After about 3 weeks, my Music Marketing Campaign Project has come to an end. For this project me and a group were tasked with making a Marketing Campaign for an up and coming artist. The only thing we were given was a song and it’s genre, we had to do everything else from scratch.
 |
| Band Logo |
One of the first things we did was research on the genre and successful artists and bands. We focused on 2 case studies from Universal Music Group and 2 from Warner Music. For UMG the two bands we referenced were AFI and Amaranth. And for Warner Music, we referenced The Orwells and The White Stripes. Through our research we were able to narrow down the target audience of the genre, people between the ages of 14 to 25. With this research, we decided to make social media a big part of our campaign.
While doing this research, we found difficulty finding new punk rock bands that were releasing music. Most of our case studies were older bands that were just still releasing new music. This made us realize that there is a distinct lack of new punk rock bands, meaning we wouldn’t have much competition. And when we’re able to make a name for ourselves, not only will it open the door for us for new opportunities, but also inspire up and coming punk rock bands and as a result add a spark to the genre that has been missing for over a decade.
We created an Instagram and Twitter account for the band. Instagram is one of the largest social media platforms in the world. About 40% of Instagram users are between the ages of 14-25. Another useful feature on Instagram is its Discover Page , the app is known for its constant the app is always collecting data in order to accurately recommend posts to the masses. We also made a Twitter account. While it has a smaller user base than Instagram, Twitter is primarily targeted towards older audiences.
 |
| Distribution of Instagram users worldwide as of October 2021 |
 |
| Distibution of Twitter users worldwide as of April 2021 |
When it came to making a brand, we came up with The White Roses. When roses are grown, they are naturally white. The signature red color is actually added after the fact. Punk is generally known for its rebellious representation, so for the band we wanted to go against the classic red in exchange for something more real.
A major tool we wanted to incorporate in our marketing campaign was a music video to go along with our first single, Righteous One. Of course before beginning anything major, we did research about what kind of music videos are made for the genre. In the case of AFI, their 4 most popular music videos from the last 5 years were promotion based. Similarly, many of Amaranth’s music videos were promos, or a combination of promo with storytelling and artistic. Promos typically are common for new bands, since it's relatively cheap and gives the band a face. The main planning we had to do was thinking up cool and interesting shots and fast pace editing. Before filming we made a storyboard of possible shots to include. And lastly the final bit of planning we did, was location scouting for the video. Ultimately we decided to film at Regional Park’s stage
For filming we used the storyboard as a jumping off point; we followed it, but did not stick strictly to the list. We first got a wide of the whole band to use as the main video. After that we got mediums and close ups of the individual band members that we were able to add in throughout the video. Overall the experience filming was fun and helped bring the band/group together. We filmed with editing in mind, so we tried to get a variety of shots. When we wrapped we got the promo photos of the band that we’d be able to use from the album, social media, or just for behind the scenes. In editing we kept with our campaign’s color scheme, highlighted the band members, and made the video energetic with quick cuts.
 |
| The White Roses - Righteous One (Official Music Video |
So with the research, band, marketing campaign, and music video we had to condense it into something presentable. For the presentation, we started with our research and why it led us to certain decisions. We then began to go in detail about our campaign plan, including our social media, step-by-step plan to boost engagement, and of course the music video as well as how it works to aid our campaign. Our presentation was geared towards potential investors.
I honestly really liked this project. Doing research and applying what you’ve learned is always cool and informative. Throughout this project I’ve learned how important working as a team is as well as how a simple dynamic can change a lot about a project. I would’ve liked to spend more time working on the presentation since for this project it was more rushed than what I would’ve liked. For the portfolio project, one thing I’m definitely going to work on is time management. We have about 10 weeks, which sounds like a lot, but can easily fly by. I want to make sure that we use the valuable time we have to not just do something by the books. And after this project, I want to make sure the people behind the camera work together as good as all the production techniques we use in the actual project.
No comments:
Post a Comment