music marketing project

For my music marketing project my group chose the song "Me and Your Mama" by Childish Gambino. This falls under the hip hop/funk genre. After researching two case studies, Brockhampton and Kaytranada, and the record label they're under, we were able to decide what marketing trends we needed to follow. The first was having a visually unique music video. On top of it being an artistic music video it also needed to be promotional because we were introducing a new artist and needed to give her exposure as well as produce something for a lower cost. The music video developed the brand of a chaotic and liberated character along with other marketing tools. These other marketing tools included the use of social media apps (instagram, tik tok, twitter), a website along with merchandise and "fake beef." We used social media sites for obvious reasons: they're highly popular amongst younger audiences and are a great way to spread information/ connect with others. But more importantly, we wanted to take advantage of humor and "internet culture" that stems from apps like twitter to make our artist relevant and build her brand. For the website we chose the color red to reflect the artist's brand and made the music video the first thing available on the site. We chose a thumbnail of the artist crying because it evokes curiosity and could possibly resonate with our semi-melodramatic/angsty target audience and included cheaper products, such as phone cases, for our audience to afford. This project has taught me that every choice needs an even stronger reason behind it, especially for a marketing campaign. Target audience is everything and all choices made during a marketing campaign should stem from there. I also learned how to visually develop a brand, how to produce cool visuals for cheap and the importance of editing/pacing in music videos.