Like all projects, we began our music marketing project by researching the country genre. We mainly researched information that filled out the research chart, but in doing so we became interested in other factors like which social media platform generates which target audience, as we saw that this could help us in developing our project. I am very happy that we took time to research because I think it helped a lot when developing the marketing plan for our artist. After researching, we knew which types of marketing techniques often work to obtain the desired target audience for our genre. For example, we saw that country artists usually have personal events or extra, private groups that help to create a personal relationship with their audience. After seeing that most of the country artists we researched had this in common, we decided to do something similar for our project and set up a pop up event and email subscription. We also chose our artists that we were going to study wisely because we wanted to research country artists that were kind of modern, since our artist is a young country singer. For example, we researched Ashland Craft and Dan+Shay, two country groups/artists that pertain to a slightly younger audience than the typical country target audience. After researching and becoming familiar with our genre, we began to plan our project.
We divided our planning into two groups, the music video planning and the presentation planning. Before brainstorming and planning out these two sections, we made a google doc that included a deadline chart. This explained when we wanted to finish with what, and greatly helped in organization. For the music video planning, we first brainstormed what we wanted the topic to be. After deciding the topic (and taking into account the country music trends for music videos) we planned out the storyboard by listening to the song and picturing what could go in what place for the whole video to properly make sense. This took quite a bit of time as we wanted to incorporate a lot of techniques that we think would help promote our artist’s style and branding. For example, we wanted to include cuts that transitioned back to the artist singing the song, while a story was taking place at the same time. We thought this would be good because it would promote this new artists’ style through mise-en-scene (costume design, setting, props, etc.). After planning out the music video, we began to brainstorm ideas for our project and plan out who was going to do what. At first, we began the presentation on PowerPoint, but quickly transitioned to Canva as we discovered that Canva had a wider variety of templates that could properly portray our artists’ style through the color scheme. After picking out the templates and figuring out the platform we were going to use, we divided each presentation part into 3 (our 3 group members). Each member had an equal amount of work to do, although some members had a greater load of presentation work than music video work. All in all, we divided the work pretty evenly. Even though each member had its own role/job, we all would check in at times to see if what we were doing made sense and pertained to the country genre trends. Therefore, even though we each had our own jobs, we would set apart some time to collaborate and talk about the project as a whole.
For the production aspect of our project, we mainly focused on pertaining to the country genre trends that we had researched. Therefore, we focused on creating personal relationships with fans, having social media platforms that pertained to the target audience (ex. Instagram- younger, facebook- older), making our artist’s products accessible, and finally putting it all together to create a well done presentation. Looking back, I think we should have focused more heavily on providing examples of the posts that we were going to include in these social media platforms, as we had examples of all the platforms we were going to distribute our artist but did not have specific examples about the content on these platforms. However, moving along, we also decided to include TikTok, using research that we had discovered in class. Each slide had a small amount of text and some images that would add important detail to our presentation. We also created a website through Wix, as we saw that many country artists had their own website to be easily accessible and add to their credibility. We highly focused on creating an aesthetically pleasing presentation that would match our artists’ style. As per the music video production, after creating our storyboard, we found it very easy to film our video because we knew what was going to be in it. Some filming was done at school and some filming was done at home. After putting all of these clips together, we focused on using our editing techniques to create slow cuts that would match the tempo of our song and the style of our artist. For example, most clips were quite long, with no quick cuts and instead a smooth transition into the next cut. We encountered some trouble when filming because we accidentally made some of the clips vertical instead of horizontal, so we had to re-film some of our clips. However, we figured it out in the end.
After we finished creating our presentation and music video, we focused on practicing our presenting and reviewing what we had created. Before the due date to turn in the project, we each reviewed each other's parts to make sure that it all made sense and included everything we wanted to have in our presentation/music video. In our original deadline plan, we had included a day for solely practicing on presenting, so we did just that. On the last day we had to work on the project we practiced presenting. We went outside the classroom and each read our parts while someone kept a timer to check if we were not going too fast or too slow. We did this 2 or 3 times, and then we were confident in our presentation. Still, some of us reviewed at our houses before the presentation just to make sure that we had remembered everything correctly.
Finally, it was time to present. We decided to go first because we wanted to get it over with and had already practiced enough so we felt ready. We rehearsed quickly before presenting began, and focused on presenting what we had practiced. Most slides had very little text so it took a little bit of memorization to remember everything we had to say.
Our planning guideline:
Examples of the types of marketing platforms we created for our artist:
Examples of our artists color scheme:
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