our album and by
choosing quotes that say things like โthe real sound of the UK music sceneโ will help promote our album for
the reasons we want it to be recognised for.
9
10. Hyperbole
Every marketing and PR campaign uses hyperbole. Its role is to make
things seem better than they really are by using exaggeration and emotive
words or imagery.
What are the words you will use? What words will help you sell and will
appeal to your audience?
โThe coolest albumโ, The Biggest thingโ, โThe newest soundโ etc. are all examples of hyperbolic phrases
we could use to promote the album. There is no proving that the album is โthe bestโ but using it in this
figure of speech, exaggerated way allows us to say it without the possibility of being prosecuted for untrue
advertising.
Words like โthe coolestโ or โthe biggestโ are words that will appeal to my audience who are looking for the
next big thing in the UK music scene.
10
11. Events
What events would you put on as part of the promotion of this band and
album?
I would put on appearances and small sets in shops, shopping centres, art galleries etc. so that people
could meet him and hear his music in cool places that will attract the right kind of people anyway.
Would they play small secret gigs?
Yes. Small gigs that are secret and exclusive either put on ourselves or by people like BoilerRoom are
good ways to promote ourselves. Hosting these secret parties makes us seem exclusive and cool but now
with YouTube and all the other social media platforms we can have professional video recording of the
night and share it on them. This allows people to hear about these secret parties and will hopefully create a
hype around the artist making people want to be able to attend one of them and so getting the album,
signing up to the newsletter may make people think this will give them a chance to come by an invitation.
Would they appear for a signing in a flagship record store?
Yes. We are promoting the message that we are the sound of the UK underground scene and so
appearing at a record store is something that we would definitely do to support a small time record shop
like this.
Would they play on TV chat shows?
No. It doesnโt fit the image at all. If it was for a charity event like a red nose day one it could be done as
doing something that would not usually suit Bombhunter would be fine and admirable if its for a charitable
cause.
11
12. Events
Would they go on a huge arena tour?
No. Smaller venue tours such as DJ sets in clubs, shows at venues like Leeds 02. A huge arena tour
doesnโt reflect the image we are promoting and doesnโt allow Bombhunter to stay true to his underground
roots, something that is a big selling point fort us.
What other events and happenings could you create to raise the public
profile of the band?
In shops popular with our target audience such as urban outfitters, Footlocker, Size or shopping centres
with a lot of these shops in them we could hold sets and allow people to see and meet Bombhunter for
free. Banners or posters next to him when heโs performing could have a hashtag on them and encourage
people to tweet or take photos and share on Instagram etc.
If there is any chance to collaborate with a designer and make some clothing this would be a great way to
raise the public profile. Grime music and urban fashion go hand in hand so if the opportunity ever arose to
make some clothing this would be very good.
13. Internal motivation
What is the motivation behind this project?
The motivation behind this project is to share the sound of the UK underground music scene to people who
usually wouldnโt be exposed to it. Bombhunter is an exceptional artist and him getting his big break will
open the gates to this whole world of music and give many artists the chance to show their style of music
and change the charts forever.
What is it an important project for you?
Because I think that the UK music charts should contain more real UK music rather than the next American
auto-tuned pop-star whoโs fan base is almost exclusively 9 year old girls. The talent in the current
underground scene is huge and needs recognition.
Why is it an important project for Bombhunter?
So that he can come up and get reward and recognition for his hard work over the years. So he can gain
exposure and shine a light on other underground artists showing the home grown talent our country has.
13
14. Motivation of media
Why would the media be interested in this project?
The media are always looking for the next big thing or the newest thing. Bombhunter is this, and his music
and the culture surrounding it will be something that the media can talk about and the music scene they will
find is something they can get excited about.
Which parts of the media or media products (be specific) would be
interested in the project?
Music magazines like FACTmagazine and blogs will be interested in the project. Radio stations that cater
for a young audience such as Radio 1 Xtra or YouTube channels such as MixMag and BoilerRoom will be.
14
15. Promotional Materials
Now you have the plans in place, choose some of the following items to
produce for your band:
โข Album packaging
15
