MUSIC VIDEO:
WEBSITE:
As soon as you enter Lexi's website, there is a page with the album on, which advertises her new work to the audience. Different texts are working in synergy and the website provides as another platform for marketing. Through use of cross platform marketing, we have been able to extensively use all areas of the internet to broadcast to the audiences so that they are aware of Lexi Grace and the products she is offering them. She is not only an artist, but also a brand with merchandise, and her own iconography which people can buy in to.
We included information for institutions as well as audiences. By establishing our record companies and offering exclusive content to audiences through their consumption of merchandise, we create a link that promotes positive media utilisation. As our audiences are so aware of technology and can download music illegally, we make sure that there is an incentive to purchase Lexi's music legally.
Fans are encouraged to buy merchandise on the website, furthering awareness of Lexi's brand as people would notice their friend's clothing and promote word of mouth advertising. We employed many strategies to buy in to Lexi Grace, with merchandise and heavy promotion of the album. There are tour dates, a video of her current single and specific clothing with featuring her logo which creates a strong brand identity.
We did not only market Lexi's products and chose to work symbiotically with brands such as Topshop and Aldo, as Aldo was featured in Lexi's video which is another example of the products working together.We wanted Lexi to be a style icon. Other female British solo artists like Lily Allen and Pixie Lott have had clothing ranges with large brands, so we decided to make Lexi's style quite unique and have her in lots of different outfits to really emphasise this point.
The dress that Lexi wears in the background on the website is also featured on the video and she is wearing it on the front cover of the album. Hopefully, fans would recognise this and admire Lexi for her style, and achieve the recognition that other artists get.
The swallow theme is also key iconography across the products. This is the most important motif that appears a lot and as birds signify freedom, Lexi is portraying this through the visual hook. The swallow appears on the front cover of the album sleeve and it's significant in establishing her brand as she's a new artist. It was important to carry this through all our products, to heighten the emphasis on the bird. We did this through styling, which again connotes Lexi's presence as a fashion icon and also the logo which is on the website as well.
We used the website to promote the other products.
There is a page dedicated to the music video, which also features lyrics, encouraging viewers to sing along and really get in to the music.
The ancillary products really anchor our music video and I think that we made good use of the different platforms. Through links to twitter, facebook, youtube and myspace, we are broadcasting to a wide audience and allowing them to access Lexi through all ways possible. We really encouraged interactivity so that fans can buy into Lexi as a credible artist, fashion icon and brand as these are things that would make her a success. By using outfits across all 3 products, we create continuity so that the audience can get familiar with Lexi and buy into her brand.
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