Background of Iglu & Hartly

• The group met at the university of Colorado. Jarvis Anderson, Sam Martin (vocal keys), Simon Katz (guitar).These three began making music that, ultimately, made them. Unable to contain the energy, and unwilling towait for their diplomas, the boys quit school and moved to the electric neighbourhood of Echo Park, California(just east of Hollywood) where they began knocking on club doors and asking to play shows.

While enduring a circuit in the glitter and grime of seedy Hollywood night clubs, the band simultaneouslyembraced in the South Bay of Los Angeles, a beach community with a strong punk rock heritage, home tolegendary bands such as ‘Black Flag’, ‘The Descendents’, ‘Circle Jerks and Pennywise’, ‘Leave Your Malibu“Sunshine Dream” at the door……

Shortly after moving to Los Angeles, Luis Rosiles flew from Jarvis’ hometown of Chicago to join the band astheir drummer, and LA local Michael Bucher joined as bassist.

With over 200 shows under their belt in Los Angeles, Iglu & Hartly has gelled into a force to be reckoned withon and off stage.

Iglu & Hartly joined forces with Mercury Records to bring in its debut release, “& Then Boom” to the masses,where it belongs. The September 22nd release date marks the beginning of the band-centered, worldwidemarketing effort, including touring and promo activities in every major market in the world. Eleven songs,recorded in the living room of the Echo Park house they have lived in since moving into LA. No filler.

http://www.youtube.com/watch?v=XFcZgrYsBSw

Image Constructed in Early Years

• Tom Petty meets the Pointer Sisters in a neon karaoke bar in Tokyo singer Tina Turner. The music is a sonicmilkshake, a genre blending, culture-defying laser show. Synths, raps, explosive hooks, colourful bridges,sailboats, inspiration. “Were F****** Widescreen,” says Jarvis Anderson, lead vocalist and producer for Iglu& Hartly. “The album’s like that scene in The Wizard Of Oz when the picture flips from black and white intocolour.”

• This sparked a concept for Iglu & Hartly to work with that their music should be care free and supportpeople with the same positive attitude in life and this is what Jarvis had to say on behalf of the group abouttheir music…”We want people to listen to our music, be inspired, look inside themselves and work out howthey can dominate the world in their own unique way,” says Jarvis. “We’re about smashing down barriers.”

• So welcome to the world of Iglu & Hartly is essentially what the band are saying and portraying as theirimage and this is undoubtedly backed up by their music videos and the lyrics in each and everyone of theirsongs to date. Their biography quotes…”A world of hope driven by heavy synth. A world soaked in beer andsweat, borne from heart and soul. Welcome to the movement of kids worldwide who have heard the world,who believe, who live like us. Uncompromising, undeniable, uncontrollable, unstoppable!”

“When it comes to what we believe to be true in everyway, it’s YOU.”

‘And Then Boom’

How has the Image Developed? This was the bands firstalbum, ‘And Then Boom’

They went from venues such asthis where a few hundred werecrammed into small bars……

……to huge venues such asHermosa Beach and CentralPark where thousands uponthousands attended!

• Since the band released their debut single,‘Violent and Young’, on U.K label companyAnother Music = Another Kitchen in June2008; Iglu & Hartly signed to MercuryRecords soon after and made plans to releasetheir next single, ‘In This City’, in Septemberthat same year.

What is their current image?

• Since Iglu & Hartly were properly establishedin 2008 and they had signed their first recordlabel they have gone from strength to strength.My group and I believe that they will becomehuge and that we have merely discovered andrealised this potential prospect earlier than mostof the public to date. Their own website, writers,Followers, fans and of course family supportingThem the only way is up and their current imageis still that of when they began, that the world isours to conquer in our own unique way. Thelyrics from ‘In This City’ in particular are fairlystrong and send a very positive message outabout our society today.

“And I found that round here, that I won’t disappear,I’ve got nothing to fear, ‘In This City’.”

What are their videos like…and how does it Compare to our idea?

• The vast majority of Iglu & Hartly’s videosare image of the band themselves in eithera recording studio, on stage performing liveor in any location together but still with theinstruments. As you can see from the videoearlier posted of ‘In This City’, the band relyon instinct and occasionally use specialeffects but still keep their videos very simplewith a lively and feel good factor, which iswhat my group and I are looking to recreatebut with a different story line. This link justgives you a sense of how Iglu & Hartly haveworked the crowd and delivered their ownmessage even through live performances,where a massive 40,000 people attended.

http://www.youtube.com/watch?v=6IZ81Nkubwk

So regarding our idea, the main focus will be to do with their powerful and very easily rememberedlyrics. ‘In This City’ will be represented by London and everything good about it, along with a love

story regarding a young boy who is invited to the city by his girlfriend but is temporarily mesmerisedby the beauty and tranquillity of London. The boy will have a permanent expression of joy and genuine

happiness, which is Iglu & Hartly’s main concept along with the world is your oyster and there is nolimits, “Were about smashing down barriers.”

More about their Image and alsoTarget Audience

So to dive deeper into the image of Iglu & Hartly we have to look at their target audience and how they go about attracting them.As mentioned in a voice over done by me and a fellow colleague regarding target audience, there are many different aspects inwhich Iglu & Hartly portray themselves and sell their own unique image.

Demographic examples lead to a sense of young andreckless teenagers, showed largely by the band members both individually and collectively as a group in the way they interactwith their fans at live gigs, throwing themselves into the crowd is a pretty good example. ‘YAKS’, (young, adventurous, keenand single), this abbreviation fits the band perfectly and their image gives off this vibe. When it comes to psychographics andthe general nature of the band Iglu & Hartly give us their audience the impression of a care free lifestyle, where everyday istreated as your last and living life to the absolute full is almost the only law in their minds. The target audience can certainlyrelate to this as they will share same sort of morals and lifestyles as the band. Explorers, people that love taking risks and think‘Nothing In Boxes’, which is the kind of approach my group and I are attempting to have towards this years project. Reformersand also strugglers are groups of people that Iglu & Hartly will also be aiming at pitching their image to.

How Iglu & Hartlyintend their many fans to consume their media they must look at what image they give out regarding their own personal use.Many of the bands music videos hardly show a computer or mobile phone and technology is scarce, but this only adds to theircare free image and saying that they do not care for these things in life and that the simple things make them happiest, such asthe music they produce from the heart and friends and family, which is the right way to be for me personally and one of thereasons that I now love this band since digging deeper into their history and different backgrounds.

So as you can probably tellfrom this little insight is that Iglu & Hartly just want to have fun, and barely even glimpse or think about even for a split second,the troubles around the world today. The image they give out ultimately will determine their target audience and who theyattract from these audiences, but most importantly Iglu & Hartly must keep this current image to be consistent in their work andmaintain the message they send out to the public, this way they will be recognised a lot easier and become even more unique.

More about their Image and alsoTarget Audience

So to dive deeper into the image of Iglu & Hartly we have to look at their target audience and how they go about attracting them.As mentioned in a voice over done by me and a fellow colleague regarding target audience, there are many different aspects inwhich Iglu & Hartly portray themselves and sell their own unique image.

Demographic examples lead to a sense of young andreckless teenagers, showed largely by the band members both individually and collectively as a group in the way they interactwith their fans at live gigs, throwing themselves into the crowd is a pretty good example. ‘YAKS’, (young, adventurous, keenand single), this abbreviation fits the band perfectly and their image gives off this vibe. When it comes to psychographics andthe general nature of the band Iglu & Hartly give us their audience the impression of a care free lifestyle, where everyday istreated as your last and living life to the absolute full is almost the only law in their minds. The target audience can certainlyrelate to this as they will share same sort of morals and lifestyles as the band. Explorers, people that love taking risks and think‘Nothing In Boxes’, which is the kind of approach my group and I are attempting to have towards this years project. Reformersand also strugglers are groups of people that Iglu & Hartly will also be aiming at pitching their image to.

How Iglu & Hartlyintend their many fans to consume their media they must look at what image they give out regarding their own personal use.Many of the bands music videos hardly show a computer or mobile phone and technology is scarce, but this only adds to theircare free image and saying that they do not care for these things in life and that the simple things make them happiest, such asthe music they produce from the heart and friends and family, which is the right way to be for me personally and one of thereasons that I now love this band since digging deeper into their history and different backgrounds.

So as you can probably tellfrom this little insight is that Iglu & Hartly just want to have fun, and barely even glimpse or think about even for a split second,the troubles around the world today. The image they give out ultimately will determine their target audience and who theyattract from these audiences, but most importantly Iglu & Hartly must keep this current image to be consistent in their work andmaintain the message they send out to the public, this way they will be recognised a lot easier and become even more unique.