A music campaign is what revolves around the music in the fight to get it heard. For example a conventional music campaign would have album artwork, a website, a music video and the artists/label would utilize social media in capturing a following.
Here is an example of all this with the electronic duo known as Mount Kimbie. Mount Kimbie is london duo that produces abstract, organic, field recording, electronic music, if that was genre that would be Mount Kimbie's genre. There production sounds very inspired to the likes Four Tet who also is a british producer who uses electronic elements but also field recording to create organic masterpieces. The target market for this type of music would be approximately 17-30 year old or people who are generally quite interested in unique obscure music, aka the underground scene. Due to this unique style of production Mount Kimbie have entered and niche and somewhat creates a usp for there music, in the world of electronic music everything is so precise and calculated it is nice to hear something that isn't so perfect that makes it somewhat perfect, that's there usp. If you see from the music video, album cover and website all these three elements link together quite nicely. Keeping there imagery very consistent. This is important for smaller artists as it creates an association, also known as a brand, and this is what they would be recognized by and create a following with. This is style is kept constant by the unique cut up colours and the off white background sealing all the pieces together. However while the pieces are kept very constant and somewhat similar the products are also unique in there own way. For example the music video begins with the album cover and the name of the artists but then goes on a psychedelic journey that follows the pace of the song. While the album follows the shapes of the album it is as well very modern and slick. This pieces are made to be different so the consumer feels as if they are going on a journey and therefore investing into the musicians with there time therefore likely to become attached to these figures.
To sum this short essay up I believe this campaign to be successful as the consistency but unique differences are somewhat comforting as they lack change however keep in you intrigued at every step of the way. Not only that after going through the experience of this campaign the artists are not easily forgotten therefore I believe this to be a successful campaign.
