PLANNING: HOW MY BAND DEVELOPED ITS STAR BRAND

TASK 3: PLANNING: HOW MY BAND DEVELOPED ITS STAR BRAND

I am investigating how The xx publicize themselves and how they attract and address their audience. For Steve Archer, 'the meta-narrative is a term that describes the development of the star image over time, the stories that surround a particular artist.' (Media Magazine February 2012)

• The xx use web 2.0 interactive media to promote themselves: Google throws this up (right) when you browse for info about the xx, without you having to enter any site.

• They reach audiences online through their website, MySpace, FaceBook, Tumblr, Twitter, Amazon, online store, playlists, mailing list and video links. They even scan in 'handwritten' notes to personalize the relationship.

• For example, The xx used online social media in an extraordinarily innovative way to promote independent, viral distribution of their 2012 album Coexist in advance of digital release:
  'When the band, The xx, wanted to promote their latest album they chose a unique marketing strategy. Consistent with many artists today, they released their album as an online stream before the general digital and physical release a week or so later. But how they did it was new: they released the stream to just one fan, gave them tools to share it with friends, and took a leap of faith it would spread.

  

  On 3 September 2012, a single fan was given the location of this website which hosted a free preview of the xx's album Coexist. The experiment ended on 11 September 2012 with the worldwide release of the album.

  According to The Guardian newspaper, having selected their Fan Zero, the xx waited a nervous hour while Fan Zero kept the work to themselves. But then it was shared, and from that point quickly moved around the world with millions listening in. This is what the xx had hoped would happen — so much so that they got Microsoft to sponsor and  build a website (view it here) that showed in real time how the sharing evolved.' Josh Gans Harvard Business School 8.10.12 article sourced from Harvard Business School here
  

  
  

  

  Microsoft's map tracking the flow of information, as word spread, 3-11 September 2012. 81,008 people 'liked' this on Facebook and 199k people were talking about it!

  
  

  

  The xx appeared live with the BBC Phil in Bridlington; the video link is shared via their website and FaceBook

  
  
  

  

  The xx's Facebook site reinforces their brand image visually with memorable and striking graphics.

  
  

  

  Facebook is a platform where they invite audiences to catch up on the most recent video, thank them for support, announce their next European tour and inform audiences about their mailing list. Direct address engages audiences on a personal level ('thank you so much each and every one of you')

  
  

  

  Tickets for 'a party in London' are promoted via hyperlinks. 9, 382 fans 'liked' this on Facebook. The language and platform personalize the exchange.

  
  

  

  Fans are invited to embed the video of the BBC Phil gig using Facebook, Twitter and Google+

  

  A Facebook handwritten message personalizes the experience. The fans can communicate back directly using the comments box. 24,119 fans clearly 'liked' this personal treatment.