The goal of this project was to create a campaign for newly aspiring musicians. We were given a genre and 3 songs, which fit the genre, to choose from. The task was to create a music video, using the research we would acquire as well as the case studies, that would pair with the chosen audio. This would contribute to the musician’s campaign.
One of the main challenges of this project was time management. Seeing this was such a huge project covering so much it was truly a struggle dividing the project and organizing the steps appropriately. We figured the best way to go about it would be to set a goal, brainstorm how we would get there, and then divide and conquer. How we went about this process allowed all of our opinions to be expressed while still maintaining order and completing the task at hand efficiently.
Our group had been given the genre pop/throwback, we began by choosing the song Tonight by Phoenix. After analyzing the lyrics we came up with a storytelling/promotion video story; a girl who is waiting on someone who won’t show up. To incorporate the promotional aspect as well as add visual interest we would then insert clips of the musicians, this would also better allow the audience to connect and get to know the artists.
We then researched successful marketing and distribution campaigns that would resembled and suit ours, this gave us guidance. Applying this knowledge we began, for the aesthetics we chose the colors light blue and light pink to suit our throwback and pop theme, we made sure the font suited their style and emphasized their uniqueness. And so we planned what our website would look like.
To ensure our music would get to the right listeners we needed to understand our target audience, teenagers, being teenagers ourselves we already had an idea of ways we could distribute our music, we researched and found that our audience’s main platform used was online. Specifically platforms such as TikTok, Instagram,YouTube, Spotify, and Meta priorly know as Facebook, these were the distribution platforms our band utilized. We began to acquire knowledge regarding marketing techniques that would gain exposure which included short TikTok videos and reels on Instagram as a sort of trailer featuring the band and/or its products. We considered using other tactics such as posters(technological convergence). We also found that we could use technological convergence to our advantage by for example, gaining exposure from our merchandise and offering vinyl. We created an easy to navigate mock website which included their latest album, socials, tours, merchandise, and products which could be purchased through the website.
