Bombay Bicycle club - a band that I was interested in choosing for my website, recently released a new album. Their online campaign had a core idea of loops and cycles. Starting with the way the album was composed and built up, sampling sounds and instruments from all over the world, looping and overlapping them – through to the end result of the album artwork and the concept behind that. The shot a video that followed the zoetrope idea and created a world-first: an interactive music video for their first single, ‘Carry Me’, that allowed invideo animation by the viewer by dragging the mouse from side to side. The results were convincing: 80k views in the first day; 130k in the first week; 480k in the first month. Their campaign has shown that interactivity within the website is key, and user experience should not be pushed aside.
The Foo Fighters campaign for Sonic Highways was highly engaging with the user, as they traveled around America exploring the musical history, and recorded their album using analogue techniques. HBO and The BBC accompanied them along their journey, and as a new episode went live, they made a new track become public. There was an interactive map on NME featuring interview footage, so the user could follow the band as they made their way around America. This campaign was highly successful, with daily album pre-orders rise by 60% and new Twitter followers by 95%.
The aim of the campaign was to reinvigorate the existing Oasis fanbase whilst simultaneously captivating a new younger audience who weren’t old enough to have caught the band in their Nineties heyday. They built a new website with full discography and integrated streaming players.Oasis’ socials promoted their channels and #OasisExhibition and shared the best of their content. Over the duration of the campaign they gained a further 100k Twitter followers (up to 503k) and 56k Instagram followers.
Tho Who celebrated their 50th anniversary with the release of a new album. Celebrating this, the marketing team came up with the idea of using emerging technology such as the Oculus Rift to engage a younger audience. The apps use interactive technologies to produce music and visual experiences around the band’s rich heritage, helping to create a deeper engagement with fans. A 30% CTR to purchase from within the Immersive app, and over 7k visits to 50 Fascinating Facts landing page (over 26% as returning visitors). The Who have demonstrated that using newer technologies to involve a younger audience with a slightly older band is important, as it makes them feel more updated.
Looking at artists with a similar genera has helped me understand what kind of approaches are acceptable for my target market. It's definitely the top priority to engage the user and ensure that they keep coming back to the website. Engaging with social media and making that a part of the campaign, e.g. the use of hashtags, is extremely important in promoting the bands online presence and increasing sales.
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