As my music marketing project has come to a close, it's important to reflect on how it went, as a whole. My group and I are very hard-headed in a way and want things to go our way 100% of the time. So, the brainstorming process was definitely a huge struggle. Every idea that we created was different from the others causing plenty of fights and major issues later on. I took it upon myself to create a schedule for us to rely on when going through each step of our project: research, storyboarding, filming, editing, etc. Although the schedule felt like a good idea, it ended up stressing us out more than if we didn't have one at all. The schedule covered a two-week period and gave us a task to complete each day of both weeks.
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| SAMPLE SCHEDULE |
First, we focussed on research, where we researched different singers like Harry Styles and Halsey; we were assigned the pop genre. We conducted this research because we needed to have inspiration for our own project, as we were told to make a campaign for our "up and coming" pop artist. We researched their marketing and distribution trends as well as how they utilized cross-media and technological convergence. We then used this information to create our own band name: w3areyoung. Our motto was that everyone deserves to have the chance to feel youthful. We then began storyboarding. Our original story ended up having a completely different story than our final music video did. This is because we couldn't agree on anything. We filmed the first video, scratched it; filmed our second video, scratched it; filmed our third and final video, and finally agreed to keep it. We had three completely different stories so each time we had to re-plan our settings and mise en scene elements which became pretty annoying.
Once we finally finished filming, we had to begin the editing process. But of course, this was difficult for us to agree on too. We couldn't decide who would do the editing. Once we decided, then the group members' computer wasn't working. But, in the end, we were able to edit our video. The video was promotional, to showcase our singer as a member of w3areyoung, which is the same name as her first song. We did this so that every time someone saw the name "w3areyoung," they would associate it with the artist and the song since it's the first big hit. The video consisted of the singer being dressed in an outfit she would wear to a concert or show event. She was told to perform as if she was having fun with it, just like someone young would. In the video she came of as bubbly and fun which was the main goal for her image.
During this whole process, we created a presentation in order to get our message across and store all of our campaigning ideas. We focused heavily on cross-media and technological convergence. Because our target audience was teens and young adults from the ages of 15-25, we relied on social media as our main source of marketing. We planned to utilize apps like TikTok or Instagram to post updates about the band. We created a website and a YouTube channel that would focus more on merchandise and music videos. The music video was to be uploaded on YouTube as our first big hit. we also planned to distribute our music to Apple Music, Spotify, and iHeartRadio, as they are pretty common places for this age group to listen to music. We also planned to partner with food and skincare companies utilizing the names: w3arehungry (for the food) and w3areyoung( for the skincare). These partnerships will help us gain more fans and get our name out. Our plan was to begin our distribution with the company Amuse, and move to a larger company as the artist becomes more well-known. We also had different performance plans:
My class then began our presentations in which we were able to critique each other's campaigns. I loved this because it opened our eyes to over 20 more opinions than we had before, which allows for constructive growth. This growth can be used to help me develop my Cambridge Portfolio project. This project has taught me that utilizing all of the time given to me is an important step in making sure production and presentation go smoothly. It also taught make a lot about the target audience and how to utilize different genre elements in order to appeal to that specific audience. I also learned that sometimes i8ts okay to listen to other people's advice and critiques. sometimes the idea that's used doesn't have to be my idea. This will make the project go smoother and in the end, give everyone more time to complete the project.
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