Brief Three

You work for the marketing department of a small record company called Nutune Records, and are involved in the promotion of a new band/musical act for their forthcoming debut album and twelve date tour.

As part of the promotion the act needs to create an image that will allow them to appeal to an audience with an interest in an established musical genre. The marketing materials should also contribute to constructing a recognisable ‘brand’ for the act.

You are targeting a largely youth-based market but are keen to promote the act in a way that will appeal to more than just a niche audience. The act has a Facebook and Myspace presence which has generated some interest and the record company now wishes to use more mainstream marketing techniques to reach a bigger and more diverse audience.

Tasks

(a) Broadcasting

Create a two to three minute informative promotional video that will be added to the act’s Myspace and Facebook pages and be downloadable from the official website. The video should provide biographical information about the act and be focussed on defining the genre and creating a definable ‘brand’ for the act. The video should include information presented in a documentary/news report style. It should not be a music video for one song.

(b) Print

Create a print based campaign promoting the album and the tour. You can choose from the following or create other print based promotional mnaterials that you consider appropriate (totalling three pages of A4 or the equivalent):

• A full page advert for the album to be run in the music press
• A half page advert for the tour to be run in the music press
• A flyer to be distributed at related musical events promoting the album and the tour
• A prepared interview with the band/artist for inclusion within a specific publication presented using the publication’s house style and including original photographs for illustration
• A press release to be sent to journalists and/or broadcasters to provide information on the act and their products. You should consider how the press release will make the act newsworthy and encourage media interest in them. The press release should be accompanied by 2-3 promotional photographs.

(c) E-media

Create a three page extract from the official website for the act. The website will supplement the social networking websites already utilised and attempt to present a more ‘professional’ image for the act. You should attempt to create a website that will be appealing to existing fans of the act but its primary purpose will be to provide information and content for the new, more mainstream audience the act hopes to attract.