Unsigned artists are faced with an abundance of challenges regarding music promotion, including: poor income from gigs, a few dedicated fans, lack of money to record and promote records, unfamiliarity with how the industry works and a lack of effective music management skills. However, as digital technology has rapidly progressed and the technological convergence of equipment enables almost anyone to transform into prosumers, the media industry have become affected since we too hold the power to produce and distribute media texts potentially worldwide.
For aspiring musicians such as JR Aquino, self-marketing is essential in order to build a stable worldwide fanbase, increase brand-identity/star-image and to appeal attractive to record labels. JR has achieved the above-mentioned through self-marketing via the Internet and has taken full advantage of all media platforms available; he is proof that that the web can bring unsigned artists into the limelight and gain them a worldwide audience, simultaneously challenging the 'Big Media's' monopoly. Essentially, JR Aquino has managed to find his niche and harness it.
By adopting a critical perspective on self-marketing, I began to think that JR's covers may simply act as a novelty to gain him viewing hits and recognition, since it is through his covers that most people discover his original material. Selecting YouTube as a marketing technique allows him to market his original material and establish himself as an independent singer-songwriter who actually writes his own lyrics and composes his own melodies - an attribute that his viewers certainly respect him for. What's more, YouTube provides easily accessible links to JR's iTunes page (http://itunes.apple.com/gb/album/exposure/id351883062) where fans can purchase his debut album 'Exposure' - a fitting title considering that is exactly what Youtube has gained him...
YouTube
Following his short-lived debut on American Idol (Season 4), JR Aquino has gained worldwide exposure by posting original material as well as covers on YouTube and currently has over 451,067 loyal subscribers. Although media theorists argue that such user-generated content doesn't construct a new media language and fails to meet professional standards (e.g. JR often performs with his living room/bedroom as his backdrop, although viewers can find this to be endearing), the sheer fact that unsigned JR is using the Internet as a multi-media portal to showcase his talent and increase his brand, seems only logical. A key benefit of JR's YouTube channel is that it enables him to connect with a global audience and effectively sell his personality as well as his music. For instance, he self-markets himself as a down-to-earth 'guy-next-door' through his humorous update videos and vlogs which help to build a close relationship with viewers. JRA shows his appreciation to his fans via a personal 'thank you' video.
By adopting a critical perspective on self-marketing, I began to think that JR's covers may simply act as a novelty to gain him viewing hits and recognition, since it is through his covers that most people discover his original material. Selecting YouTube as a marketing technique allows him to market his original material and establish himself as an independent singer-songwriter who actually writes his own lyrics and composes his own melodies - an attribute that his viewers certainly respect him for. What's more, YouTube provides easily accessible links to JR's iTunes page (http://itunes.apple.com/gb/album/exposure/id351883062) where fans can purchase his debut album 'Exposure' - a fitting title considering that is exactly what Youtube has gained him...
Social-networking
'There was a time, six or seven years ago, when a musician could have a MySpace page and be done with it.' - BBC Introducing
With nearly 600 million users worldwide, Facebook is the biggest online community. JR Aquino has a musician page on Facebook and currently holds over 67,535 'likes', highlighting that it is easier than ever for unsigned artists to maintain a presence. JR regularly updates his Facebook, listing his musical interests and 'sharing' his latest YouTube videos of original/cover material with his fans, which undoubedtly makes them feel as if they are part of his 'social-network' and that they know him on a more intimate level. In addition, JR's actual Facebook profile indicates that he has over 4,328 'friends', some of which are obviously his dedicated fans and by allowing his fans to enter his personal, social world, he exudes the instant impression that he truly values his fans and is a caring, warm-hearted character - all contributing to his approachable 'guy-next-door' star-image. http://www.facebook.com/jraquinomusic
Twitter is the online microblogging service which enables people condense their 'daylong brainstorming' into text-based posts known as 'tweets'. JR Aquino has over 79,915 followers who are, again, free to enter his social world and interact. As well as promoting his latest YouTube videos and upcoming shows, JR finds the time to tweet about daily occurrences which identify him as a personable character and through this type of self-marketing, he is ultimately representing himself as a normal, relatable guy which appeals to his demographic of young Filipino, American and British teenagers. http://twitter.com/#!/jraquino
Twitter is the online microblogging service which enables people condense their 'daylong brainstorming' into text-based posts known as 'tweets'. JR Aquino has over 79,915 followers who are, again, free to enter his social world and interact. As well as promoting his latest YouTube videos and upcoming shows, JR finds the time to tweet about daily occurrences which identify him as a personable character and through this type of self-marketing, he is ultimately representing himself as a normal, relatable guy which appeals to his demographic of young Filipino, American and British teenagers. http://twitter.com/#!/jraquino
Star-Image
JR Aquino describes himself as a combination of R&B, Pop and Soul - an 'urban' star. However, his appearance reflects a simple representation of normality, in the sense that he avoids conforming to the typified flashy/egotistical image demonstrated by urban-archetype, Usher. (see post on Star Persona Influences here) Instead, JR often sports a 'softer' urban image by incorporating casual, earthy/woollen clothing into his look to exude a relaxed and easy-going persona.
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