Music Marketing : Wolf Alice

Wolf Alice are an English rock band. They were formed in London by singer and front woman Ellie Rowsell and guitarist Joff in 2010 , later adding Drummer Joel and bassist Theo to the line up in 2012. They released their first EP in 2013 and then their first album My Love is Cool in 2015. Their first three albums were released under the label DIRTY HIT however their upcoming album The Clearing is being released under RCA Records. They have become known for creating timeless indie classics with influence from shoegaze such as Bros and Don't Delete the Kisses, which became their first single to chart on the UK top 100. It also led to them winning the 2018 mercury prize and has been used in many media such as Heartstopper.

Wolf Alice are set to released their fourth album The Clearing on the 22nd August, introduced by rock anthem lead single Bloom Baby Bloom, and then the much slower second single The Sofa. Compared to the first single music video, a bold glamorous showcase performance inspired by 1970s glam rock. This video is a much more humble peak at the band and their sound.

In the opening shot, we are given a symmetrical wide angel shot in a living room, very fitting for the song title, with 70s inspired decoration and fashion. Singer Ellie is sat on the sofa, a visual highlight of her vocals and lyricism. The rest of the band are in the background playing their instruments as this is predominantly a performance music video. The entire band are dressed in a very retro fashion heavily inspired by 1970s rock bands such as led zeppelin, the Ramones and the who. The group have openly discussed their influence from this era taking inspiration from the velvet underground after describing it as a flawless album in an interview. As this is only the second single, it gives a clear indication of the artistic direction for the rest of the album as shown also within the first single.

As the music video progresses, the couch begins to move and it travels throughout a street. This music video was actually shot in London, where the band are from. As in the song she is singing about being comfortable possibly the setting is somewhere familiar and comfortable to the band. As the sofa goes through the street, there are many characters in the background telling their own story, such as a couple getting engaged and a family watching TV.

There are even some sneaky hints to the band and the upcoming album, I am unsure whether the poster is hinting the track list or a tour however both have been announced since the music video was released.

Website

On the opening page of their website, Wolf Alice open promoting their upcoming album. The marketing for this album has been full force, consistent posts on social media including TikToks, countless interviews with magazines, radio shows and independent journalists. They have released many different formats for the album, alternative cover vinyl, signed CDs and even a limited edition collaboration with Blood Records. It is clear the band aim for not only critical success, taking a four year gap to perfect the album but also chart success, changing the release date once Sabrina Carpenter announced her album on the same release date. This motivation is reflected in their website, the centre button link redirecting you to pre-order the album, helping with chart success. Additionally, in the top left corner the band have rebranded their logo for the release of this album as it is better fitting for the aesthetics which has been the main image of this marketing campaign as well as the album cover of front woman Ellie.

The top bar have links to further promote themselves such as a link to their upcoming tour of this album, where to listen to the singles, watch the music videos and buy other merchandise on top of its physical format. The website is built with only one idea in mind and that is self promotion.

Olivia McKechnie