Music Marketing Project

For my music marketing project, I had to work alongside two of my classmates(Ana C. and Juana D.) to create an upcoming artist as well as her marketing campaign. We decided to call her Liliana Reed, we also utilized her name as her brand name as the name has a classy vibe and successfully appeals to our audience, which is supported by other artists in the pop genre such as Billie Eilish, Taylor Swift, and Harry Styles.

As stated above, we decided to place our artist withing the pop genre boundaries as our brand's goal is to distribute media awareness on political and societal issues, and the target audience for this genre includes a large portion generation Z(specifically 16-21-year-olds), which evolves around digitalization and has reported increased levels of interest in social media awareness.  Also, Pop is to be considered the second most heard genre after Rock, which means that we would have endless possibilities to the people we could reach. More specifically, our target audience will focus on American individuals between the ages of 16-21 years of age who come from mid socioeconomic classes and are concerned about the societal and political issues of the world.

Current marketing trends in the pop genre have shown that the target audience mostly consumes media in a digitalized manner, which means that they don't commonly purchase albums or hard copies of the content. This is why our artist will sign a label with Atlantic Records, and American label company which has represented over 300 worldwide known artists such as SIA, Danny Ocean, and Bruno Mars. Through the label company, she will produce and distribute her music through streaming applications such as Spotify, Apple Music, Soundcloud, and Youtube. We will release all content on these platforms as they control the majority of the audience, therefore providing us with a chance of captivating a larger audience. 

In the social media aspect, our target audience is mostly known for utilizing social media platforms. This is why we want to base Liliana's marketing platform on the most recognized social media apps which captivate our audiences such as Instagram(the target audience of 18-29-year-olds), Twitter(the target audience of 18-29-year-olds), and Snapchat(the target audience of 18-24-year-olds). Since these platforms attribute to different demographics, we are also planning on approaching each one differently to provide a different perspective of the artist in each platform. Instagram will be used as our main marketing platform as it has the largest consumer group and attributes most to our target audience. On this platform, we will keep consumers heavily updated on the content released through teasers, short clips from music videos, cover pictures for the new releases, and important information such as concert dates and events to which the artist attends to. Snapchat will work as a way to provide the target audience with a closer insight into the artist's work as well as her daily life. This concept will be transmitted through a daily vlog on her Snapchat story in which she posts what she is doing regularly, as well as by providing an insight on how she records the content that she releases to the audience. The Twitter account will focus more on the societal and political conflicts that Liliana cares about. She will distribute messages through regular posts on her opinions of these controversial topics and through reposts of influential people which she supports.

As stated above, we decided to name our artist Liliana reed due to the ongoing, widely-known names in the industry such as Taylor Swift, and Miley Cyrus, in addition to the classy vibe that the name provides. We decided to develop our artist in a way that would captivate the consumer's attention due to her rapid growth and unraveled talent. The artist comes from Long Island, California, from a middle socioeconomic class. We decided on this background since many influencers such as Laura Riihimaki and Alisha Marie live around the area. She was first recognized by consumers through these influencers and from there, she began building her consumer base. after gaining some consumer support, she started singing on her Instagram, and due to high levels of support, she decided to enroll in "The Voice" competition, season 18. She competed and grew her fan base throughout the competition until she finally won the competition, along with the $1 million rewards which she used to compose her first single called "Royals." This single became widely known within the consumer base and gained her wide support from the audience, making her known for her music. 

We decided to develop "merch" which we would sell to the consumers to promote Liliana's brand. We decided to focus our merch on the current clothing trends that have been ongoing with our target audience, which includes loose clothing and comfy clothes such as sweatpants. To further promote Liliana's brand and encourage people to purchase the merch, we would donate 20% of the profits monthly to a charity of our choosing, this month being the NRDC. Some examples include: Sweatpants with the artist's logo and hoodies with the artist's logo as well as the lyrics to her release.

"Royals" theme revolves around the idea that people nowadays live in a materialistic world and Liliana does not associate with those people. To do the video, we wanted to express this idea artistically through the representation of objects, such as a bathtub filled with gold glitter which represented the materialistic world. We also used editing techniques such as fast editing to evoke a sense of climax in the scene.