The goal of the music marketing/brand development project was to create a plan to build a successful brand for our band, The Romantics.
My team and I started by creating research charts of two companies; Sony Music Productions, founded in 1929 by Sony Entertainment, the company that owns them; Universal Music group, founded in 1962.
For SMP we researched Doja Cat and Prince. We learnt how Doja Cats audience consists of young people and she markets her brand to them by using online platforms such as Tik tok, one of her main marketing platforms, which she uploads videos to. We too like Doja, understood the importance of recognizing what platforms our target use, Instagram (reels), Tik tok(videos), and YouTube(shorts and videos). Doja made a dance to one of her sounds which went viral and gained exposure for her brand. We learnt how she attracts her viewers by using unique eye catching colors, outfits, and props in her music videos and often too in her personal life, which allows her to constantly be marketing her brand. Our video was set in a grocery store which had colorful background, we used close ups and pans to show the products’ colorful aesthetic.
Prince used the element of surprise to attract his audience, he would do spontaneous releases. He used his signature color, purple, to brand himself. The color represented his boldness and style. We utilized this as well with our brand being associated with the colors pastel blue and pastel pink, which represented our retro pop style.
For UMG we chose to focus our case studies on Ariana grande and Carly Rae Jaspen. Grande understands her target audience, Millennials and Gen Z, they want to experience the music. Grande took advantage of this knowledge by applying it to her brand; in 2018 she released her album “Sweetner”. She had created a virtual reality in which fans would go on a sort of adventure, fans would use a selfie filter that would guide them to billboards with codes that would be used to win her merchandise. We learnt how doing this not only engaged her audience and attracted more listeners but also, with the prizes having her brand on them, promote her. We took this into account when designing our products and merch.
Carly Rae Jespen, known by her fans as Jespen, relates to her audience through her music, she makes it simple and understandable while still keeping it interesting. We attempted to do the same, stick to a simple story, act it out, and add visual interest through mise-en-scene, and how we composed and shot our shots. Just like Jespen we built a website to allow further accessiblity to the public, we included socials, music video links, concerts, and merchandise.
Having done our research we were ready to start the music video. We first chose the setting, the local Publix, this gave a more familiar feel to the video. We created our storyboard and made sure to add a balanced amount of technique, so it wouldn’t be boring nor too cluttered. Since the background would be very colorful and busy we decided on a simple outfit, we would all wear blue jeans to show unity and blue and pink shirts and accessories to represent our brand’s signature colors.
Our main distribution platform was YouTube, where we released our music video. We also used cross media convergence by offering CDs to suit our listeners preferences.
For the presentation we wanted do a recording in which we would all be talking about each slide in case one of us wanted to add on or a point was forgotten to be mentioned. So we gave it a try, unfortunately it did not work out as we lacked a quiet environment and did not have enough time. Instead each group member would present their designated slide. We decided dividing the presentation based on the ones we completed would be the best approach, considering most the slides we would be presenting would be the ones we made. We went on and each individually recorded our portions of the presentation that were later edited into one audio.
Looking back I would say we managed our time nearly perfectly, this was one of the key elements that lead us to succeed in completing everything within our given time frame. I believe we could have achieved a better outcome by dedicating more time to plan the story board. I will definitely be taking this project as a learning experience. This process was very eye openeing, I don’t think I ever really understood how much time, effort, and dedication it takes to create a campaign.
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