We looked into James Bay's marketing strategy, to get a greater insight into how he wants to portray himself and connect with his fans, in order to understand how we should create our music videos and digipaks to appeal to this audience.
Although he uses a wide use of marketing techniques, we found that his main strategy was through different social media platforms and networks.
The main examples include:
Twitter- He uses twitter to connect with his fans personally, posting pictures of meeting them and messages saying thank you for being a good audience. He posts videos in which are sometimes personal and of him on tour, as well as promoting his music video to fans.
Youtube- He uses youtube to share his music videos, tracks and live performances, as well as giving a platform of linking the audience to similar videos such as covers and interviews. Not only this, but this Youtube account could be considered as a type of social media as viewers are able to 'like' and 'comment' on the photos, in which others can reply to. Therefore, this is another powerful tool to promote himself and his music, and receive feedback for viewers.
Facebook- often his social media sites mirror each other. However, they retain his look, personality and passion for music sharing music and kind words, whilst providing information contour dates and advertisements like the examples below.
Blog- A common theme, including colour scheme and mood of each marketing technique is kept consistent. This makes the artist look more professional and eye-catching to spot information and other works by him. For example, more natural colours with a down-to-earth, simple theme where it shows his focus on music.
Instagram- He uses this in the same way, providing another platform and way to connect with fans.
An important thing we learnt from this research is the way James Bay markets himself in the music industry and towards his viewers, is extremely consistent.
Not only this, but it portrays his personality, type of genre and mood, in which the viewers can expect from his music and videos.
For example, his calm, relaxed, soulful approach in which he connects, reflects his music type and is consistent within his music videos in which are focused on a simple, 'back-to-basics' type of video in which provides a thoughtful meaning. In comparison to people like Lady Gaga who involve more special effects and excitement in their videos.
Therefore, in our music video we want to mirror this consistency between the material we create, for example the same sort of themes throughout the music video, digipack and CD cover, in order to make our work more powerful.
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