Marketing
Marketing plays a vital part in the music production process and as a result of the ever advancing technology; it’s evolving into a mass frenzy, with every artist and band having to approach their promotion in a way that will make the boldest, most striking impact in order to make them stand out amongst the largest range of artists yet.
One artist in particular who has thrived by combining strong marketing techniques with technology is Michael Holbrook Penniman Jr; but more commonly known as MIKA.
Mika
Mika, derived from; Mica; from Michael, was born into the 80’s in Lebanon, where a heavy influence of pop took its tole on him. From 2006, Mika began to delve into the three similar genres: pop, powerpop and pop rock.
Mika’s first album: Life in Cartoon Motion some say portrayed more childlike behaviour, whereas more recent album: The Boy Who Knew Too Much merges into a much darker, mixed up tone, which some say displays the adolescent phase.
As Mika’s career only really took off in 2006, the internet was already a very common necessity in the nation’s households, as was using it for marketing purposes. Mika struck gold with the motion of putting his song “Billy Brown” up for free download on itunes for the duration of a week. After this, Mika took off in the charts, and gained the support of more and more aspects of the media.
Mika’s Marketing Accomplishments:
• Free itunes download – “Billy Brown” was powerful enough to boost Mika into the public eye.
• Radio appearances – “Relax, Take it Easy” was publicised through BBC Radio 1, and made Record of the Week by DJ Scott Mills. He also appeared on Dermot O’Leary’s BBC Radio 2 show in September 2006.
• Digital downloads – all tracks available on itunes, and illegally through piracy sites: eg Limewire and Frostwire.
• Extended plays - “Dodgy Holiday EP” was available for download in 2007. “Songs for Sorrow” in June 2009.
• V Festival performance – 2007 - a huge event which gained fans and publicity both at the festival and through the television.
• 8 famous TV show appearances – most people involved in any aspect of the media are likely to have heard about Mika’s TV performances, there’s no escaping Mika’s publicity. The TV shows revealed more of Mika’s personality, strengthening fans and exposing him to even more potential fans.
• Featured on BBC News’ website – top of the Sound of 2007 poll
• Publicly signed to Universal – the public could now see that he’s made it big, and accept him as a solo artist, as well as allowing Mika to produce his album: Life in Cartoon Motion.
• Number one in charts – ‘number ones’ always make an impact on the media, the public like to keep up with the ‘in’ tunes.
• Comparisons with other artists – Mika began to get compared to other famous artists such as: Freddie Mercury, Scissor Sisters, Elton John, Prince, Robbie Williams and David Bowie. Mika’s track ‘Grace Kelly’ even mentions Freddie Mercury in his lyrics “I try to be like Grace Kelly, But all her looks were too sad, So I try a little Freddie, I’ve gone identity mad”. Fans of any of these associated artists would be likely to try listening to Mika’s music. Association is very important to Mika.
• Tours – Mika toured the USA in June 2007, with the support of Sara Bareilles and Natalia Lesz, then in October toured Europe on his Dodgy Holiday tour, supported by Palladium. Northern America then followed in January and February 2008, which was supported by The Midway State and Creature.
• Focused lyrics on difficult topics – targets the vulnerable; “Big Girl (You Are Beautiful) explores the discrimination of larger women for instance, and “Billy Brown” looks into a married man who has an affair with another man. Mika uses emotive topics and lyrics to make a deeper connection and a strong commitment to his fans.
• Grammy Awards – 2008, The Grammy’s 50th anniversary. Mika mixed with other stars and was very much so in the public eye – TV, newspapers, magazines, etc.
• BRIT Awards – not only was Mika awarded Best British Breakthrough Artist, but he performed ‘Love Today’, ‘Grace Kelly’ and duet: ‘Standing in the Way of Control’ with Beth Ditto; live.
• Bafta Awards – Mika achieved the award for Best Male Artist Worldwide in 2006.
• Itunes Festival – Roundhouse in Camden, London, 2009. Mika used England’s capital to draw in fans.
• Mika used Twitter, a social networking site to publicly invite fans to his local pub to join him for a drink to celebrate the release of his new single in 2009, it was reported that Mika himself spent approximately £25,000 on drinks alone.
• “Kick Ass” - Mika recorded a single for 2010 Marvel Comics film: Kick Ass. The film became well-loved and achieved high publicity, so did Mika’s song.
• www.mikasounds.com - Mika has his own website, where he fans are encouraged to earn ‘Mikapoints’ by commenting on videos and photographs, and generally raising publicity. Mikapoints add up to receive prizes, the highest of which being a private Mika performance.
