We looked at the way that companies use media to promote specific artists. We managed to condense all the factors into three key categories - Goals, KPIS and Activities.
We looked at two specific artists, who strongly contrast with each other: Coldplay - the huge, international alt-rock/Britpop band, who recently released their critically acclaimed album, Ghost Stories; and niche gangster rapper, Machine Gun Kelly.
Machine Gun Kelly
 |
| Richard Colson Baker (AKA - Machine Gun Kelly) |
 |
| MGK's website - red and black theme. large, bold, sans serif fonts. Twitter feed and advertising. |
Coldplay
 |
| Coldplay - Look how moody they are. |
Coldplay are associated with several record labels, most notably EMI - a huge music company who sign several successful, mainstream artists.
Machine Gun Kelly had a theme created for his website, which conforms to his genre. Coldplay go one step further, having their website (pictured below) themed off of their recent album.
Social networking is also used in both websites. This makes sense, since social media is a huge factor in the spreading of awareness of products. Machine Gun Kelly has his Twitter feed on his homepage, and uses it to communicate to his fans. He also has a lot of buttons which link to social media websites, as do Coldplay.
 |
| Coldplay's website - blue, astrological theme. News, YouTube videos (songs) |
 |
| Ghost Stories album cover - shares a lot of imagery with the website. |
