In the music marketing project, my group and I decided to work with the pop genre. This is currently one of the most listened to in the music industry and tends to appeal to the younger crowd, mostly people in their 20s. The target audience for our artist's music style are females that range from 13-26, who are middle class, and usually have part time jobs or are full time students due to their ages. Not only that but they tend to be more fashionable, follow the newest trends, and spend a lot of their time on social media.
In the pop genre, there are certain marketing trends that are used due to how beneficial they are for not only their target audience but the artist. One of the strategies most pop artists use is presenting their content on social media platforms. Just as our case studies, Beyonce and Bruce Springsteen, did, we relied heavily on the use of social media to get our artist out there. Instagram users are mostly 18-29 year olds, since it fits the target audience for this genre it is heavily used by pop artists. For example, one of our case studies, Beyonce, uses Instagram. Beyonce is a well-known and respected artist with over 138M followers on Instagram, which she uses heavily to advertise on Ivy Park release, posts mainly fashion pics/portraits for her audience to see, promotes events, heavily advertises Lion King and homecoming and posts music video teasers. Beyonce also takes advantage of other social media platforms such as Twitter and Facebook to promote her upcoming album or music, Beygood, Ivy Park, Homecoming, and the Lion King movie/soundtrack. Our other case study, Bruce Springsteen, also relies heavily on promoting his content through social media. In this variety of platforms, which we used as well, he exposes his music release information, interviews, pictures and videos of him performing and even uses the hashtag #TeamSpringsteen on his posts so they're exposed to a wider range of people. Both artists also have a website where they are able to own their platform and display not only their newest albums, songs and music videos, but merchandise and products too. Apart from that, we also concluded that our artist, just like Beyonce and Springsteen, will heavily market through YouTube by posting teasers, music videos, behind the scene videos and the newest productions. YouTube gets over 2 million users that stream videos every single month so the artist's content has more exposure and chances of growing.
When it comes to developing our artist's brand, my teammates and I agreed on a variety of ways in which our artist, Wayne Parks, could enhance a reputation. Apart from taking advantage of social media platforms and creating a website for our artist, we decided to create a reputation by using colors. The colors yellow and purple were used on a variety of posts on social media, on the merchandise that's available to the public, and were used the theme colors on the website. The purpose of this repetition of colors is so that the fanbase can feel a sense of belonging to a larger fan community since they feel as if those colors represent that artist they look up to. This connection between the audience can get them to feel as if they relate to each other as they represent the artist themselves, getting them to converse about the artist and express their thoughts about new releases on social media, giving the artist feedback as well. Additionally, we decided that Wayne Parks would collaborate with other small artists, or as an opening act to bigger ones, on the pop genre. By doing this, he has more exposure, hopefully grow his fanbase, and enhance a reputation as an artist. Another idea my teammates and I came up with is that our artist would appear on as many podcasts and interviews as possible. This way more individuals get to know who he is and what he is all about, coming directly from him. Also he could release news on new gig dates or EP releases and even play his music, creating a name for himself and hopefully giving himself more opportunities to attend more interviews and podcasts if it goes well.
We as a group created a few marketing products, mostly merchandise that was available for purchase on our website and promoted on the social media platforms. We created t-shirts with the choice of black and white or purple and yellow, hoodies, stickers with the logo, and the camera used on his latest music video. When making these decisions we took into consideration the amount of money that people are willing to invest for our artist. Since our target audience consists of young adults, we made sure the prices were adequate for the product being sold. The purpose of creating merchandise was to get our fans to brand and represent Wayne Parks, giving him more exposure. A few examples of our merchandise were:
In the making of this project I learned a lot of lessons. From the lessons taught to us by our teacher, I have noticed that I need to start taking risks in the decisions I make when I am producing something. There is always room for improvement and I acknowledge that, because of that I enjoy receiving critiques and just asking myself where I could’ve reached a greater level of creativity or of knowledge. In the making of this project, I also noticed that there is so much more behind than just being a successful artist. The process of marketing and campaign of the music industry is more challenging than what the average person thinks, every step and decision has a purpose and every single detail needs to be analyzed before it is put out there because we, the audience, are the ones that bring success to artists. The amount of consumption of the audience is what determines how far each artist will go, therefore, there needs to be a lot of thought put into the content that would be exposed to them.
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