CALVIN HARRIS – Dance – Target Audience: teenagers and young adults
In 2006, Calvin Harris signed a publishing deal with EMI as well as a recording contract with Sony BMG. His music became well known after he posted it on his MySpace page. He promoted his first album, “I Created Disco” in 2007 by touring the UK in support of Groove Armada and Faithless. In 2007, Calvin Harris worked with Kylie Minogue, producing and co-writing the songs 'Heart Beat Rock' and 'In My Arms' on her album “X”. Calvin Harris has also collaborated with the Mitchell Brothers and Sophie Ellis-Bextor. Calvin Harris claimed, in an interview with Fearne Cotton on BBC Radio 1, that he had turned down the opportunity of working with Lady GaGa because he disliked the demo that he was sent of her music. In 2008, Calvin Harris collaborated with Dizzie Rascal creating the song 'Dance Wiv Me' which went to number one in the UK singles charts. The pair performed the track acoustically at the 2008 Glastonbury Festival, for the BBC. Calvin Harris has also remixed tracks for many different artists such as CSS, Primal Scream and Kaiser Chiefs. All of these things have helped to promote Calvin Harris as an artist, and therefore promoting his music and albums.
KE$HA – Pop – Target Audience: females aged 16-24
Ke$ha used viral marketing to promote her music and make herself known to many people. When her debut single “Tik Tok” was released she offered it free for a month before releasing it for digital download in August 2009. It quickly reached number one on iTunes in New Zealand without radio airplay. Radio stations soon began expressing interest in the song, but RCA/Jive Label Group chairman/CEO Barry Weiss decided to delay its shipping to radio by a month, to October, to let the song continue to build viral support digitally and good word of mouth. To promote her album “Animal”, which was released in January 2010, ke$ha did several performances worldwide and also made several TV appearances.
Michael Bublé uses his website, http://www.michaelbuble.com, to help promote his songs and alums. On here there is a music player that audiences can use to stream his songs, and there is a link to an online shop where you can buy his albums and merchandise, such as tops, shorts, jackets, and dressing gowns. He also puts his tour dates and locations on here, and there is a fan club that you can become a member of. Michael Bublé does many tours before album releases to promote them. Another way Michael Bublé promotes his music is by allowing his songs to be played on the radio, this way it can be played on stations suitable for his target audience.
How has each artist’s approach to promoting their music differed due to their target audiences?
Both Calvin Harris and Ke$ha have young target audiences who would probably spend a lot of time on the internet and on social networking sites such as MySpace. Because of this they have used a lot of viral marketing to help promote their music, also they have made their music available for digital download. Ke$ha even took into consideration the fact that the majority of her target audience probably wouldn’t have much money and so made her album free for a month before it was officially released for digital download. However, as Michael Bublé has an slightly older target audience than Calvin Harris and Ke$ha he can’t rely on social networking sites to promote his music as these are mainly used by younger audiences.
What do you think is the best way to promote an album?
I think that one of the best ways to promote an album is through the use of viral marketing. This is because the internet has developed a lot in the last few years, and it has now become a part of peoples everyday lives. By advertising on the internet anyone can see or listen to your music and albums. Also people will be able to read reviews about the albums which could persuade them to buy them or even just listen to the songs and tell their friends, which then leads to good word of mouth.
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