KINGS OF CONVENIENCE

WHAT IS A MUSIC CAMPAIGN?

• A strategy used by artists to help them promote their music through marketing. They do this by releasing albums, creating a website and music videos and through performing concerts to audiences around the world.• Essentially, the aim of a music campaign is to make a

profit for the artist.

THEIR WEBSITE

WHAT GENRE ARE THE BAND & WHO ARE THEIR TARGET AUDIENCE?• Kings of Convenience are a pop-folk duo. Both being folk artists

and a duo are particularly unusual and therefore this is a unique selling point for the band because it means that there will be more interest from audiences as there is nothing else like them. • With this unusual genre comes a bigger target audience.

Although folk is a very specific genre, I think it can easily appeal to a variety of age ranges from teens to adults, increasing the likelihood of the band’s success.

THEIR ALBUM

LINKS BETWEEN THE PRODUCTS

• The overall image that Kings of Convenience are trying to convey is one of simplicity and minimalism. • They clearly show all of these things through their website.

Album artwork and music video.• There is also a strong focus on the natural and organic

elements of the world which runs through all three products which is a clear reflection of the band’s ideologies for the audience and has connotations of simplicity and happiness.

IDEOLOGY

• Through all of their products, the duo make it clear that their main focus is to make music to share with the world. • This is clear through the use of the outdoors in many of their

products and the presence of musical instruments in their music video which suggest that all the music that they make is theirs. • I also feel that the band is passionate about nature and are keen

to make their products as natural and organic as possible.

DYER’S STAR THEORY

• Dyer’s star theory suggest that for an artist to be successful they need a certain set of values.

• Dyer suggests that there must be two paradoxes; “the star must be simultaneously ordinary and extraordinary for the consumer” and “the star must be simultaneously present and absent for the consumer. “

• Kings of Convenience present themselves as relatable and ‘real’ meaning that they appear ordinary for the audience, however the sense of mystery and hidden information means that the stars stay absent and become extraordinary for the audience.

NEGUS’ THEORY

• Negus suggests that stars are either organic or synthetic- organic artists are artists that write their ow music and present are more natural, deconstructed image, whereas synthetic artists are constructed, unnatural, formed artist who are shaped by the industry.• I would say that Kings of Convenience fit into the organic

category as they write and play their own music and they work on a very independent level and were not put together synthetically. I think this is part of what makes them so successful as audience's feel as if they can relate to them.