Marketing

"In the Music Industry, the power of marketing online is the most useful asset in the promotion of music products." To what extent do you agree with the statement? 50 marks.

http://www.participations.org/Volume%209/Issue%201/Vellar%20templated.pdf

http://www.musicthinktank.com/blog/6-case-studies-on-successful-online-music-marketing.html

http://www.thecreativeindustries.co.uk/industries/music/music-case-studies/music-case-one-direction

http://themusicindustrycookbook.com/case-studies/case-study-first-word-records-gives-music-away-for-free-on-bandcamp-to-increase-newsletter-subscribers/#more-691

https://econsultancy.com/blog/64051-digital-marketing-and-the-music-industry-six-key-trends-for-2014/

https://themusicbusiness.wordpress.com/2010/01/10/music-marketing-from-push-to-pull/

https://en.wikipedia.org/wiki/Push–pull_strategy

http://dottedmusic.com/2014/marketing/odd-future-hip-hop-marketing/

http://www.hypebot.com/hypebot/2012/04/debunking-the-myths-of-odd-futures-free-music-and-non-marketing.html

https://musicindustryblog.wordpress.com/tag/windowing/

http://www.hypebot.com/hypebot/2011/04/gamification-fan-clubs-reveal-the-music-industry-already-knows-how-to-think-like-game-designers.html

http://www.gamification.co/2013/01/09/bridging-the-gap-can-gamification-increase-fan-loyalty-in-the-music-industry/

https://blog.copromote.com/2016/04/29/beyonces-lemonade-marketing-genius/

http://www.musicthinktank.com/blog/7-music-marketing-truths-all-musicians-should-know.html

http://www.forbes.com/sites/bobbyowsinski/2014/09/18/analyzing-apples-u2-mistake/#bf101ed25b65

http://www.independent.co.uk/arts-entertainment/music/features/free-u2-album-how-the-most-generous-giveaway-in-music-history-turned-into-a-pr-disaster-9745028.html

https://www.wired.com/2014/09/apples-devious-u2-album-giveaway-even-worse-spam/

Think about the way certain bands have chosen to market new albums/singles/themselves- how their brands are developed across various media and the strategies they have employed to engage with, maintain and develop passionate fans/consumers of their products. It is also useful to see if major label record artists employ the same/differing methodology to independent artists. Is it easier for bands/labels to target consumers through web 2.0? If so, how? Have older methods of marketing (TV, Radio, Print) been eschewed in favour of online marketing, or do they still have their place?

Please read and make notes on the above, to be finished for Wednesday 24. Try to spend at least one hour per day working on this over the next 5 days.

Preliminary

Video
Preliminary exercise: Continuity task involving filming and editing a character opening a door, crossing a room and sitting down in a chair opposite another character, with whom she/he then exchanges a couple of lines of dialogue. This task should demonstrate match on action, shot/reverse shot and the 180-degree rule.


All video and audio material must be original, produced by the candidate(s), with the exception of music or audio effects from a copyright-free source. Both preliminary and main tasks may be done individually or as a group. Maximum four members to a group. 

As the above states, the preliminary is quite basic but you may construct a brief, achievable narrative around those guidelines-eg, a first date, job interview, or indeed something more imaginative. You could have one or more match on action. This piece should all be filmed and edited in school. NB if you are using a room, there is to be no messing around and seek permissions before filming.

You also must complete the following BEFORE any filming and post to blog:
STAGE ONE
1.Treatment A film treatment (or simply treatment) is a piece of prose, typically the step between scene cards (index cards) and the first draft of a screenplay for a motion picture, television program, or radio play.
2.Storyboard, in as good a detail as you can make, noting camera movement, angles etc
3.Script
4.Recce of actors, props, locations, scenes, weather etc
5. Shooting schedule- what is being filmed, where and when, who needs to be there, who's responsible for what. Note, you could shoot your ending first- you don't have to shoot chronologically. Shoot according to when best suits everyone.
6.Keep a photo record of your film being made that you'll post to your blog.