Music Marketing #2

Video documentation of the Music Marketing Project

Video Documentation Link

Music Marketing Project

 Music Marketing Project  

For the music marketing project, we worked in groups of four. Given the assigned music genre, R&B, and previous research on its most prominent artists, history, companies, marketing, and distribution, we were instructed to create a marketing campaign for a new music artist/group to build the brand from the bottom up and a marketing campaign to introduce the musician(s) to the public. 

First, given all the different activities we had to cover, as a group, we decided to create a schedule including the different parts of the project and how to strategically organize our time to successfully complete our project.  

Then, we received a folder including 3-4 songs representing the R&B genre, and based on our options, we chose the song Coming Home by Leon Bridges to represent the first single released by the artist/group since we considered that the song's lyrics, ambiance, and melody were the most representative of the music genre. Once we had selected our song, we decided to develop the artist around the style and the message perceived from our song. Therefore, we decided that our music project would consist of a band of three female members called The Brokers, and we decided that the overall aesthetic representation of the band would evolve around the mixture of old-fashioned styles as well as modern music, as well as making the brand's representative colors orange and black based on our emotions and sensations perceived from the song. 

Afterward, we discussed further the band's identity, target audience, and marketing strategies. We decided that the names of the band members would be Ann Marie (lead singer), Deborah Collin (pianist), and Kiara Willis (trumpet player). We decided that our target audience would be mostly young individuals (mostly females), teenagers, and people between the ages of 18 and 24. The music production has a representation of what could be identified as music from previous decades, with organic sounds combined with some technological and futuristic concepts of the modern age, giving more urban vibes, which, based on our research, is mostly common in younger audiences. 

Subsequently, we decided to come up with all the marketing strategies, digital and non-digital, for our band. The band will release their first single and music video on YouTube since anyone with an account can upload content, and there is no charging fee for it. YouTube's algorithm prioritizes the content for audiences who are interested in similar music. The music video will successfully work as a marketing strategy since it is a combination of a promotional and storytelling style; therefore, it showcases the band and has symbolic visuals paired with the song's lyrics.  To strategically plan the visuals and video shots, we created a storyboard to properly create it. 

Furthermore, we shot the different scenes for the music video, including promotional and storytelling. 

Lastly, the band will create social media accounts on popular and relevant apps such as TikTok, Instagram, and X. The band will also create a webpage to properly share relevant information and upcoming releases. The members constantly upload content and information, and based on the algorithm, their audience will increase. The band will also do live presentations on commonly visited places such as restaurants or bars over time, and over time, the band might as well be the opening act for various artists that are relevant to the music industry and the R&B music genre. We decided that the band would do different collaborations with small brands that align with the essence and the aesthetic of the band, such as. H&M, Urban Outfitters, and Addidas.