The Campaign

Yesterday we evaluated the structure of a music campaign . A campaign is the organised activities designed to achieve a specific target. Targets such as selling recordings , merchandise , concert tickets , creating an image etc.. To reach these targets , companies use activities such as YouTube music videos , adverts , online websites , social media , artwork , interviews/appearances and collaborations with supporting acts. To evaluate a campaign we use KPI'S ( key performance indicators). Such as sales figures , number of followers or subscribers on social media or views and likes on YouTube .
     We evaluated two artists , who produce very contrasting songs . Rejjie Snow is a low key Irish rapper .

As you can see these screenshots from his music video ' Snow (my rap song) ' , Rejjie involves themes of alcohol , drugs and violence . the top photo sows oung girls dancing , surrounded by alcohol , and the bottom photo shows two men either side of him dressed in clothing that we would relate to violence and crime . His lyrics also emphasise this lifestyle . But at the same time he clearly portrays his enthusiasm for fashion and style , his outfits and lyrics suggest this along with a storyline behind the music video.

We then looked at Rejjie's website , Which gives off a more light hearted impression , They use a cartoon of him , suggesting he is giving off the impression of a 'joker' , along with a photo portfolio , allowing his fans to get more personal with him . The website also contains posters to gigs and events as promotion , along with photos which suggest his fashionable side and artistic side .

We then looked at the young female artist ' Lorde ' . Analysing her video for ' Team ', we automatically got an impression of her being very dark and mysterious , using very surreal images which clearly lead to a deep meaning in her music video .

The screenshots emphasise this clear representation of her , strongly enforced by her to create an image for herself . Her video involves violence but is set in a surreal location , the video clearly has a story about it . These views are then showed on her website and tumblr page .

Her website has links to different form of social networks , including instagram , twitter , Facebook and tumblr . We looked into her tumblr , automatically seeing this cartoon image , portraying a very dark and mysterious impression of her , along with the images that she has put onto her page , we also get the feeling she is influenced by fashion and muti cultural themes . This way her audience are able to connect with her life . Her youtube page has over 400 million views , showing youtube power in promotion for her music.