For our music marketing and brand development project, my group members and I received the genre "alternative" to research. First, we researched the marketing and distribution practices of popular artists in this genre, including Cage the Elephant, Billie Eilish, Steve Lacy, and Imagine Dragons. We divided this work among the four of us evenly by each focusing on one artist.This research allowed us to understand the target audience of this genre and how these artists use marketing to reach their target audience.
After we gained an understanding of the genre as a whole, we began focusing more on creating our music video. We first listened to the song we chose for our music video, which was Trouble by Cage the Elephant. Then, we looked up the lyrics online to understand what the song was really about and what kind of story it was trying to tell. Dissecting the lyrics allowed us to gain inspiration for our music video, as we wanted to tell a story somewhat related to the lyrics of the song. After listening to the song once more, we were able to plan out the progression of our story based on what emotions certain parts of the song evoked. We then discussed what exactly we wanted for our music video and began to storyboard it. Once our storyboard was finished, we set a date for filming.
Afterwards, we went back to planning the rest of our marketing campaign. We created a shared powerpoint to use as a rough draft of our presentation. We looked back on our music research charts and discussed what marketing and distribution practices would not only make sense for our genre, but would make our brand more unique. We jotted down ideas on our powerpoint, focusing both on the use of social media and marketing practices outside of online marketing. Our group planned on finishing the bulk of our presentation before filming so that after filming, we could focus more on editing our music video.
