Music Marketing Project Reflection
Violet Hart
Background:
Creating a music brand from ground zero can be a rather extensive process, however, correct research, creativity, and the ideas/input from diverse minds, all work together in producing a successful brand.
The genre we received for the Music Marketing Project, was rock/heavy metal. Our approach to this project was very organized and divided. We decided to begin our process by doing some background research on the rock/heavy metal genre, along with some artists in the genre. We made sure to know the origin, targeted audiences, performance types, usual marketing/distribution strategies, and the different conventions within the genre.
Artist’s background
For the artists, we decided to research artists that have just started to grow their platforms/brand, and artists that have already developed their brand and have became globally famous. We did this so that it would be easier for us to create steps and the processes listed above for our artist. The artists that were researched include Kaleo, John Harvie, Bon Jovi, and The Imagine Dragons. Although almost all of these individuals come from different generations, they all carried out intelligent marketing strategies to attract their targeted audience and further grow their brands. Some strategies every artist had in common, was the inclusion of a website and social media. All of their websites offered apparel (T-shirts, hoodies, etc.), tour dates and tickets, information about upcoming events (like festivals), biographies, and connections to their streaming services. Fans now have an easy way to acquire information about their favorite musicians and to purchase great goods thanks to the use of websites. New audiences not only receive this information but also have the opportunity to learn more about the performers. Additionally, social media is a very common medium that millions of people utilize today all over the world. Therefore, it is a clever and convenient approach for artists to market to their intended audience. Social media may not only enlighten fans but also draw in new ones when their profiles are recommended as a result of their algorithm.
Developing Our Brand (Violet Hart): Music video Portion
Following our investigation, we started to incorporate our new insights into our concepts. We were handed the Tracy Bonham song "Mother Mother."
The song has a strong sense of rebellion, like many others in the rock genre. A girl being sent away from home is the subject of this song in particular. BonHam recounts her actions and what her mother might make of them. We had a different idea of the story we wanted to tell in our music video. The song will be about a girl who runs away to follow her goals, we agreed. The justification for this is that it produced a better story for the artist and a bigger target audience. The target market is women between the ages of 14 and 25, who are most prone to experience rejection from family members or society as a whole. It is admirable that our artist has the courage to put everything on hold in order to pursue her aspirations.
We selected purple and black as the primary colors for the style and aesthetic of our music video and brand. Boldness and disobedience are shown by all of them when taken collectively. The promotional/storytelling music video we created features these colors extensively. Different views and a number of jump cuts are used in both halves of the music video to tell our story. Additionally, constructing a well-produced plot and music video was made easier and more clear by establishing a music video blueprint or storyboard.
Planning Our Brand:
Our brand's marketing plans are designed to increase the popularity and commercial success of our artist. As a source of information and inspiration, we mainly drew from the case studies we completed on other musicians and rock businesses. We also made extensive use of the knowledge we gained from in-class lessons. For instance, as I previously indicated when discussing other artists, social media is one of the best available marketing tools, therefore we set up accounts on a variety of platforms. (Instagram and Tik Tok). We used technical and cross-media convergences, such as products(merch), rage room, and other advertisements with businesses, to the principles we learnt in class. Our brand is introduced to a larger range of audiences thanks to this technology.
Marketing and Prodcution Steps of our Brand:
The strategy we chose to employ for the development of our artist consisted of three steps. Our first step is to begin performing at different gigs to get exposure. Some of the gigs include local restaurants, small festival/ event performer, and concert opener. Most of the following gigs will contain flyers to let the audience know who is performing and where you can find more information about our artist. Our second step is signing with a record deal company. For this artist in particular, we chose to sign with Elektra records (represent Kaleo and John Harvie from our case studies) Elektra records is a record label of wide variety of artists, that has also represented some of the most famous rock artists such as Queen, AC/DC, and Metallica. When Violet has gained some notoriety and is prepared to reach a large audience, our last step is to release new songs, participate in interviews and meet-and-greets, and release her debut music video. These activities will be followed by the release of merchandise featuring Violet's new music. Naturally all of the steps mentioned above will be followed by and contribute to the expansion of her website and social media platforms.We decided to take these actions in order to develop our artist's audience and to enable her to engage with them. We considered using a TikTok account as one of many things that might be a nice method to communicate with them. In the present world, a lot of people between the ages of 14 and 25 (Violet's target group) rely on that platform as their primary social media source, thus by truly matching her audience with her brand, that inclusion guarantees that she will gain a following. Additionally, everything went as planned during the production of our song video. The components we used to better tell her tale and give it more meaning
Presentation:
Since everyone in our group knew what they were enthusiastic about in relation to the research, producing our presentation was time-consuming yet easy to carry out. We had our strategies and steps thoroughly prepared and knew how we wanted to present our artist, but we wanted to make sure that our audience also understood the goals and ideas we had set for our brand. Also, the concepts we came up with to make sure our artist was successful. After determining who was going to present what, we practiced our slides in order to fully comprehend our subject matter so that we wouldn't need flashcards or the slides to explain our brand and the steps we took to establish it. The slides could have been divided more evenly, but I think we did a nice job of maintaining a pattern with the colors and information within our slides.
Reflection: I discovered and realized various things during the process of working on this project. One of the most important lessons I took away from this experience was the difficulty of starting from scratch and ensuring someone's success. Also, creating a whole person with an intriguing story to engage audiences. I realized that it takes a lot of thought and work to build a brand from ground zero, however, if you plan meticulously, it becomes much easier. It was important to understand the notion of a person as well as our target audience. Without knowing who they are, it is almost impossible to build a successful brand. As I mentioned before, the use of planning and careful decision-making was extremely helpful, and will be helpful for many components of my Cambridge Portfolio. For instance, having a plan or an outline when brainstorming will help you profoundly analyze your ideas and see how they can be efficiently developed. Different elements of film (mise-en-scene, shots, angle, composition), marketing (social media and websites), and cross convergences (ads and merchandise) all play an extremely large role pertaining the growth of an artist. Additionally, time management is also an exceedingly useful technique when developing a media project, in this case a brand. A video and project can be improved overall by using a schedule/agenda to assist you in knowing how much time you have to brainstorm, plan, script, film, and edit. Overall, this project was absolutely advantageous, and taught me how to create something of high quality. It allowed me to understand the development and process of creating a flourishing brand, regardless the sector of media.
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