Music and Digital Media

Throughout the course of this project my group and I have create numerous mediums and platforms for new old and perspective fans to engage with my band. This is not just a project that becomes redundant immediately after deadline day. This has allowed my band to expend our reach, open new opportunities and make that next step towards rock star freedom.

Everything we have done has been for a reason and thanks to my groups efforts my band are in a much stronger position than before this project e.g. a small thing like sending booking agents and venue a link to our website enables ease of use and an ergonomically sound way to share our music. No messing around condensing files to email people who struggle to open them, they can listen at a click of a button.

We are White Rabbit Club.

I think our product is successful at implementing Digital Media Theory in 2 ways:

Spiral of Silence Theory:

Elizabeth Noelle-Neumann, political scientist, states that people will speak out about something if the majority agrees but are otherwise likely to remain silent.

Noelle-Neumann, Elizabeth. (1984) The Spiral of Silence. A Theory of Public Opinion – Our Social Skin. University of Chicago Press.

By making the Otley Run the focal point of the project it engages our target market our students and allows them to view our videos even if they do not necessarily like our music as most students engage on the Otley Run and to see it recorded and presented on line eventually people started to talk about it and people who would remain silent about our band started to talk about us and our adventure.

     2. Media Richness Theory:

         According to organisation and managerial experts Richard L. Daft and Robert H. Lengel (who wrote the book on Media Richness Theory, literally) the theory states that by using mediums such as videos and other multimedia packages, communicating a message will resonate deeper and will reduce conflicting interpretations of messages.

Daft, R.L. & Lengel R.H. (1986) Organizational information requirements, media richness and structural design.

This is a facebook analysis of our reach during our promotional campaign. 

The first spike is during the release of our teaser video, the second is the release of Voodoo Offcial Video (Otley Run).

This is a facebook analysis of a typical facebook post by the band before we started our project and how much reach and engagement we received via the post. 

I used wix because it is free and very rich in templates and allows you to customise efficiently and easily. We have links on the page as mentioned to Social media and YouTube to increase our Search Engine Optimisation but we would also, in the future, like to add more including:

Links to bands that we sound like/inspire us 

Links to gig event pages we have and will play 

Links to Bands will have and will play with

Links to venues that we have and will play at  

I made a website for my group project to act as a holding page for all our media. On the home page (Above) the interactive video is embedded onto the page as well as our most popular single underneath the video, embedded as a soundcloud file.

We also have Social Media symbols including Facebook, Twitter and Youtube that when you click on them take you directly to our facebook page, twitter page and YouTube subscribe channel respectively.  

White Rabbit Club - Voodoo (Official Music Video) OTLEY RUN 

This is the Official Interactive video for our song Voodoo. On this video you get to choose which band member you would like to be whilst experiencing the Otley Run. Using YouTube annotations you click on a person and that will direct you to another video of that person's perspective. Likewise with the other band member and as before you can swap perspectives at any time. so...

White Rabbit Club - Voodoo (Official Music Video): STE 

White Rabbit Club - Voodoo (Official Music Video): JAY 

Why Do You Only Call Me When You're High - Arctic Monkeys 

We had to get filming permission from various establishments in order to film in their pub. Most obliged although some did not which changed our plan and course of action.

Likelihood of borrowing filming equipment may be low as alcohol and the unexpected are involved and could jeopardise our risk assessment form.

Uncontrollable variables such as: weather, accidents, incidents, safety concern etc.

One day of shooting, therefore only one opportunity to get it right in order to maintain continuity throughout the project.

Easy to Organise. (it’s not hard to temp your friends to join you on a ‘heavy’ night out and be in a music video)

Ample opportunities for different perspectives and a wide range of locations and exciting footage to keep viewers entertained. 

Very relatable for the target demographic of Leeds Student, and student across the country. 

Suits the genre and overall fell of the music to a ‘T’.