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...
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| 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!
THE ANTHRAX ALBUM PROMO
ANTHRAX DRUMMER INTERVIEWED FOR AN E-ZINE'S PODCAST SERIES, AND E-ZINE ARTICLE ON THIS!
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| Podcast - note the descriptive text provided; NEVER embed content without some info for the audience |
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| E-zine Blabbermouth article features the podcast, and picks out highlights. |
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| 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. |
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| 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 |
CONSISTENT BRANDING: 3 - THE WEBSITE
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| A splash or landing page |
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| Clear commercial focus: push the album (including vinyl option), with some fan engagement (pushing for poll votes) and social media links |
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| 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) |
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| 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: |
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| 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) |
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| 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 |
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| 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. |
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| 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 |
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| TIP...if you're struggling with hyperlinking tickets, perhaps they're sold out!!! (from the Rammstein live page) |
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| Separate websites for each band member! |
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| 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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