PROCESS
Another way of marketing involves collaborations amongst artists which are needed to increase publicity. Most major American stars work with each other on songs as it is beneficial for both parties as publicity is increased.
The collaboration between Pixie Lott and BIGBANG’s TOP and GD on the song ‘Dancing on my own’ is a good example of this as Lott working with two of the biggest stars in Korea as she prepares to debut in Asia will familiarise the Asian public with her appearance which will be beneficial for her later promotional activities. This also applies for BIGBANG as they push their way to international stardom.
Websites dedicated to the artist are also created and run in order to inform fans of updates. Most enable people to join the website which becomes a small network of fans that can discuss the artist’s work and share interests. Merchandise is often sold on the site, with albums and occasionally clothing, stickers and posters being able for purchase.
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This helps to sustain fan loyalty and also to increase revenue. Living in the digital age, most also link to iTunes, which has become the most common place to download songs legally and safely.
