The first step of this process begins with doing research on the pop genre, seeing its common characteristics and how it is seen by audiences. After learning of some of the regular characteristics of pop, such as its popularity amongst younger audiences and its tendency to be marketed on social media, my group members and I were able to move on to planning for our own marketing project. The most vital step of the planning for the music marketing project was to decide, as a group, how we wanted the artist to be portrayed. We discussed and decided that we want our artist, Rayn, to be very down-to-earth and relatable, to create a more personal connection with fans.
By creating case studies as a group studying 4 different successful pop artists(Harry Styles, Adele, Taylor Swift, and Ariana Grande), we were able to learn how different artists use pop music to create connections with fans. This research also provides great examples of what techniques real-life pop artists use for marketing and distribution for their own pieces of music, and gave us inspiration and ideas that we could work with to use for our own campaign.
As a group, we also discussed heavily how we wanted our music video to look and what message it would convey to audiences. Taking aspects such as the target audience and the fact that our artist is new and does not have a large fan base established into account, we decided to create a music video that is a combination of artist promotion and storytelling. This allows us not only to introduce our artist, but also to create a video relevant to our chosen song that tells a story by capturing the essence of the lyrics. Finally, we are piecing together a presentation that combines our potential marketing campaign for Rayn, consisting of information such as what marketing and distribution techniques we will use, as well as showcasing our music video and other research points.
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