Marketing and PR Presentation

Band Profile

Name: Hölzl - two male & two female band (two guys are brothers with the last name Hölzl, who have Austrian roots but aren’t

actually Austrian. Two females are friends of the brothers, bass & piano/persuasion. One brother plays drums & the other plays

the guitar) (James, Benjamin, Emily & Alina).

Age: 22

Album: Betting On People

Previous releases: Mind//Control

Genre: Indie rock/pop with an electronic edge

Style: edgy, black & white, leather jackets, skinny jeans (black mostly)

Contemporaries: Haim, Chvrches, Bastille, FKA Twigs, Lorde

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ObjectivesWhat are the objectives for this project?

Push them to the front of the indie music scene & sit confidently amongst their contemporaries. This will be promoting their

second album as their new single off this album went viral (think Lorde - Royals type popularity, which was unexpected from a

song in that genre). Their first album had relative success, but the world are now paying even more attention to them.

Who do you want to target?

The same demographic as before, but on a larger sale. Teenagers (16+) & young adults, male & female, who are a fan of the

bands/artists mentioned on the previous slide.

How many records do you want to sell?

A very similar band called Haim sold 26,000 copies of their debut album in America in the first week & 37,005 in the UK in the

first week. This would total 63,000 copies sold in the first week. Lorde’s album Pure Heroine, who had similar success seen

with her single Royals, sold 129,000 copies in its first week in America. A number of around 100,000 would be ideal to hit

overall in these two music markets.

What would make this a successful exercise?

Album to be as much as a success as the single & equal to examples of this happened to other bands & artists. Continue the

momentum from the single. It would also be an interesting exercise to see if the first album also sells more copies, which we

have already seen since the single Human became a hit. I believe this exercise can be achievable and reached easily as long

as the numbers hit 100,000 worldwide in the first week, we will class this as a success. A second single will also need to be

released to show other songs from the band which could urge them to the buy the album even more. A social media campaign,

including a new video on YouTube, of this new single would also work well. Opening a tour for one of these artists may also be

a good idea. Features in magazines like NME would also legitimise the bands music career. The first single was released

approx. 3 months before the album is released and is still being played largely on the radio & is still in the top 20 on iTunes. We

want to see this longevity in the album release. A career we would like to follow the success of is Lorde. Her album Pure

Heroine has been selling very well since it’s initial release in New Zealand/Australia on 27 September 2013. In the US Pure

Heroine became the sixth highest selling album of 2014, selling 841,000 copies that year overall, when they album came out in

2013. Over all the album has sold 2.7 million copies world wide. Lorde continues to sell albums a months after the initial

release. On average selling 50,000 copies a week (in the first three months) in America. The fact people are still picking up the

album 3, 6 & 1 year after the initial release is something we would like to see in Hölzl’s career.

Could have more specific time orientated goals. 3 months… 6 months….

AudienceWho is the audience for this band?

The audience for this band are male & females aged between 16 & 22. As it is indie

music, there is not a strong sway between one gender & the other. They are into

similar bands to Hölzl, like Haim & Bastille. They dress more individual than the

stereotypical teenager & like dark colours. They are usually devoted to the band & are

very interested in everything they do e.g. live gigs & new music videos. Although this

is the primary audience from the band, you can imagine that with their success

they’ve gained some other fans that like your stereotypical pop music so these would

be typically a younger female audience between the ages of 12-16 who may listen to

the singles from the album instead of the whole album (it may be a good idea to

promote the album towards the audience we know we have & has expanded & that

we know will purchase the album).

What age are they?

They will be primarily be aged between 16 & 22. They will also have a secondary

target audience of younger females aged between 12-16, which are new fans that

they have found since they found success with their most recent single.

What do they look like?

They look very similar to what the band looks like. Hair-wise: Long hair, under-cuts.

Make-up wise: heavy eyeliner & dark lips, or no make-up at all. Clothing-wise; dark

skinny jeans, claim that they look alternative yet they buy all their clothes off the high-

street, leather jackets & band tees (hopefully Hölzl!). Accessories: Stretchers but not

big ones because they won’t ‘commit’ to them (secretly want them to go out of style),

chokers & upside down crosses (god knows why), nerdy glasses they don’t really

need.

Who else do they like?

They are like the band Haim. Haim is a all-female band that are all sisters. Este plays

bass, Danielle plays lead guitar and sings lead vocals, and Alana plays rhythm guitar

along with keyboards and percussion (this is their live set up). They are a soft-rock,

alternative band who play well live & are known for great live performances.

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MediaWhat media will you use and why? Be specific about the platforms you will use.

The media we will use to promote the band will primarily be on online platforms. Promoting on platforms like YouTube on

channels e.g Haim, Bastille & YouTubers who may have a similar viewing demographic e.g. Zoella that have a similar audience

to the band & on the bands own videos will help the band tell their audience that they have a new album out. Other social

media websites like Twitter, Instagram, Facebook & Tumblr, which their fans will follow them on will allow them to target the

audience that follow them. They will usually follow the band on at least one of these social networks. The audience don’t watch

a lot of TV but use social media a lot so it makes sense to use these networks to promote the new album.

What magazines might they get in to?

There are a couple magazines I can imagine them getting into. Primarily, I can picture them being in NME as the bands that

have a similar sound & look to this band have been featured in this magazine often. NME primarily features indie & rock music.

They may not be big enough to cover the front of the magazine, but you can imagine them being featured in a new album

article review, we believe in the music so we can trust that a good review would be found in there.

What TV channels would they be on?

A lot of their contemporaries, including Haim, Lorde & Chvrches, have all features on the Later…with Jools Holland show. It is a

contemporary British music television show, which airs on BBC 2 in the UK. It also airs in America & Australia. It’s these kind of

TV shows you can picture them on. Late night shows in America could also be a feature they use e.g. Jimmy Fallon (FKA

Twigs has performed here) & David Lettermen (Haim & Chvrches). Music channels like MTV Rock would also play their music,

as MTV Rock covers alternative music, which is the category they would fit into. They would also feature in live broadcast of

festivals like Glastonbury.

Which radio stations would play their music?

Apart from when their single Human blew up & was played on popular channel Capital, they would primarily & will still be found

on BBC Radio One, Two & possibly Radio 6 as they like to play a variation of different music genres & years. . They would be

featured on Zane Lowe’s ‘hottest record in the world right now’ part of his radio show & would be on Fearne Cotton’s Live

Lounge to perform a cover (maybe one of the bands mentioned before) (both on Radio One).

Who would they give interviews to?

Not a lot of people are interested in the band itself, just the music at this moment in time so they wouldn't be

involved in interviews often. Talking to the odd reporter for an exclusive YouTube video & talking to Fearne

Cotton before they perform on Live Lounge.

Media

Which forms of social media would you use and how would you use social media?

We would take full advantage of the main six social media sites: YouTube, Facebook, Twitter, Instagram & Tumblr. The

hashtag #myBOP will promote fans to post images on all social media sites that use hashtags (primarily Twitter & Instagram) &

the members of the band will like some of the images. Hopefully their friends will see these images & again may check out the

album. Social media is a powerful promotional tool to use for a teenage/early twenties audience.

YouTube: on YouTube, we will promote the bands new single & their album. On the bands hit single, which currently has nearly

100,000,000 views on, we will run a 15 second advert that advertises both the new album & the new single. The advert for the

new single will be linked to their Vevo channel. The advert for the new album will also run on the new single to gain exposure.

We also wanted to tap into this new wave of Vloggers & how they gain millions of views themselves, so we will be releasing

videos of the band messing around on tour & such, making them more relatable to the audience.

Facebook: Facebook had the largest fan reach, although the fans on this social media site haven’t got as much fan participation

than on social media sites like Tumblr or Twitter. On this site, we will just use a promotional post in the newsfeed that will be

seen by the person who liked the bands page saying that the new album is out & including links to iTunes & Amazon &

mentioning that it’s available on a limited edition vinyl on Amazon. The Facebook cover photo & profile picture will be changed

to the album cover.

Twitter: On Twitter, the band will be taking control of various Twitter accounts including answering questions from the official

iTunes page & MTV News to answer more fan questions. On each members Twitter page, the cover photo will be saying that

the album is out now & a link to buy it is in their bio. During these Q & A’s hashtags will be used to promote the album including

#MTVHolzlrQA & #AskiTunesHolzlr. Other potential hashtags?

Instagram: On Instagram, the individual members will be sharing photographs of the new album behind the scenes & short clips

of the songs. A link will also be in their bio on that site, as you cannot post links directly into s? photos caption. Haim are an

example of a band that do this, as for their single My Song Five, they posted exclusive photos to get the fans excited for the

new video.

MediaTumblr: Arguably the most personal of the social media websites, the band are going to post exclusive images

that won’t be able to be found anywhere else. Fans on this website are usually very creative & good with

Photoshop, so we are running a competition for them to produce exclusive merch. Great idea. Could expand this

Work further. Lots of good ideas. Think about a timeline perhaps to show how it will fit. Use more slides if you want.

With the fan merchandise, the fans will be given exclusive graphics & images to use on the t-shirt designs they could make.

These graphics & images will be released a month before the first release & will run for the the first week. After that, the

exclusive winners designs will be used & printed within the next two weeks. Albums that have been purchased with this

exclusive t-shirt(s) will be sent out.

The exclusive images & videos will only be available on Tumblr, so big fans that don’t originally use the site may then join the

site to see these exclusives. The images will consist of backstage photos, album photographs & photos of them in the studio.

The videos may be a range of different things, including backstage tours to live versions of the new songs.

Merchandise

What merchandise would you use to promote this band?

We have asked fans on the social media website Tumblr to produce merchandise for the bands album launch. These will be

sold with exclusive bundles on the bands website, which the fans can pick and choose out of the ones they want to purchase. It

was important for us to get the fans involved with this aspect as the band want & do want to make sure the fans are seen &

appreciated as they will be more likely be loyal to the band.

An exclusive vinyl will be sold on Amazon. A lot of indie music fans still purchase vinyls of their favourite bands, as they like the

look of them on walls, like having a collection or have a vinyl player because MP3 is just too mainstream for them.

Signed albums will be exclusively sold through their bands website again, diehard fans will typically purchase a signed copy as

well as the exclusive vinyl.

Other than those two pieces of merchandise, merchandise isn’t a huge part of the indie music scene & can actually be seen as

quite uncool to have a piece of generic merchandise (think One Direction on their lunch boxes). The audience just isn’t into that

kind of merchandise.

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Manage the message

What is the message you want to communicate about this band?

The main selling point for this band would be the fact they just had one very successful single & that they want to prove that

they're not just a one hit wonder: they will have longevity & loyal fans. Prove to already existing fans that they haven’t sold out

just because they’ve become popular to the general public now. We also want to prove that alternative music can be catchy

and this kind of music sells albums, you can see it does with the success of Haim & Lorde.

What is the main selling point of the band and the album?

That popular music isn’t just mindless & that they fit well into their genre, but are different enough for them to stand on their

own. Quotes from NME & other famous faces that are trusted on their opinion on music e.g. Fearne Cotton could be featured in

the social media campaigns. These quotes would hopefully contain information along the lines of ‘Not just a one hit wonder’ or

‘Better than Human’.

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Hyperbole

What are the words you will use? What words will help you sell and will appeal to your audience?

Hyperbole will be very carefully used in our campaign as we need to prove they’re not a one hit wonder. We will make it seem

like the whole album is just as good/better than the one popular song that they had. Including quotes such as ‘Better than

Human’ & ‘If you thought Human was amazing, you’re in for a treat’. Playing on the fact they have been a large alternative artist

this year saying things like ‘The very meaning of the word alternative’, although we don’t want to be using phrases that could be

seen as uncool by the audience. ‘drums - guitar - bass: it doesn't get better than

this”.

Although we have no control of what the fans say over the music, by having a specific hashtag the audience can look at, you

can assume the fans will have a certain level of hyperbole in their captions of the photos they've taken with the album. This

heightened review of the album could persuade their friends to have a listen to the album & possibly purchase it & use the

hashtag themselves (a word-of-mouth kind of advertising).

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Events

What events would you put on as part of the promotion of this band and album?

A promotional tour that features the band playing their new songs in the UK & US over the two weeks before the album comes

out & a week after (the song was very popular so the first two weeks will be spent in America promoting the album to the fans

over there). The promotional tour in America will include gigs just for the fans & a television appearance on Jimmy Fallon as a

musical guest (he currently has the most viewed Late Night talk show with nearly 4million viewers, which includes 1.49 million

18-49 which is part of our target audience).

Once they are back on the UK, they will do a normal tour & their new single will be played as Zane Lowes Hottest Record in the

World & they will perform on Fearne Cotton’s Live Lounge & do a cover of Lorde’s Yellow Flicker Beat. They will do lives 4 live

shows throughout the UK, including one in London, one in Manchester, one in Edinburgh & Newcastle. A performance on

Later…with Jools Holland will also be done on the Friday night (although it’s recorded on the Tuesday, same day as Live

Lounge so the band will record Later…after the Live Lounge performance. They will then, after travelling to Kent for the

recording of Later…come back to London to perform a show there). This would mean they have Tuesday radio promotion,

Friday TV promotion & live show promotion throughout the UK. The hottest record in the world right now will be on the Monday,

where they will get the first radio play of their new single & will talk about their new song & album with Zane.

The promotion on social media is much more important as that is how they access the audience the most. During performance

& events hashtags will be used throughout. During live shows, fans will be encouraged to share their images on Instagram &

Twitter as the band will take a look at the hashtags whilst the show is on. An example of this hashtag would be

#HölzlLONDONlive (replace the LONDON with what place they are playing in). During TV show performances, the band will

use hashtags involved with the show e.g, whilst in America they will be on Jimmy Fallon & the hashtag for that would be

#HölzlOnFallon.

How could you get the social media aspect in to these events and performances?

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Internal motivation

What is the motivation behind this project?

The motivation behind this project is to really push the bands album & to prove they're not just a one-hit wonder.

What is it an important project for you?

This is a very important project to me because I am personally helping a very talented band that has had this spotlight cast

upon them to become as successful (not popular) as possible. It’s a struggle to try and help a band that has had a basically

viral hit, just like Lorde had, keep up with this new spotlight & to prove themselves not to be a one-hit wonder. There is a lot of

pressure to prove to their fans & the general public that they aren’t just that one song: they are more than that & will be

successful years to come. It would be a personal & professional triumphant to see the band be a success. This could also help

our PR company as we could become the PR company to help artists once this happens to them. If this PR campaign is

successful, we could see our clients double & triple, which will thus increase revenue for the company overall. It could see us

making a PR deal with the bands record label to exclusively work with them and their clients.

Why is it an important project for the band?

The band want to be a success & not just known as just a one-hit wonder with Human. They want to show their hard work they

have put in with this album & the promotion that is going with it. If this promotional campaign isn’t successful, they could

become a laughing stock like a lot of one-hit wonders have. They really want to prove themselves as genuine musicians. The

band obviously also want make money from this record, as it is how they make a living.

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Motivation of media

Why would the media be interested in this project?

The media are always interested to see if an artist will be a one-hit wonder or not & then laughing at said artist if their next

song/album isn’t successful. People will also be most likely to want to see what they have to offer next, as the GP loved the first

single so much. Some aspects of the media may also be interested due to the looks of the band, as it is typical the attractive

bands & artists become more of a success.

Which parts of the media or media products (be specific) would be interested in the project?

The print magazine would be interested in doing a review on the artist as they would either want to slate them because they

were jealous of the bands popularity with the first single, or they will love the album and scream it from the roof tops

(metaphorically). Radio One, like mentioned earlier, have taken a keen interest in the band & are part of the promotional tour of

the band once the album comes out. Although TV is less interested, as it usually is compared to other platforms for music,

Later… has taken a keen interest, like they did with Lorde, Haim & Chvrches to promote the album. The biggest part of the

media we are interested in using for this project is social media. YouTube & Vevo have been very helpful products to use as the

hit-song is driving traffic to both sites (driving ad revenue up = more money).

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Promotional Materials

Now you have the plans in place, choose some of the following items to

produce for your band:

• Album packaging

• T-shirt design

• Tour poster

• Web site mock up

• Social Media Mock up

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Album Cover

StandardExclusive