Sigma Research

This research task is about an artist or band within the music industry. My research is aimed at a duo/band called Sigma. They have music videos on YouTube, a website and over 30 albums on iTunes. This is also along with many other ways of receiving their music online, such as Soundcloud.

A music campaign is the combination of different media texts, such as the website, album cover and music video, all of which are meant to raise awareness and artistically promote the artist or band (musician).

This band/duo's genre is mainly dance and house music, which has a target audience of those within a youthful generation and DJ's around the world, especially in England. This target market is given to the youths because the stereotypes of those within this type of age group consists of loud, fun, fast music and partying (a lot).

This duo has a few USP's (Unique Selling Point's), for example, their music style and and music videos. Their music videos and style link with each other as they are both fun and exciting. For example the style of the music itself it fun and is played with parties and making people dance. Throughout the video there is a lot of dancing and partying, along with the use of youthful generations.

All three of these products (website, album covers and videos) linked together in the same way as their USP's do. There is also another reason, which is that there is a high use of colour. This enables the duo to be able to convey the fun and exciting music throughout all three of their media products to their audience and target market (and others who enjoy their music (outside of the stereotype)).

There are specific ideologies with this band/duo, such as, they are seen as a duo who love their music because they love what they do and not because of the idea that all musicians do it for the fame and the money.

Dyer's star theory states that the 'star' artists and musicians (the most famous and most successful ones) are known as and seen to be, according to Dyer, completely different to what they are perceived by their target audience. 

Negus' Organic Vs Synthetic theory is about the idea of how some artists and bands can be one or the other. If a musician is organic it means that they have not adopted their style to receive more viewers and more fame and they are doing what they are doing because they enjoy it. This is the opposite with a synthetic act as that states that they have changed their ways for the record label and their aim is to make money not music.

There is quite little difference between the different products, as stated at the beginning of this post. Along with this, I would say that this campaign, as a whole, has been a success as it has high continuity throughout and represents the duo's music style with the images used.