In order for our artist to be successful he must create a strong bond with his audience. Creating bonds is usually done through the artist attending events and performing at special charity events. While these are more aggressive forms of promotion for the artist there are still some promotional activities that should be undertaken online in order to spread the word of this mans music.
- Social Networking - Any modern artists first port of call will be to set up a Facebook page and get their fans to like it, they may also want to create a twitter feed in order to stay better in touch with their fans. I will set up a Facebook page for my artist, this will give fans something to relate the music to thus, strengthening our brands identity.
An example of this in action would be of the rapper Eminem. Whether his fans set this page up or one of his agents did it is not clear, however this page helps increase his reputation among fans nonetheless. If fans feel a stronger more personal connection with the artist they are always more likely to buy his/her product. His cover picture is an image from the latest album and he is able to advertise his merchandising store from this page also.
- YouTube is a second powerful tool to utilize when considering brand identity. Not only can we release short making of videos to allow fans a behind the scenes look at the life of our artist we can also sample small snippets of new songs and provide fans with a chance to Q and A with our musician.
A rap group that springs to mind would be Slaughterhouse, they are trying to grow fan familiarity at the moment as they are quite new to the music industry and aren't very well known. They have their own YouTube channel and have been uploading quite regularly to create a greater following.
- Dedicated website - Although social media platforms offer the artist to connect with his fans, they don't provide him with his own space on the internet that is solely focused on his own image. Thats why having his own website full of tour dates, commendations from newspapers and online retail stores will allow him greater freedom in terms of how he is represented.
- As a final point I think that collaborating with the big music channels such as channel 4 and MTV would be a very wise decision as they can then feature our artist on our site.
