2. Music marketing introductory questions What is the point of a band/artist marketing campaign? How are marketing campaigns funded in the Music Industry? How and why has the marketing of music changed over time? How relevant is genre to a successful marketing campaign? What other factors are significant?

3. Marketing methods Look at the list of marketing methods/strategies used by bands/artists today. Can you add any more? Which do you think are: The most desirable? The most expensive? The most lucrative?

4. Marketing methods Release of a Single Music Video Album and album cover Live performances Tours Merchandising Website Facebook page Myspace page Twitter Photos and video clips Downloads – ring tones, wallpapers etc Viral videos Viral competitions Freebies/giveaways Tie-ins with other brands Appearances – TV shows, functions, album signings etc TV adverts Print adverts – magazines, billboards, buses etc News and info Reviews Word of Mouth

5. Website codes and conventions Have a look at the 4 website images, and identify what they have got in common and what makes them distinctive from each other. Why do you think they have so many similarities and so many differences?

6. The Wanted

7. Bombay Bicycle Club

8. Rise To remain

9. Taio Cruz

10. Group task In small groups, spend 10 minutes reading the background information and another 10 minutes exploring the official website of your case study band/artist. Then answer the following questions. You should use your answers as the basis for your feedback to the rest of the class.

11. Questions Which institutions are behind the band/artist and in what ways is this relevant? What functions does the website serve for the band/artist? Describe the band/artist’s brand identity and explain how the website is used to construct this Who is the target audience for the band/artist and how do you know? How is the website designed to appeal to the target audience? Identify all the different strategies used to market the artist/ band on the website How many opportunities does the website offer the audience to buy into the band/artist (ie to spend their money)? Apart from the band/artist, what or who else is being sold on the website?

12. 9. In terms of reaching their target audience, how important are the following to your case study band/artist: Music television, radio and magazines The charts The internet Festivals Live performance Awards Other bands/artists

13. Key terminology Genre Branding Appeal Identity Packaging Personalisation Choice Reach USP Synergy Symbiosis Independent Mainstream Interactivity Viral Social networking Sources of revenue Distribution Audience pleasure Budget Technological convergence