How does your product engage with audiences and how would it be distributed as a real media text?

Aleksandra Gumennaya

Audience

During my research, I attempted to pinpoint as to what all these music videos / websites and digital packages had in common and what specific details resulted in them becoming so successful in the past and nowadays. I also focused on my target audience and what they would want to see in my final product. In regards to my target audience, I wanted to appeal towards females based middle class form age 16 – 30. As I said before I want to remind younger generation of the great artist Elton John and want him to be remembered in the future.

It is very hard to know your exact audience. It is a fairly difficult task because each person within demographic audience has a certain individual psychographic that creates their identity and shapes their interests. Therefore it is hard to predict what actually will be interesting for people to watch or buy.

However, this is an old artist, therefore my target audience will also be people from 30 and above as when they were younger, the artist was on a pick of his career and they will be more interested to see the development of their beloved artist after so many years.

Elton John created a foundation that helps a big group of people who struggle with AIDS. He supports the LGBTQ community, therefore all these people can also be my possible phsycographical audience.

Audience

Moreover, I decided to incorporate an element of cross – media convergence within my digipack/website and music video to collect enough information together and to attract more audience to its partnering application.

My products will be distributed by numerous ways as I’m targeting to attract people of different age. Moreover, because of the numerous of products that I have created, I will distribute them equally the same, but in different ways. It is important to have as many ways of distribution to have as many audience as possible. New ways pf promotion can be new to older generation.

Digital Package and Website 

Online distribution is one of the best ways to distribute the product because it is easier for audience to choose between three platforms. Audience will find convenient if they read online, on their phones or computers. Furthermore, to promote a product (digital package), internet is the easiest way because most of younger generation use this platform to buy new products. The process of buying digital package online is simple, therefore it will be affective. Moreover, the number of audience who actually read / buy digital packages has decreased because of new century of technology. Therefore I think that the percentage of online readers (the website) will be bigger than the percentage of audience who will want to listen at home by having a disc. Therefore, I have created a playlist with the same songs as in the digital package, however with online link on the website.

Moreover, we may use more articles that weren’t used before or pictures from different photoshoots that weren’t added to the collection on the website. This will increase an interest from audience, therefore more people will be  looking at the website.

Audience

I decided to incorporate an element of cross – media convergence within my contents page to collect enough information together and to attract the readers of my website to its partnering application available to install on Android and Apple devices as specified in my advertisement carefully placed in the right side under the phrase “find more on our website”.

The engagement with the audience is an important element to a successful product, therefore during production, I took into account on how I can make my audience to interact with the music video or other products. This engages the audience successfully as it provides them with the opportunity to get in contact and provide an insight as to what they wish to see in the future issues of future products. On the bottom of the website, audience can write their email to get notifications and more information later. Audience engagement is also achieved through the use of direct address on several occasions. Furthermore, I have created a competition which will make my audience be more interested in participating on the website. This will not only let me to attract target audience form age 30, but also will make younger generation to participate in this activity. I have uploaded three songs, which any person can create a music video. This competition exists in real life, therefore I thought that this is a great opportunity for me to attract more audience for this project.

Through my primary research about media, audience and the use of interactive cross media convergence, I will be able to make minority populations in my target audience feel more involved and valued. This will not only spur on my exponential growth of popularity among  mass audience, but also will avoid the restrictions placed on my brand when targeting and extracting revenue form young female consumers, as well as a male population that may not engage with the brand as effectively as females. Furthermore, shopping is also one of the most effective engagement with my audience, as they order clothing or other products through the website.

The audience may go onto the website to get more information about the artists, his songs, his life, awards, upcoming tour and the competition. My website will help me to be closer to my audience, as we can talk and interact with them.

Website - Audience

I used bitmoji for my merchandise. This will help to have a partnership with one of the most famous apps "Snap Chat". Through Snap Chat we can create masks e.g. "glasses" which will help to promote the album and promote the artists image among younger audience.  

In order to make young audience to buy the product (digipack) and watch the music video, it is important to focus on the promotion of the digipack. The cover of the digipack needs to be interesting and outstanding among over digital packages. Close up photo of the artist on the digipack will make audience to have closer connection with the artist. After listening to all songs on the disc, it will make audience to watch the music video.  

The photo on the digipack needs to make the audience be interested in opening and listening to the CD. Furthermore, as this is the last digipack, I decided to add a special message on the inside of the digipack. This will help to improve customer loyalty.  

In my opinion, if audience will see a close up shot of the face, it will make a “connection” between audience and the digipack. At the same time, it should be outstanding comparing to other packages on the shelf, therefore it needs to be unique, full of unusual either bright or dark colours. As the artist is already famous, I don’t need to create a tagline to attract young people.

Interaction

To produce the digipack, there must a production and distribution behind it. Depending on the professionalism of the artist’s company and how wide the distribution of it is, the distribution company will provide the digipacks to range of consumer markets. I will focus on Europe, especially UK and United States. This is because artist is from UK, therefore most of his audience is in Europe. I want to distribute my digital package intro different continents, but also all over the world because of his popularity.

If the digital package will proceed worldwide and will be interested in other countries, we will first start with translating information in different languages and posting them on the website. When people subscribe on the website, we will try to personalise the information, making them in the language that person speaks.

Distribution - Digipack

Distribution of the Elton John's book in the book store in Amsterdam. I can sell my digipack  with a discount for a book. This will help to sell more copies and will be more appealing for audience as they will be able to buy two products at the same time for cheaper price.

Distribution - Songs and Music Video

To promote the song and the music video, I would use well known companies like: The Radio Times, BBC Top, Top of the Props and You Tube. If the digipack will be sold well, we will need to have contracts with other companies that will be focusing on the particular country where we will want to sell. It will be more helpful and useful because they will know better what audience are in these countries, so the distribution will be better.

It is also necessary to know with what companies we can’t work with because of the competition : Total Film. Furthermore, as there are a lot of other well-known modern artists, we need to promote the music video really well and effective. This can be done through social media, posters, you tube and another platform.

Distribution - Songs and Music Video

The research proved that the distribution of my produces as a real media text would be successful as it would be open to a wider number of audience of the consumer market willing to branch out of their typical watching and listening habits. The overall distribution of my products a as real media text will be conducted conventionally  and will apply to the common codes that are used in the industry in order to be officially made and distributed to the contract’s desired destination.

I tried to cover all ways of distribution process that will not only make my album to be well known in many countries, but also to make it sellable of a range of audience.

Promotion and Advertising - Music Video

Instagram :

Instagram is one the most important media platform in internet nowadays. Social media became very popular, where people can post any pictures or videos. Instagram is also a business where people by posting videos promote other products as well. In my case, I would use the program to post videos form the editorial photo shootings, pictures, quotes, photos form editing and other relevant information to the content of the music video.

I think it will not only attract more audience, especially young women who spend a lot of time on their phones, but it also will advertise and earn money.

This also works with the promotion of digipak. I will be able to post pictures of the digipck on the instgram / facebook / twitter pages which will increase the interest of people buying it. Nowadays, people can buy online through social media.

Promotion and Advertising - Music Video

Instagram :

I will also add a link to my website on the top of the instagram page. It will be much easier for my audience to find the website through a well known for them platform.  

Instagram :

I will also add a link to my website on the top of the instagram page. It will be much easier for my audience to find the website through a well known for them platform.  

##HASHTAG## :

To promote my album effectively on social media, I will create a #hashtag.

1. My audience will be able easily to find any video or a photo that has a #.

2. People will be able to share videos/photos which will help to promote the video faster.

#farewell_lasttour

#farewell_eltonjohn

#farewell_goodbye

To make my audience share videos, we can create a competition. Somebody who will share the most number of videos or photos will win a ticket to a concert.

Furthermore, people can not only share videos, but also post their drawings, photos of crazy/bright/unique costumes with the hashtag. #farewell_eltonjohn

I will make an accent on user generated content.

Promotion and Advertising - Music Video

Facebook and Twitter:

All these programmes are also a part of the big media platform – social media. Due to an enormous jump into technology, anyone from the audience have an access to the internet where they spend a lot of time, therefore in order to make the reader be interested in reading, it needs to be done through their comfortable place “zone”. FACEBOOK would be used on a daily basis for keeping the audience close, post different competitions, questions for comments, possible future articles and stories about the artist. It also should be used for exclusive content available only there, content which should urge readers to get involved in discussions and comments.

TWITTER is a similar programme, however there we can post news where the editorial team can post upcoming content, comment upon other tours and albums and general news form the fashion industry and youth culture.

This is the promotion of the book, we can use similar ways to promote the album.

Promotion and Advertising - Image

I can use this image to promote the upcoming digipack. I have changed the colour of the hair to make it look more similar to the character in the music video.  

Promotion and Advertising - Website

This website is created to promote the image of the artist and the last album. There are new ways to promote the website which can be used to promote the website.

Social Media : As I said before, social media is one of the most effective way of distributing and promotion  nowadays. In my opinion, posting a link under under a promotion of the album will be the most effective way to make people look further. Using the right tagline, we will make audience want to visit the website and find more information about upcoming album and tour.

You Tube : Under the music video, we can add links to each of the social media like instagram, twitter and facebook. People usually use these links to find more information, therefore we can also add a link to the website.