Glass Animals
Homepage
This artists webpage is conventional for an artist in the sense that it - in general - has sections for music, tour, shop etc although, the layout is extremely unique and fun to create that particular brand identity for the band. The house style that they have created is consistent and maintained throughout. It is also an intertextual reference to an old PC screen a pixilated and retro feel to it compared to modern PC home screens. The colour palette is bright and enticing to promote the album that is about to drop. The bright pastel colours give a sense of modernity which contrast with the actual retro feel of the layout. The pastel colours would also stereotypically seem quite feminine for an all male band to they are subverting masculine stereotypes here adding to their unique persona.The band are signed to 'Republic' owned by major conglomerate Universal Music Group.
Conventionally, an artists persona is clearly established online through photos of the star(s). This is still present in the website through the use of video promotion for their latest release but a main image is not obviously promoted as other artists typically would to make their faces recognisable to the fans. To find photos of the band, they have to be downloaded through numerous clickthroughs further emphasising the bands values and beliefs. They do not present themselves as one that wants to promote their identity as physical but rather as one that is more low-key, and more interested in the music than the appearance. This is unconventional of many popular artists which promotes their brand identity as one that's quirky and mysterious which could also link to how their website is laid out - differently to most.
Digital convergence is used through the use of music videos. On the homepage there is a clickthrough labelled 'watch' which opens up another tap sending the user directly to their youtube channel filled with all their music videos. Audiences can interact in the comment section sharing thoughts which is conventional for artists to have. There's a similar clickthrough labelled 'listen' seeing the user to a tab again giving more links to stream the artist on numerous sites. Here they can purchase the music or just stream it increasing the potential for audience contact and commercial success.
Social media sites are all linked at the bottom left hand corner of the site such as twitter, Instagram and Facebook. This gives the audience an oppertunity to interact and follow artists and engage with new updates more than they would with the actual website perhaps. This symbiotic relationship between fans and artists are important for brand loyalty, to promote the artists and maybe gain new listeners. A sense of community is also created with the fans who have similar interests and will gain satisfaction from talking to people who share the same experiences and likings as them.
A commercial imperative is created through the store click through. Merchandise and music is able to be brought including exclusive signed items and limited edition pieces. As you go through to the store there is a pop up exclaiming that fans who buy off the website can get early access to any upcoming show. This is a good way to promote the merchandise as it will encourage audiences to do so to feel exclusive and get that priority access. The store is conventional of an artist website as it is official and fans may feel a sense of personal belonging through wearing/buying off of the website - whilst also supporting their favourite artists
There are a lot of added features to the websites to allow further audience interaction and to create a fun sense to add to the brand identity of the artist:
There's an interactive retro game maze the viewers can play - another intertextual reference to old computer games.
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