Website Analysis

Twenty One Pilots - https://www.twentyonepilots.com

The top banner of the page is immediately visually striking due to the yellow and black colour scheme which has connotations of danger.

The rest of the header contains links to music videos, tour dates and the merchandise store.

Just below this there is a link to their latest music video for a song called "Level of Concern". This title demonstrates the  anti-mainstream style they are known for.

There is then another link to their web store which also shows some previews of their merchandise which follows a similar graphic style.

Currently, the proceeds of the band's merchandise are going to a charity called Crew Nation which supports live music crews through the coronavirus pandemic.

At the bottom of the page there is a section for tour dates which also contains the same colour scheme as their most recent album cover for "Trench". The background of the tour dates fits into their alternative style due to the use of flares and balaclavas which are typically associated with violence and danger.

If you follow the link to the web store you are met with a white page that is a typical commercial merchandise store. They also provide further information on Crew Nation and even have Crew Nation Hoodies.

Industry Research

Warner Music Group

About WMG:

Founded in 1958, Warner Music Group is an American multinational entertainment and record label conglomerate. It is the third largest company in the global music industry after Universal music group and Sony Music Entertainment. They employ more than 3500 people across more than 50 countries.

Values:

WMG believe it is important to put the artist first as well as being the best business possible. Their key values (as shown on their investors website) are:

Creativity and innovation - WMG attempt to emphasise creativity and freedom of artistic expression.

Competitiveness - WMG aim to be the best business and create lasting value for investors, employees, artists and customers.

Entrepreneurial Leadership - WMG encourage employees to take educated risks and think outside of the box.

Collaboration -WMG try to create a work environment that allows people to listen to one another and learn from one another.

Integrity - WMG believe it is important to adhere to high ethical and professional standards in all aspects of their work.

Diversity and Inclusiveness - WMG are committed to creating a diverse and inclusive workplace that fosters creativity and innovation.

Record Labels:

• Atlantic
• Fueled By Ramen
• Asylum
• Big Beat
• Canvasback Music
• East West
• Elektra
• Erato
• FFRR
• Nonesuch
• Parlophone
• Reprise Records
• Rhino
• Roadrunner Records
• Sire
• Warner Classics
• Warner Music Nashville
• Warner Records

Anti-mainstream Artists:

Muse - Warner Records

Twenty One Pilots - Fueled By Ramen

Alt-J - Canvasback Music

Slipknot - Roadrunner Records

Audience profile research

A Socially Conscious, 16-25, Middle to Upmarket Demographic

Many people in the demographic 16-25 would be considered socially conscious, meaning they are increasingly aware of the important social issues surrounding their lives. Many issues are extremely relevant to this demographic because they are directly affected by them. For example, mental health is an issue that is affecting more and more people every day and is extremely prevalent for 16-25-year olds due to factors such as social media. Another key issue would be climate change due to the long-term effects that will be more detrimental to younger generations.

As shown by the data collected above, there is a wide range of issues considered by the demographic with key focuses on issues such as climate change and social inequality.

This middle to upmarket demographic would be likely to shop mainly online due to the benefits such as pricing and quality however, they would also be likely to follow trends when investing in fashion and entertainment industries. This can lead to a fickle approach to purchasing, where the consumer is constantly looking for something better to keep up with other people.

Furthermore, this demographic typically has a large online presence when it come to media. Television is being overtaken by online subscription services such as Netflix and free online content such as YouTube.