Working with Music!

For the “Music Marketing Campaign” project, the objective was to create a full marketing campaign for a new band or artist, including a detailed process/plan, as well as a music video. The deeper meaning of this project was to be able to understand and apply all the techniques and elements that build the music industry ie. genre conventions, target audience, etc. One of the aspects of the project that was meant to be a challenge is the fact that we (groups) could not choose our song for the video. Along with that, whatever artist or band created that song, had to be completely forgotten and we had to envision an entire new band or artist. That process helped challenge and demonstrate our ability to build an image for the artist/band with the specific genre conventions and representations that we were given through the song. The plan had to plainly start from 0, no matter how popular or successful the original artist was. We came up with our band “Bondi”. The name came to me as I recalled my trip to Bondi Beach, Australia, and decided to begin the band’s story from there.

In order to get a better understanding of the genre conventions and representations that we needed to consider when constructing the campaign, research was indisputably a life saver and a necessity. The research that was part of the project’s rubric included our own choice of a record company corresponding to the genre of music, along with brief history, different artists and groups, and 2 case studies that discussed production, marketing, distribution, etc. For example, for my project, out of the 3 options, we chose “Spirits” by The Strumbellas, which is an indie band. And from there, our band “Bondi” was born.   Indie music is very specific since it focuses mostly on relating and interacting with the audience as well as sending out a message of free expression and love. When we began to research indie bands, we discovered that they were very specific about where they performed and how there music was released. Bands such as “Florence and the Machine” released studio albums, live albums, and as many as 26 music videos and singles. Indie artists are big on continuing to deliver music for their crowd so they continuously have content and their fans are not left waiting. By researching Florence and the Machine, we also came across the kind of ways they distribute their music to their fans with sites such as Spotify, Pandora, and iHeartRadio. Along with streaming sites, they utilized Instagram and Twitter to keep fans updated about tour dates, behind the scenes stuff, but also to be able to connect with them on a more personal level. Indie bands have a Target Audience of 16-30 year olds both male and female middle class. Since these bands promote equality, free spirits, and independence, they do not promote very expensive and materialistic items, which is why middle class is more their realm. Along with that, their choices of streaming and social media sites appeal to their T.A. since that is what they mostly use. Some bands also seemed to include a blog. However, the reason we decided to include everything BUT a blog ws because the bands whose blogs were still up were those who peaked in their career when their T.A. was not yet introduced to the sites we have today. So we decided to take a similar yet different approach. We included instagram, spotify, etc. but we decided to create Bondi’s profile as a more interactive and personal spot. For spotify, they would create and share their own playlists with their favorite songs, and on instagram, they would use the caption section to express themselves. So with that in mind we figured that 16-30 yr olds now do not go to blogs for artists, they use it more for personal reasons (how ironic is it that I’m a 17 yr old writing a blog right now, but hey it’s for personal reasons-proves my point!).

Our marketing creations included different options of merchandise, music festivals, website, and social media along with streaming sites. For our merchandise, there was A LOT of going back and forth in decided which font to use, which images to use, what colors, etc.

These two were our first choices for the band logo and what would be shown and printed on the merch. The one on the left, we thought was too distracting and not unique or abstract enough. The design on the right has a more rock vibe and the colors make it more serious, and we were looking for designs that left you open minded and that were also a bit brighter.

So we decided this would be the logo we would use for flyers and posts because there is a picture of Bondi Beach in the background and it has meaning since it has to do with the name and the bright colors make it stand out.

These next designs we thought fit better for the merch because the font is very upfront and obvious yet bold, and the waves do not have color (apart from the background color) and they are simple yet noticeable. The designs on the bottom are for the back of the hoodies and t-shirts. It is a quote from the single “Spirits” and it really caught our attention so we decided to make a statement by adding it to the back. We decided to make t-shirts and hoodies because it is a common merch item that the T.A. appeals to. The colors are neutral, except for blue obviously, but we wanted a color choice, and blue fits with the waves and beach theme of the name.

The choice to make beanies was simply to have a choice for those fans who either like to make fashion statements or have the classy and vintage style of wearing them even when it is not winter. Again, IT IS ALL ABOUT EXPRESSION!

Not many bands make pins or fabric patches, so we decided to stand out. These are 2 designs that represent indie bands. Dreaming big is not only a message many indie bands deliver, but the song we worked with also related to that. I will repeat myself over and over but it is important! We created them so the pins and patches could be plastered across backpacks and denim to create a sense of individuality and freedom.

Even though festivals are a way to distribute music, new bands can market and advertise their music along with selling their merchandise. By creating our own events, we are creating a way that our band can be seen and acknowledged.

A website is a quick and simple way fans, or anyone, can learn more about the band, how to contact them, find their social media quicker, buy their merch, etc. Our website fits our aesthetic of warm toned bright colors, which are also incorporated in the music video for “Spirits”. https://malenadiezg.wixsite.com/bondi

For our music video, we decided to take the song and play around with some symbolism. The video is a storytelling video with some artistic hints. The story is of a girl who finds herself surrounded with very similar, and regular people. She then decides she wants to embrace her fun and free side and takes that into her hand by being bold. We incorporated a lot of the color red in the video because red signifies power, strength and risk, which is embodied by the lyrics of the song. The video is also a great way to get a sense of the kind of songs and message Bondi creates and how that relates to the world of indie music.

https://www.wevideo.com/view/1308827162

I’d have to say that the most important thing I learned (through mistakes) from this project is just how important the target audience is, not just age, but gender and socioeconomic status as well. Especially because concerts, merch, music, etc. cost money! So how the artist approaches those things in order to appeal to their audience is very important. What we left out was gender and socioeconomic status. Now looking back I would add both female and male and middle class. How to appeal the target audience is also very crucial because it all comes down to the ways the audience relies on to connect with the artist. For my portfolio project I will consider this when designing my magazine. I do not have a genre yet, but with every genre the T.A. can vary, which sounds minimal but it’s not. For a magazine  the content and how it is delivered is especially relevant to the audience because that is how the interest will spark. I already have a genre in mind however I haven’t decided, but when I do I have to make sure i keep the target audience at the top of my priorities!!!