Behind the Music Marketing Project

 

The music marketing project represented a challenge for my team. The objective was to create a campaign to promote a new musical artist. In our case, the assigned genre was POP. We were asked to select a musical theme from four options; my team chose: "Electric Feel" by MGMT.

Research

We started the research by completing a chart with the main characteristics of the genre and its marketing. We did very well in this part, analyzing four artists and two record companies. My case study was about P. Diddy, a controversial singer and producer. Part of his success in music is due to collaborations and constant use of social networks to promote himself. My teammates had similar conclusions with each of their cases.

Research Chart 

Pre-Production:

With the results of the previous research, we had to analyze the characteristics of the genre to be able to start working on our campaign. In this part, we split up and created a production schedule, the storyboard, and the preliminary research to make our artist.

We called it Star Struck, a pop band based on nightlife and keeping a party vibe with music about individuality and chasing dreams.

                                           

However, we could have had a better result in our group meeting evaluation in this part. Although we had each assignment on time, the data collected to create our campaign needed to be more convincing and with more reliable sources.

As for the storyboard, it was related to our objective: to create a video for the band's launch. The brand identity we sought was to reflect a vibrant mood, full of energy, and inspired by parties, beaches, and nightlife.

Storyboard

Production:

For the video, we recorded separately interpreting the chosen song and mixed it with videos and images that would reflect the mood of our artist. I had the opportunity to record with my cousin, who plays the drums and sings as part of the chosen musical theme. I used a front camera with close-ups and a medium shot for the drums.

The video was fun and full of elements reflecting the band's personality, such as adventures, parties, friendship, and a vibrant experience. Yes, we used stock images to reflect the beach and party vibe, which we combined with pictures of the team members. The editing was cut mainly by cut.

Watch the video

Presentation.

We made a PowerPoint with the main marketing characteristics of the Pop genre and the creation of the campaign for our band Star Struck. The idea was to present the band at an outdoor event and announce it through social media.

In conclusion, the objective of the work was to create a fictitious artist based on the marketing characteristics of the pop genre and create a campaign for its presentation. We designed some strategies, such as using social media,  a music video, and presenting the band through a party event. Marketing is a complex job. 

Watch here the process of developing our music marketing project

https://drive.google.com/file/d/1tekqq-aSKJyMyzVsUhUR1iEIqt5IgiXY/view?usp=drive_link

Music Marketing Research

I am currently working on the Music Marketing Project.

The project involves creating a marketing campaign for a new music artist or group. My team was assigned the pop genre. We received a folder including 3-4 songs representing POP, and we selected "Electric Feel" by MGMT. This song will represent the first single released by our artist. 

Our first assignment was to research POP marketing characteristics. We selected two record companies, Universal Music Group and Sony Entertainment. Both have extensive experience in the history of music. We focused on four artists, and through the example of their stories, target, and marketing distribution, we established some characteristics of pop marketing, such as the use of social media, collaborations, target, trends, brand identity, etc.

My case study was the controversial P Diddy. Since he has had a successful marketing campaign regarding his music, production, and use of social media and digital distribution, I took some examples to enrich our artist's proposal.

After that, we decided to "create" our artist with a modern, electronic style: we called the band Starstruck. They are an indie-pop artist with a glow-wave aesthetic. They promote embracing individuality, chasing dreams, and escaping into music.

The idea is to generate a brand identity that is fun, young, and all about positive energy, self-expression, and creating a sense of community with their fans through the use of several social media to connect and expand her fanbase, including TikTok, Discord, and Instagram. They will also make special events and merchandise displayed on the website and through collaborations, just like P Diddy and other pop artists do with their brands.

We have established a work schedule and are in the pre-production stage, having already drawn up the first sketches of our storyboard. 

The goal is to be able to make a video and present our Starstruck through a campaign that includes the actual main characteristics of music marketing: streaming distribution, target reach through the use of social media, seeking collaborations with other artists and personalities, and presenting merchandise and accessories as part of the brand identity.

Down below is a document about our process of planning: