4Ps

1. Summarising in your own words what the 4Ps of music marketing are. Use the following categories:

a) What band/artist related products can audiences buy?
Other than the obvious of CDs, and Deluxe Editions of CDs, there are DVDs (often Live or documentary). band merch including t-shirts, bags, outerwear, shorts, hats, shoes, the like. Posters, some artists do biographies. Digital media like mp3 albums, music videos, podcasts.

b) Where can audiences buy/listen to music/merchandise/hardware?
Audiences can buy in physical format (Disc) from music shops (e.g. HMV, the late Zavvi), online from sites (like Amazon.co.uk, Play.com), General Stores like W.H.Smith sell CDs. You can buy music in digital format from iTunes, also sites like Amazon sell MP3 albums. Merchandise can be bought at live shows (including CDs) or on the bands personal merch store, often linked to from their personal site (such as MySpace/Facebook).

c) Give 2 or 3 examples of paid-for/subscription based and free products.
Free downloads off of the bands site. Mailing lists (such as Metallica's "Metal Militia" which shows the progression from physical mailing to digital mailing).

d) List between 5 and 10 examples of creative music marketing strategies (including at least 3 internet based examples).

Slipknot - Before world tour 2008, posted videos on their websites promoting the tour in their typical stage costume telling fans to "be scared", "be warned" and "don't come to this tour". Form of reverse psychology.
Muse - New single "United States of Eurasia", put USB sticks in capital cities of the world with sections of the song in. Fans had to find the USB sticks and post the clip online so that eventually the whole song would be pieced together. Promotes them of album/song and also gets fans involved.
Architects/Elliot Minor/Your Demise - Get fans in music video. 15 seconds of fame principle. Fans feel involved with the music and the band. Band can get away with not really showing anyone in it but the fans feel like they have a personal connection to the video, song, band. Fans will tell friends about the video, good promotion.
Saosin - Send in text messages to a number, your name posted on the album artwork in the thankyous. Makes fans feel part of the production and connected to the band.
Radiohead - Album, In Rainbows. Sold online as an auction style thing. Fans pay what they want for the album (or free). Still managed to make more money than any other one of their albums, despite the unconventional release. Fans can relate to bands anti-establishment style attitude through their choice to sell independently.


2. Who is frukt uk and what is their mission statement/company ethos?
"We’re all about music and are really very fond of it. Music colours people’s everyday lives. It’s found in the mundane and the exalted. It moves us all. And it’s thriving. We help brands access the passion and the communities, the lifestyle and the artists. Music is a vast cultural space - it's flexible, it's multi-channel, it's live and digital, it unites gender, race and age and it defines the spirit of generations.

You just need to know how to use it.

That’s where we come in."

Frukt come up with marketing strategies based around music and use them for bands or products and create case studies out of them.