The music marketing project we had to do was very informative because we got to learn about a genre of music that I personally do not listen to ever. The project itself was a whole process that we had to follow in order to have the successful outcome we had. First the research/brainstorming part, this was the most challenging part of the project because it was when we had to decide what type of brand we wanted to develop for our artist. We choose the artist to embrace the violence or rock, meaning that Axel's whole vibe and essence is dark and violent, but at the same time sensitive and fit. Dark and violent in the sense that he sees the solution to his problem as beating the new boyfriend up instead of trying to do something else and violent because he did beat the new boyfriend up and rock is connected to violence and craziness. Sensitive because while he is violent and dark, he also feels the emotions of his girlfriends having a new boyfriend and acts upon those feelings with violence. Lastly, fit because it connects back to that violence and anger that he was within.
Based on the brand we choose we then had to decide on the appropriate marketing and distribution plan. This was also challenging because we had the fit both of these methods according to the target audience our artist has. We decided on pretty simple but effective marketing plan that targets our young audience. It includes building a loyal fanbase through social media platforms, such as Instagram, Twitter, and TikTok, and then expanding to signing with a record label and collaborations with big brands like Adidas. The collaboration with brands has to come later because we need some attention for our artist before any big brand like that reaches out and makes him a sponsor. We choose Adidas because it represents the fit aspect our artist has and is a popular brand amongst teenagers/young adults, which is our target audience.
The production process of our project was the easiest part in my opinion because it included the actual filming and editing aspect. For the filming, we already had our storyboard done so it was pretty simple to get all the shots necessary to film in a short amount of time but make sure the scenes made sense and went well with the brand we are trying to build. We decided to film in Regional Park because it has a pretty open space with many locations in which we could have filmed and it has nice lightning. We had to film on three separate days to get the final shots we used for our video. The editing process was mostly done by my teammate Martina, but she asked for our input on how we though the video should flow.
Post production consisted of making sure that the video had a nice flow to it and making sure were getting our actual presentation ready to submit. We all communicated through a group chat we made and were all very active on it. We all had different slides to complete, therefore making it easier for us to understand the information each individual was presenting since it was the slides we had worked on.
The presentation process was complicated in the sense that we had to compress all the information we wanted to include in our PowerPoint. We could not have full paragraphs on our slides so we had to pick and choose what we wanted to display and what we wanted to elaborate on. Since we also had a time limit we had to remember what we were gonna say and make sure that we stayed within our time limit. For example, deciding if we should list the cities in which Axel will have pop-ups or deciding what personal background about Axel we wanted displayed on the PowerPoint and what we wanted to actually communicate to the audience. Also making sure that we had all the information necessary so that the audience really understood the essence of our artist.
Looking back at the project as a whole I enjoyed learning about the different genres of music that I have never enjoyed listening to. I think it really gave me a look into how many things need to be considered when thinking about a new artist. Marketing has so many different branches that need to be considered or else the plan will not work as effectively as the team wants it to. I learned that everything matters when it comes to creating a marketing/distribution plan. This experience will help me with my Cambridge portfolio because it has already given me a look into the amount of work that goes into a project like this so I am better prepared now.
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