When it comes to designing a music marketing campaign and coming up with various ideas to promote new and upcoming artists, it comes with many factors of research on other artists and what specific audiences like and don't like.
At the beginning of the music marketing project, we started off with finding research of our genre which is country. Country is a very wide genre that holds many age differences from teens to adults to elders. So we wanted to find two artists from two major country music production companies and do some research on their marketing and distribution techniques to be inspired. The two companies we found that best fit our interest is Big Machine Records and Bloodshot Records. Both production companies have a variety of popular artists and their new releases and the latest news on the front page of their website.
Bloodshot Records layout features their artists latest music and music videos:
Big Machine Records and Bloodshot records have their similarities and differences. With Big Machine they are in a way more popular than Bloodshot Records but that is because every production company has its own way to market its work and some ways are more effective than others. Big Machine uses the media more to promote their work and Bloodshot uses other things like press kits. What we concluded based on our research is that the most effective way to make our artist known is to use social media as much as we can and promote the artist as frequently as possible but yet make it look casual.
When it came to brainstorming and planning on how we were going to put our artist out into the world we thought to ourselves what image we want, what audience do we want, and does our artist have a goal. We came up with the idea that we want to have a diverse artist that any gender, age, and person can listen to them. When it comes to having a diverse audience our artists have a big chance of being more popular. We want them to have an innocent and fun image so all ages can enjoy them, which means to remain pg-13 throughout their career. For our target audience, we want to range from young to as old as it gets, so when we want to distribute our content it will be released on various platforms in which most people of any age could find them.
Now that we found our target audience we can design our social media accounts, website, and merch. Everything in the music production and marketing industry relies on the audience, it is safe to say the audience is the most important factor because it depends on your success. We chose various platforms that would incorporate with for target audience goal. With that, we chose Instagram, Facebook, and Twitter. When it came to choosing the social media platforms we had to really think about what each of those platforms has in common and what they don't. The most obvious thing they do not have in common is their audience. So we chose Instagram to enhance the younger target audience since most Instagram users are young, and the same goes for Twitter and Facebook.
Instagram layout:
Website layout:
Our goal with technological convergence is to really enhance country music but at the same time be different than other typical country artists. Our websites and social media platforms would include all of our information about the artists and their music, merch, other social media platforms, and even future tour dates.
When it came to producing the music video we wanted to choose a place that has that country outside environment with animals, fire, and wood. The first music video has to be thought out well to get the target audience's attention. We also wanted to include props and the wardrobe has to match the aesthetic we were looking for in the video which is in country. In the music video, we wanted to have the artists have a storyline yet promote them and show their personalities to the audience. So to incorporate and comfortable and fun personality we decided to let the artists be in certain parts of the video where the storyline wasn't really relevant like the time when they'd be standing open and alone singing.
The photo is an example that enhances the country aesthetic goal we have with the cowboy hat, flannel, jeans, and the outdoors:
For the post-production parts, most shots and techniques were focused on the artist's face to promote them. The main character of the video was the artist we are trying to promote rather than the other two side characters featured in the movie. We wanted to add that warm tone to the video yet make it look casual and comfortable. The music video was made to look fun to the point where the audience enjoys it enough to watch it more than one time, which causes the film to have an increase in views.
Our goal in the presentation was the convince our audience of the strategies and reasons why and how we will promote this artist. We give various examples of different production and artist we are inspired by and show examples of what our social media accounts would look like.
What I learned from the project is how important an audience and social media play in the music industry when it comes to marketing. Social media is the outlet to make it out there and to easily promote someone more quickly and efficiently. Important aspects I can carry on to the portfolio project is to really take inspiration from other people's work. I find that inspiration can lead to creative ideas that then lead to success. Also, the research that was done at first really helped to get to know how the music industry works and how much they use social media to their advantage.
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