Explore the marketing strategies used by your selected industry.

Nirvana were a grunge band from the 1990's that aided the creation of the sub genre 'Grunge'. This genres ideology was based around influences from rock/punk and pop. The bands values were orientated around anti materialistic and anti capitalism, these values being included in their most successful album 'Nevermind' as the cover features a baby swimming chasing money, representing how society on the whole is dictated by money. Nirvana were originally signed to the record label Sub pop, realising their first album 'Bleach' being a niche heavy rock based album. However, this record label was not large enough in order for the band to reach the masses of the mainstream. As a result the band signed with Geffen, realising their second album 'Nevermind'. In addition, as the label could target the mainstream, their second album became a more mainstream based album, still featuring conventions of grunge.

As the Internet was not readily available for Nirvana to use, their strategies were different in comparison to Radiohead and Lady Gaga, in which used online social media to promote and increase awareness. In particular, as rebellion is a theme of their music this was included in live performances to promote through the word of mouth. An example includes on the Jonathan Ross show the band were originally supposed to play 'lithium' this being a pop based single that would gratify the masses of mainstream, however, the band chosen to play a different song being territorial pissing that has connotations of heavy loud distortion being conventions of the grittiness of grunge. Teenagers were gratified by this theme and therefore this became a discussion point with social integration becoming dominant.

Nirvana relied on other forms of digital technology in order to promote their music. MTV was a show that allowed for the band to illustrate their ideologies with public stunts similar to the Jonathan Ross show. Specifically, on a episode of 'Top of the Pop's" the band mimed the playing of their instruments with loud distortion, whilst Kurt Cobain the front man sang very out of tune on purpose. Again this was a typical strategy in order to have an impact on its audience, presenting the impression of mocking and rebelling against set rules and regulations of society.