This month we were assigned to a Music Marketing Project. Through this project we had to create a marketing campaign to promote our own artist/band. This included a 15 minute presentation and a music video introducing the band to the world. Our group began with creating a case study of the genre we were given, throwback/pop. We used two companies, Universal Music Group (UMG) and Sony Music Entertainment (SME), and used two artists from each company. We split the group to create case studies for Ariana Grande, Carly Rae Jepsen, Doja Cat, and Prince. Our biggest challenge for the case studies were finding artists that represented pop, throwback, and released an album within the last five years. This limits the variety of artists to choose from. After creating case studies for each artist, we made sure to apply their marketing techniques to our own campaign.
After the case studies research, we began coming up with simple marketing techniques while also brainstorming ideas for the music video. Examples of simple techniques were posting the music video on YouTube, creating social media accounts, preforming live at small venues, and creating our own website. These strategies can help promote the band without needing a specific audience or theme. Additionally, we decided to make our music video a combination of a promotional video and storytelling. The story within the music video needed to be very simple for the audience to understand, especially if it is switching back and fourth between the band singing and the story happening. We chose the song "Tonight" by Phoenix, as it had a mix of an upbeat yet soft feeling. By looking at the lyrics, we came up with the story of a girl asking someone on a date, just for him to not show up. With this idea we were able to create a simple storyboard of the scene.
This storyboard gave us a foundation of what to film for the storytelling part of the music video. We met up to film the scenario and tested out which shots fit better for the music video, and came up with a variety of different ideas that we didn't come up with before. This allowed us to create a more detailed storyboard with the additional ideas, shots, and cutaways to the band singing. While creating the new storyboard, we also began coming up with themes for our band. We came up with the idea of creating a 2000s boy band theme, with blue themed colors. However, we had the problem of all of us being girls, which goes completely against the theme. We overcame this by blending the boy band theme with girl band members, combing blue and pink colors to create a teenage, unserious atmosphere. Along with this we came up with the name "The Romantics" to fit a similar feeling of what our music video had. Our next steps are meeting up again, finalizing the music video and coming up with more detailed marketing techniques that fit the theme of our band.
