The term convergence describes things coming together. cross-media convergence is the merging of mass communication outlets including print, social media, radio and the internet with the intention of creating a more dynamic experience. The term is both used in media and business within promotion and marketing. In the modern digital age, people can now use a variety of platforms to display what they so wish to the world, reaching further as they present themselves across multiple forms of media to maximise potential reach.
'These multiple of media convergence are leading us towards a digital renaissance - a transformation period that will affect all aspects of our lives' Henry Jenkins
Cross-media convergence is a very important part to product advertisement as well as artist promotion within the 21st century as more people choose to consume media in different formats. Therefore, by using different platforms of media, it will optimise ultimate consumption and interaction. For my own artist, I wanted to show that he uses cross-media convergence (main forms being youtube, Internet and social media), in order to promote his talent and rock-star persona to the mass-audience. These forms of media are extremely popular to the target demographic; the largest demographic group of Twitter users are between the ages of 18 and 29 (37%).
A popular form of promotion has long been 'word of mouth' which has even adapted within the digital age as people can now share their thoughts, feelings and opinions constantly as well as 're-tweet' what they like. A popular trend is to 'hashtag'. When it comes to social media, the hashtag is used to draw attention, to organize, and to promote. Hashtags got their start in Twitter as a way of making it easier for people to find, follow, and contribute to a conversation. Therefore, I wanted to take advantage of this modern trend, popular with the target demographic, and create three hashtags key to Henry's 'brand' image. By reposting one of these hashtags, audiences will be not only be promoting Henry and his music video, Pink lemonade, but will begin to also feel 'ncluded' in the trend behind him as an artist (identity theory). The three hashtags are '#HENRY' '#PINKLEMONADE' '#PINKLEMONADEMERCH' which are relevant to him as an artist and his merchandising page.
I decided to edit, using photoshop, four examples of how some of the tweets may look. I placed these on the merchandising page where they seemed most fitting as three of the tweets related to specifically the merchandise he has. This samples how Henry can 'hype' up his fans with media promotion surrounding the merchandise. I also posted on his main page, the three hashtags next to the cover of the ep I created so that visitors to the webpage would instantly associate the social media promotion with that of his internet page. This perfectly sampled how Henry as an artist uses multiple forms of media to give audiences a dynamic, cross-convergence experience.
This is how the hashtags now look upon the homepage and the tweets on the Merchandise page.
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