Mylo Xyloto meets You-Tube
Oct 24th, 2011 by Laura MacDonald's Blog
You-Tube has proved itself countless times to be a solid companion for musicians attempting to get their songs out to the Public. However, with the recent release of its album, Mylo Xyloto, Coldplay has gone even further on this video-sharing site. It has launched two different You-Tube videos with several songs from the album on each one. It is a fantastic way to publicize the album since with one click fans can preview the whole album with thirty second audio clips from each song. Who doesn’t love convenience? And while each song is playing, the song name is actually highlighted on the video window as well. This You-Tube technique serves a dual purpose:
1. Conveniently allows consumers and fans to preview the whole album
AND
2. Highlighting the song name allows fans to search it up themselves seconds later.
The album cover is also very noticeable with its bright explosion of colour and unusual graphics. Overall, Coldplay has just done a fabulous job of marketing this latest album. In visiting its website, fans are dazzled by all the neon fonts and bold colours that promote Mylo Xyloto. I feel that this advertising illustrates a concept we discussed in class. Consumers buy items from certain brands as a form of self-expression. Coldplay fans purchasing the latest CD are an example of this concept as they view the spirit and vitality of Coldplay’s music and the bold neon colours of the CD art as fitting with their self-image. Therefore, by choosing to support Coldplay, fans are, in a way, choosing how they define themselves.