The Arctic Monkeys album Whatever People Say I Am Thats What Im Not and the reality TV Show Popstars

The Arctic Monkeys album rough(prenominal) hoi polloi Say I Am Thats What Im Not and the touchableity TV luff Popstars The Rivals which produced the dance lap missys loudly practised progressive but real divergent trade techniques to parcel out themselves to their patsy ear digs. How shake off-to doe with those strategies changed from previous(prenominal) techniques to pose harmony much than(prenominal) than(prenominal) companionable to earshots? The medicinal drug assiduity is a gen achievementionl business c oering galore(postnominal) genres and it is unvoiced to define it as cardinal maven thing. Within the medicine industry be a large range of sev date of referencel(predicate) markets, every(prenominal) fall guying their produces and symphonyians to very diverse interviews. at that place be some(a)(prenominal) an another(prenominal)(prenominal)(prenominal) aspects to the melody industry that need to be considered in groundwork o f consumption, consultation, audience size and genre. These get out wholly affect the way a hoop is marketed to its audience. It is comfortably kn deliver that making it in the medicine industry as an artisan is no easy task. Over the chivalric 40-50 forms, many an(prenominal) laps drop tried and fai illumine-emitting diode spectacularly. However, any(prenominal) consecrate flourished and do their mark in symphony hi grade, ofttimes(prenominal) examples include The Beatles, business leader and The Rolling St unmatcheds.Audiences that need to be considered by music marketers argon divided into a broad range of categories much(prenominal) as age, gender, occupation, social classing, region etc. In browse to target specific audiences in force(p)ly, grade insignias whitethorn need to be scargond in a original way. Branding is ordinarily described in terms of products and is where the product is given a authorized stove and persona lightedy traits in or der to address to its audience. For example, the denounce Levis describes itself as Sexy, Original and Ameri dope on that pointfore personifying its products.In terms of lots, stigmatization should incorporate get a line and music style, peculiarly when targeting niche groups of volume. Over the geezerhood, there reserve been establish differences in audience, sh hasten by their different personal images e. g. Punks, Mods, Grungers, Goths etc. Marketing of bars has to adapt and be completely specific to the classifiable audience of that music genre and so must be presented in an allow style that will sell their music. People argon eager to taint into the brand of a tintinnabulation by incorporating that trusted(p) image into their personal awaitance and livingstyle.For n early on to bands, processional materialal simulated military operations must fiercely guidance on image to sell the product to that fussy audience who be themselves branded a certain way. This run by character labels to promote bands by evokeing and emphasizing a certain image is becoming change magnitudely ordinary. scissor Sisters ar one example of a band whos image is a distinguished centre of who they argon and what they do. Their image is obvious of drops companies efforts to appeal to spokespersonicular audience niches.Although in the USA Scissor Sisters induce had untold less achiever than they have had in Britain (many main stores much(prenominal) as Wal* mart did in fact ref expenditure to declivity the source album due to their image and portrayal) they whitewash vigorously emphasize their blissful, live image. In their videos they have aimd change techniques to con on the creative thinkers of cozy activityual urge in our modern society, thus cr have a cuttingfound and varied piece which is non comparable to(predicate) with anything from the past. They frequently practice session a brave range of brookdrops which argon well-nightimes preferably cosmic or buffertastical (e. g. in the videos for I Dont Feel Like Dancin and make full Your Mama. in one of their preferably videos for the single Filthy Gorgeous MTV were oblige to eventually stop show a striation of the content of the video as it contained knowledgeablely semi-explicit scenes.This did cause some controversy as complaints were made most the content of the video, this notwithstanding sought to adjoin commonity and radio demeanor play of the single which eventually achieved a chart position of number 5 in January 2005 and number one in the dance chart. Scissor Sisters although new in terms of its topical treatage of sexuality in akin manner dates back to the era of glam rock, their influences atomic number 18 alike seen to be varying e. the Bee Gees, Duran Duran, Queen, David Bowie etc. Therefore they whitethorn appeal to some of the older generations as well as to members of the gay scene, for whom they have hang a major symbol in British society. They have likewise broadened to reach a junior audience through their conquest in the UK Charts and frequent air play on radio stations aimed at the 11-25/30 age group such(prenominal)(prenominal) as Radio 1. This in itself shows how the brand and image of a band is adamantly important if populate ar breathing out to want to relate and buy into the music and cling tos of that band and wherefore it is such a major concentrate on for file companies.A major tool for music marketers in new years has been the meshing. From vinyl radical to cassettes to CDs to downloading files, music has demonstrable with technology over the past 40 years. The increasing handiness for mickle to music was brought about onward by the increasing numbers of bear witness stores and increasing occupy in different music. In the early 1970s, for example, Richard Branson originally ran a mail order service for acquire records, this and then(prenominal) revealed into Virgin Megastore, a high street chain that made music testifyily available to a larger audience.The instruction of access to music continued steadily end-to-end this extremity with the introduction of much music extravaganzas such as festivals and in the 1980s, the launch of MTV, the first-class honours degree video recording receiver channel to be al unitedly music orientated. The development in technology allowed widespread access to different audiences, as nearly every media division began to pout aspects of music e. g. TV, Radio, genre specific clippings etc. It steadfast became difficult to avoid painting to music and its selling.The rise in touristyity of the ne bothrk as a promotional average at present demonstrates this appraisal. In recent years, the ne iirk has set about far to a greater extent come-at-able to to a greater extent people. This has led to increases in mesh marketing as a new way of letting everyone k today about an art ist. It is reasonably cost strong and the audience is a mass one, spanning the entire worldly concern (the number of people using the net profit worldwide (as of November 27th 2006) was estimated at 1,076,203,987) A recent positive example of Internet marketing faeces be seen in the rise of the band The Arctic Monkeys to fame.The bands marketing strategy has been clear-cut in showing the grandness of fans to a bands success. This began in 2003, after several gigs, the Arctic Monkeys decided to fl atomic number 18 their tracks onto CDs to give away for indigent to fans. due to limited copies, many of the fans ripped the music onto their computers in order to share the files with early(a)s through mediums such as clamant messaging, e-mails and forums. The band did not object to the change magnitude sharing of files, although this was technically illegal, as it led to increased democraticity of the band, as they became better cognize.This can be determine through an artic le and chart create verbally by Heather Hopkins (Director Of Research for Hitwise UK website), November eleventh 2005, shown in Figure 1 in the appendix and supported by the sideline quotation The first chart beneath shows that in April, when the band was virtually unknown, visits to www. arcticmonkeys. com came from inflict rooms and blogs. Search engines became a more important source of visits in June as the bands name recognition grew. This clearly demonstrates the importance of viral marketing to the success of the band. many a(prenominal) mainstream music brands are slightly leery of viral marketing, contempt its put ons it can parent quite an proscribe and can excessively lead to illegal sharing and music universe leaked onto the Internet prior to its prescribed release, for example in 2002, Eminems album call for was leaked on to the cyberspace and the promoters were forced to solve the date of official release forward. As much as bands can catch high accl aim and popularity through forum and chat room discussion, there is also the risk they could imbibe a throne of negative comment, which would discourage people from purchasing their music and merchandise.Another example of effective Internet marketing, also used by The Arctic Monkeys and many other bands, are sites such as My quadruplet and yahoo music. My Space offers bands own personal pages where people can easily leave their own comments on the songs and the bands per defecateance at recent gigs as well as auditory modality to the songs free of charge or accessing previews of up and coming releases. Many bands also let go of their tour dates on My Space.My Space has primarily appealed to a mass, vernaler audience from round 13-30 of both sexes, this is classifiablely as a lot of the music promoted by My Space is new and there are fewer My Spaces for some of the older bands and indeed there is secondary to interest older audiences. It is also widely believed that to days young people are of the technological revoloution and the general acceptance is that computers are of more interest to them than some other older audience members. The popularity of My Space is now leading to other websites such as Bebo and Xanga creation formed which offer similar services.This again broadens the ground by which music promoters can ordinaryise their musicians to different audiences. Rupert Murdoch, the proprietor of BskyB, The Times, News Of The terra firma and The Sun deep purchased (through his inter areaal high society News Corp. ) the company Intermix Media Inc which own My Space among other themed social ne bothrking websites for $580 cardinal. Murdoch is practically seen as a dominant figure in British Media, and in effect(p)ly so as he owns two of the leading newspapers.He is archetype to be art objectially responsible for tripping to the side of the Labour party in 1997 and there by causing the election of PM Tony Blair, who soon became a close ally of Murdochs, much like Thatcher onwards him. Many British citizens feel jeopardise by Murdochs media power, yet slake many of them buy into the My Space estimate and the taxation continues building as more and more diverse and newly schematic bands graduation exercise using My Space as the graduation exercise of their steps to promote music. Increased hits on the site agent more decent companies denote in association with My Space, therefore leading to higher annual gross for Murdoch.This shows evidence of the importance of net income advertising to modern business. Yahoo Music is another(prenominal) excellent promotional tool, which has a wide manakin of music videos available free for public viewing. It also runs special features on certain bands as well as exclusive interviews and performances. This has designated extremely popular with bands and promoters alike, as it is a cheap form of marketing which is also highly effective. It requires little advert ising as most fans of the bands are already aware of the bands website and they are ordinarily linked to their My Space etc.viral marketing acts as the main promotional form behind the internet promotion phenomenon. viral marketing refers to marketing techniques that use existing social networks to increase brand cognisance, they whitethorn include many internet establish mediums such as blogs (many bands use blogs to create on tour diaries e. g. Watford animal foot band Mohair. ) chat rooms and instant messaging are also forms of Viral marketing. Throughout the 20th century, technology has experience many developments and decades of technological advance, in particular in more media orientated parts. For example, the 50s became the era of the goggle box.More and more families owned picture sets in the UK and this was clear when 20 million tuned in on the 2nd of June 1953 to run across the coronation of Queen Elizabeth II. This showed in force(p) how popular boob tube wa s becoming as a medium for broadcasting what was going on in the world. This technological revolution continues today as we go through what has pass away widely known as The digital revolution. Television has expand di shut upery to include more and more take, which can appeal to smaller, niche audiences. This has been of great value to musicians and their promoters they can now target their audience more specifically.For example, a band like the Arctic Monkeys who have become more of a mainstream rock act whitethorn be promoted through general chart music bring such as TMF and The Hits who appeal to those interested in that area of music. On the other hand, acts like Marilyn Manson and com public press Maiden may be promoted on Kerrang As they are aimed at a more niche audience and are not so much part of the chart music industry. Kerrang Is already an established brand in itself, the magazine from which it originates was first published in 1981 and originally cover a lot of new loop British metal.If people have certain expectations of a telly channel, they can make the decision as to whether it interests them or not and if it does the niche audience for that genre can be targeted efficaciously by the music promoters. The increase in channels has led to a wider variety in goggle box broadcasting. As a result, to keep the publics interest, telluric channel corporations such as the BBC and ITV have realised they need to develop newer more innovative syllabuss to keep up their audience figures.This is particularly important for Channels 4, 5 and ITV, Who unlike the BBC receive no public funding and gain all their income from advertisers. In order to increase viewing figures and set ahead profits, the channels have tried many different maneuver and one of these has been the increasing development of Reality TV. Reality picture is a genre of programming in itself, which usually presents unscripted pieces and may inventory substantial events or peo ple.The use of real people instead of actors has led to a real explosion in the use of reality TV since around 2000 when risky Brother began in the UK. Comparatively to 10 years ago it is now much easier to become a celebrity, and in a society that is becoming more and more celebrity preoccupy, this has increased the popularity of reality shows where popular every day people are documented. The audience almost craves the fly on the wall type documentary where they are able to perceive and form their own judgements of others through oversight.Simon air-filleds Pop nonesuch originally kicked off the music and talent base reality television we know today. Simon Fuller was well know already in the music industry for beingness the private instructor of the spiciness Girls during their highly successful mid-1990s period. He was also responsible for the band S Club 7 who were formed to appear in the childrens television series LA 7 and Miami 7. The idea for Pop matinee idol prov ed exceedingly popular in the UK as hopeful singers comforted the nation with notorious displays of talent on our television screens.Fuller went on to develop this idea in other countries such as America. The first series of American Idol was highly successful and was responsible for the discovery of Kelly Clarkson, now a hugely popular international pop star. The basic formatting of the programme has led to various rotate offs including more of late X ingredient and in September 2002 Popstars The Rivals, which resulted in the band Girls obstreperously. The show aimed to whittle down the thousands of contenders that auditioned to just two 5 piece groups of boys and girls, angiotensin-converting enzyme True Voice and Girls obstreperously.The current success of Girls loud has proved that even make bands can succeed in the record industry if they are promoted and marketed in the right way. A manufacture band is a group of people put together by a record company, or in this outcome a television show in order to make a profit and give promotional material to the medium through which they are published. manufacture bands are much selected because of looks rather than actual talent in an attempt to appeal to a modern society where knockout and appearance is clearly adamantly important.In relation to Reception Analysis however, not everyone reacts in the same way to the institution of these manufactured bands, although younger audiences may bet them as figures they can aspire to be, critics often think of manufactured bands as being damaging to the music industry and synthetically artificial. In the 1960s, the first manufactured band The Monkees were brought together as the central focus for a television show of the same name in LA, California. However, the real era of the generic manufactured girl/boy bands began in the nineties.In an attempt to focus on a younger audience, record companies compiled different individuals with certain images in order to appeal to different segments of that audience. Bands such as The Spice Girls, Atomic Kitten, Take That, N*Sync and Backstreet Boys all get laided chart success in the nineties and many critics have now built a law of these bands that is easily recognisable. The media critics and the public have developed a definite dislike for these manufactured artists. Therefore it is questionable as to why Girls obstreperously have been so successful.Girls Aloud have been innovatively marketed right from the start of their careers in 2002. They began as contestants on a television show and viewing audience watched their progress all the way to the final. The Uses and Gratifications theory suggests that for a television show to captivate its audience, it should incorporate certain methods that allow the viewers to interact, relate and enjoy watching the characters in the programme. In the lawsuit of Girls Aloud, pursuance their progress allowed viewers to develop personal relationships wi th the girls as they were regularly feature on an almost daily basis between September and December of 2002.An added benefit to the band was that their first single unspoilt Of The Underground was put up against their rivals bingle True Voice for Christmas Number one that year, this in itself generated considerable promotional material for the band. In Chart history, the Christmas number one shows a true landmark for an artist and to reach is considered a yearly achievement. Girls Aloud succeeded in gaining the Christmas number one position for that year pushing their opponents to one side.Again, the idea of Girl Power, originally an element of the Spice Girls in the nineties was some what revived which may have given the band further appeal, especially to a younger audience. The beginnings of Girls Aloud and the Popstars The Rivals show generated a lot of media interest especially from the tabloid newspapers. Particularly, the grease involving potential band mates being disq ualified from the show, or in the case of Nicola Ward, refusing to sign the contract. This proved to be ripe for the group and initiated promotion of the bands image, even before the television series ended.When Girls Aloud then officially began their career as a band they had effectively been given a boost already by the television shows and so they already had an established fan base, giving them much advantage over bands starting from scratch. This was a similar play to that used by The Monkees 40 years previously, however developments in technology and increased television ownership and availability of channels made this all the more effective for Girls Aloud. From these origins, Girls Aloud have been marketed using many different media forms.The girls themselves are seen as the exemplary models of female perfection that are such role models to young girls. They are regularly featured in such lambaste magazines as Heat, Closer and OK And so they are a central focus in todays modern celebrity obsessed society. Girls Aloud have been described as remaining constant tabloid nutriment. Suggesting their marketing strategy is to gain as much press financial aid as possible in order to increase their music and merchandise sales. In June 2006, the band successfully generated a large touchstone of press insurance coverage through a variety of stories and scandals in the tabloids and celebrity magazines. whizz such example was the press coverage of Cheryl Tweedys relationship with Ashley simoleons and her holidaying with the WAGS at the World Cup. This was a frequent feature throughout the summer months in all the visit magazines and red top tabloids. Although not think as such, this also acted as a promotional tool for the band as Cheryl, as their representative, was showing a more glamorous, rich image. Her association with well known celebrities e. g. Victoria Beckham also meant that she was receiving more media tutelage for the band from a larger audi ence which could potentially increase their international scope of fans and record sales.This increase of public interest may have also been part of the plan to further promote the bands other promotional tactics, for example their Fly-On-The-Wall Documentary Girls Aloud pip the Record. Image is of cut a central focus of the Girls Aloud current marketing strategy, they have a large male fan base and so their portrayal must be one that emanates both beauty and sex appeal as it is common media knowledge that Sex Sells. A recent criticism of bands like Girls Aloud and other popular female media figures is that they are projecting a bad image as role models to younger females.Society has right away become celebrity obsessed, especially as it is now more easy to become a celebrity than ever and the perfect be image has never been more important in the media than it is now. Eating disorders in young females are increasingly being blest on the media as people seek for perfection. Th is problem has been largely illustrated lately by the decision by Milan hammer Week to not include the so called Stick thin women and also Spanish fashion Week Ban on skinny models. However, anorexia is still proving a continuing problem in this country.Another fault in the bands representation was in January 2003 when Cheryl Cole became involved in an altercation in a nightclub with a quite a little attendant, Cole was subsequently charged with racially aggravated assault (She apparently called the whoremonger attendant a wispy skreigh among other racial insults) and later convicted to a i500 fine and 120 hours community service. This story was a major one in 2003 for all the tabloids and gossip magazines and did little to conjure the girls image as a whole. quaternion years on from this incident, the girls have been continuously striving to move away from this negative press to gain a more positive image, but one that still exudes beauty and sex appeal. Through promotion of the band Girls Aloud, the image focus means that they are always expected to have a certain glamorous look, if this is not achieved they are credibly to receive criticism. However, music promoters must be careful in how they deal with the sensitive issue of eating disorders in relation to their band members in order to keep the press happy and in order to keep fans satisfied. current expectations are put on major female media icons appearances, and as suggested by the hypo needle theory, if the audience see these icons, they may connote certain beliefs about their image. The sodium thiosulphate needle theory suggests that the audience are passively fed these set and ideas and as todays societys obsession with personal image becomes stronger, it is clear the issue needs to be tackled delicately by celebrities and bands such as Girls Aloud.Berger suggested that custody act women appear and this is true to some extent in the case of Girls Aloud, despite their appeal to a younger audience, they often flaunt their sexuality to gain media attention and attention from fans. However they are in some control as they top the publicity and their ultimate aim is to entertain fans and make a profit. Figure 3 (See Appendix) is from the magazine Arena published by company EMAP. The magazine is promoted as a more male adult read than Lad Mags such as FHM and aphorism and may focus on more of a B, C1, C2 audience category.It runs a variety of articles on food, films, technology, sex, fitness, music etc and this cover is taken from the March 2005 issue. This front cover features two members of Girls Aloud Sarah Harding and Cheryl Tweedy. Many connotations are this instant apparent from this cover, connotations which demonstrate the ideas behind their image focussed promotional strategy. The stance of the two girls and their vesture immediately gives suggestion of sexual innuendo, the girls are selling the magazine on this image as it is likely to be the first thing someone will see when they pick it up.The colour of their outfits, black again fits in with the idea of sexual connotations and the fact that Sarah seems to be holding on and in control of Cheryl acts as another sexual suggestion. The image has been taken at a low angle and is lit quite dimly, the lower angle may seek to show their features as well as portraying them as quite domineering and women of sexual prowess, the dim seamy adds enigma to the scene which fits with the subheading archetype contains scenes of an adult nature and incites the reader to buy the magazine to see whats inside. Although not typical of all Girls Aloud promotional tactics in written media, this front cover focuses on one segment of their target audience effectively. A more recently developed promotional technique for many celebrities are so called Fly on the Wall documentaries, popularised by programmes like The Osbournes and impertinently Weds. Girls Aloud were quick to follow in the footsteps of these programmes when in April 2006 they launched the six-part series Girls Aloud Off the Record on E4.This promotional tactic was a little different to stodgy tactics used by bands for many years, such as posing for magazine covers. It aimed to show the realities of life within the band and in contrast to their image based promotion, it showed the regular ups and downs of the band. This insight into the band could have varying affects on audience members, the idea that they are plucked from obscurity to become Britains most successful girl group ever could induce personal individuation with the band members.There is a acknowledgement here that they were just ordinary people before they formed the group, therefore the audience may better understand their feverous lives and can relate to that as members themselves of our fast paced modern society. The idea behind this promotional tactic would have been to increase awareness of the band and to also encourage people to re-form pers onal relationships with the band members as they may have done during Popstars The Rivals.Again, showing the realities of life in the band, like Viral marketing, may have a negative concussion on the audience, but it still generates publicity. The origin sequence of Episode angiotensin-converting enzyme Girls Aloud Off The Record demonstrates and connotes some of the ideas and values at the base of the bands formation. The opening shot shows the girls being introduced on a ramification type setting, with curtains slowly drawing back to reveal them all dancing, this is then quickly followed by some fast change shots of some of their promotion e. g. press victorious pictures, performing, photo shoots etc.The colour and clothing codes used here are very glamorous and colourful and are likely to appeal to the younger trendy female audience that are often seen as one of the bands targeted fan bases. The image of magnetise and of the girls having a good time is then balanced out by some more negative portrayals which show Girls Aloud in a contrasting light e. g. showing them swearing, some of the tabloid headlines are shown about them, arguments etc. This juxta-pose of two images acts as a teaser as to what is to come in the programme and even for those unacquainted(predicate) with the band, they may still be pull in to watching the show.Syd Fields theory, although more generally applied to film, can still be applied here and demonstrates the importance of the first 5 minutes of a programme being essential for charming an audience. In order for marketers to successfully gain fans of the band, the captive audience must be able to gain both surveillance and personal relationships to keep them interested. In this case, the use of voiceovers, talking head shots and the non diagetic sound of one of there popular singles in the background seeks to intensify the audiences curiosity.The interviews and shots seem a very random selection of clips and are enigmatic e nough to encourage viewers to keep watching. Although the band is shown in two different lights here, it is clear the glamour could still potentially appeal to audience members and encourage them to relate and therefore like the band. In the past, other bands have also generated publicity through television appearances, on shows such as Top of the Pops, Later With Jools Holland and Friday night With Jonathan Ross.These are seen as more subterranean promotional tactics used by PR not to necessarily like a shot advertise the band to the audience, but to target those who do not necessarily commonly take an interest in celebrities and the music industry and who can be reintroduced into that idea through general television viewing. round of the less conventional techniques used by bands have succeeded in generating the most publicity. One such example is the well storied incident of punk rock band The Sex Pistols appearing on the early evening broadcast of the Today programme on th e 1st of December 1976.Having taken full advantage of facilities backstage and following copious amounts of alcohol, the band caused outrage amongst viewers by openly swearing and being offensive to the equally drunk force Bill Grundy, whose career ended on the spur of the moment as a consequence. This Filth and foolishness prompted increased public interest in the UK punk scene that was evolution at the time and although it led to hostile press and local authorities cancelling gigs, it generated much publicity and for the band and reinforced the graybacklious punk image.The bands continued antics built them a temperament which increased their popularity amongst teenage audiences, who were eager to rebel against societies codes and conventions of that time. This proves that even risqui promotional tactics such as that of the Sex Pistols can prove hugely successful and they are still a world renowned band to this day. Music promotional techniques have expanded in recent years w ith the development of new technology and trends and continue to be highly innovative.The Digital revolution has contend a major part in this with new areas for advertising such as the Internet and more Television channels aimed at different market segments. The strategies have developed from some earlier successful music promotion tactics to effectively portray musician image and to also target more specific, niche audiences. The internet is likely to remain core to this developing range of promotion and with increasing numbers of people downloading songs online, and it may well pretermit all future marketing techniques.