In contemporary society as Keeith Negus would argue, the promotion of music is now about the

uses of visual image rather than about the music, since the visual image plays as a key part of its

marketing strategy, which is historically proved by the marketing of the Pop Music Video

Brand image s used to brand the product, making audience to remember the particular image more than the music. The next step is the creating of different

range of products for audiences across a range of genres and musical styles by the music industry. A good explanation of this is provided by the “ Long Tail theory” by Chris Anderson. Basically it is a way to describe niche marketing and the way

how it works on the internet. Before, books, records, movies and other items were aimed creating ‘hits’ and the stores were the places where to purchase

these products. However internet has changed it all. Nowadays it allows people to find any items and subjects not depending on their popularity, increasing the

diversity. And eventually the internet has taken the geographic location out of the equation, making consumption of different types of items easier

Dyer, an English academic specializing in media studies, argued that the visual “Star image” communicated important messages to the

audience such as the association of the style of music with the look of the artist. For example

some of the audiences idolize bands and singers, seeing them as sex symbols, fashion icons and celebrities. The other aspect for the marketing, which directly is linked with the star image are

web-sites. Mainly all web-sites contain information which publicizes and promotes the

artist image. Thus the main three aims of the web-site are: promoting single or album release;

promotion of a tour or live appearance and, merchandizing i.e. posters of an artist or band,

sales of T-Shirt.

• We worked with band rather with a solo singer, meaning that we had to develop the band consisting of 4 members, rather than totally focusing on one person. What was tried to develop was the idea of indie/rock band of young teenagers, showing their freedom, relaxation and independency. This was mainly supported in the clip by the slow-motion parts and the variety of different backgrounds making our video appear unique. However, we mainly focused on our lead singer, by giving him most of the camera times and using close-up shots which create the idea of ‘star image’. In my opinion the aim was achieved, by the hard effort the fair division of labor. Before shooting, we carefully discussed how this could be achieved, how should the artists perform i.e. facial expression, emotion, body movements.

The products would be advertised in magazines, buses/taxies, and TVs. In addition advertising is

posts on the streets, since standing in the traffic, drivers would certainly notice them.

The video would be available on Youtube, VImeo, HMV stores on high streets and

our web-site. Add pictures of HMV store, and our web-site

The product would be available to purchase in stores and itunes. The product is not going to cost a lot, allowing it to be available to afford for our target

audience, since most of them would be young. The band itself is going to be branded, however highlighting

the lead singer