Eight Hours Marketing Campaign
Project Summary
This project was entirely based upon Music Marketing. One of the most complicated yet thriving industries in our world today is the Music industry. This project acted as a much smaller scale replica of all the work that goes into successfully introducing an artist or a band through marketing and distribution techniques. Before I embarked on this project me and my group gathered research on a specific genre of Music, Indie Rock. After gathering research on the genre we created our own band by the name of Eight Hours. Based on our research we then formulated a set of steps to take to introduce the band that we thought would be fit for our specific target audience and music genre. Our plan consisted of the following: starting with a Social Media Presence, followed by teasers, music videos, and song releases, and opening for larger artists to gain exposure.
Research
Throughout our research, we narrowed our focus down to a few Case Studies. Specifically, we looked into SubPop, an Indie Rock record label founded in 1986. We looked into SubPop specifically because it was a part of the Grunge Movement and has been associated with several renowned bands and artists. Artists including Nirvana Kurt Cobain and Mudhoney were all under this Company. We also looked specifically into the Arctic Monkeys and Frankie Cosmos two of their most well known Indie Rock artists.
After taking a look at their websites, their social media, and their history, we found several techniques that worked in their favor. For one we found that their target audience ranged from 16-25 year-olds and that Social Media presence was imperative in their success as well as a strong interaction with their fans. We also found that their music was always easily accessible whether it was from their social media page or their website. Some other important techniques we found were, merchandising, constant brand establishment, and personality. What I mean by personality is that both the Arctic Monkeys and Frankie Cosmos both showcased their personalities whether it be through the means of their albums cover artwork their website their clothing or their social media. They had an overall constant theme that made their brand strong. Taking advantage of various mediums of marketing was also important including social media, radio interviews, and live shows. A variety of distribution techniques were also used such as physical copies including CD and vinyl and streaming on applications such as Spotify and Apple Music.
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| Frankie Cosmos- Case Study |
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| Arctic Monkeys- Case Study |
After taking a look at their websites, their social media, and their history, we found several techniques that worked in their favor. For one we found that their target audience ranged from 16-25 year-olds and that Social Media presence was imperative in their success as well as a strong interaction with their fans. We also found that their music was always easily accessible whether it was from their social media page or their website. Some other important techniques we found were, merchandising, constant brand establishment, and personality. What I mean by personality is that both the Arctic Monkeys and Frankie Cosmos both showcased their personalities whether it be through the means of their albums cover artwork their website their clothing or their social media. They had an overall constant theme that made their brand strong. Taking advantage of various mediums of marketing was also important including social media, radio interviews, and live shows. A variety of distribution techniques were also used such as physical copies including CD and vinyl and streaming on applications such as Spotify and Apple Music.
Marketing Creations
Our merchandise displayed a variety of products for our target audience and featured our logo in order to build and establish our brand.
We created a website based off of the style that we wanted to give our band and incorporating some features that we thought would be fitting in order to provide easy access to our music and provide an easy platform to interact with fans. You can click on the link below to get a better look:
Eight Hours Website
Eight Hours Website
We also created a profile following our general theme and style for the band on various platforms including You-tube, Twitter, and Instagram.
Analysis
Throughout this project I learned various things. One of the main things I learned was how to manage my time efficiently in order to successfully accomplish goals. The time constraint was fairly difficult to work around but by spreading the tasks out evenly among my team members and assigning specific tasks to specific days it wasn't as difficult as it seemed at first glance. This marketing project was only a small scale replica of how real marketing campaigns are structured and the time constraints they are in so this gave me a real idea of how tight time is in the music industry and in many others. With such a small time constraint we also chose a fairly difficult idea to portray through our sample music video. I believe if I were to have chosen a more realistic option for our budget, skill, and time frame, it would have turned out much better. Now that I have learned the importance of setting goals, organizing my time efficiently, and choosing realistic ideas, I feel my work on my portfolio project will greatly improve.
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