kodaline purpose

Music Video Purposes Analysis

Comment on the following aspects in relation to PURPOSES and BENIFITS for artist/band and target audience

Provide an explanation in relation to benefits (promotion, extension of income & outlets, synergy opportunities and strategies used by producers to benefit label and artist)

Provide any research evidence you can find that supports explanations of benefits for artist, record label and audience

Promotional Kodaline promote their band and songs by using all kinds of social media platforms that include Facebook, Twitter, YouTube and Instagram as well as having their own website. They use these platforms to interact with their fans directly, even when songs are not currently being released. This keeps their fans wanting more as they’re always interacting with the band and listening to the old songs, knowing that the band are there actually spending time to update their fans about what is happening on Twitter, Instagram and on Facebook. This keeps their fan base loyal. On Twitter they have tweeted 7375 times since March 2012 and have 230,000 followers. This shows that although they don’t Tweet as much as some other bands and artists, they do have a wide fan base that they do directly speak to on Twitter which just makes it expand even more when they do Tweet. They last Tweeted 7 hours ago from now a picture from something they had put on Spotify, another one of their social media platforms. This shows that their social media platforms are connected so even if they only post on one, it will post on their Twitter and probably their Facebok too. The Tweet is about the tour they’re going on soon

These screenshots show how many tweets Kodaline have done, their biography on Twitter, when they joined and also their last Tweet.


which gets their fan base even more excited and wanting more as they know that more is coming when they can see them live. On Facebook, they have 516,567 people liking their page which they can directly message to gain a wider fan base and keep advertising themselves and what they do. On YouTube, they were last active 2 weeks ago. Their last video was uploaded a month ago and has almost one and a half million views. This shows how popular they must be to have so many views in such a small space of time, as they consistently promote on all their other platforms. They last updated their Instagram on the 20th of March, which I’d say although does promote themselves, it’s more personal. They’re not constantly shoving music in your face, they’re taking pictures of the large crowds at concerts and things like that. They only have 165 posts but have a huge amount of followers which adds up to 78.6k, yet they’re only following 168. They have Spotify too, and their own website. Their website is not often updated but it is taken care of. These all show that social media is primarily their main way of promoting and advertising themselves, as their record company don’t seem to take Kodaline as one of their most important bands considering they don’t constantly promote them. RCA Records are part of Sony Music Entertainment. Kodaline have their own page on their site with their YouTube, Twitter and Facebook on as well as their own site. Their page on the RCA

This shows their amount of Facebook likes.

This shows their YouTube statistics.

This shows how many people have viewed their music video after a month, and how many people have liked it and disliked it.


Records website seems very bare and empty and so I don’t think their record label see them as a main priority. Especially when their record label has signed Britney Spears, Shakira, Usher and Sia too.

This shows how many posts and followers they have on Instagram and how many people they’re following on Instagram.

Extension of income The label and artist bring money in for themselves by building an audience through social media and other means, such as interviews on radio and merchandise. Social media is a great way to advertise themselves as it’s free and brings in a global audience. The bigger audience they have means the more people will buy their albums and singles, which means the more money they will receive and split between the band themselves and the record label that they’re signed to. They do use social media is a primary way to build their audience as they know who they’re looking for as their target audience and they know that they’ll have social media platforms such as Twitter, Facebook and Instagram. On the BBC website, they even have their own page which shows interviews and events. These make their audience feel closer to the band, and helps them have a deeper understanding of the band and each member when listening to their interviews. This is fantastic for their audience as the BBC is all free so anybody can access it and so it’ll help build a greater audience for Kodaline. They have an official merchandise shop which sells almost plain t-shirts for a hefty price, especially for young people who don’t really have any income. Merchandise helps

This is their merchandise.


builds an audience because if someone sees another person out wearing something with Kodaline’s name on it, they may then search it up on the internet, listen to one of their songs and become a fan – following them on all social media platforms and then seeing them in concert. Their items are made by Live Nation Merchandise, a well known merchandise company.

This is the logo for their merchandise company they work with to create their Kodaline branded merchandise.

Extension of outlets Music videos can prompt a fan to want to see a band or artist live. When music videos are promoted all over the band’s social media platforms, there is no other option but to watch them. They’re on Facebook, YouTube, Vimeo, Twitter, Spotify, SoundCloud, Instagram, and CDs. All around a Kodaline fan would be their video which gets it a number of more views per person, if they watch it on every single one of those platforms. Previously mentioned, their Facebook (516, 567 likes), YouTube (241,076 subscribers), Twitter(230,000 followers) and Instagram (78,600 followers) are very popular among their fans. Their videos are hyperlinked on all these social media platforms so that they can be watched on sites such as Vimeo and Youtube, and listened to on sites such as Spotify and SoundCloud. They have merchandise too for a fan, which although is not cheap, it does still get sold. Certain items, like the bobble hat, clearly advertise the band. People wear these as they want to be known for liking them, and Kodaline sell these just to

This is an item from their merchandise website.

This shows their Twitter statistics.


get a higher income from selling them and also from those who then listen to Kodaline after seeing someone wear this hat. This just creates a global audience and brings in more money for the label and for the band.

This shows their YouTube statistics.Synergy A synergy is when more than one

force/company are working together for a mutual benefit. Synergy is used, for example, for the Kodaline merchandise made by Live Nation. Without Live Nation, Kodaline wouldn’t have this merchandise (or not to their standards) and would not be able to spread so much awareness about themselves. But – without Kodaline, Live Nation would not bring in the money they do by making their merchandise. Together, Kodaline and Live Nation bring in an income and split it equally between them to benefit each other. They sell their merchandise for such a price because it is so cheap to make. They want to make a profit in order to gain more money. The merchandise is spreading the word for Kodaline and the merchandise is gaining money for Live Nation. This is a mutual benefit for both the band and the merchandise company.

This is the logo for their merchandise company they work with to create their Kodaline branded merchandise.

Producers strategies The producer’s strategies are all online. They have Twitter with 305,000 followers since 2008 and have Tweeted only 10,900 times, Facebook with 69, 115 likes, Instagram with 1,428 posts


and 13,600 followers, Youtube with 41,813 subscribers and 621,419 views, and Spotify. For such a massive company, I don’t think that they’re doing very successfully with social media. To have only 305,000 followers on Twitter when you got it in 2008, especially being such a large company, to me is very poor. I don’t think that the producer’s strategies will be particularly benefiting Kodaline very much, although maybe a little. They do have their own website which I personally think is very good as it has ‘Recent News’, ‘Artists’ and ‘Official Store’. I think that keeps it current, although it’s not primarily for Kodaline.

These are their Twitter statistics.

This is their Twitter biography and shows when they joined, where they’re based and what their website is.

This shows how many likes they have on Facebook.

This shows their Instagram statistics.


This shows their YouTube statistics.

kodaline purpose

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