Music Video Project

During the music marketing project, my group and I did research on Alternative rock, which was the genre of our song, called “Float on”. Throughout our research, we noticed that there was a specific trend of marketing strategies used that is particular to this genre. Most Alternative Rock bands, such as Rex Orange County, ARIZONA, or Absofacto, are likely to use social media as their main marketing method to promote their bands, given that the target audience of this genre (16-34) relies heavily on the use of social media platforms, such as Instagram, Facebook, and Twitter. We also noticed that Tiktok is becoming a popular medium for bands to increase growth as well as recognition. Through these platforms, bands post announcements for upcoming or future shows or music videos, and they interact with their audience by asking them questions, creating contests, posting stories or live streaming, which will potentially create a deeper connection with the audience and expand band growth and recognition. For instance, ARIZONA, a relatively new band, utilizes Instagram as their main marketing platform since it contains its main demographics, 72% out of all instagram users are teens and young adults.

A personalized website is also another marketing trend very popular among bands within this genre. It is a great way for fans to find out about new music videos, song releases and future shows or events. They are able to purchase concert tickets and learn a little bit more about the band. Some bands even include blogs where they upload specific content that fans can interact with by liking or commenting. Additionally, according to our research, merchandise is also a trending theme within bands; many alternative rock bands sell personalized clothes, phone cases, or accessories with the band logo or album cover in addition to vinyls. In my opinion, this is an amazing strategy that all bands should start implementing. It is a way in which fans can promote the music to a newer audience, acting as a “walking advertisement”. It is a non-technological method to reach other audiences and maximize audience interaction.

The band that my teammates and I created for this project is called Odyssey. We decided to incorporate an artistic aspect to our brand, since our target audience fits within this description. We wanted our band to be unique and different, so we made it space themed! Our band features two astronauts as the band members, which will never reveal their true identity. We wanted to include a sense of mystery and intrigue to our viewers, given that it is not a common idea among alternative bands and it will help increase our fanbase. This is also a way where we are able to relate to our fans. For instance, the video narrates a story where the astronauts arrive on planet earth and are new to the world. They are alone, surrounded by humans, where they are being seen as outcasts. They discovered a completely different part of the universe which they want to experience. By incorporating this feeling of isolation and not belonging to society, we are able to create a deeper connection with our fanbase.

We also created Merchandise and a vinyl for our public featuring mini astronauts, our album cover, as well as our band logo. Throughout our research, we discovered that this is a great marketing technique to connect with our fans and to expose our brand to a new audience.

Merchandise

Shirt with album cover 

       

Socks with band logo and signature astronaut 

                

Band logo sticker

 New album vinyl

iPhone case with band logo

    Throughout the creation of this music video, we understood how laborious and long the process of creating a marketing campaign and music video can be. There is so much technique and thinking behind every decision made. Moreover, extensive research is critical to a create a successful brand for a band. Based on the research made, you are able to define your target audience, which is one, if not the most important aspects when choosing how to create or elaborate your brand. You need to know your audience demographics, how old are they, their likes and dislikes, where do they live, what do they do, their gender. Depending on how well you know your audience will dictate your success. Additionally, during this process you need to think of ways in which you are able to create a connection with the audience and interact with them, as well as ways to expose your band to newer audiences, to potentially obtain a loyal fan base. This is an long and extensive process, which, in my opinion, many people underestimate. But with time and lots of research, you will be able to create a successful brand.