Evaulation Q2: How effective is the combination of your main product and ancillary texts?

The point of a band's marketing campaign is to generate interest in the band, and get audiences to buy into the brand and generate profits. Band marketing campaigns are usually funded by the record label, whose main interest is to make maximise profits through the sale of band music, tour tickets, and merchandise. Marketing campaigns in the music industry have changed since the proliferation of new technologies, such as Web 2.0. They have become more interactive to compete with other companies for audiences, who demand interactive and engaging campaigns. It is important to portray a band's genre through the marketing campaign as it informs the audience of the type of music the band make, and also because it will appeal to fans of the genre. This is done through the use of genre conventions, such as colour scheme.

We made sure to use a range of marketing techniques in our campaign, as outlined in this coggle:


As a group, we aimed to create a promotional package with branding throughout all of our products to make our audience buy into our band's brand. The combination of our product and ancillary texts (each with their own purpose in the campaign) all work in synergy to promote the brand and sell the music to the audience. While this is the case, our 3 products work well separately as a marketing technique.

Table to show the function of each product (left) and flow chart to show the marketing campaign (right).

When looking at how the three products work together in a marketing campaign, I studied Best Coast's campaign, as they used a number of above the line and below the line promotional techniques to give the audience opportunities for interaction and purchase.

This is how Best Coast have used all of their products to make a successful marketing campaign.


After looking at Best Coast's marketing strategy, we decided to implement some of the same marketing techniques. These include the release of the single, a music video, album and album cover, live performances, tours, merchandising, website, Facebook page, Twitter, photos and video clips, downloads, competitions, tie-ins with other brands, appearances, news and info, and word of mouth.

Here is a padlet to show how we built up a successful marketing campaign using our three finished products.

We also made sure to present our band as 'real' and 'authentic' using Dyer's star theory, which shows that it is important for audiences and institutions to have an artist with 'star quality' that will appeal to the target audience.






I think that we used our products effectively to appeal to our target audience, and that the combination of our products meant that we could reach and appeal to wider audiences. We managed to use these products to generate interest in our band and to encourage our audience to buy our products.