Marketing Strategies in the Music Industry:

Marketing Strategies in the Music Industry:

Online Music Services:

In today’s music industry, marketing investment falls particularly on the artist. What most companies aim to provide the artist with is an online marketing service where they can promote themselves and their music to their target audience. Additionally, it provides them with a business service, usually at a very reasonable price. In other words, what the artist ends up with is a team who have gained a lot of skills and qualities since working in this industry and is able to put this into practice by building the artist an online presence that will hopefully provide them with a descent income.

Furthermore, the online marketing service also covers other aspects of an artist online web page including a website, advertising, marketing, the company also arranges regular skype talks where both the artist and the manager can have a discussion about what the company aims to do to promote the artist and get them “out there.” They also discuss strategies such as whether they need a website to get fans interested in the artist and whether they can encourage the fans to sign up for newsletters. Perhaps, they want to start a viral promotion for their latest video so that they can constantly promote themselves to everyone. What is more, is that not only does the company help artists with their strategies, but they also help them with their content, their distribution and the promotion of that content to build fans interest and get those fans telling their friends and so on.

Other marketing strategies:

- Companies look at both the strengths and weaknesses of an act and then decide what can be done to strengthen the weaknesses they already have in an attempt to make sure that the artist receives the best opportunity for a major record deal. Most companies tend to look at these features before making a final decision, these being the strength of a recorded performance, strength of a live performance, visual appearance, originality, commercial value/marketability of act, attitude, personality and lastly song writing ability.

Usually the company will ask the artist to submit a demo disc, a current photograph (usually a full body shot and one facial close up, also known as head shot) and a brief biography discussing everything that the artist has done so far in relation to their musical background. If the company is impressed by the act then they set up an ‘in person interview’ to get a real feel for the act and discuss their potential and what they have to offer to the artist and what they can do in order to promote them. All companies want to be able to sell their artist too many different record companies and to the public. In addition, they also want to develop an original, brand new look and sound which is unique, marketable and fits the personality of the act.

Before the internet major companies were really the only ones who were able to afford and distribute their music artists globally. The costing for radio, TV, interviews and press advertising was a lot more expensive than people realised and not many companies were able to afford to market their artist through this particular marketing strategy. So many artists wanted to receive a record deal as they believed that this was the only way whereby they’d receive worldwide exposure, fame and of course fortune! Yet, since the internet and social networking sites came about this has completely changed the industry.

If an artist knows how to create a buzz around themselves or their band using social networking sites, such as myspace, this is usually when a major company or record company will start to become interested in them and will become exceedingly interested in their musical background. An artist usually needs to have their own social networking site, their own online CD/DVD distribution outlet and so on before they grab major company’s attention.

All in all, most marketing strategies follow the same guidelines, if an artist wants to become successful they need to create a buzz around their music, promote it to their audiences quickly and efficiently and you must know how to market, promote, and drive traffic to each and every single one of your websites so you can increase your fan base and grab attention from the general public.

Preliminary Excerise: Nicole Scherzinger "Right There" Lip Sync

Lip Syncing to Nicole Scherzinger - Right There:

Since completing my second preliminary task that is, my lip syncing exercise I  have developed a wide range of skills in that I have learnt how to use markers on the Final Cut Express timeline to select points where I can place sections of my video and audio into the correct places. In my lip sync video both Khushel and I used markers on the audio timeline so that when it came to matching the correct shot to the correct section of the audio it would match up well together. When Khushel and I came to filming our music video we wanted to make sure that the lip syncing was accurate and was close to the lyrics as possible so that when we came to edit the footage on Final Cut Express the visual imagery would fit to the audio brilliantly and hopefully look as though it was a successful lip syncing exercise. 

The only thing that we picked up on whilst editing our footage was that when we were filming we started to cut too early and didn’t let the footage play on for a little longer. Due to this error, we sadly ended up having sections in the music video whereby the audio carried on a few seconds longer yet we had no shots to fill those spaces, so we had to edit some of the footage we previously had which highlighted scenes where Khushel and I were simply standing around and incorporate this into our music video instead.

However, since then we have learnt then whenever you film something, always let the camera roll and the people participating in the video to continue with what they were doing so that you always have extra footage if needed in emergencies. All in all, it is these tools which will allow me to improve my editing skills in post production in media and increase my knowledge of what can be achieved in media altogether.

Final Animal Video:

Animal Costumes Music Video:

This task was the first preliminary task we were set whereby we were asked to pick an audio track from a list of about seven and using the animal costume footage, we were then asked to choose any clip we would like to edit and add special effects too so that we could incorporate this into our new animal music video by matching the footage with the beat of the song. Over the duration of this task I was able to experiment with changing the speed of the footage, so I learnt how I could slow it down or speed it back up, I learnt how to use the reverse tool, where you copy the original footage and select the reverse button so the footage begins to reverse backwards. Lastly, I got to use wireframe again which I used in my AS thriller evaluations, so although I was already familiar with this process, I was still given the opportunity to revise what I had already learnt and see whether I could put into practice and make the footage in this music video successful with the use of wireframe.

The screen grab illustrated on the right of the page demonstrates the different techniques I used in order to modify the speed, in that I was able to either speed up or slow down the original piece of footage. I found it interesting to apply this method to specific shots in my animal costume music video for the reason that when certain shots slowed down or sped up it happened to fit in accordingly with the audio so it matched well together.

This shot illustrates where I decided to use the ‘reverse tool’ to show how in one shot the animals are moving sideways one way and then seconds later they go back in the direction they had previously come from. This is a very efficient technique to use in music videos as it often looks as though you are turning back time, as the characters would reverse, going backwards.

Finally, this is a screen grab depicting the ways in which I used ‘wire framing’ to place two separate images onto the same screen illustrating two very different pieces of footage. By using this technique it allows the audience to see two different shots from the same music video, but rather than one shot being shown one after the other, wire framing gives you the opportunity to view a numerous amounts of shots on the same screen at the same time.

Jessie J: Research Analysis

Jessie J... Who You Are:

Background Information on Jessie J:

Name: Jessica Ellen Cornish

Age: 23 years old

Occupation: Singer/Songwriter

Years Active: 2006-Present

Genre: Pop, Soul and R&B

Jessie J originally found success as a song writer for Chris Brown, Christina Aguilera, Justin Timberlake and Miley Cyrus before her current record label 'Ireland' encouraged Jessie to keep the song she'd written "Do it like a Dude" to herself rather than giving it to Rihanna which was her original plan.

Record Labels:
Jessie J has been signed to many different record labels since starting her career, some of these consist of 'Gut Records,' 'Lava Records,' 'Universal Records' and 'Ireland.' Gut Records was founded by Guy Holmes and other artists who have been signed under this record label and is still with them till this day is Tom Jones and the Crazy Frog. Lava Records is a joint venture between Atlantic Records and Jason Flom. Lastly, Universal Records has been about since 2006 and other artists under this specific record label are the likes of Jay Sean and Bow Wow.

Singles:

Jessie J released her first single "Do it like a Dude" which reached number two in the U.K. Jessie then released her follow up single "Price Tag" which went straight to number one in the U.K, Ireland and New Zealand. It also reached the 'Top 10' in 19 other countries. The single remained number one in the UK for 2 consecutive weeks. Jessie J also uses her 'Myspace/Twitter' account to promote her profile as a popstar.

Album Release:

On 25th February 2011, Jessie J's album "Who You Are" was released due to high demand and interest from the fans, the release date for the album was pushed ahead by a month. With the success of "Who You Are" Jessie J went on tour as the opening act for her fellow artist 'Katie Perry's Californian Dreams Tour.' Jessie J's album charted at number two on the UK album chart.

Performances and Awards:

Jessie J appeared on radio station 1Xtra's Mista Jams show and later with Jools Holland which soon brought about the artist to a wider public consciousness, leading to a host of sold out London shows and a buzz of media anticipation around her debut album, "Who You Are" all of which makes Jessie J a prime candidate for '2011 sound of shortlist' which she also won. She followed this in February by recieving the Critic's Choice at the 2011 BRIT Awards.

Screen Grabs taken from Jessie J's "Do it like a dude"

Illustrate or amplify the lyrics well!

This screen grab illustrates and definitely amplifies the lyrics well for the reason that the lyric which is repeated throughout each chorus is “grab my crotch, wear my hat low like you” and the screen grab showcased here clearly depicts the ‘grab my crotch’ lyric as Jessie J is pictured with one hand covering her crotch and looking as though she is grasping it. Additionally, if you look behind Jessie J – towards where her back up dancers are situated, they are also depicted with one hand grabbing onto their hat, again amplifying the lyric well, that is, ‘wear my hat low like you.’

Close up/reaction shot to show expression on Jessie J's face.

The close up of Jessie J’s face depicts her reaction so that the audience are able to see the artists expression. By doing this, the audience might feel as though they connect with the singer better as they are able to study and look closely at the expression that Jessie J has written across her face, as they attempt to understand why the singer’s expressions may match or be different to the lyrics she is singing. For example, if Jessie J was singing something upsetting or shocking, the audience would expect to see a saddened expression on her face not watching her smile. So by having a reaction shot of the artist the audience can then identify the singer’s reaction and decide whether it is the right expression for the right lyric.

Interesting framing/mise en scene/camerawork

I found this particular screen grab to be quite an interesting frame for the reason that the shot is filmed as a low angle shot focusing on Jessie J as she is the main focus point in the shot and also makes her look as though she is an authority figure, someone who has a lot of power and respect for herself. Additionally, I love the colours used in the backdrop of the scene, the setting is darkened and would almost be pitch black if it wasn’t for the tiny ray of light shining in from behind Jessie J. The little bit of light that has been used in this shot exemplifies Jessie and makes her stand out to the audience. What is more, is that as the backdrop is mostly darkened this also draws attention to the clothing Jessie is wearing as she is depicted wearing a bright orange hoody and red lipstick, again drawing more attention to herself letting the audience know that this shot is all about her and she is the main focus point in this frame.

Interesting mise-en-scene:

I found these two shots to have a really interesting mise-en-scene due to the fact that each shot both had a lot going on for them, as they were filmed in quite dark, dreary settings but included little rays of light shining into the shot again focusing specifically on the singer and her dancers. The small amount of light simply makes the mise-en-scene look even more interesting as in a way it looks as though the light is creating a mist which is being created both above and around the singer, looking as though they are being absorbed and pulled into the mist. Additionally, in the first frame there is quite a few females pictured sitting around whilst crouching over, lying down and so on whilst Jessie J is illustrated standing up right walking past them and glancing in their direction as though she is the “ring leader” of the group and everything is about her. Again, this is shown in the second frame as Jessie and her dancers are depicted standing in a triangle with Jessie standing at the front. Perhaps, this indicates that yet again she is control of the situation and the people standing behind her are her followers doing everything that is asked of them by Jessie. Jessie is clearly the dominant, powerful, attention seeking individual in both frames and the mise-en-scene continually draws attention to this.

Jessie J - Do it like a dude lyrics

Do It Like A Dude Lyrics

Stomp stomp I've arrived
Drop the beat, nasty face
Why ya lookin' at me?

Flyin' flyin' flyin' flyin' through the sky
In my spaceship
I'm an alien tonight

Dirty dirty dirty dirty dirty dirty sucka
You think I can't get hurt like you, you motherf....

I can do it like a brother
Do it like a dude
Grab my crotch, wear my hat low like you

Do it like a brother
Do it like a dude
Grab my crotch, wear my hat low like you

We can do it like the man'dem, man'dem
We can do it like the man'dem, man'dem
Sugar sugar sugar
We can do it like the man'dem, man'dem
We can do it like the man'dem, man'dem
Sugar sugar sugar

Boom Boom, pull me a beer
No pretty drinks, I'm a guy out here
Rollin' rollin' rollin' rollin' money like a pimp
My B I T C H's on my d*ck like this

Dirty dirty dirty dirty dirty dirty sucka
You think I can't get hurt like you, you motherf....

I can do it like a brother
Do it like a dude
Grab my crotch, wear my hat low like you

Do it like a brother
Do it like a dude
Grab my crotch, wear my hat low like you
We can do it like the man'dem, man'dem
We can do it like the man'dem, man'dem
Sugar sugar sugar
We can do it like the man'dem, man'dem
We can do it like the man'dem, man'dem

Sugar sugar sugar

Boys, come say what you wanna
Boys, you need to lick my dollar
Boys, gettin' hot under the collar
Holla holla woah

Boys, come say what you wanna
Boys, you need to lick my dollar
Boys, gettin' hot under the collar
Holla holla woah

I can do it like a brother
Do it like a dude
Grab my crotch, wear my hat low like you

Do it like a brother
Do it like a dude
Grab my crotch, wear my hat low like you

W can do it like a brother
Do it like a dude
Grab my crotch, wear my hat low like you

Do it like a brother
Do it like a dude
Grab my crotch, wear my hat low like you

We can do it like the man'dem, man'dem
We can do it like the man'dem, man'dem
Sugar sugar sugar
We can do it like the man'dem, man'dem
We can do it like the man'dem, man'dem
Sugar sugar sugar

Do it, do it like a dude
Do it, do it low like you
Do it, do it like a dude
Do it, do it like a dude

Do it, do it like a dude
Do it, do it low like you
Do it, do it like a dude
Do it, do it low like you