THE DMND

Flawless

THE TASK
We had to create a campaign involving the creation of the
artist/band to then build star image around them. The final product had to include a combination of a creating a music video, making a CD digitpack and promoting them through the website. The band needs to represent strong, positive star image and this is only possible if it is showed in the right way.

STAR IMAGE
The star image is used to brand the product. Branding is then used by the music industry to create a range of products for audiences across a range of genres and musical styles (Classical to Rap to Heavy Metal) used to create what Anderson has called the Long Tail. According to Dyer Star Image communicates important message to the audience. Audiences often associate the look of an artist to a style of music and its genre. Some people idolise bands and singers, and see them as sex symbols, fashion icons and celebrities.

STAR IMAGE
The star image of THE DMND band is based on simplicity of their style. Their music covers typical relationship problems, realisation struggles and other troubles that their audience face in their life. Their image is very down to earth its not promoting them as idols, they are regular people with same problems, which they beautifully explore in their music. Dyer says that this is based upon two key paradoxes: Paradox 1 the star must be simultaneously ordinary and extraordinary for the consumer Paradox 2 the star must be simultaneously present and absent for the consumer
Key Points: Young Attractive

Hipster
Talented Organic

INFLUENCES AND INSPIRATIONS

The big influence on our bands star image were The Neighbourhoods, The 1975 and Arctic Monkeys. Those band has the same music style and the same look as THE DMND. These band are also sharing the same kind audience so

its targeting same niche in the market.

HOW DID WE ACHIEVED THE STAR IMAGE?

-Stereotypical representation of indie bands

through mise en scene and editing of our video.

-Clothing, lighting, website also played a big role in creating the right star image. Star image is vital for artists especially those getting themselves known over online media.

TARGET AUDIENCE
Indie/Hipster 18-21(young adults) Teenage girls (Groupies)

Bloggers/Instagrammers etc.

VALS OF OUR AUDIENCE

Strivers Strugglers Trendies Groupies Cynics

DIGI PACK
Or bands CD pack follows black and white theme of the music video. The cover is very simplistic as we wanted to get recognition of the band not only because of their style and image but by the logo and the name as well.

WEBSITE
Our website for THE DMND was based on their moody music style. The whole campaign was black and white as we were

inspired by similar band playing same kind

of music. (The 1975, Arctic Monkeys etc.) This fits conventions of indie bands that I mentioned above

WHERE WOULD YOU ADVERTISE IT?

Popular social network websites (Facebook, Tumblr, Soundcloud, Youtube) It can pop up if you listen to similar bands(The Neighbourhood, The 1975

etc.)
In suitable magazines like rolling stones or perhaps more underground issues like MAKER

WHERE WOULD YOU FIND THE DMND MUSIC?

CD digipak would be available in HMV, on ITunes and supermarkets and amazon. Main revenues would be set to an online market, so that

the target audience could be reached on a global scale.

Even with stores like HMV going out of business, I believe physical purchases should advance with new media too. Although online purchases is part of the new online marketing schemes, some people still like to go out and shop of their products.

WHERE WOULD YOU SEE US?

The main avenue of access for viewers would be online, linking through YouTube, Facebook, Twitter. The music video will be avalible on music shows such as MTV and 4 music. Different concerts featuring young artists We have a website that you can visit to find out information about the band

THE FOUR P S
The PRICE Our target audience is more likely to be from middle class so the price for the product should be affordable. Digitally one single will cost 0,99 like any other song, and album on hard copy will be available for 6.99 (Like The Neighbourhood) Philip Kotler defined marketing through the four Ps and said Human activity directed at

satisfying needs and wants through exchange

process

FOUR P S
The PLACE As we are targeting people who like to spend their free time online. We could allow one of The DMND minor singles to be free for one week, this would increase interest in the band because they will be attract to the free element so they might consider buying the whole

album in the end.

The PRODUCT Through the style of music and the star image that weve created we are sending message to our audience. These are a bunch of normal but talented boys.

CONCLUSION
Our main product and ancillary text have both been effective in presenting our genre of indie rock. I believe our product was every effective, and the ancillary texts

helped in but a few ways to increase profit, and fit the schemes of the
new online age. Branching out into online media has enable music products to have mass viewings, globally, as well as remaining constantly on the market. Overall I think through the use of new online medias, our product and ancillary texts have been highly effective in reaching similar standards to real media products.