PLANNING: HOW MY BAND DEVELOPED ITS STAR BRAND

I am investigating how One Republic publicize themselves and how they attract and address their audience. For Steve Archer, 'the meta-narrative is a term that describes the development of the star image over time, the stories that surround a particular artist.'(Media Magazine February 2012)

They reach audiences online through their own website, Facebook, Twitter, Youtube, Spotify playlists and video links. 
For example- 
Facebook

Facebook is a platform where audiences catch up with the band's most recent activities, for example like new single release and the next tour etc. They chose to use the cover of their new single- Feel Again as the profile picture and an artistic photo of the band in red as the cover photo. It is a very eye catchy combination and it grabs the audiences' attention.

The band also posts their own Spotify playlist on Facebook.

The band put up pictures of their tours on Facebook and they attract and retain audiences by saying " We'll be back before you know it"

Twitter

Twitter is also a main platform where One Republic shares all their news and thoughts with their audiences.  In this tweet, they are sharing the new song titles from their new album.

The band also posts pictures  on Twitter. When audiences go on their Twitter, it almost feels like they are their friends, as they can see pictures of the band and all their latest activities and places they have been. It gives the band a really friendly image.

Official website

One Republic also has their own website. They post video of the band in the studio, and they also have direct links to their iTunes, Youtube channel, Twitter, Facebook and Amazon page.

Every Beat Matters campaign

OneRepublic’s new music video for “Feel Again” was released in August — escorted onto YouTube and Vevo with a social good initiative benefiting Save the Children and Ad Council’s “Every Beat Matters” campaign.
Dubbed The Heartbeats Project, the online initiative from ad agency BBDO began when production company Rabbit Content recorded heartbeats of healthy children in Malawi and Guatemala. OneRepublic used the heartbeats as inspiration for “Feel Again”.
Every paid download of “Feel Again” on iTunes throws money into the movement’s coffers, eventually helping to prevent the death of infants and kids across the globe.
The campaign is spreading on social media. At EveryBeatMatters.org people are clicking on the “Tweet This Heartbeat” button to tweet this message:

The site also lets you listen to the kids’ heartbeats and has a Heartbeat Portrait Maker, which takes one of your Facebook photos and transforms it into a portrait created from mini heartbeat waves- which is how the band created their Facebook cover photo.

“Every year, about 7 million children die of largely preventable and treatable causes, such as malaria, diarrhea and pneumonia,” says OneRepublic’s record label, Interscope. “‘Feel Again’ was inspired by the heartbeats of children in remote villages where children are in need of life-saving care.”

I think it is an excellent marketing strategy because it shows that the band has social awareness and create a very positive brand image among audiences. Since every paid download donates money to the campaign, more people are likely to buy it as they can get the song and raise funds for the charity at the same time.

Television
"Secrets" was used in a promo for the sixth and final season of Lost. It was also used in the 2010 film The Sorcerer's Apprentice and in promotional material for the TV series Pretty Little Liars and Nikita and was featured in 90210, 30 Rock and CSI Miami (Season 9 Episode 6) as well. 

Four songs were featured on The Vampire Diaries, "Say (All I Need)" and "Marching On" in season 1, and "All This Time" and "Come Home" in season 2.
Other songs have also been featured on the TV series One Tree Hill, Gossip Girl, and Castle.The song "Good Life" is featured in the trailers for One Day and Eat Pray Love, as well as in the film Easy A, an episode of Cougar Town and in recent Disney Resort commercials. It has also been used in a Honda commercial.