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Ed Sheeran

Marketing, technology,
regulation & Audience

Sheeran's voyage to get a record deal with


his self-released EPs and financing more
than 1,000 gigs since age 16 by selling CDs
out of his rucksack while staying on friends'
sofas has been previously well documented
by Music Week.

Technology Big changes

Marketing
Making a profit
for themselves
and record
label/
company

Successful
marketing
and
promotion
Unknown,
unproven
=Risk?

Independent
record labels

Ed Sheeran
Brand of music
and style usually
remain
underground

Kick start

Early days +
Youtube/ word
of mouth/
social
networking TECHNOLOG

5 Eps
i tunes
SBTV
Chicken shop
& You need
me
Radio 1 & 1
extra playlist

Easier to
Broaden
Appeal
More
access to
marketing
ops

Jake Gosling: Youve got


to remember theyve
got marketing teams,
press teams radio
pluggers, accounts
departments and when
you get bigger you need
help with that stuff How is this
www.guardian.co.uk possible?
Asylum/
Atlantic
records part
of Warner

Promotion
Press coverage
Appearances on the
radio, chat show, etc
Appearance at the
Brit awards
Website
Merchandise
Live Tour
Tour supporting Taylor
swift
Celebrities/ stars
Creation of image that
is easily recogniable

Examples?

Marketing/ Internet
fans sign up at www.edsheeran.co-buying.com
share with their friends to secure their place on a
leaderboard.
Twitter and Facebook are flooded with the hashtag
#EdWembley and the wonderful promo video, which is
pulled through from YouTube.
the campaign trended on Twitter and continued to build up
throughout.
The more friends any fan get to come along themselves
and take part, the higher they rise up the leaderboard.
the fan whos brought in the most friends gets that coveted
meeting with Ed, while other top referrers get signed
merchandise.

Power of technology
6 days the campaign
Nearly 18,000 people have already taken
part
90% of whom have been referred in by
another fan.
Overall, 60% of all participants have
shared the campaign with their social
networks
reaching up to 5m people on Twitter alone.

Gideon Lask, CEO Buyapower commented:


We knew that Eds fans were second to
none, but weve been blown away by the
response to this campaign. It absolutely
proves what weve known for some time
- your existing fans and customers are
the greatest tool any brand has, but you
have to give them reasons to share.
They wont just do it on their own. Give
them the right message, the right offer,
at the right time, and you hit a viral
tipping point where impossible targets
get smashed time and time again.

Shazam and WMG


http://mandmglobal.com/news/19-02-14/warner-musicgroup-and-shazam-announce-global.aspx

How does the Ed Sheeran website help


to market him and his music genre?

Richard Dyer 1979

A star is an image not a real person that is


constructed out of a range of materials.
CD Covers/ Music Videos/ Press
Industry and Audience

Industry (production) and audience are interacting


with each other. Stars, no matter are constructed
as real or photocopied, are commodities
produced and consumed heavily based on their
meaning.

Character & Personality


Stardom is a social and cultural issue as well.
Therefore, the star image is generated either
adhere the social expectation or go against it
(PLEASURE). Star images are like guidance for their
audience of what they are appropriate to be like.
Different from film stars, pop stars have more
pace to decide who they are, since create
their own song. However, it also means it should
be constructed more carefully. Pop stars
transform their personality by their music, which
will be played over and over again and studied
carefully by audience. Therefore once their
characteristic changes, there is no way
audience wont notice it. Pop stars persona is

Read Dyer answer


questions

Read Regulation recap

CD, Music Video, Print, Web


How does Ed Sheeran appeal to his
audience?
Give 1 example from each form.
Think about how/ how/ why?
Uses and gratifications personal identity
and social interaction
Genre pleasures
Richard Dyer Utopian Solutions
USP
Industry Marketing power
Targeting audience Internet

HW Audience responses?
Research
Look at a fan site for Ed Sheeran. What does it
tell you about its fans?
Amount of people who have bought Ed Sheerans
music across a range of platforms?
Find Literal responses from fan sites
Sheeranators Vs. Alexis Petridis of The guardian
what happened?
How well has the album + done? Even though
NME termed him New boring and received
lukewarm reviews. What does this tell you?