PLANNING: HOW MY BAND DEVELOPED ITS STAR BRAND

I am investigating how One Republic publicize themselves and how they attract and address their audience. For Steve Archer, 'the meta-narrative is a term that describes the development of the star image over time, the stories that surround a particular artist.'(Media Magazine February 2012)

 
 
 
SOCIAL MEDIA:

They reach audiences online through their website, MySpace, FaceBook, Tumblr, Twitter, Amazon, online store, playlists, mailing list and video links. The band achieved massive success on MySpace, becoming the most prominent unsigned act on the website then. They signed onto Mosley Music Group in 2006, and released their debut album, Dreaming Out Loud in 2007.

 

 

 

http://fanvasion.com/2007/08/onerepublic-myspace-hit-makers/ 
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Facebook is a platform where audiences catch up with the band's most recent activities, for example like new single release and the next tour etc. They chose to use the cover of their new single- Feel Again as the profile picture and an artistic photo of the band in red as the cover photo. It is a very eye catchy combination and it grabs the audiences' attention.

 
 
Twitter

Twitter is also a main platform where One Republic shares all their news and thoughts with their audiences. In this tweet, they are sharing the new song titles from their new album.

The band also posts pictures on Twitter. When audiences go on their Twitter, it almost feels like they are their friends, as they can see pictures of the band and all their latest activities and places they have been. It gives the band a really friendly image.

 
WIKIPEDIA-RADIO:

OneRepublic made radio history when with their first single, "Apologize", received the largest amount of airplay in history with 10,331 plays in one week, the record only being broken again by "Bleeding Love" by Leona Lewis, a song Tedder also co-wrote. The remix version, featured on Timbaland's album Shock Value was a smash hit internationally, reaching number-one in sixteen countries and gaining 10 million downloads subsequently earning them a Grammy Award nomination. The band also achieved national success with their second single, "Stop and Stare". Dreaming Out Loud was certified platinum in the United States, and gold in Austria, Australia and Canada.

Official website

One Republic also has their own website. They post video of the band in the studio, and they also have direct links to their iTunes, Youtube channel, Twitter, Facebook and Amazon page.
TELEVISION:

"Secrets" was used in a promo for the sixth and final season of Lost. It was also used in the 2010 film The Sorcerer's Apprentice and in promotional material for the TV series Pretty Little Liars and Nikita and was featured in 90210, 30 Rock and CSI Miami (Season 9 Episode 6) as well. It is also used as the music for Ralph Lauren Polo's "The Big Pony Collection" men.

Four songs were featured on The Vampire Diaries, "Say (All I Need)" and "Marchin On" in season 1, and "All This Time" and "Come Home" in season 2. Other songs have also been featured on the TV series One Tree Hill, Gossip Girl, and Castle. The song "Good Life" is featured in the trailers for One Day and Eat Pray Love, as well as in the film Easy A, an episode of Cougar Town and in recent Disney Resort commercials. It has also been used in a Honda commercial.

In January 2010, the band performed a live set for the UK's The Sun newspaper, which included a cover version of Robbie Williams' song "Millennium". On March 31, 2010, OneRepublic performed "All The Right Moves" on The Tonight Show.

CONCERTS:

On June 5, 2010, the band supported P!nk on her Funhouse Summer Carnival Tour at Innsbruck.OneRepublic supported Bon Jovi at The O2 Arena on June 17, 19, and 20, 2010.

 

The band also went on to perform at The Today Show in April during the second half of the program. They were again featured as the guest for the show's Summer Concert Series on May 28, 2010. On September 12, 2010, they played at the Help for Heroes gig in Twickenham Stadium,London. The band supported Maroon 5 on their fall 2010 tour. 

ADVERTISING:

Google used the song "Good Life" in its 2010 in review video, introducing the band to thousands of new fans.

The song is also currently used as the theme to the DisneyParks campaign "Let the Memories Begin".

 

 

A music video for the song was filmed in front of Cinderella's Castle at Disney World and the song was performed in front of Sleeping Beauty castle in Disneyland for the 2011/2012 New Years Rockin Eve airing. The band also was on Dancing With the Stars as a musical guest. 

 

 

Every Beat Matters campaign

OneRepublic’s new music video for “Feel Again” was released in August — escorted onto YouTube and Vevo with a social good initiative benefiting Save the Children and Ad Council’s “Every Beat Matters” campaign.

 

 

 

 

 

Dubbed The Heartbeats Project, the online initiative from ad agency BBDO began when production company Rabbit Content recorded heartbeats of healthy children in Malawi and Guatemala. OneRepublic used the heartbeats as inspiration for “Feel Again”.

Every paid download of “Feel Again” on iTunes throws money into the movement’s coffers, eventually helping to prevent the death of infants and kids across the globe.

The campaign is spreading on social media. At EveryBeatMatters.org people are clicking on the “Tweet This Heartbeat” button to tweet this message:

The site also lets you listen to the kids’ heartbeats and has a Heartbeat Portrait Maker, which takes one of your Facebook photos and transforms it into a portrait created from mini heartbeat waves- which is how the band created their Facebook cover photo.

“Every year, about 7 million children die of largely preventable and treatable causes, such as malaria, diarrhea and pneumonia,” says OneRepublic’s record label, Interscope. “‘Feel Again’ was inspired by the heartbeats of children in remote villages where children are in need of life-saving care.”

The band has huge social awareness and created a very positive brand image among audiences. Since every paid download donates money to the campaign, more people are likely to buy it as they can get the song and raise funds for the charity at the same time. As a result this is likely to have created a very positive and likeable image of the band.