Band pro forma
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Bombhunter is a 23-year-old grime artist looking to break into the mainstream music scene. The objectives of the marketing campaign are to increase Bombhunter's popularity, radio play, and number of club shows. The target audience is young fans of grime, bass, and urban music aged 15-28. Social media like Twitter, Instagram, YouTube and SoundCloud will be used to promote Bombhunter's new album "Man Never Listen" and build hype around secret shows. Hyperbolic phrases like "the coolest album" will be used to appeal to fans and make the album seem like the biggest new sound.
Band pro forma
- 1. Marketing and PR Presentation
- 2. Band Profile Name: Bombhunter Age: 23 Album: “man never listen” Previous releases: “A few dollars” EP Genre: Grime, bass, dance Style: Street/urban music Contemporaries: Kahn & Neek, Flava D, Preditah, Spyro. 2
- 3. Objectives What are the objectives for this project? • To penetrate the mainstream music scene on the back of grime, bass and urban music becoming more popular. • To put the spotlight on the underground UK music scene and what it has to offer. • To increase radio time. • To increase our popularity so club night bookings increase to at lease four shows a month. Who do you want to target? • The growing number of Grime, bass and urban music fans. The mainstream audience of young people who may not have heard this kind of underground music. How many records do you want to sell? • Enough to get a single into the Top10 of the Top 40 chart, so at least 15000 in a week. • Enough to get the album into the Top 40 chart so at least 7000 in a week. What would make this a successful exercise? • If we get into the Top 40, increase our exposure to the mainstream audience that may not usually hear this kind of music and by increasing record sales. • If we get more radio time • If we start meeting the club night target of 4 shows a month minimum. 3
- 4. Audience Who is the audience for this DJ? • Existing audience is grime, bass and urban music fans. • Wanting to target all young people to broaden our fan base. Fans or rap, hip-hop, drum and bass, garage, dubstep and house music may be likely to enjoy our style of music. What age are they? • Around 15-28. What do they look like? • Fans of our kind of music dress well, in urban fashion. Things like caps, tracksuit tops, hoodies, trainers are popular. Not hugely different to what normal teenagers wear but it definitely has a bigger UK street influence that is different to American street wear for example. Who else do they like? • Fashion • Urban art • All linked urban music like bashment, garage, d&b. • Vinyl is popular with these genres of music. • Instagram. 4
- 5. Media What media will you use and why? Be specific about the platforms you will use. What magazines might they get in to? MixMag, Rwdmag, m-magazine, TheFader, Front, HypeBeast, Q magazine Fact Magazine. What TV channels would they be on? Starz, 4 music, MTV Base, 4 Music. What YouTube channels would they be on? Noisey, MixMag, BoilerRoom, Rinse FM, GrimeDaily, SBTV, FACTmagazine. Which radio stations would play their music? Rinse FM, Radio 1 Extra, Radio 1, Capital, Capitalxtra, Local radio stations with a demographic that fits our target audience. Who would they give interviews to? MixMag, Noisey, Rinse FM, Radio 1 Extra. 5
- 6. Media Which forms of social media would you use and how would you use social media? The best way to get out to your audience is to promote along all of the main social media platforms out there. • Twitter is incredibly popular at the moment and can be used to update what's happening or what will be happening with Bombhunter at any time. Fans can easily check up to see how your show went, how the album is coming along, what you’ve been up to etc. Frequent tweets must be made, the more you appear on a timeline the more familiar your name will become to people. • Interactive things such as competitions, shout outs, fan retweets etc. can all be achieved on twitter and with the use of hashtags these can be even more interesting for your fans. Encouraging the use of hasghtags such as #Bombhunterleeds02 could help you interact with fans who attended your last show. • A competition referencing the album name “Man never listen” could be held over twitter where fans tweet photos of themselves at a Bombhunter show with their fingers in their ears pulling a face. The best could then be chosen by Bombhunter to win a VIP pass to show and a signed copy of the album. • The hashtag #manneverlistencomp could be used to allow us to find these photos. • Instagram can be used much in the same way as twitter in the way it can provide fans with regular updates of what you’re up to but in a more visual way. It can also be used to promote shows by uploading a photo of the flyer. Short videos could preview songs. Hashtags could be used to choose competition winners etc. • For Instagram the best ways to hold a competition and promote is by posting a photo on Bombhunter’s profile and writing instructions to follow Bombhunter, like the photo and then repost it on your profile with a hashtag for example; #manneverlistencomp to enter the competition. From these photos a few could then be chosen to win a VIP pass to show and a signed copy of the album. 6
- 7. Media Which forms of social media would you use and how would you use social media? The best way to get out to your audience is to promote along all of the main social media platforms out there. • YouTube can be used effectively by sharing songs on your channel, announcements to fans etc. Another good way to get publicity is to perform sets or take part in interviews on as many other channels as possible such as Noisey, Boiler Room, MixMag etc. • SoundCloud can be used to spread the music and have other people like and repost it. Previews of your songs or reposts of remixes on your profile can help promote your name and your music. • Facebook is a great way to link all of these different platforms together. You can post links to all the different platforms on your Facebook page and use it to promote future tour dates, an album release, competitions or whatever we decide to. I don’t think Facebook is used as much so will be better used to just tie all the different platforms and competitions together rather than holding exclusive competitions on Facebook.
- 8. Merchandise What merchandise would you use to promote this band? To promote my band I would use different items that I believe would interest people in my audience profile; Fashion items; • T-shirts • Hoodies • Caps • Bags Music items; • Vinyl sleeves • Vinyl slip mats • Headphones Misc. items; • Stickers • Posters 8
- 9. Manage the message What is the message you want to communicate about this band? The message we will communicate about this band is that they are the real sound of the underground UK street scene. If someone wants to hear new, real and raw UK music then they should listen to Bombhunter. What is the main selling point of the band and the album? The main selling point is similar to the message. Bombhunter are established in the underground scene and are making the breakthrough into the mainstream music market. The next new, exciting music is something people are always on the hunt for and we can use this to sell our sound. Posting selected screen grabs or quotes from good album reviews will help promote our album and by choosing quotes that say things like “the real sound of the UK music scene” will help promote our album for the reasons we want it to be recognised for. 9
- 10. Hyperbole Every marketing and PR campaign uses hyperbole. Its role is to make things seem better than they really are by using exaggeration and emotive words or imagery. What are the words you will use? What words will help you sell and will appeal to your audience? “The coolest album”, The Biggest thing”, “The newest sound” etc. are all examples of hyperbolic phrases we could use to promote the album. There is no proving that the album is “the best” but using it in this figure of speech, exaggerated way allows us to say it without the possibility of being prosecuted for untrue advertising. Words like “the coolest” or “the biggest” are words that will appeal to my audience who are looking for the next big thing in the UK music scene. 10
- 11. Events What events would you put on as part of the promotion of this band and album? I would put on appearances and small sets in shops, shopping centres, art galleries etc. so that people could meet him and hear his music in cool places that will attract the right kind of people anyway. Would they play small secret gigs? Yes. Small gigs that are secret and exclusive either put on ourselves or by people like BoilerRoom are good ways to promote ourselves. Hosting these secret parties makes us seem exclusive and cool but now with YouTube and all the other social media platforms we can have professional video recording of the night and share it on them. This allows people to hear about these secret parties and will hopefully create a hype around the artist making people want to be able to attend one of them and so getting the album, signing up to the newsletter may make people think this will give them a chance to come by an invitation. Would they appear for a signing in a flagship record store? Yes. We are promoting the message that we are the sound of the UK underground scene and so appearing at a record store is something that we would definitely do to support a small time record shop like this. Would they play on TV chat shows? No. It doesn’t fit the image at all. If it was for a charity event like a red nose day one it could be done as doing something that would not usually suit Bombhunter would be fine and admirable if its for a charitable cause. 11
- 12. Events Would they go on a huge arena tour? No. Smaller venue tours such as DJ sets in clubs, shows at venues like Leeds 02. A huge arena tour doesn’t reflect the image we are promoting and doesn’t allow Bombhunter to stay true to his underground roots, something that is a big selling point fort us. What other events and happenings could you create to raise the public profile of the band? In shops popular with our target audience such as urban outfitters, Footlocker, Size or shopping centres with a lot of these shops in them we could hold sets and allow people to see and meet Bombhunter for free. Banners or posters next to him when he’s performing could have a hashtag on them and encourage people to tweet or take photos and share on Instagram etc. If there is any chance to collaborate with a designer and make some clothing this would be a great way to raise the public profile. Grime music and urban fashion go hand in hand so if the opportunity ever arose to make some clothing this would be very good.
- 13. Internal motivation What is the motivation behind this project? The motivation behind this project is to share the sound of the UK underground music scene to people who usually wouldn’t be exposed to it. Bombhunter is an exceptional artist and him getting his big break will open the gates to this whole world of music and give many artists the chance to show their style of music and change the charts forever. What is it an important project for you? Because I think that the UK music charts should contain more real UK music rather than the next American auto-tuned pop-star who’s fan base is almost exclusively 9 year old girls. The talent in the current underground scene is huge and needs recognition. Why is it an important project for Bombhunter? So that he can come up and get reward and recognition for his hard work over the years. So he can gain exposure and shine a light on other underground artists showing the home grown talent our country has. 13
- 14. Motivation of media Why would the media be interested in this project? The media are always looking for the next big thing or the newest thing. Bombhunter is this, and his music and the culture surrounding it will be something that the media can talk about and the music scene they will find is something they can get excited about. Which parts of the media or media products (be specific) would be interested in the project? Music magazines like FACTmagazine and blogs will be interested in the project. Radio stations that cater for a young audience such as Radio 1 Xtra or YouTube channels such as MixMag and BoilerRoom will be. 14
- 15. Promotional Materials Now you have the plans in place, choose some of the following items to produce for your band: • Album packaging 15