This is the official band website for The Kinks (http://www.thekinks.info/) created by 'Copyright © 2011 Universal Music Strategic Marketing. All Rights Reserved.'
In context, at the time The Kinks were producing music websites were not used by bands and artists; as online digital marketing did not yet exist. This is a very up to date, modern style of marketing for The Kinks with a purpose of 'celebrating 32 years of greatness' as stated underneath the band logo. Not with the sole intention of advertising the band for recognition, as the band broke up in 1996 due to commercial failures.
Theory
Aspects of 'Pull' media marketing is demonstrated through links to external social networking sites. Fans have the choice whether to click on these links and personally contribute to the marketing of the band, simply by pulling information towards them. Facebook option to 'like', and 'sign up' for twitter is an example of this demonstrated on the website.
The previous point links to Uses and Gratifications theory (McQuail), as fans will voluntarily enter the website for 'informative' purposes to satisfy their curiosity and general interest. For social reasons they may want to identify with others around them and gain a sense of belonging by visiting the website and joining fan pages and following them on twitter for 'integration and social interaction'. Or it could be purely for 'entertainment' purposes. Incorporating this into our own ancillary website it is important to design it in a way to attract and intrigue audience interest.
Graphology
The Graphology of this website shows that it is a multi-modal text containing photos/ images and text. It has been designed to be 'user-friendly' whereby everything is done to stand out bold, without containing heaps of information. This has been done to immediately attract viewers.
The images used on the website are all suitable for the genre characteristics of The Kinks, demonstrating a rock band genre. Images such as the band logo's, Gibson guitar, album/ single covers and the use of individual band member photos show direct links between the genre and visuals.
Bold and larger fonts are used for the band name and other text that suggest importance, such as the band member 'Ray Davies' and the song name 'Waterloo Sunset'. A hierarchy of importance is therefore used, which should be considered carefully with the text in our own ancillary website.
Marketing
All the band members are shown together above The Kinks logo. This to create band recognition and identification. Close ups are used of each individual band members face, to reinforce audience awareness. In turn showing direct links between visuals and text. Synergy is created here with the website and various album covers, as the band are mainly shown together on the front covers, accompanied with band logo/ name to provide additional promotion.
Music industry features are shown frequently. Direct links to external social networking sites such as Twitter and Facebook. As previously stated, this provides fans opportunity to get involved and keep up to date with updates and general information regarding the band. Links to media playing websites such as YouTube to provide visual marketing.
Advertising albums and merchandise to persuade audience to purchase such items. All with a purpose to advertise the band.
Direct links to additional pages on the website to provide a greater depth of information i.e. 'News', 'Photos' & 'About The Kinks' to allow viewers to be more interactive. These all demonstrating aspects of web '2.0 interactivity'. Whereas the home page gives little information, there are other pages that give viewers the option to seek out information further specifically to their liking.
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