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1. Marketing and PR Presentation

2. Band Profile
Name: Decene
Age: 22
Album: Nothing But Sea
Previous releases: Antidote EP (2013), Liars Club EP (2014), The Wild Single (2014),
Sweet Compliment EP (2014)
Genre: Indie Rock
Style: Upbeat, relaxed, easy listening.
Contemporaries: Foals, Hozier, Circa Waves, Catfish and the Bottlemen, Dan Croll,
Lewis Watson.
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3. Objectives
What are the objectives for this project?
The objective is to market Decene’s debut album called Nothing But Sea and to sell 2,000 copies in
the UK.
Who do you want to target?
I would like to target 17 to 23 year old boys and girls who have a great interest in indie music and
enjoy going to festivals such as Latitude, YNot and Leeds and Reading. They use social media
sites a lot and are always the first to know about a new band or album.
How many records do you want to sell?
2,000 records sold in the UK.
What would make this a successful exercise?
For Decene to be successful they need to headline their own first small tour, two months after the
album has been released so people have the chance to hear the songs and get them a bit more
well known. This is where they would sell their merchandise and sign it. They would release special
edition vinyl’s, these would be limited but this is a huge thing the audience would get excited about
and would want. A big goal would be to play at festivals like Reading and Leeds and Ynot on one of
the smaller stages. They need to be played on Radio 1 as a new upcoming band to achieve this.
Social media successes would include getting 500 followers on Twitter and Facebook and
becoming a verified member. They would be very into making their own music videos and would
find success in hitting 600 likes on Youtube for two of their single music videos. They would not get
a lot of TV coverage but would have the potential to gain a lot of print media coverage in magazine
such as NME and local magazines. 3

4. Audience
Who is the audience for this band?
The typical audience would be 17-23 year old men and women. They have great interest in
following their favourite bands and going to see them live, if this is at exclusive gigs or summer
festivals. They are creative people who have aspirations. They have a close group of friends who
also like the same bands, and they like to swap CD’s and vinyls.
What age are they?
They would be 17-23.
What do they look like?
They would have a quirky, indie look. Their
clothes would be from Topshop/Topman, Urban
Outfitters or even vintage/charity shops. They
like to have something that not everybody has.
The boys have long hair, and wear skinny jeans
and a baggy top, looking quite relaxed they do
appreciate their looks. Small tattoos may be
visible. The girls would have long wavy dip died hair and wear short dresses, skirts or shorts with
lots of jewellery.
Who else do they like?
They like other small indie bands such as Circa Waves and Catfish and the Bottlemen. But also
look up to the bigger indie rock bands such as The Corteeners. Other people they like to listen to
would be Jamie T, Dan Croll and Alt-J. 4

5. Media
What media will you use and why? Be specific about the platforms you will
use.
This audience would not watch TV very much therefore I would use the web and print as
my main platforms. There would be print posters up around cities where they have a huge
music base such as Leeds and Bristol. This would be advertising the new album and tour
dates. On the web Decene would interact with social media sites such as Twitter, Tumblr,
Youtube and Facebook to advertise and interact with their fans. They would uses these
sites not only for the fans to connect to them but to also quickly tell them about tours or
new releases.
What magazines might they get in to?
The big national music magazine they might get into would be NME as it largely associated with
rock, alternative and indie music which is what Decene would associated with. They would also
appear in small local music magazines such as Bristol Live Magazine. Here they would be front
cover articles, they would feature in them when their tour was announced or coming to that city.
What TV channels would they be on?
They would not necessarily be on TV, but their music videos would be shown on 4music. They would
have a small 5 minute exclusive interview talking about the video just before the music video is
shown. Other than that, most audio interviews would be on the radio or uploaded onto Youtube.
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6. Media
Which radio stations would play their music?
The radio that play Decene’s singles would be Radio 1. It would be introduced as Zane Lowes
“Hottest Record In The World” and DJ’s such as Ferne Cotton and Alice Levine would play Decene’s
singles and would share their love for them by playing their tracks at lest once every week or two.
They would also be played on the radio station XFM. University students would take a great interest
in the indie rock band so they could also be played on their radio stations such as
http://livewire1350.com.
Who would they give interviews to?
They would not be offered a lot of big interviews but would take up interviews from NME often. They
would also be offered interviews from Q magazine, Bristol Live Magazine, 4music, XFM, Radio 1 and
Digital Spy. Locally they would be offered to do interviews for small newspapers or magazines such
as Manchester Evening News, Iceni Magazine and Soundsphere.
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7. Media
Which forms of social media would you use and how would you use social
media?
Decene would use Facebook, Instagram, Twitter, Youtube and a bit of Tumblr. Facebook and
Twitter would just be for the fans to keep up to date with the band and know if there are any new
releases. Facebook and Twitter are a great thing for new and upcoming bands to have as it is a
simple and quick way to get you name around. You can also link other social medias to them so by
someone just being a follower on Twitter they can still get all the information from Facebook,
Instagram, Tumblr and Soundcloud. With Twitter each member of the band would have an account.
Just before the release date of their album they would each up up either a song lyric or
The band would use Instagram and Youtube in a different way to connect to the fans. With Youtube
they could upload their music videos that they would have made themselves. They would upload all
the outtakes, and because they are interested in film they would also upload films of them on tour
and backstage. These would all be outtake films that fans could feel like they are personally getting
to know them.
With Instagram I would use this to create a media campaign. Because their vinyl's are limited they
would sign a maximum of four and upload an image of them onto Instagram. The caption would ask
fans to like and repost the photograph to win one of the four signed vinyl’s. This could also work for
fans to win tickets to tours and merchandise. The band would also use Instagram just for uploading
pictures of them in different cities.
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8. Merchandise
What merchandise would you use to promote this band?
The merchandise Decene would have would be the typical T-shirt with three different designs fans
can choose from. If touring in winter or in a cold country they would sell winter style merchandise
such as a bobble hat and a pull over jumper. These would always be available on the internet on
their website. There would also be two kinds of limited edition posters for sale and one style festival
wristband. Their album will be available online but the most popular way of owning their music
would be on vinyl which will be sold only at their tours. These vinyl's are special edition and will
have something unique to them such as a different colour record or a picture printed on them. Alt-J
has had success with this. They released a triangle record and the colour for both albums records
are quite unusual. This is something different and people will want to collect them.
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9. Manage the message
What is the message you want to communicate about this band?
Bands such as the Rolling Stones and Guns and Roses have put a classic heavy label on rock that
has not been changed for a long time, therefore I wanted to show how modern rock can be easy
listening and fun and not associated with violence or drugs.
What is the main selling point of the band and the album?
The main selling point of Decene and their debut album would be how the album is only available
on mp3 download and limited edition vinyl, where it can only be purchased at their tours. Fans
would get excited for the release of the vinyl’s because of their unusual look. They like to own
things that other people do not therefore only a limited amount will be released.
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10. Hyperbole
What are the words you will use? What words will help you sell and will
appeal to your audience?
On Decene’s website and on the back of their album they would have three or four word quotes
from critics about their debut album. They would introduce the star rating that each critic said
underneath their quote. This will help people get quite reviews and see how popular it is with other
people. Examples that would be used would be “BEST INDIE ROCK ALBUM” and “DOESN’T GET
BETTER THAN THIS!” These are slightly exaggerated but it makes the album and the band look
the best it can be. It tells you the main truths such as they are an indie rock album, but in all the
indie rock albums in the world, and depending on what person you are it may not be the best
album, but to some it is!
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11. Events
What events would you put on as part of the promotion of this band and
album?
I would put on competitions on Instgram and Facebook where they can win the limited edition
signed vinyl. This has been done by Gorgon City and other band and it worked well. It gets people
excited about it and by sharing the picture or status you can get the name of your band around
quickly and easily. They could also offer fans to be in their music videos. They can announce this
on Twitter and Youtube, lots of fans could come down getting the recognition for that particular
song.
Would they play small secret gigs?
Yes they would. Fans would get excited about secret gigs and it would always be a sell out. The
fans and the band like to feel intimate and this would be a perfect place where this could be
achieved. The band are very thankful for their fans as they wouldn’t think they would have got this
far, therefore these secret gigs would be free. Fans would just need to solve a
Would they appear for a signing in a flagship record store?
Yes they would. Mainly they sign merchandise after they have finished their tour, they will go and
meet and greet their fans, but they would also set up signings in record stores such as HMV. Being
close with their fans is important to them, and they would enjoy doing these days also they would
be small and short. They would also do signing at festivals such as Leeds and Reading. Here is a
big audience of music lovers, therefore it would be a perfect place to do a signing.
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12. Events
Would they play on TV chat shows?
No they would not. Their audience would not want TV regularly enough and they would not be that
famous.
Would they go on a huge arena tour?
No they would not. They do not have enough fans to sell out many arena tours. They have a small
close fan base. They would have a small tour touring in O2 Academy's but nothing bigger than that.
What other events and happenings could you create to raise the public
profile of the band?
Another event Decene could do as part of promotion could be preform at something like the NME
Awards tour. Here they can be interviewed and featured in the NME edition for the awards. Things
the band could do to raise the public profile of the band could be recording themselves going
around a city asking members of the public if they know where Decene is. The answers could be
montaged and made into a Youtube video that announces their new album.
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13. Internal motivation
What is the motivation behind this project?
The motivation comes from the fan. They are loyal and believing. They push the band to do more
new and exciting things to please the fans. The band is very down to earth and with loyal fans they
believe they should give something more back.
What is it an important project for you?
An important project would be to create the limited edition vinyl’s and make their own videos and
music videos.
Why is it an important project for the band?
It is important for the band to be connected to the fans because not only do they make them
successful, they are a loyal fan base. To keep your fan base loyal you need to do something for
them too. Creating products that at limited creates a sense of excitement and a race for them to
collect them all or even just be in the hands of one. It would be seen as an achievement. The
Youtube videos would be special to watch, you’d feel like you’d know the band more and that if you
ever met them you could talk about these things.
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14. Motivation of media
Why would the media be interested in this project?
They would be interested in this project because it is bringing the use of old records back into
fashion. The record business is starting to develop again. With it slowly fading out in the past few
years and everything becoming digital, it shows that people do still want records and they will still
go out of their way to buy them, bringing back the record stores and businesses.
Which parts of the media or media products (be specific) would be
interested in the project?
This could cause a article being written in newspapers and on the radio about how record sales are
increasing including sales of Decene’s limited records and more being demanded. More vinyl’s
would be sold creating more jobs and specialists. Although it is a small thing that could take a long
time, Decene’s help to do this will give the motivation and publicity.
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15. Promotional Materials
Now you have the plans in place, choose some of the following items to
produce for your band:
• Album packaging
• T-shirt design
• Tour poster
• Web site mock up
• Social Media Mock up
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