Music Marketing Process

 Music Marketing Project Process

Research

When we first got the rock genre for this project and chose the song "Many Shades of Black" by The Raconteurs, we wanted to gain knowledge on the marketing techniques used by popular rock artists. Doing in-depth research on bands like Foo Fighters, Måneskin, Greta Van Fleet, and The Warning, allowed us to find different ideas from the ways they began growing in popularity. After researching The Warning, we read how they began their rise to fame from a simple YouTube video of their cover of Metallica's "Enter Sandman". Seeing how social media was able to impact this band really helped us begin to brainstorm marketing ideas for our new artist.

Planning

After researching the rock genre, we began with brainstorming our new artist's brand style. We decided on making our artist have a laid back, mysterious vibe. We came up with our artist's name to be Jude Corvin Walker, but his stage name is OBSID¡AN. An upside down exclamation point in his stage name was purposefully used as a stylistic choice. We chose to have his color palette be focused on mainly black and gray to create a soft, muted atmosphere. Once we had the basis of our artist's brand style, we began with outlining his marketing campaign. It was extremely challenging to make decisions on how we wanted to market our new artist since everyone had many different ideas, but we were able to collaborate and make a simple outline of his campaign. 

Campaign Outline

From the outline of the campaign, we went through each step and elaborated on it. Beginning with his social media presence, we knew we wanted him to mainly be on Instagram for marketing purposes, but he would be more private due to his mysterious vibe. We chose Instagram because it reaches a wide audience and as his target audience is 19-30 year old young adults, it works best. We created his account and posted photos that match his dark color pallet as well as don't show his face in order to continue his mysterious personality. We also created a website for him which would sell his merchandise. While creating the website and merchandise we focused on making his style clear throughout each choice. We made the decision of having his first performance be a pop up show as it will show his spontaneity and go with the flow personality. As we move forward, we will continue to make decisions that help build on his brand.

Instagram Account

Merchandise