Music videos are so 80s/90s, right? They belong with the era when MTV screened wall-to-wall vids instead of 'reality' TV? Try telling that to the millions who bought Gangnam Style; were they really simply loving the music? 1.6bn (and still climbing) have viewed the video on YT, not to mention the many re-makes (school eg, eg2), viral ads + celeb link-ups (even political protest in Seoul) - and it doesn't matter how legit it is, this nightmare for daydream Beliebers is making a lot of money, even from the parodies + dislikes. All this for a simple dance track that wouldn't have sounded out of place in 1990 ... but had a fun vid. This meme itself was soon displaced by the Harlem Shake. Music vids even cause diseases it seems!
This blog explores every aspect of this most postmodern of media formats, including other print-based promo tools used by the industry, its fast-changing nature, + how fans/audiences create/interact. Posts are primarily written with Media students/educators in mind. Please acknowledge the blog author if using any resources from this blog - Mr Dave Burrowes

Sunday, 17 April 2016

BRANDING DIGIPAK Anthrax album trailer, vinyl, digipak


What you can learn from this example

- you should have a clear, consistent brand image and concept to promote
- that consistency would extend across multiple platforms and even merchandise
- most artists will change website banners, YouTube icon/banner (etc) to highlight their latest release or tour
- artists increasingly create video content that can be shared (ideally go viral) ... even short promo clips for an album with self-filmed interview-style footage
- artists also increasingly embrace and create content that was seen as typical of UGC/fan-made videos, notably the lyric video
- you can present research into any coursework topic by creating content that takes on a recognised media format: magazine feature, radio or TV interview/chat show appearance, e-zine interview (more informal, including setting), podcast ...
- the Anthrax Twitter's most recent update was on Record Store Day - formats like these are ideal to convey your grasp of industry topics like the role of vinyl; the issues around streaming and revenues; influences ... even technology ...
- ... it could the album producer, songwriter, video director, video editor or cinematographer (especially to discuss technology used: hardware or software) sleeve art designer, record label executive, band management, fans, ... there are many options. Great website content, research evidence, Evaluation content...
The self-produced Anthrax new album promo is like an interview or TV feature

Pics to be added - a bang up to date example of the multi-formatting that forms part of the marketing for many album releases now.

Unlike many other examples, this isn't a reissue - indeed, the thrash godfathers have put up a video of interviews to trail the album release, with the YouTube description featuring US and UK links for different formats.

Look out for magazine ads for this - drop me a link if you see one.

As usual, convergence is evident here: someone posted a link in a FB group pointing to a metal news site that had their own video which in turn linked to the band/record label's trail video...all accessed, viewed, clicked, read and blogged on through my phone - albeit pictures, saved from phone, formatting and tagging will have to wait til I'm sat at a PC/Macbook!



Podcast - note the descriptive text provided; NEVER embed content without some info for the audience
E-zine Blabbermouth article features the podcast, and picks out highlights.
Their YouTube channel is clearly branded. as is conventional, the banner has been changed to highlight the latest album. Note too the lyric videos, once an example of UGC/fan-made videos but now a common feature of official YouTube channels too.
The Anthrax Twitter: The International Record Store Day annual event is a good hook for your analysis of the role of vinyl in the modern music industry 

A splash or landing page
Clear commercial focus: push the album (including vinyl option), with some fan engagement (pushing for poll votes) and social media links
The Rammstein example below is better designed, but still, Anthrax put some links along the bottom (info [on the photographer!] and contact - which has boxes for press or public. BOTH websites make their top banner a hyperlink for HOME (Rammstein's is more elegant by not also including an unnecessary HOME text link)
Great example of good design principles: the 'rt' acts as a logo, and is used to indicate smaller sections within a page too. It is based on the main Rammstein website banner, below:
Consistent branding; strictly limited font range, clear colour scheme. Elegant social media links, and even a multi-language option. You could record short videos from your act in different languages (eg saying how much they look forward to returning to a country to gig there)
The globalisation of the music industry: international shopping options. Note the informal mode of address: merch, not shop or even merchandise! You can see this too with the 'order 4akings' top-link: txt-style for the album title, For All the Kings

The Rammstein shop is a great example of the very wide range of goods that are now sold as artist merchandise. make sure you include size options/information for any clothing.
Anthrax use drop-down menus, very common (avoids clutter) - you can select 'videos' under music. The album covers link to audio and video from that album
TIP...if you're struggling with hyperlinking tickets, perhaps they're sold out!!! (from the Rammstein live page)
Separate websites for each band member!
NEWS: Social media integration; fan involvement (call for votes); blog style recent posts; clear branding; announcing a lyric video - you could too: a still (maybe multiple stills) with lyrics added. Simple.

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