Artist Image and marketing inspirations: Linkin Park

Here is more the identity i think the lyrics and song and artist should reflect. I think looking at how they have adapted their image and branding over the years will help us to promote a really current and original artist.

Identity:

• Genre(s): Combination of 'alternative rock', 'nu metal', ' rap rock' and 'alternative metal', with influences of 'electronica' and 'hip-hop', utilising programming and synthesizers.
• Album 'Minutes to Midnight' the band experimented with their established sound and they drawing influences from a varied range of genres and styles.
• They are compared to "U2's" work.
• Linkin Park's use of two separate vocalists has become a large part of their music.
• Known for using growling and screaming vocals common in various forms of metal, while also using more melodic singing.
• The band got their name from California's Lincoln Park named after president Lincoln.
• The band started off with the name Xero, then Hybrid Theory, and finally Linkin Park.
• Linkin Park's influences include 'Nine Inch Nails', 'Deftones', 'The Roots' and 'Aphex Twin'.

note: We share more similarities in terms of themes and generic inspirations/backgrounding. Also we use similar instruments and our music is open to interpretation due to its multi layering. -i.e singing, growling, screaming, etc. which are seen in our debut single.

Marketing:

• Their very first show was at L.A.'s famed rock showcase spot, 'The Whisky'.
• Linkin Park's first headlining tour was called Projekt Revolution.
• Won "Favorite Artist - Alternative Music" at the 31st Annual American Music Awards. Chester and Phoenix also introduced Metallica's performance.
• Best friends with the Backstreet Boys and even did a song with them called 'Points of Authority'.
• Linkin Park collaborated with Jay-Z because they were requested to do so by MTV.
• Donated $100,000 to the Tsunami Trust Fund.
• Established Music for Relief. It's an organization that helped people affected by the Indian Ocean earthquake on Boxing Day (December 26th).
• Played a Live 8 concert.
• Linkin Park Underground is a fan club for Linkin Park.
  

Band Image:

This is very much the image i think we should create for our artist. As it links with the conventional look of the genre, as well as reflecting the personality of the artist. i.e. his rebelliousness, abstract views, unique style and behaviour which maybe questioned by members of society, etc.

Wikipedia

iamfan.com/~linkin_park/

Marketing inspirations: NME

To tie in with the genre of our artists debut single, alternative rock, ive looked on the NME website for some inspirational fashion tips in how we can produce a current idolised image....

Looking at this i think we should use some of these conventions but tend more towards the more radical rock side as this will give us a more unique image. However baring in mind the wide audience reaction to the shock of the song and music video, our artist needs to show slight mainstream qualities.

Band Name:

I like the band name idea... (and logo)

H.R.H - His/Her Royal Highness....(with a crown tilted over the last H)

positives:

• catchy
• iconic
• extremely controversial!

Negatives:

• offensive?
• tacky
• the band would be seen too political

Marketing inspiration: 'Good Charlotte'

'GOOD CHARLOTTE' case study on marketing strategies, band image and identity:
I have looked into the history, brand identity and marking strategies of this band as i think they are very similar in their generic direction as a band, to our debuting artist. Therefore i think seeing how they became so sucessful would influence decisions on how we should market our artist.

• Genre(s):' Power pop', 'Alternative rock', and 'Pop punk'.

Good Charlotte started out by playing at small venues.

Good Charlotte played some dates with the band 'Blink-182', who had just experienced mainstream success with their album, 'Enema of the State'. All of this caught the attention of major music labels, and Good Charlotte eventually signed with 'Epic Records' in 1999.

Debut album-"Good Charlotte":

• In 2000, they released this self-titled album
• Band influences for their albums; 'Blink 182', 'Sum 41', 'NOFX' and 'Green Day'.
  

Second album-"The young and the hopeless's":

• success meant Good Charlotte landed appearances on....'Saturday Night Live', 'CNN', and 'The Today Show'
• Featured on the covers of 'Rolling Stone' and 'Alternative Press' magazine, and were also featured in 'The New York Times'.
• They became popular on 'MTV', where their music videos were played in heavy rotation on both 'MTV' and 'MTV2'.
  

Third album-"The chronicles of life and death":

• Received mixed reactions from both the music press and Good Charlotte's fanbase. The album was widely considered a departure from their previous two albums.
• Mixes new elements: strings, synths, and more mature lyrical themes unlike previous youthful 'power pop' sound.

Forth album- "Good morning revival"

• The music video for "The River" was added to UK music channels 'Kerrang!' and 'Scuzz'
• Multiple U.S. and international TV appearances : 'The Tonight Show with Jay Leno' 'Jimmy Kimmel Live' 'The Late Late Show with Craig Ferguson'
  

Promotions and identity:

• Good Charlotte's lead singer and guitarist co-hosted the 'Australian MTV Video Music Awards'
• In August 2007, the band embarked on 'Justin Timberlake's-FutureSex/LoveShow' tour, as Timberlake's opening act.
• Two members are vegetarians and support animal rights campaigns. Therefore appeared at 'PETA's 25th Anniversary Gala and Humanitarian Awards Show.'
• Members deemonstrated against 'KFC's' treatment of chickens.
• Supported punk and youth activist group- 'Positive Force D.C.'
• posed for the YouthAIDS Aldo- "Aldo Fights AIDS" dog tag campaign.
• supported 'H&M Fashion Against AIDS' campaign.
  

Band image:

I really like the image of this band, with their generic dark colours, extreme styles (make up and excessive tattooing), wacky hair, etc. They have a real alternative appeal which i feel is essential for our artist. However i do think this band are sometimes too radical in their approach. As our artist would be much more widely promoted due to its 'response to i kissed a grl' status, i think a tamer version would be more successful. Although i can see that this band would have a huge audience within its niche genre.

New idea summary:

The NEW and FINAL idea is going to be the male version of the song 'i kissed a girl' by Katie Perry which is currently no.1 in the charts. The was a group decision which came about by listen to a friend's ipod during a group meeting. Instantly we were up for the challenge of producing a controversial music video.

Katie Perry- I kissed a girl :




we will be doing a take on this song by using...

Cobra Starship-I kissed a boy:



Negatives:

• we will have to remove or sing over the abusive lyrics yet this is also gives us/me an opportunity to voice my idea of putting lyrics on screen.
• some of the audience may be put off by the nature of the controversy that may arise from the song and video.
• there may be some shooting issues if the ideas develop a bit too far. i.e. there may be a fuss made if the group decide that it is crucial to have a kiss in the video at some stage.

Positives:

• i want to produce something which is hard hitting
• this allows us to be more edgey and controversial in our Music video
• acting wise- the media group have 2 actors and all of the group are male so there is less acting restrictions and reliabilities to worry about
• it will allow us to be very creative in ideas, camera work, mise en scene, characters, branding etc!!!!!!!
• i like it as it will allow us to produce a unique music video which is very enigmatic in the sense that audiences will want to watch it to see how far the video takes this issue.
• it is a perfect song in terms of our video mission- to produce a video for a debut single!- this is a bold song with hard hitting lyrics (excluding the abusive language which we are going to edit out). It will be a widely talked about song and video amongst the audience.
• In terms of narrative the issue of 'kissing a boy'- i.e. homosexuality, at the moment this is a very controversial topic with many debates evolving from its nature. i.e. The advert which was taken off air due to the homosexual connotations.....BELOW! - is it humourous? should be taken lightly with a pinch of salt? is it an advertising statement? is it a political statement? etc
• Therefore all of this press- whether it is 'good or bad press'- will still make our music video and artist extremely well publicised and in the audiences/ public eye. Surely this is only helping promote our artist and would increase sales and record plays on tv and radio.

Heinz Deli Mayo- TV Advert:

This is an example of the controvery that our video may cause and so publicity will be absolutely rocketing:

Here's your group work on Marketing!

What did I miss out on the market strategy plan?

I think an improvement to my plan would be to have acknowledged the success of cheap under the line marketing srategies, for example-as my band is newly created and unknown, it would be benficial to start with cheaper more local advertising and marketing. An example of this would be flyers, and leaflets outside of secondary schools (ideally all-female schools which is our dirrect target adience). Then once the band gain popularity and success they can execute more above the line tactics as already mentioned.

Also it would be useful to have cheaper accessories during the early stages of the band such as T-shirts, pens, pencils, whistles, etc, which are easily made by all. However with success, there should be a step up in accessorising such as engraved on wrist bands, dolls, etc which show more exlusivity and need to be purchased.

Also i would alter our advertising/marketing strategies so that they are more unique. For example to sell out an underground gig in the local youth centre i would put a free drinks voucher in local magazines e.g.Our Enfield and Everyone's a winner.

Promoting should also primarily be directed at the audience and for this TV shows should be carefully picked to sing on or make guest appearances. For example early morning shows and on weekends such as Minestry of Mayhem, (SMTV live), Ant and Dec's Saturday night takeaway. Programmes such as guests on Friday night with Johnathan Ross and Sunday Night Project may widen the audience appeal however the core audience is not tapped into.

Teaching points from todays lesson?

1 - each new artist/band needs a Unique Selling Point so as to successfully fill a gap in the current market

2-Timing is important to the success of the band. For example dont release when another similar artist is being released..or maybe purposefully release at this time!

3 - Radio appearances need to be carefully constructed. For example giving artist exclusives, free demos, compeitions for the show such as vip days and backstage gig passes. The artist and press need to work in symiosis.

4 - Space can be cleverly used on album covers/promotions. -dont just see it as something that needs filling. As long as the image is striking it may be successful (doesnt need story to it.)

5 - remember that artists start on small local scales and build in popularity and stature. therefore unique promotion is vital.

The band may not be able to sing but its how they are promoted that makes them successful.

6- Linked to this, merchanising can be simple but get more sophisticated as audience numbers increase.

7 - It is important to tap into a core audience yet expand as much as possible. i.e. A boyband may appeal to young girls but with a mixture of ethnicities this audience is exhausted.

Boyzone on Sunday Night Project two days ago:

START AT 9 MINUTES!!

in the words of LOUIS WALSH..."ALL PRESS IS GOOD PRESS."