- The latest album Pines is available to purchase from either iTunes or Amazon.
- Alison Sudol has also written The Story of Pines, an interactive iBook with illustrations and audio narrations that corresponds with the latest album; it also claims to be 'an enchanting experience for adults and children alike'. Fans can buy the iBook on iTunes for £2.99.
- Links to where concert tickets would be sold online can be found on the 'Live' page of the website.
- The merchandise for A Fine Frenzy includes t-shirts with quirky imagery, such as birds, as well as a limited edition The Story of Pines package, which includes an illustrated linen book, a short film entitled The Story of Pines, the Pines album, a printed illustration and a special note from Alison Sudol herself.
Interactivity
- Several purchasing opportunities, with products that would appeal to a wide range of demographics and potential audience members.
- Fans' tweets to A Fine Frenzy appear on the homepage of the website.
- There is also an opportunity to listen to an album sampler on Youtube (which could then be linked to the purchasing opportunity of the album).
- Fans can sign up to receive exclusive content through an email newsletter
- The Facebook page is quite visual, with imagery that corresponds to the A Fine Frenzy brand image, as well as some of Alison Sudol's own favourite videos - by sharing these, she adds a somewhat personal touch to the Facebook page.
- Alison's Twitter and accompanying tweets are also more personal than a lot of mainstream artists' twitters. She tweets about her everyday life, often also tweeting in French. She currently has over 1 million followers.
- The official Tumblr account/ blog (afinefrenzy.tumblr.com) is also very visually stimulating, with nostalgic images and those of nature, which again link with her easygoing, natural brand identity.
- The official Instagram account combines the almost natural quality of Alison's tweets with the visual imagery that corresponds with the brand.
- The YouTube account features not only music videos, but also lyric videos and snippets of behind-the-scenes information to keep the appeal fresh and exciting.
- Fans can also watch videos, including music videos and interviews, on the A Fine Frenzy website.
- The news page features information about latest music video releases, as well as any live performances by A Fine Frenzy that have taken place recently.
- A helping of press images and video shoot photography also gives fans the opportunity to step behind the scenes.
- A Soundcloud widget runs along the bottom of the page and offers the chance to listen to A Fine Frenzy's music whilst browsing the website.
Style/ Design
- Simplistic design - parchment paper colour and design to correspond with Alison's simple interests and also the merchandising opportunities of illustrations and iBooks.
- Natural imagery of pine trees, acorns and birds in black and white
- Simple, capitalised font used throughout the website and other campaign materials, such as the album cover - the marketers have therefore taken a synergistic approach
- Darker background of pine trees used on some of the website pages - imagery is synergistic with the whole Pines marketing campaign
Analysis of the structure of the website
There is a clear recognition of the interests of a niche audience member of A Fine Frenzy's fan base. It is likely that this particular demographic indulges in literature and/or art, as well as branching out of mainstream culture into more unknown music. Furthermore, the personal touch that is added to all of the social media accounts, as well as the whole marketing campaign (the iBook and the accompanying narrations have been written/ narrated by Sudol herself) builds a relationship with consumers of her music, which is something that artists in the mainstream music industry often miss, since they use their social media channels primarily for promotion and direct selling of singles, albums and other merchandise. Things to consider
- As well as our Twitter and Tumblr accounts, we could also consider having a written blog or Instagram account in order to personalise the marketing campaign further.
- If offering merchandise, we would have to strongly consider the types of things our niche audience would be interested in - some potential ideas could be short stories, short films to download, prints of Ava's own photography, or replicas of small props from the music video, such as the bow ties.
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