1) Summarise the changing image of the band/artist as it has developed over time. It might also be useful to summarise the music genre also.
From 200-2003, The Streets were a group and their genre was more UK garage/house/hip-hop. They set out to push garage in a new direction.
2004+ Mike Skinner is now solo, still called the Streets, and his music has become much more mainstream, as it has a more indie feel, however it does still maintain a garage beat.
2) Who are the fans? Do you have any sense of how the music companies have segmented the audiences? To what extent has the branding of a band been linked to target audience?
The core audience are young males, more working class, this is because of the strong garage feel, and also because front man Mike Skinner grew up in working class Birmingham (despite performing in a cockney, London accent).
The branding of the band is linked to the target audience because the album covers show very ordinary pictures of council estates, bus stops and cigarette lighter, very mundane everyday scenes that the target audience can relate to. Nevertheless as The Streets became more popular his album covers reflect a wealthier lifestyle ie- a posh car, but he is still dressed in scruffy jeans and a t-shirt, to
indicate to his fans that fame hasn’t changed him. 3) What marketing strategies can you identify? What kinds of strategies can you list? (above/below-the line? unexpected promo stunts? etc). List any examples of the use of synergy with other industries to promote other media/products in connection with a band/artist.
• Website: skinnermike.com – it’s the official website and blog of The Streets
• Myspace.com/thestreets - he posts new music and up and coming gigs etc.
• Twitter – Mike Skinner gave away 3 free songs to fans
• Youtube – all his songs are up there.
• He faked his house being re-possessed as a publicity stunt for an album launch
• There was a crop circle made of his face, again to promote an album launch.
4) Add any relevant links to your blog, especially Myspace page/music vids/official websites etc. A couple of illustrations (e.g key web design graphics/album cover photography) would also be useful to add to your blogs
See above (Q3)
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