Pop Music Marketing Campaign

RESEARCH

    As my group got paired we had to decide on a song from a list of pop songs that my AICE Media teacher created. We chose "She Will Be Loved" by Maroon Five because we felt it would best go with the artist we had in mind. To begin the campaign for our pop artist, the first task my group and I did was conduct research on two music labels and some of the most successful pop artists at the moment. We divided the research by having two people do research on two artists from the two different companies, Columbia Records and Republican Records. I did research on Beyonce, while my group member did some research on other artists such as Harry Styles, Ariana Grande, and Taylor Swift. After we all gathered research on the marketing and distributing methods these artists used as well as some knowledge on the history of both music labels, we began brainstorming. 

BRAINSTORMING

    The next task we decided to do was coming up with a music video idea and how our artist would be portrayed to the rest of the world. After listening to the song several times and trying to analyze its meaning, we each had our own interpretation of it. We decided to go with a more unique and different style and message that the general public has of the song. Creating the music video storyboard was done by Ella after we discussed what we would've liked to happen and appear in the video. After she was done creating the music video storyboard, she shared it with the rest of the group where we discussed it and changed anything we believed could have been done differently. 
    While creating the concept for the music video we discussed who our artist was going to be and what their brand would look like. After much discussion and ideas, we decided on a male pop artist. The song would be written from a personal experience that he went through, and the point of view would be from an ex-girlfriend he had. We believed this made the artist more relatable to his audience and real in terms of creating someone from scratch. An artist's name, as well as his exact brand, was still in discussion during this part of the project. 

PRODUCTION

    After my group and I finalized the music video storyboard and discussed props, locations, and roles in the video, we decided on a day to shoot it. We all met up at a nearby park where we brought props such as a cupcake, change of clothes, pictures, and books to include in the video. It was challenging trying to film and make the shots look as natural and real as possible, while also maintaining a safe distance. We wanted to make sure we were creating a great quality video where the story was successfully told through the camera shots and angles while being mindful of the current situation we are in. We filmed the entire music video in one day, where Ella filmed most of the scenes and Mel, David, and I starred in it. We took multiple shots of each scene to make sure we had enough to edit and make it look cohesive once it is finalized. 

POST-PRODUCTION

    During a meeting in class, we decided to have David edit the music video. So while he was editing the video, we discussed more about the artist and the image we had in mind for him. As the due date was soon approaching, Ella agreed to work on the first slide of the presentation, which was writing down research on our genre and its marketing tools, while I came up with ideas for the marketing campaign and worked on the rest of the slides, and Mel created a logo and merch to fit the artist's brand. I used research from the chart we all worked on to create the marketing plan, as well as outside knowledge on other artists that I follow that happen to have successful marketing and distribution techniques. In the midst of all of this, as a group, we decided to create a background story for our artist by already exposing him to fame by having participated on America's Got Talent, but unfortunately losing. This already builds a reputation for him and creates a base for his fame and brand that is to be a pop star.  We decided on the name Jax Dailey because we wanted it to be a mundane name that would focus on his career and his goals rather than having a name that is not his. This way the attention goes to him and his name. 

    I incorporated a variety of marketing strategies such as using social media to promote his songs and engage with fans, designing a website that fit his brand to further include more information about himself, his music, ideas, and give a chance for his fans to have a more personal connection with him. The website would have different pages that fans would navigate and find it easy to navigate. I further explain the rest of the marketing plan and its details in the presentation. 

                                        

PRESENTATION

David started the presentation by introducing our artist and reading the first three slides containing the research on the genre of pop music, as well as background information on the artist, and starting the marketing strategy by explaining the and showing the Instagram page. Mel created a fake Instagram page to incorporate in the presentation and I also included an image of what the home page of the website would look like. Both pages are personalized to fit his brand. Ella continued the presentation  

by showing the website and David navigated to the website on a different to give a tour of the website, showing all the different features and ways to market his career. With different pages such as a Shop page and mailing list, this encourages fans to remain connected. I began my speaking part by explaining the next step of the marketing campaign, which was a private screening of the music video prior to its release to a small group of fans that were part of the mailing list. This 

REFLECTION

    Throughout this project, I learned that it is a good idea to have a schedule of what the group is going to do each day and specific dates with what aspect of the project should be done. It was challenging trying to incorporate everyone's ideas into the campaign and communicating, especially since it was all done online and there were difficulties with the internet or hearing each other. Conducting research before anything else was extremely helpful because it allowed me to have different ideas in mind as I was researching successful marketing strategies. I believe this is a useful tool to have in every project because it made me feel more prepared to come up with my own campaign.