Overview of Music Marketing Project
Eddie and the Technicians
At the beginning of our project, our first task was to pick one song out of four. Finding the most catchy and likeable song between our group of five did not take long. The song that we decided on was Night Running by Cage the Elephants (song link below). We picked this song because it had a fun and upbeat vibe to it and matched our genre, Alternative Rock, fairly well. After listening to this song, part of our group already had ideas for a music video, which I will continue to talk more about.
04 - Night Running_alternative.mp3
We began to develop a logo for our band (see above). We had just used templets to outline our logo. We used bright and electric colors to match the genre. This pops and stands out to people, which we wanted to include. I had also made a logo, which we used on the website and for merchandise (see below).
During this, we began to work on our case study research. Myself and Sachate had worked on the case study research. Sachate had researched Universal Music Publishing Group, focusing in on the artists Drake and Adele, while I had researched RCA Records, Radio Corporation of America, and individually researching Cage the Elephants, who our music video song is by, and Doja Cat. For myself, this process was interesting, as I was given the opportunity to explore how different artists from different genres, market and distribute. From my research, I had seen a more modern approach to marketing and distribution by Doja Cat, who has a younger audience. To be more specific, she creates more of a connection with her fans by revealing more of her personality through social media. She also has a full merchandise store in her website, which her fans can buy and rep. Now compared to Cage the Elephant, they do not use as much of a social media presence. What I mean is that they are not constantly updating and posting on their social media. In fact, their last Instagram post was from over a year ago. Like Doja Cat, they also have merchandise, but not a wide variety... only one T-Shirt, in which the proceeds go towards the Kentucky Tornado Relief Fund. They conducted a giveaway for free virtual concert tickets last year, which they could not perform live for a live audience due to Covid-19. Down below is an example of our case study research.
After this, we began to discuss our intentions for our music video. Luckily, Reid, Santiago, and Sachate had joint ideas for the music video, which we were able to implement. They had developed a premise and outline to which we would follow. After, all group members had contributed ideas for the music video. I had done a little research on the true meaning of the song 'Night Running,' to which matched pretty well to the other group members ideas. One thing that they FOR SURE wanted to do, was wear suits and have Eddie play a main role. Their idea was for them to be partying and then Eddie, the cop, busts them, but then join in on the fun. This was introduced at the beginning of the video, when Eddie was found in the trunk of a car.
Filming the music video was a lot of fun, even though it was brutally cold outside that night. I had filmed a majority of the music video, because I was not in it. This is because Cage the Elephant is a band made up of all boys. There was a possibility that I had to play the cop, because Eddie was not feeling well a few days before the shoot. Luckily... he felt better. It did not take us a long time to film the video, although at the start it took us a little bit to begin. I think we just were not sure where to start. (The music video is at the end of this post)
We had used story boards that Santiago had made to guide our video. This made the process a lot easier, because then we knew what the outline was and what shots we would use. Of course, we did not follow the storyboards directly, but they were definitely a good basis to follow.
While filming the video, we also included taking group pictures of the band, and individual pictures. We used this to promote the band on social media, our website, and for the cover of an 'album.'
For social media, we created an Instagram, TikTok, and YouTube. Instagram has a wide variety of ages, that way we can expand to all ages, beyond our target audience of 16-34. We also created a TikTok because of the younger aged people, that way we can spread our music and band to a younger audience. We utilized the social medias to promote our music video and posting band photos. The YouTube channel has our music video, that way anyone can view it.
TikTok Example:
We finished our project by creating a PowerPoint presentation. This had all of our information and marketing campaign. To be honest, I thought the PowerPoint was a little too cluttered and could have been a lot simpler and more condensed. Unfortunately, we did not have time to do this.
The presenting itself had gone well, as for everyone knowing their parts and what to say, although we did have some technical difficulties.
Down below are a view examples of slides on the PowerPoint.
AND FINALLY... THE MUSIC VIDEO
https://youtu.be/X6croDIDq7M
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