During the research process, my group focused on finding which aspects of our case studies’ marketing and distribution processes allowed them to find new audiences and market towards specific groups. We took this information and began working on a step-by-step marketing plan that addressed several aspects, including how to find new audiences, build them once found, distribute music via multiple services or platforms, and overall develop as a band. A lot of our research also went towards developing a consistent image and look for our band, coordinating this across social media posts, a website, and merchandise.
Some examples of marketing plans that we used as inspiration were the ‘darker’ look and image synergy that Arctic Monkeys, one of our case studies, developed to promote their album AM. Music videos, single and album covers, and merchandise all had the same dark, monochrome look with the same art style and images. This inspired the type of look we kept across the band’s Instagram posts, website, and prototype merchandise, as well as inspiring the dark gritty look of the music video.
Kailey and Brett, who live near each other, took charge of the music video as I said in my previous blog post. They filmed parts showing the main character committing various crimes, as well as scenes of him singing towards the camera in an increasingly ‘crazy’ manner, cutting between them to illustrate the song’s narrative. This video coordinated with the dark image that we had planned for the band and applied to all other marketing aspects.
As we were finishing things up after the video was completed, Isa took charge of making the mock-up merchandise as well as half of the step-by-step marketing plan. I did the other half and made the website homepage. Kailey made the Instagram account and posts. We all made sure to match each other’s visuals and present the same information to maintain synergy and coordination between marketing aspects.
Brett and Kailey worked on making our presentation look nice, and we all edited each other’s text to ensure it flowed well and that we had enough information to elaborate upon while presenting. Before our time to present, we agreed to go first and get it over with, then split up who would do which slides. Our presentation went pretty well, and skimming through some of the peer critic comments it seems the class enjoyed it as well.
During this project I learned a lot about specific aspects of music marketing, such as synergy and consistency in image, making music accessible and distributing it widely across audiences, digital and physical marketing techniques and how they coordinate, and promotion. This project allowed me to work with a group and, instead of delivering one complete product, develop an image and intricate collection of products that worked to promote and forward a bigger item. The aspects of group work and using multiple marketing and production aspects will aid in my Cambridge portfolio as I can apply them to both music and other forms of media.
Some examples of marketing plans that we used as inspiration were the ‘darker’ look and image synergy that Arctic Monkeys, one of our case studies, developed to promote their album AM. Music videos, single and album covers, and merchandise all had the same dark, monochrome look with the same art style and images. This inspired the type of look we kept across the band’s Instagram posts, website, and prototype merchandise, as well as inspiring the dark gritty look of the music video.
Brett and Kailey worked on making our presentation look nice, and we all edited each other’s text to ensure it flowed well and that we had enough information to elaborate upon while presenting. Before our time to present, we agreed to go first and get it over with, then split up who would do which slides. Our presentation went pretty well, and skimming through some of the peer critic comments it seems the class enjoyed it as well.
During this project I learned a lot about specific aspects of music marketing, such as synergy and consistency in image, making music accessible and distributing it widely across audiences, digital and physical marketing techniques and how they coordinate, and promotion. This project allowed me to work with a group and, instead of delivering one complete product, develop an image and intricate collection of products that worked to promote and forward a bigger item. The aspects of group work and using multiple marketing and production aspects will aid in my Cambridge portfolio as I can apply them to both music and other forms of media.
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