Integrating the media products

Integrating the Three Media Products

The design theme of both the CD cover and the website background are parallel to the themes seen in the music video. A generalized example is the colour schemes used in certain shots of the music video and the CD cover. For example, the shots with the horse in the music video are brighter than the other shots used. These warm tones are also used on the album. However the colour tones used on the CD cover and in the video create a paradox  because they contradict the lyrics and the title of the album cover Dante's Inferno (which has dark undertones) making these contradictory images stand out in the audience's minds as they will try and relate to the symbolism of these products. Consistency of themes is an integral part to the marketing aspect of each product, as the audience can associate props such as the horse, which is featured centrally in the video and on the CD, as well as being a still photograph in the background of the website, which subliminally may promote the other products. Each individual product is more likely to be purchased if the audience has been exposed previously to any other associated products. The diagram below reflects this.

Audience Consumption

1.VIDEO -> WEBSITE -> CD

2.WEBSITE -> VIDEO -> CD

3.WEBSITE -> CD -> VIDEO

4.CD -> WEBSITE -> VIDEO

In terms of effective marketing Number 1 would be favoured, as the audience has consumed the main product. As a result the audience have an increased awareness of  the video and have been exposed to the band  and their performance of the song, which hopefully then leads them to research the band and be exposed to the website. In turn they may then wish to purchase the CD having already found out the style of music produced by the band. This category usually reflects an audience who, firstly are already aware of the genre by watching either MTV-Rocks or having subscribed to a channel on YouTube that produces this type of music. Not only does it promote the band to the established audience as the song is slightly more mainstream than traditional indie bands such as The Smiths.

All these methods of consumption are ultimately effective as the audience still consumes all three products. However, a band with the following of Snow Patrol may be less satisfied by number 4, as the consumer is already aware of the main product which they want to make their main profit on, which means that number 4 only promotes the pre-existing consumers rather than expanding their products to a greater audience. Also, since that audience consumes only the product intended in the first place making the other products less valid. Here it should be noted that this will not expand the consumer market, but merely sustain the preexisting consumer market.

Clearly at some stage all consumers have fitted into one of the four pathways of consumption outlined above. As a band increases its popularity both by effective marketing seen in methods 1 and 2, general consumption as seen in method 3, and consumers who are already aware of the product as seen in method 4, the amount of people who go straight to pathway 4 increases. Snow Patrol, having existed in the mainstream industry for 10 years or so, is an example of this where pathway 4 becomes more frequently used. This means that pathways1 and 2 need to either be directed to new consumers or to tryto maintain existing consumers. Marketing for pathways 3 and 4 need s to be even slicker to maintain their pre existing audience.

The essence of a band is basically a popular business selling a product. For an audience to be prepared to endorse the product, they need to be aware of what type of image the band is selling. This means that a band cannot be defined by its name. The first band to introduce the concept of a band being a business was The Beatles (not surprisingly). The band had a set style and image that was associated within the band which increased the bands popularity where marketing at the time was limited to radio and television.

Consumption in the industry now has diversified greatly since the 1960’s, since bands produce clothing, posters, mugs and in some case homeware, as well as the traditional products such as tours and records. Therefore a band is no longer just a ‘band’ but actually a brand,  which is greatly influenced by the style of the band.