Merchandise
We will market the artist through merchandise for example, we will have an alarm clock and one of Atillo's songs as the alarm. The idea of an alarm clock will market Atillo, as a lot of adults have to get up early for work and every time they are woken up by the alarm the song will soon stick in their heads, resulting in them downloading the song, and also marketing the artist through word of mouth, as the audience would tell all their friends about the song, for example doctor who was marketed through merchandise of an alarm clock
Another merchandise product includes publishing books about the artist which would be distributed in library's and well known book stores for example Waterstones. There would also be an ancillary product of a free pen which has a picture of the artist and his name on the pen. This merchandise will increase audience awareness as students visit the library or book shops for books, and especially students who are interested or study music would come across Atillo Roma's books, and with the pen, marketing can be achieved through word of mouth as a pen can be passed on to audiences and because they would use it all the time they would become very familiar with the artist. An example of this type of merchandise would be, Justin Bieber's major label "Island Def Jam" which is a subsidiary of The "Universal Music Group" published a book about his life which included an ancillary product of a poster of Justin Bieber.
As the artist has a contract with a major label this type of marketing is possible as they have a lot of money which means the campaign of this type of merchandise will be bigger so the artist will have a bigger profile resulting in an increase in audience awareness.
Synergy
We came up with a lot of ideas for how the artist can be marketed through synergy, for example, the artist can become a cast member for the movie batman as they are looking for opera singers for their film soundtrack.As it is a major label the label would be able to afford this and the film are more likely to cast the artist as they know that the label only sign on mainstream artists so this would benefit the success of the film.This marketing technique would increase audience awareness as Batman is a popular film therefore a mainstream audience would watch the film and when they hear the soundtrack they would want to research the artist of the song, increasing audience awareness, also marketing the artist by word of mouth as audiences would discuss the artist with friends and family, for example Joe Mcelderry who was part of Simon Cowell's label "Syco Music" was cast to sing the soundtrack for the movie Narnia.
The artist would be marketed on the show Pop star to Opera star where he will be a judge on the show and on the results show he will perform one of his singles. This fits in with the major label as they have enough money to afford it. As Atillo would be a judge on the show and perform, and the show is like prime time TV, audience awareness for Atillo would increase.
The artist would be featured on songs with artists like Catherine Jenkins and Lady Gaga. This would increase audience awareness of the artist because everyone knows lady gaga and Catherine Jenkins and when they listen to the song that Atillo is featured on they will automatically research who Atillo is, marketing the artist through word of mouth, for example the song Buzzing by Mann featuring the famous rapper 50 Cent meant Mann become well known to the mainstream audience because he featured a well known artist on his song.This fits in with the labels financial model because as they are a major label the other artists would agree to do a duet with the major label artist as they know how mainstream the artist is and featuring them on their single will mean a greater audience awareness for themselves
The artist would be marketed by doing adverts for Google chrome which will feature videos of his you tube videos, for example Lady Gaga and Justin Bieber have marketed themselves and their songs through Google chrome in mini Google chrome movies. This type of marketing would be possible as the label can afford to do the advert, and the Google chrome company would agree to have a major label artist promote their search engine as the artist has a mainstream appeal.
Broadcast
The artist would appear on the Graham Norton show and perform his latest single. This would be possible as the label can afford to market the artist in this way as they have lots of money. This marketing strategy would attract a mainstream audience of an older audience as the TV show is scheduled at around 11:35 at night, and it is more likely that an older audience would watch it to relax from a hard day's work, for example Nicole Sherzinger went on to the talk show and performed her latest single "Right There"
The artist would also do a special performance on "The X Factor" results show. This show is watched by approximately 10 million people each year, so marketing the artist on this show would ensure a mainstream audience appeal. The label will be able to market the artist in this way because they can afford it.
New Media Technology
We would use New Media Technology to create a Facebook, Twitter and Blog page for the artist. This would appeal to a mainstream artist because everyone has a social network website so they would become familiar with the pages and the artist therefore audience awareness would increase. This wouldn't affect the major label as it is free to create these web pages.
We would use New Media Technology to set up a picture of the artist on the iTunes store homepage, so as soon as the audience go on to the iTunes store they will see the picture and would want to know who he is, therefore researching about him, and because everyone has the Internet and iTunes this would increase audience awareness through word of mouth as they talk to their friends about the artist.
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