Music Marketing Post #1

                          

Rock Music Marketing




Background:

For our Genre for the Music Marketing Project, my group got rock/heavy metal. After receiving this news, my group and I were very skeptical about how we were going to approach the project, since none of listen or plan on listening to rock music. After lots of brain storming and planning, we managed to create a concrete brand.

Research:

The first step we took in developing our brand was researching the background and elements of the rock music genre, along with some artists within the genre. We focused on artists that're just starting to grow their platforms/brand, as well as artists that have already developed their brand and have became globally famous. Some of the artists we research include Kaleo, John Harvie, Bon Jovi, and The Imagine Dragons. All of the following artists/bands, regardless of their popularity, have created clever marketing strategies to reach their target audiences and further expand their brands. The main strategies every artist had in common, were websites and social media. The websites all contained merchandise (T-shirts, hoodies, etc) , tour dates/tickets, event information (ex. festivals) , biography's, and hyperlinks to their streaming platforms. The use of a website provides fans with an easy accessible tool that allows them to stay updated on information pertaining the artists as well as buying cool merchandise. While new audiences get this information, they also have the chance to learn about the artists. Moreover, nowadays social media is an extremely popular tool used by millions of people around the world. Which makes it a smart and easier way for artists to promote themselves to their targeted audience. Not only can social media keep fans informed, but it can also attract new fans when their profiles are recommended due to their algorithm.








Developing Our Brand (music video):


After our research, we began to apply our new knowledge to our ideas. The song we were given was "Mother Mother", by Tracy BonHam



The song amongst many others (in the rock genre) have a strong rebellious feel. This song in particular is about a girl being sent away from home. BonHam describes how/what she's doing and how/what her mother may think she's doing. For our music video, we had a different vision for the story. We decided to make the song about a girl running away to pursue her dreams. The reasoning behind this is it created a wider target audience together with a better story for the artist. The target audience is females aged 14-25 since they're most likely to be rejected or doubted by family and/or society. The fact that our artist was strong enough to leave everything behind just to follow her dreams is inspiring and intrigues the targeted audience.
For the design/aesthetic of our music video/brand, we decided to use red, purples, and black. These all work together to signify boldness and rebelliousness. We incorperated these colors throughout our promotional/storytelling music video. Both portions of the music video contain different shots and multiple jump cuts to convey our story. In addition, creating a music video outline/storyboard helped the clarity and process of developing a well produced story and music video.












Developing Our Brand (marketing strategies):




The marketing strategies we've created for our brand strive to make our artist become more popular and successful. We relied heavily on the case studies we completed on other artists/rock companies as a reference and inspiration. We also used a lot of information from lessons we learned in class. For instance, as I mentioned before when I talked about other artists, social media is one of the smartest marketing tools to chose from, therefore we created social media pages on multiple platforms.(Tik Tok and Instagram). Pertaining the lessons we learned in class, we used technological and cross-media convergences such as merchandise and Ad's with companies. This tool introduces our brand to a wider spectrum of audiences.




Challenges:

The group was pretty cohesive and we agreed on everything proposed, however we did come across a few challenges. Our main challenge was organizing our marketing strategies in an order that made sense. Since we had so many marketing ideas, it was difficult to make them all make sense and blend into one another. For example, an artist cannot go from

playing at gigs and local restaurants to having interviews with magazine companies, radio, and television channels overnight. The process would only make sense if the artist was signed with a record company first.




Final Step:

Our last step was putting our marketing strategies in an order to make our successful.

local restaurants as introductory gigs with flyers for the audience attached to let the audience.
signing a contract with a record deal (Elektra Records who represents Kaleo and John )
Social Media Platforms/websites
interviews/meet and greets