Music Marketing Project
Genre : Alternative Rock
A type of rock that was mostly an underground and under rated which did not become popular until the year of 1990's. This term is really to describe "alternative" was coined in the 1980s to describe punk rock-inspired bands on independent record labels that did not fit into the mainstream genres of the time.Though the genre is considered to be rock, some of its sub genres are influenced by folk music, reggae, electronic music and jazz among other genres. At times alternative rock has been used as a catch-all phrase for rock music from underground artists in the 1980s, all music descended from punk rock (including punk itself, New Wave, and post-punk), and, ironically, for rock music in general in the 1990s and 2000s.With the breakthrough of Nirvana and the popularity of the grunge and Britpop movements in the early 1990s, alternative rock entered the musical mainstream and many alternative bands became commercially successful.
Marketing Strategies within my genre
In our genre we noticed a variety of different marketing strategies that would help us promote our new upcoming artist. The well known band RadioHead would simply release the album on their own website. In this genre, websites are really popular and will get fans to be more interested with the performer. As well digital music marketing. Radio Head also instead of billboards, tv spots and radio ads, the band would simply release the album on its own website – for free. Those who ‘purchased’ the album were encouraged to pay what they wanted, or what they thought the product was worth, in the form of a donation. Releasing an album for free is a pretty low price to pay for intense loyalty, which in turn drives things like concert ticket sales and purchases of other merchandise. Radiohead’s example and surprising potential customers with high-quality content that costs nothing more than filling out an online form, businesses can use content marketing as a tool that doesn’t just generate leads, but also builds intense brand loyalty.
How I chose to develop the brand of our artist/band
Developing the brand of our new artist was very important to my partner and I. As we were making our research to discover what was the best fit, we entered into statistic to what would attract our target audience the most. Students aged between 14-21 would most likely listen to alternative rock due to the technical influences, or the modern day sub genres such as Brit pop or Indie Rock.We made our brand that would attract our target audience in a more deep level.Since the consumers want to listen to lyrics that they can relate to we wanted them to think of our artists as an escape from reality. In which they see his brand and they are entering into a new universe. So, our brand consisted of the letter H for his name (Hardin) that would surround them with angel wings with a crown on top. To give the energy and vibe to our consumers that we want them to rely on him and listen to his music and forget about their problems in reality. The angel wings define Hardin as an angel who will guide our consumers into escaping to a different universe and guarantee security within the songs that will be released from him. Giving that sense of rock and dominance we put a crown on top to represent the mean of what alternative rock really is in a more creative format. A simple yet complex name to give our target audience an easy way to remember him by and to automatically know that is Hardin's logo.
Marketting Samples
For our upcoming artist we decided to include Sweatshirts/hoodie , beanies, sweat pants and t shirts
What I learned about the Production
I learned multiple things through out this whole process of marketing and creating a new music video for a brand new artist. I learned that the very first thing you should do is get really good background knowledge about the genre of the song, so the music video will attract the target audience. I also learned that exposure is a huge thing within creating the logo and the look for the artist is really important. In order to create a campaign you need to have a lot of research done with statistics to see what will fit the upcoming artist. Media Convergence is another big thing I learned within this project to see what social media platforms to use and why it will attract the target audience into boosting up the new upcoming artist. There is a lot of different attributes that goes into marketing that comes with a lot of background knowledge. As with the music video, I learned that the theme has to match the artists. To create a sensation of connection to express the artist in a new artistic way.
What I have previously learned about production, media representation, and creation
I have learned in the past that production should be used as a marketing strategy. Using music videos markets a full album or song. Music video also develops a type of representation and gives the main purpose of exposure. I have learned that there are many types like Promotional, Story Telling, Artistic, and Combination. I learned that media presentation talks about genders and important events. Media Representation represents reality or aspects of reality. Representation is impacted by the creator and ownership. As well as how its going to be viewed, and government "majority rule" Media Representation construction is the way production is put together through shot/angle choices, editing, audio, or content.
