Industry Research - Jake Bugg (Website Textual Analysis)

As The Kinks no longer release music and have need to be marketed, I decided to look at how the artist Jake Bugg markets his music because he is an artist who has come around in the past year.

 

Website:

The artist website is key when comes to marketing new singles. For example, marketing techniques are used promoting the new single before you (the audience/fans) can enter the website). Sizing hierarchy is used on the home page to indicate the single name, “what doesn’t kill you”. A link to YouTube for the new single is the direct focus point.

This marketing technique pragmatically implies for the audience to click on the video.  This is done in a clever way because under the video of the new single you can pre order the single and the new album from links such as; Amazon, iTunes and Google play.

 

 

As you enter the band website there are more marketing techniques using media. For example the free download. Most likely to get the free download you will have to register to the website which means the artist gains more access into marketing his music. This is because usually when you sign up to something you get regular emails. In this case this is another media form which will further more promote any other singles, albums and tours etc. Again more media sources are in view for the website audience, Twitter and Facebook again but Instargram is added as you enter the site. Although these social networking websites are mainly used for fans to gain more insight into the artist, the main purpose is more for marketing and promotion.

 

Social Networking:

Facebook and Twitter links are placed at the top left corner of the website presenting alternative marketing techniques.  Also the social networking links present how popular they are. For example Facebook shows that Jake Bugg has 329 k subscribers. Just realized that by clicking on the twitter link and logging in the website promotes the new single through your tweets, ‘Jake Bugg “What doesn’t kill you” http://jakebugg.com/akebugg.com ‘.

First of all you know an artist has made it when they get the verified blue tick which instantly allows followers to know that this is Jack Bugg and not a fake account. His Twitter page shows how many followers he has (299,934) which represents his popularity as he only follows 351 people. A tweet promoting his single is posted from his account.

 

Marketing Strategies:

Web 2.0 has developed marketing strategies of artists products. Traditional marketing methods are being used less and less because the music industry are benefiting more from taking advantage of prosumers (target audience of products). 'Push' and 'Pull' methods are increasingly being used by record companies to market products. In a ‘pull’ system the consumer requests or seeks out the product and ‘pulls’ it through the delivery channel. For example a consumer would intentionally have to search for Jake Bugg’s website and follow the artist on Twitter and like the artists Facebook page. Furthermore, as soon as you go onto Jake Bugg’s website you instantly get marketing techniques being used to promote his new single ‘what doesn’t kill you’.  Although this is an example of a ‘pull’ system, ‘push’ marketing is being forced upon the consumer before they have gotten further than the homepage. In a ‘push’ system, information is just ‘pushed’ towards the buyer.

 

Traditionally the music industry has used ‘push’ model of marketing but social networking has led to increased consumer freedom’s that make ‘push’ marketing less effective. The music industry is beginning to use ‘pull’ marketing and in the future, the music industry will rely on ‘pull’ strategies. The internet has given power to the consumer as companies are trying to make the most of shift to ‘pull’ marketing strategy  because consumers are increasingly ‘pulling’ towards music they want to consume, e.g. downloading music through platforms such as, iTunes and Spotify.