Blog Posting - Music Marketing #2

 

Blog Posting - Music Marketing #1

It is a pleasure to be sharing updates with you once again. In our AICE Media AS course, we are currently working on an exciting and multifaceted project focused on music marketing. For this assignment, we have been tasked with developing a comprehensive marketing campaign for an artist or music group, which we are required to create from scratch. The project is centered around a specific genre, and my group has been assigned the genre of Pop.

The project is quite extensive, encompassing various phases that include research, planning, and creative work. We began by conducting research into two major music production companies: Universal Music Group and Warner Music Group. Each member of our group was responsible for researching one pop artist signed to one of these two companies. The artists we focused on from Universal Music Group were Sabrina Carpenter, Ariana Grande, and Justin Bieber, while I personally focused on Charli XCX, an artist signed to Warner Music Group.

Through our research, we analyzed the branding, marketing, and distribution strategies employed by these artists. We were particularly interested in identifying common practices across their campaigns, which we could then apply to our own project. A significant takeaway from this research was the importance of social media presence in the marketing efforts of pop artists. It became clear that all the artists we examined were highly active on platforms like Instagram and TikTok, where they frequently engaged with their fans, shared content, and promoted their music. Given the centrality of social media in contemporary music marketing, we have decided to incorporate it as a major component of our marketing strategy for the fictional artist we are creating.

In addition to social media, we found that streaming platforms such as Spotify and Apple Music played a key role in the distribution of the artists’ music. These platforms provide artists with a vast audience and are essential for reaching listeners in today’s music industry. Moreover, we discovered that many of the artists we researched also had personal websites where they sold merchandise, vinyl records, and exclusive content. This online retail presence is something we plan to implement for our own artist, as it has proven to be an effective way for pop artists to generate additional revenue and build a direct connection with their fans. Overall, our research has provided us with a wealth of insights into the marketing strategies of successful pop artists, and we are excited to apply these techniques as we move forward with our own project.

Once we completed the research phase, our teacher provided us with a selection of four pop songs to choose from. We were tasked with selecting one song from this list and building an artist, music video, and marketing campaign around it. After careful consideration, our group selected the song Awkward by San Cisco. Using this track as the foundation, we are developing a fictional pop artist and brand, as well as crafting a music video that aligns with the artist’s identity and the song’s themes.

Given the complexity and scale of the project, we have broken it down into several components, each of which will contribute to the final result. These components include: creating a research chart, developing a storyboard for the music video, producing the music video itself, preparing a PowerPoint presentation that outlines the artist’s branding and marketing strategy, and finally, creating a behind-the-scenes blog post video that showcases our creative process. As a team, we have decided to approach this project in a structured and organized manner, which is why we developed a detailed timeline that breaks down the tasks and deadlines for each phase of the project. The timeline serves as a guide to ensure that we stay on track and complete each element of the project in a timely and efficient manner.

Here is an overview of our timeline:

At this stage, we are making good progress. Our storyboard for the music video has been submitted, and we have started working on the PowerPoint presentation. We have also begun crafting the background information for our fictional artist. After much discussion, we have decided to create a male solo performer who will go by the stage name Disco Landing. The artist will have a distinct retro vibe, drawing inspiration from the past while incorporating modern pop elements into his sound and image. The retro theme is central to Disco Landing’s brand, which will help differentiate him from other pop artists and provide a unique angle for marketing.

As we continue to develop the project, we will keep you updated on our progress, including the creative decisions we make, challenges we face, and the overall development of Disco Landing’s brand and marketing campaign. We are excited to see the project take shape and look forward to presenting our final result. Thank you for following along with our process!