Marketing and Promotion for HAIM

Role of music video: It helps put a face to a voice and allows the audience to see the connection the artist has with the song and displays the premiere.  So our music video for HAIM has a lot of facial recognition in it to allow the audience to visually see the song not just hear it.  It is just an advert to get our audience to come to the live shows.

Role of CD and booklet: Explains thoughts and ideas of the artist in art for and is tangible; which the majority of society like to use as an explanation of their purchase as it makes it feel real for the audience.  For HAIM we like to have all members of the band on the cover for respect purposes.  This is the fact that we respect our audiences for purchasing our music and want to give them value for money, they would want to buy our music and see us as a result; some would feel if we just made a design it wouldn't do our music justice and is rude to our fans as they may think we are not grateful for them or the opportunity to keep producing music.  It is good to let them correlate our albums to our faces to our voices as it will give them more to connect with and therefore continue to purchase and involve themselves with our music.

Website: Gives the audience access to the band and the band access to the audience and acts as an over-arching narrative for the artist.  It gives the audience chance to connect with the artist which will help them to connect more with their music.  For HAIM we have even created a 'meet the band' section to allow the audience to connect with the band and feel like they are getting something extra out of the experience of visiting our website.  They are greeted from the very beginning with a past music video we made of 'Don't Save Me' which gives them that opportunity to visually see the band performing from the very off.

How marketing and promotion has changed through the years:

1960s – use of moving images (videos/TV performances etc) to promote artist and to make sure their songs could be heard on TV when the band was not available.

•MAIN TECHNOLOGICAL DEVELOPMENT: TVs in the household

•MAIN PURPOSE: Sell Records

1970s – Beginning to record specific videos to go with the song. More artistic value than just performance. MAIN TECH: More portable recording equipment

MAIN PURPOSE: Sell Records/albums/Cultivate the ‘star’

1980-90s – Advent of MTV, cultivation of image of the artist, higher production values and experimentation in form. Videos become events in themselves eg ‘Thriller’

MAIN TECH: Hard disk editing/digital/global TV satellite stations/home video and later DVD

MAIN PURPOSE: Sell Records/album/artist/video/DVD/Commercial tie-ins

2000s – Continued expansion and experimentation of form. The rise of the auteur directors (late 90s too). Music video continued to be as memorable as the music.

MAIN TECH: Falling cost of hardware, digital TV, DIY ethos, YouTube etc

MAIN PURPOSE: As above but also ease of access, repetition, archiving – watch music video on YT as a first introduction to the artist…watch it ten years later!

2017 –Tech?? Purpose??