Researching the branding and marketing of artists who already fit into our chosen genre:
“Indie/Alternative Rock”...
Arctic Monkeys
Arctic Monkeys are an alternative rock band formed in 2002, UK. Arctic Monkeys are heralded as one of the first acts to come to public attention via the Internet (fan-based sites rather than from the band), with commentators suggesting they represented the possibility of a change in the way in which new bands are promoted and marketed. Arctic Monkeys have used Myspace to push themselves into the public eye, and it resulted in the band getting signed to "Domino" in June 2005, after they refused to change their songs to suit the industry and resisted signing to a record label for some time. Their fans also helped to promote the bands music, by recording the songs at gigs and giving out demo CDs. Also, Mark Bull filmed the band's performances and made the music video to "Fake Tales of San Francisco" releasing it on his website and therefore giving the Arctic Monkeys further exposure. Overall though, Arctic Monkeys relied on the "word-of-mouth" technique to boost their popularity, through the internet, their fans, and their tours and media coverage.
The Pigeon Detectives
This English band was formed in 2002, and has also exploited Myspace's networking genius to gain exposure. Although probably not as recognised as Arctic Monkeys, The Pigeon Detectives have been quite successful. They supported Dirty Pretty Things whilst they toured in spring 2006. In early November 2006 they supported fellow Leeds band Kaiser Chiefs, who are known to be fans of the band, on a number of occasions around
Europe. The Pigeon Detectives have relied heavily on their performances, at festivals, and being the supporting band for bigger Indie bands such as the Kaiser Chiefs, to gain them recognition.
The Yeah Yeah Yeahs
The Yeah Yeah Yeahs are an American indie rock band formed in
New York City in 2000.
Alongside performing headlining tours across the world, the band has supported artists such as Björk, The White Stripes, The Strokes, Liars, and Jon Spencer Blues Explosion. The band became one of the first western rock acts to play in
China when they headlined the Modern Sky Festival in
Beijing in 2007.
The main difference, I think between English Indie bands and The Yeah Yeah Yeahs is that they have a lead female vocalist and her clothing style attracts attention on stage.
They seem like a “hands-on” band, Karen (lead vocalist) co-directed and all three band members were featured in the video for the group's "Hologram World" video. They also seem to be playing the festival circuits in the
UK, playing at Glastonbury Festival 2009.
They are very well known, especially in the
UK actually.
They are not a conventional Indie band as seen in the
UK and
USA, but I think this works in their favour as they stand out by being original and different.
Researching the branding and marketing of artists who are from a different genre…
SlipknotSlipknot is an American heavy metal band formed in 1995. Slipknot are known largely by their attention-grabbing image, aggressive music style and their energetic and chaotic live shows. As of May 2010 Slipknot has sold over 14 million records worldwide. The band has released one live album and four DVDs, this shows us that their marketing technique relies heavily on the image they put across to the audience and it also depends on their performances on stage.
The band is known for its attention-grabbing image; the members wear matching uniforms, have unique masks respectively and have aliases which are simply numbers.
Vocalist Taylor had this to say when questioned about the masks in 2002: "it's our way of becoming more intimate with the music. It's a way for us to become unconscious of who we are and what we do outside of music. It's a way for us to kind of crawl inside it and be able to use it.”
Slipknot has been the subject of many controversies throughout their career, both for their image and their music. The lyrical content of some of Slipknot's songs has been linked to several violent and criminal incidents.So by this we can see that Slipknot has gained maximum exposure through their own styling, using the masks for example, an image that many people who may not be fans of the band will consequently still recognise. Also, the controversy may have gained them some exposure, just as it did Marilyn Manson. We can see here that Slipknot is advertising for a niche market of consumers who will relate to their image, and their songs.
Christina Aguilera
Christina Aguilera is an example of a pop star whose image was completely marketed by the music industry. She even admitted herself that she was displeased with her lack of input in her music and image. After parting from her management, Aguilera took creative control over her second studio album, Stripped (2002). The album's second single, "Beautiful," was a commercial success and helped the album's commercial performance amidst controversy over Aguilera's image.
The constant theme in Aguilera's music and lyrics is love, although she has written on other subjects including spirituality, female empowerment, and grief.
Christina Aguilera has also used various products and endorsement deals in which to boost her recognition. Throughout her career Aguilera has endorsed several brands, including Skechers, Mercedes-Benz, Verizon Wireless, and soft drink giants Coca-Cola in 2001, and Pepsi in 2006. This is a usual pathway that pop singers will undertake in order to receive more exposure.
Aguilera's fourth studio album Bionic (2010), which incorporated aspects of R&B, electropop, and synthpop, was met with mixed reviews and poor sales.
