(R) 360 Video Advertising

An example of Professor Green's 360 advertising

Artists are always trying to think of new, unique ideas in order to keep their target audience interested. 

One new, unique idea was 360' videos. Professor Green entered into an advertising partnership with Doritos. In this partnership, Doritos agreed to release special edition packs with a code on the back which could be inputted into a smartphone would display a special, interactive 360' music video from Professor Green. This would have benefits for both Professor Green and his target audience. These were the first ever 360' interactive music videos created, with the aim of the audience being able to control what part of the music video they saw. Each time they would watch the music video they could watch a different aspect of it, which would thus attract them to revisit the music video and frequently rewatch it, which means the audience would be consuming more of the artist, therefore boosting their consumer loyalty to his 'brand' and maybe turning them into bigger fans. Even people who maybe aren't a fan of Professor Green could potentially want to see the video as it is innovative and different, thus attracting a new audience to the artist.

Since Professor Green launched this new idea, other stars such as Rihanna have made similar deals with Doritos. Artists will often try different ways to keep their audience interested or attract new ones, such as free downloads of a song for a set amount of time. This is also common with new artists in order to get themselves noticed.

Furthermore, consumers are often able to download a song for free from an artist's MySpace or website as this often attracts new audiences as they are able to 'try before they buy' before they actually commit to buying an artist's song. 

More than just music is needed to be successful in the music industry today. Artists need to continuously reinvent themselves or do innovative advertising stunts or release merchandise such as perfume and clothing.