Music Marketing Project
We began our journey by analyzing and listening to the songs given to us. We got two options both really good songs, one was Royals and the others were, We are young, Awkward and When I get my hands on you. At first, we decided to go with, We are young and began to plan our video; however, after really analyzing everything and going back to listen to the other songs we ended up deciding to go with Royals. We came to this conclusion since this song made it way easier to portray the message of the song and we started to brainstorm and came up with amazing ideas and decided to go with this song instead of the other one. This song has a theme of exotic or sophistication and that is something more "tangible" and easier to show through a music video. After finally concluding that Royals was the best option, we started to think about what our final idea for the video could be. We decided that our video had to have a lot of symbolism as crossing doors to divide the poor and the rich and many other material things that defined high class.
Later on, we began to work on the market research, deciding which companies we wanted to investigate. The group had many options but we ended up deciding to research Universal Music Production and Columbia Records. After, the work was divided, since we are four members we gave each other two columns since there were eight in total, one about company research and another based on a case study. My part was to do Artists/Groups represented by Columbia Records and one case study which in this case was Katy Perry. The process of doing this research was pretty easy and basic. When deciding upon the labels we came across many options, we decided on Universal Musc since it was mentioned previously in class, and after Columbia Record was a different label that is smaller, but still represents very high-class artists. Doing the research was easy and simple all the information needed was online and it was straightforward to the points we needed to cover, such as marketing strategies of our artists or the history of their career. For Katy Perry, my research started by looking up her marketing strategies, there wasn't anything specific but I found about the general idea of what she did to promote her music. I also learned about how she started and what were her most popular albums.
After doing the research we kept on going with the brainstorming.
We came up with the idea of the music video. The idea is basically that we want to demonstrate a girl that has many problems and is struggling with her life very low class, who starts to dream about her life if only she was rich and starts to think about how much easier everything would be. We came up with the angles of the shots and began to outline the storyboard of how the video is going to go.
Our next steps are basically starting to record and starting to map out the marketing strategies. Our target audience is going to be teenagers so probably our biggest marketing campaign is going to be through social media. The shooting of the music video will become right after we finish elaborating and creating the complete storyboard. I'm going to be the main character of the video and the girl who is imagining her life as if everything was perfect and she was rich. We are going to work with our surroundings and with whatever we have around us to come up with the best music video. After, we begin working on a promotion to make our video grow among teenagers and hopefully, become viral and successful.
