They are a Indie Folk band from Twickenham, UK. Being such a specific genre automatically groups the band as being an extreme niche. They started as a small eclectic band who supported various artists on tour for folk artists such as Laura Marling. They therefore were reaching out to an audience that appreciate that genre of music- which i feel for a new band placed in a Niche is an extremely good idea to get attention from critics and potential listeners.
SKY NEWS caught wind of this exciting new talent and decided they wanted to be the first to meet the band behind the new genre of folk-rock. Their debut single 'five years time' brought them attention by having the song played over a US car advert, which from a marketing point of view is a fantastic idea to raise awareness to a wider audience. By having their gigs being constantly reviewed by respected tabloids, this will further the interest to readers nationally.
What Noah and the Whale have done, is made themselves so seperated from the bands of today that their unique sound of uquileles and other foreign instruments that this is what attracts people to listen to their music. Whether the listener likes the music or not, is entirely up to them. With the media attention carefully sculpted around them. For my own use to promote an album, I would want to create this media buzz, to be spoken about on News channels to have families listen to the song on an advert.
A definite strong but subtle idea.
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