Entry #5 Music Marketing Campaign

Two of my peers and I worked in a group to create a music marketing campaign. Initially, we were send three choices of songs to choose from. With this song, we would have to create a new artist or group that is up and coming. The task was to create two case studies on artists with the same genre as the song. This was useful for the next step, which was to organize a marketing plan that was specific for a new artist initially gaining exposure to eventually reach a greater audience. Additionally, we had to create a music video for the selected song. 

We chose the song "Ain't No Rest for the Wicked." We researched two bands signed with RCA records, that is, Cage the Elephant and Walk the Moon. We also learned about the history of the record label and a list of artists and groups signed with them. 

Aside from the case studies that we created, I had lead group discussions with my peers about unique marketing techniques we can employ in our plan as well as general approaches we should take to rapidly gain exposure for the up and coming band we created, Wild Stars. These topics that I had introduced in the discussion were from extensive research on how to market a new artist, the case studies we created, and other intriguing techniques that we observed when engaging with digital content in our lives. 

With the discussion that was done across two to three class periods, we were able to draft a marketing plan which we revised later. These discussions also encouraged us to choose our band's niche. With the genre in mind, we were able to identify the target audience of Wild Stars and certain characteristics, such as how politically active they would be on social media and what they are. We integrated some of these into the storyboard for the music video. 

The storyboard was mainly drawn up by one of the members of our group, but we had all agreed on what would be drawn up. We made sure to use a variety of camera angles, compositions, lighting, and locations. Here are some screenshots from out music video!

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The research that we had conducted had not only informed some of our project choices for the video, but for the general marketing plan as well. For basics, we had created social media accounts, such as an Instagram and Twitter, as well as a website to serve as a platform for everything related to our band. The website was the master resource to get informed about live shows, music updates, access to consume products, like music on vinyl, streaming or just merchandise, and a blog. As for the social media accounts, it obviously included updates on live shows, music, and merchandise. However, these platforms are also purposeful for maximizing exposure. It is possible that listeners can learn about Wild Stars through their social media rather than finding their music. Having active social media accounts is another door of access to the band. 

This is the home page of the Wild Stars website. Click Here

These are the Wild Stars profiles on Instagram (left) and Twitter (right). 

Notice that there is a color palette, theme of graphics, and iconic images that we chose for our band. With these, audience members can easily identify that the content is the band's. The colors that were chosen: 

• Yellow: emotion and creativity, increase energy and awareness
• Red: aggression, passion, excitement, increase blood pressure
• Represent the genre and the band. Effects of both colors creating the upbeat tone and the stimulating mood of rock and roll

For more complex marketing techniques, we decided to create a character-choice video game. The story of the game matches with the content of the song "Ain't No Rest for the Wicked" and the music video.

We also chose to create an instagram filter. The song would play as the filter is being used. There is a Black and Red star on the face that is iconic to the band along with graphics on the side similar to that of the music video.

This project has taught me that music industry works beyond working on music and releasing it. I have learned that timelines for releases, how active one chooses to be on social media, and a color palette can be vital in marketing ones products.

In conclusion, I have learned how many more layers there are to a certain medium and how creative one can get while using other media. It has taught me that creative, unique techniques are rewarded for in campaigns like this and that it is possible to other aspects of my portfolio.