Music Marketing Research and Planning

The Music Marketing Project is the most challenging project in our class so far. It’s worth half of our midterm grade and worth 500 points. This time, we got to choose our own partners, and I'm working with Fabiana, Julian, and Kailen.

The main idea is to create a fully fleshed-out marketing campaign for a new artist, for us in the pop genre. This includes developing the brand, the marketing, and even shooting a music video.

As for marketing research and planning, which is what this blog post is about, we started by researching big record labels and artists in our genre. I personally looked at Interscope Records and Any Gabrielly, a Brasilian artist. I skimmed through various sources, some of which discussed how different platforms like Spotify and YouTube can build an artist’s identity, and others that talked about unique fan experiences like themed concerts or limited-edition merch. What I found really useful were all the little tactics that go beyond “just putting music out there." Launching any product, including music, requires a systematic approach that gets the audience engaged with it before you even release it. This also goes for your brand, and my research on Any Gabrielly and what she stands for gave us an idea for Richie Young (our artist) and what he stands for. More on that later.

We set up a schedule that stretches from early December until the day before midterms.

12/2/2024 - Planning 

12/4/2024: - Research and form artist/group band identity, - Begin storyboard, - Blog throughout process 

12/6/2024: - Complete 20 slide storyboards, - Blog this process 

12/10/2024 - Begin filming music video, - Blog this 

12/12/2024 - In class filming (blogged) and some editing (also blogged) 

12/13-15 (weekend) - Finalize editing music, start presentation (and blog this) 

12/16 - Finalize presentation and blog video in class 

We've already finished the storyboard and begun the presentation, and as for Richie Young, we decided he's an upcoming teen artist who embodies a troubled and reckless YOLO spirit. His message is that it's okay to be troubled and to talk about it, making his music highly relatable to teens facing similar feelings. We are using the song "We Are Young" by fun. for our music video.