Leanrning Objective:
To study Madness, Music industry with consideration given to Audience targeting and appeal.
Key term: A target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a specific group of people within the target market at which a product or the marketing message of a product is aimed.
[Theorist: Richard Dyer wrote about the significance of stardom and the way in which stars are created and responded to by audiences. His star theory is seen to be important today in understanding celebrity culture.]
In the exam, artists and bands are referred to as texts.
When studying the music industry it is important that you detach yourself from the content and put your musical taste and opinions to one side.
In all media industries, it is very important that the product, in this case the music performer, is marketed effectively to an audience.
Without successful marketing and promotion performers cannot sell their music and make a profit for themselves and their record label.
However, this is a kind of viscous circle because major record labels are usually reluctant to take on a relatively unknown, unproven artist.
As we've seen with Nirvana, this is the importance of independent record labels in kick starting the musical careers of many artists.
Madness are an English ska band from Camden Town, London, that formed in 1976. One of the most prominent bands of the late 1970s and early 1980s 2 Tone ska revival, they continue to perform with their most recognised line-up of seven members.
Madness achieved most of their success in the early to mid-1980s.
Both Madness and UB40 spent 214 weeks on the UK singles charts over the course of the decade, holding the record for most weeks spent by a group in the 1980s UK singles charts. However, Madness achieved this in a shorter time period (1980–1986).
Madness have had 15 singles reach the UK top ten, one UK number one single ("House of Fun") and two number ones in Ireland, "House of Fun" and "Wings of a Dove".
Madness have achieved global music success with a brand of music and style that was formerly in the 'quieter corners' of the music business. However, the band have remained in the public eye (despite splitting) by first using traditional, promotional strategies and then embracing changing technology.
It is important to note that much of the success of Madness is due to its original star persona rather than the reinvention of their look and recording styles like we have seen with Miley Cyrus.
More recently, Madness' main marketing devices have been the Internet through YouTube and word of mouth marketing through social networking sites. This facilitates an evolving fanbase.
Appeared on BBC's Top of the Pops at 18 years of age.
Madness' website
Task 1:
Chronologically list the titles of Madness' singles that entered the British charts, include dates.
Task 2:
Considering Maslow's hierarchy of needs; discuss which type of people have Madness targeted using these song titles and say how the audiences needs are addressed.
To study Madness, Music industry with consideration given to Audience targeting and appeal.
Key term: A target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a specific group of people within the target market at which a product or the marketing message of a product is aimed.
[Theorist: Richard Dyer wrote about the significance of stardom and the way in which stars are created and responded to by audiences. His star theory is seen to be important today in understanding celebrity culture.]
In the exam, artists and bands are referred to as texts.
When studying the music industry it is important that you detach yourself from the content and put your musical taste and opinions to one side.
In all media industries, it is very important that the product, in this case the music performer, is marketed effectively to an audience.
Without successful marketing and promotion performers cannot sell their music and make a profit for themselves and their record label.
However, this is a kind of viscous circle because major record labels are usually reluctant to take on a relatively unknown, unproven artist.
As we've seen with Nirvana, this is the importance of independent record labels in kick starting the musical careers of many artists.
Madness are an English ska band from Camden Town, London, that formed in 1976. One of the most prominent bands of the late 1970s and early 1980s 2 Tone ska revival, they continue to perform with their most recognised line-up of seven members.
Madness achieved most of their success in the early to mid-1980s.
Both Madness and UB40 spent 214 weeks on the UK singles charts over the course of the decade, holding the record for most weeks spent by a group in the 1980s UK singles charts. However, Madness achieved this in a shorter time period (1980–1986).
Madness have had 15 singles reach the UK top ten, one UK number one single ("House of Fun") and two number ones in Ireland, "House of Fun" and "Wings of a Dove".
Madness have achieved global music success with a brand of music and style that was formerly in the 'quieter corners' of the music business. However, the band have remained in the public eye (despite splitting) by first using traditional, promotional strategies and then embracing changing technology.
It is important to note that much of the success of Madness is due to its original star persona rather than the reinvention of their look and recording styles like we have seen with Miley Cyrus.
More recently, Madness' main marketing devices have been the Internet through YouTube and word of mouth marketing through social networking sites. This facilitates an evolving fanbase.
Appeared on BBC's Top of the Pops at 18 years of age.
Madness' website
Task 1:
Chronologically list the titles of Madness' singles that entered the British charts, include dates.
Task 2:
Considering Maslow's hierarchy of needs; discuss which type of people have Madness targeted using these song titles and say how the audiences needs are addressed.
Home work: Task 3:
Watch the video of Suggs appearing on BBCTV's This is Your Life and The Jonathon Ross Show.
How do Madness market themselves to appeal to audience? 200 - 400 words.Watch the video of Suggs appearing on BBCTV's This is Your Life and The Jonathon Ross Show.
Points to note:
Strong family values, married to Bette Bright, two daughters.
Lad culture, fall out then overcome disputes. Steal from each other but laugh about it later. Male stereotypes.
Pub culture, The Farm.
Today, convergence is evident as Madness also now promote a beer.
Working class lads influenced by Ian Dury's approach (Kilburn and the High Roads).
Cockney accents but quite educated as is evident from vocabulary.
Success story; 'couldn't dance couldn't sing' appeals to British people who are encouraged to keep trying their best. [DBI]
Denies being a rebel when accused, though this tongue in cheek.
Smart suits, clean cut.
Football fans, made Chelsea cup final song.
Rags-to-riches story represents Britishness, stiff upper lip. Prince recorded despite early inexperience.
Talk about £20 wages for a gig split between the band.
Appeals to audience that can associate with not being successful at first.
Emotional values in songs (relationship issues appeal to women)
Nostalgia, audience will remember happy times associated with lyrics and the concerts.
Suggs; This is your Life 2000
Strong family values, married to Bette Bright, two daughters.
Lad culture, fall out then overcome disputes. Steal from each other but laugh about it later. Male stereotypes.
Pub culture, The Farm.
Today, convergence is evident as Madness also now promote a beer.
Working class lads influenced by Ian Dury's approach (Kilburn and the High Roads).
Cockney accents but quite educated as is evident from vocabulary.
Success story; 'couldn't dance couldn't sing' appeals to British people who are encouraged to keep trying their best. [DBI]
Denies being a rebel when accused, though this tongue in cheek.
Smart suits, clean cut.
Football fans, made Chelsea cup final song.
Rags-to-riches story represents Britishness, stiff upper lip. Prince recorded despite early inexperience.
Talk about £20 wages for a gig split between the band.
Appeals to audience that can associate with not being successful at first.
Emotional values in songs (relationship issues appeal to women)
Nostalgia, audience will remember happy times associated with lyrics and the concerts.
Suggs; This is your Life 2000
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