Taylor Swift, Lizzo, Beyonce. How did these music icons get to be where they are today? This assignment helped shed some light on what goes into marketing an artist. What turns a singer into a star. We began our music marketing project by researching major recording companies such as Sony Music Entertainment and Capitol Records. We studied the background and history of both companies and a few of their star clients such as Black Eyed Peas, Harry Styles, Halsey, and Katy Perry. For each musician or group, we described the artists’ marketing strategies, distribution methods, audience interaction tools, and the various ways they became successful. For example, TikTok creators made up a photo trend of posting old photos side by side to current pictures to coordinate with Harry Styles’ new song, As it Was. This was done in an effort to promote his latest album as the song dropped before the entire album was released. We decided that our artist would try to do something similar and could create a dance trend to her new song on TikTok.
When we first started thinking of ideas for the project, we knew we wanted a young female artist who would promote herself through social media and could relate well to her younger target audience. We decided that the artist should use the stage name,“w3areyoung”. This name comes from the song title, but we added the three to make it more unique. We brainstormed possible sponsorship opportunities and the hashtags that would promote the artist and her song. For instance, we could partner with a food delivery service company, such as UberEats, to promote the collaboration by using the hashtag #w3arehungry. Social media will be the perfect avenue for this new artist to gain exposure. She will post behind the scenes clips on Instagram and TikTok to allow her fans to get to know her and see the real person behind the artist. We created some local and streamed performance opportunities at local malls and clubs to widen her demographics. Additionally, Youtube live streams would be another avenue to promote her brand.
The idea for our music video was collaborative and each member contributed to the final result. One member of the group worked on the storyboarding, another worked on the filming, and another worked on the editing. We all chose to make a promotional music video as it really highlighted the singer and the lyrics. Since it was the artists’ debut song, we wanted the video to be personal and showcase her and her raw talent without a lot of distraction. The video will be posted on her social media platforms, including her website, so it can be seen by the largest audience. This way it will reach her target audience but also others who might just catch it as they scroll through TikTok.
We filmed the music video at Weston Town center with another student portraying our artist. We used the camera on the iPhone and a tripod to follow her around the plaza while she lip synced into a microphone. It took about an hour and half to film and then approximately two hours to edit. We edited the shots to create a cohesive story.
On the day of the presentation, I was feeling a little nervous about getting up in front of my classmates and presenting our presentation. My group members and I planned who was going to discuss each slide to make sure all the information was covered and no one spoke over each other. The presentation went smoothly with a few minor technical issues that were quickly rectified. Some of our classmates asked some questions about our presentation and artist and we were able to answer them confidently.
Overall, I really enjoyed this project. I liked how I could be creative and design a music video and promote a brand new artist. I am really interested in media marketing and gained valuable insight on what it takes to make something successful. I learned how to work together with others to make decisions, how to use other successful artists’ tactics for my artist, and effective time management to get our project done on time. Working together as a group is a skill that can help me in creating my Cambridge portfolio. Additionally, the experience of creating the storyboard, brainstorming music video ideas, and filming the video will contribute to making my Cambridge portfolio successful.
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