Hunter A2 media : May 2021

Dancing with the Devil by Demi Lovato:

	Social Media	DigiPack	Music Video

Where on this media form can you find a link/video promoting the other media forms?	I was able to find the album art on Instagram and Facebook to advertise the song, also in the Facebook post, there was a link for people to listen/ watch the song.	I could not find any advertisement for the other forms of media on the digipak.	in the music video on youtube, you can see in the description that there are links to Demi Lovato's social media platforms.
Are the links interactive in any way? (Do they have a QR code? Are they linked to music apps?)	Yes, the link takes you to a website where you can choose where you would like to view/ listen to the song, e.g. Spotify, youtube		Yes, it sends you to the social media sites like Facebook, Instagram, Twitter, etc...
What evidence is there of branding across all three products? If yes, in what ways? (details)	The images in the posts look similar to and share a resemblance with the merchandise she has put out, such as t-shirts and albums/ CD's	Similar to the social media posts, the digipak art is the same style and type of feel as on merchandise, and there is a real style of butterflies and new life coming through a lot in the album such as merch, digipak, etc...	There are links to Demi Lovato's store in the hopes of people buying it.
How is each media form effective in promoting the other products beyond containing a link to them? Interviews? Teasers? Competitions to win one of them?	On social media, Demi Lovato has short snippets of her having interviews with people such as Ellen Degenerouse and also snippets of the TV series where Demi shares abt some of her struggle and what the songs/ album is abt.		It is not the music video itself but there are videos of Demi Lovato on the Ellen Degenerouse talk show advertising her new album, as well as adverts for her series abt and a bit more of the behind what inspired her to write the album.

Digipak Cover:

Billie Eilish "Your Power"

	Social Media	DigiPack	Music Video

Where on this media form can you find a link/video promoting the other media forms?	On Billie Eilish's Instagram and Facebook you can see the song, your power in little snippets of the video, and on Facebook, you can see the video as well as two links, one to watch	The digipak for your power is actually just a single for the album Happier than ever so the first single is actually just advertising for the album.	On the music video in the description, you can see that she has linked her store as well as all her socials, as well as her youtube with other songs, and her Spotify.
Are the links interactive in any way? (Do they have a QR code? Are they linked to music apps?)	On her social media, her links are interactive, as they send you to Youtube or Spotify.	It is physical so there are no links.	Yes, the links take you to wherever you choose which one.
What evidence is there of branding across all three products? If yes, in what ways? (details)	Yes you can see a clear branding across her social media platform with lots of pictures in a vogue sort of style which you can see is the type of style she is looking to use in her songs, also the same sort of colours are brought through to the merch as well, everything is very similar.	In the digipak, you can see that she has a real vogue sort of look and this s carried out in the look of her social media as well as her clothing	Even in her music video, you can see the image she is trying to create, with very beige tones in her clothes and even in the country around her. You can also see she has died her hair platinum blonde from green and black to fit in with the image she is trying to create.
How is each media form effective in promoting the other products beyond containing a link to them? Interviews? Teasers? Competitions to win one of them?	Not directly her social media but there are various articles written abt her latest album coming out as well her posting pictures of her being on the cover of the British Vogue magazine.	Nothing	Not linked to her music video but she has various interviews on youtube with people such as BBC as well as Billboard talking abt her upcoming releases

Digipak cover:

Taylor Swift 'Reputation' album:

	Social Media	DigiPack	Music Video

Where on this media form can you find a link/video promoting the other media forms?	You can see on Facebook and Instagram that she has photos of the 2017 Reputation Digipak as posts leading up to the release and then on her Instagram and Facebook she had posts letting everyone know it had released and on her Facebook, it had links connecting people to the album on apple music.	Her digipak had images that were the same as some images in her posts on Instagram and Facebook.	Under all her songs in the album under the music video she had images of the digipak and merch so you could buy it, also she had links to her website, socials, etc...
Are the links interactive in any way? (Do they have a QR code? Are they linked to music apps?)	Yes the links send you to places such as apple music but not really any other places	No	Yes all her links send you to a different website, such as her own website or even her socials, and even her merch and CD store where you can buy the Digipak for the album.
What evidence is there of branding across all three products? If yes, in what ways? (details)	On her socials, you can see a real bad girl or rebellious vibe coming through around the time of the release.	This star image also comes through a lot in the Digipak with the same feel as her socials even one of the posts in her Instagram is the same image as the front cover of her digipak.	There is also this kind of rebellious feel throughout her music videos wearing clothes that make her look wealthy and powerful and in power but not necessarily in a good way.
How is each media form effective in promoting the other products beyond containing a link to them? Interviews? Teasers? Competitions to win one of them?	Her Instagram and Facebook were very effective in her promotion of the Digipak and even her music videos, as she left little teasers in there, as well as images of her Digipak, this would show all her followers when and how to listen and purchase her songs and merch.	Her Digipak sort of only promoted the song and music videos as most people would have seen the Digipak through her Social Media posts.	There was little to no interviews of Taylor swift when reputation came out or beforehand, only a few after and some much later, so in this case, the music video/ Youtube had a very little impact on the promotion side of this album.

Digipak cover:

My own choice: "Wants and needs" Drake ft.Lil baby

	Social Media	DigiPack	Music Video

Where on this media form can you find a link/video promoting the other media forms?	On drakes Twitter and Instagram, he advertised his song wants and needs as well as the album scary hours with links to Spotify, and youtube music, etc... as well as his store for his OVO clothing. Also, there are things on Lil baby's Instagram, Twitter, etc... which advertise this release as well. drake.lnk.to/scaryhours2	His digipak shows the songs that are featured as well as where you can listen/ watch.	His Music video is done by his studio Raptrax which doesn't show his actual socials but the studio's one, as well as his merch line OVO.
Are the links interactive in any way? (Do they have a QR code? Are they linked to music apps?)	Yes, it sends you to a separate site which you then direct yourself to the site you would like to watch or listen to the song on.	No	No
What evidence is there of branding across all three products? If yes, in what ways? (details)	His branding on social media leading up to the release was very blue and showed the colours he represented in his video and photos through the lighting and on the Digipak. He also added the font shown on his front of the Digipak to a lot of his other posts for continuity.	The colour on his Digipak is continued throughout the rest of his branding and advertising.	The lighting in the music video as well as the links showed his actual brand of OVO which he advertises constantly.
How is each media form effective in promoting the other products beyond containing a link to them? Interviews? Teasers? Competitions to win one of them?	Not directly linked to his actual Social media but there were a few articles written about his EP release and news abt it and possible rumours which is also a good advertisement for the song and gets more clicks.	No links	There are few reactions or reviews linked to his song as well as possible rumours which can give bad press or good press but it is still getting his music/ song publicity.

Digipak Cover:

What methods do you think are most effective in promoting and marketing a new album?

Definitely, Fan interaction makes a massive difference because this makes the fans feel like they are a part of the journey and a part of the artist's community in a way. Also, Social Media is a massive factor in the whole promotion side of things, as most of today's people listening to music are on social media and this is a massive way to keep their fans in the loop. Another good one would definitely be, interviews before and slightly after the release as this will give people who might not usually listen to Taylor swift an idea of what the song is and this would promote well.

The album cover was invented in 1938, and for nearly 80 years it didn't change much. In 2020 the game has changed forever, and album art is much more than the cover for a release.

IMMERSIVE WEBSITE EXAMPLES (360°, VR, 3D)

Using spatial media to engage fans is the new wave, but many new media formats can be expensive or difficult for an artist to produce in support of a release. We’ve found that immersive websites can be a powerful part of a release campaign if they’re used correctly.

Pro: High engagement, longer session duration, introduces gamification
Cons: Smaller organic reach, new user experience, works best as part of a larger strategy

Example 1: Spectrum (demo), by Malik

Creating an immersive 360 microsite using pre-existing album art is a really smart way to get more mileage out of the content you've already created while simultaneously bolstering the power of your superfan experience.

This project connects fans to Malik’s series of releases leading up to his album drop. It’s a unique way to explore an artist’s discography and it authentically activates the creative theme of the project.

AUGMENTED REALITY EXAMPLES:

Augmented reality is officially everywhere, and every marketer is wondering how they can use it to go viral and give fans an awesome experience.

Pros: widely accessible on every major social media platform, familiar experience for users, better at engaging the whole brain in a media experience vs. flat content
Cons: despite wide accessibility, many artists and music marketers aren't using the medium effectively and accidentally cut many fans out of the experience, can be expensive to produce something that hasn’t been done before.

An amazing example: POPSTAR + Dancing DJ Khaled Filter

Here is what the filter looks like on Instagram:

View this post on Instagram

A post shared by Tillavision (@tillavision)

There are many ways to creatively adapt your album art into the latest storytelling methods, and more ideas are emerging daily. It’s more than just making a filter or a microsite and publishing it. The best projects involve some elements of community management to engage fans in the new kinds of content. The best projects are ones that offer fans a variety of entry points into an immersive experience with the artist. Artists today are responsible for teaching their fans how to engage with the artist’s brand in the new interactive future of music marketing. Every concept you push out to fans is a chance to make YOUR fanbase more fluent in new media.

Information from:

https://www.hellobeaumonde.com/blog/examples-of-interactive-album-art