LIVN's Music Marketing Campaign
Introduction
After completing our music marketing project I am able to reflect on the entire process of creating a campaign and video. Working with a project this large, it took a lot of communication and brainstorming. Before beginning our project, a lot of research on the subject and genre were necessary. In order to complete this research in an organized, beneficial way, we completed our chart with artist who were also in the genre. By doing this, we were able to have direct case studies to help us develop our campaign.
Research
In terms of artist we conducted research on, we decided to go with Tyler, The Creator, Adele, Silk Sonic and Vance Joy. Tyler, The Creator was our main inspiration since he specializes mostly in soul and rap music. He is also a really popular artist within our targeted audience. One of Tyler's popular production methods is sampling old soul song's for his music. For example, his song "Are We Still Friends?". By researching him, his production and distribution process we were able to base our artist LIVN's on it.
Brainstorming/ Planning
In order to make our artist marketable to the targeted audience we needed to come together as a group to discuss different ways we would want an artist marketed to us. We started by coming up with a music video idea. We decided on a love story, with a twist to leave some suspense and not follow a typical outline. When going through this we felt that the song would match the artist having an undeniable love for this girl, and they live a very happy love story. Little did the audience know that the girl had passed away, so as the artist goes through his day we felt like adding a few different easter eggs to hint that he was imagining her. Some of these were LIVN getting into the car alone, the waiter only bring one glass for water at the restaurant, and the girl looking at him weird at the grocery story. These are hard to recognize until you see the video change to her grave and the visuals of him doing everything alone shows. We felt that this plot change would be a good surprise for the fan.
Another aspect of brainstorming was our campaign. We wanted to take a media focused approach, so we created various forms of social medias and a website for LIVN. We also came up with many forms of merchandise for his fans. We created hoodies, sweatpants, crewnecks, tank tops, tote bags and a converse collab. LIVN is wearing an interesting pair of shoes in the video, so we decided to do a shoe collab with converse to create a more personal look into his merchandise. We also decided a cameo on a popular TV show Euphoria, would market him well. This will bring him exposure into the celebrity world as well as expand his fan base.
Production/Post Production/ Presentation
Prior to production we decided on locations and the storyline of the video. We all met up at Logan's house to begin filming. We made sure to film every scene at least 2 times to have options while editing. We started with the scenes at Logan's house: Him waking up and turning on the record player, Him getting ready, Him texting his love interest, her being there, and them leaving the house. After that we went to our next location: Weston Town Center. There we filmed the eating scene, walking scenes and publix scene. Our final location was Markham park, where we filmed their picnic scenes and her grave. After going over all of our filming we made sure we had every necessary scene and then concluded our filming.
For post production Helbert did the editing. He put together the video based on all of our group ideas and the rest of the group worked on the powerpoint. For the powerpoint we created a slide that focused solely on our artist. Then, we created merchandise slides, where we put all the merchandise we created on it. We also had a slide focusing on our converse collaboration. Next was our form of distribution and pop up shop slides. We included a slide on LIVN's cameo in Euphoria to inform people on the collaboration. At the end of our presentation we included our music video. Prior to presenting we designated the slides each person was presenting and practiced.
Overall Reflection
This project taught me a lot on the process of developing a new artist and launch campaign. Prior to completing it I was unaware of the many steps it took to create an entire campaign. The music video was also a learning experience, working together to create the many different scenes and aspects of the video. It was a good group experience, that brought me a lot of knowledge on many different things in the film industry.
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