The Auteur, typically for a modern band signed to an indie label, promotes itself primarily through Web 2.0 sites such as
MySpace,
Facebook and
YouTube. This allows the band to interact more directly with their fanbase, which is critical for smaller bands.
The band's YouTube Channel consists primarily of live videos of the band performing, which is important in attracting the target audience as the generic conventions of rock place a strong emphasis on performance aspects. By posting these kinds of videos, the band plays up their image as a genuine rock package - with a modern edge, because they're web-savvy.
The band's MySpace puts the music and the records at the fore. The first thing seen upon visiting is the band logo represented in large proportions, connoting an image of scale and importance that an indie band like The Auteur might not otherwise be able to connote so immediately.
Surrounding the page are tiled photographs of the band hanging out and mucking around. This, again, appeals very much to the target audience of (Predominately) young adults and teens. Scattered in amongst these pictures are photographs of the band's instruments, teasing that where the band goes, rock follows.
The MySpace page allows fans and potential fans to sample the band's latest music and provides links to buy both it and band merchandise. Additionally, the page promotes the band member's Twitter pages (Promoting fan interaction with the band themselves, creating a friendly, approachable image) and encourages fans to get involved with grass roots efforts to promote the band (Often referred to as "Street Teaming" in Pop Music industry parlance).
The design of the MySpace Page is understated other than the large logo and the scattered photographs behind the main content. It uses a plain but attractive blue/black on white design. This use of simple colour pallets is generically conventional for rock band promotions, as labels tend to use a specific set of 3-4 colours to represent a band's image.
The band's Facebook page is significantly smaller in terms of followers ("Fans" in Facebook parlance, "Friends" in MySpace's). However, this is not entirely a disadvantage, as Facebook Fans are more likely to recommend things they see on the band's page to their friends, as Facebook has built-in sharing features.
The Facebook does allow the sampling of tracks, but is used mostly to communicate with the band's core following, promoting events the band are playing live & so on, as well as supplying the fans with a healthy supply of pictures to get excited about.
In designing our website, we will take some cues from the band's existing web presence. For example, the site will promote fan interaction and will put the band's content and performances at centre stage. This strategy is the best for connecting with the market of teens and young adults, who tend to be more web-savvy and prefer to learn about music through the internet (And usually purchase music this way as well - af act which aids bands like The Auteur as digital downloaders are more likely to make impulse music buys).
