Music Marketing Project

OUR SONG:

For the Music Marketing Project, we chose to use the song “Float On” by Modest Mouse as the center for our campaign and music video. The song belongs to the alternative rock genre and has a varied target audience ranging in ages from 14 to 50.

ALTERNATIVE ROCK:

Determining our target audience and deciding who/which kind of person we wanted to appeal to was our biggest priority when researching our genre's conventions and trends. We asked ourselves: Who listens to alternative rock and what do they want from the bands they listen to?

We found that our potential audience would most likely be the kind that celebrates uniqueness and that is intrigued by experimental content that defies what is popular or considered normal. Our audience likes things that stand out and appreciate aesthetics and art. We also found that the typical alternative crowd seeks a closer, more personal connection with the artists and like when bands are real, not just performers, but people.

Accordingly, the trends we researched correspond with the mentioned preferences. The direct and personal address of fans, a heavy use of social media, and an emphasis on developing the personalities of the artist(s), all match with the audience's fondness for a close bond with the artist. Likewise, using Vinyl, CDs, and creating formalist music videos suit the target audience's appreciation for artistic content and aesthetics.

DEVELOPING OUR BRAND- ODYSSEY:

We aimed to create and develop a brand that fit well within our genre and satisfied our target audience. We landed upon a SciFi themed band where the two artists are alien astronauts. The band members would wear astronaut helmets in every public appearance and performance in order to remain anonymous.

We chose the theme because we believe it carries deep concepts that many of our teen and young adult fans could relate to. Our spaced theme holds abstract ideas such as isolation, not feeling like one belongs and adaptation to new changes. We want our material to resonate with fans so that they can connect to it. Additionally, the public's interest in astrology and astronomy is growing steadily so capitalizing on these trends could be of advantage for us as well. We hope the costumes evoke a sense of mystery so that we can stand out from other new bands and hopefully gain exposure.

MARKETING and DISTRIBUTION:

Social Media-

Instagram:
Best to reach our target audience. Young adults and teens make up 72% of users. Great for uploading teasers and announce new material. Has Stories, Livestreams, and IGTV options for optimal fan interaction.

Twitter:
It sets itself apart as the platform best for spreading news. Approximately 74% of its users go to it to find out about current events. It makes it the perfect place to announce new content. Notifications can easily spread. It also reaches our older, artsier target audience.

Facebook:
84% of its users are in the 30-50-year-old range. Perfect place to reach those older US audiences. Foreign audiences h=can be reached here as well since in other continents it continues to be used by teens.

Website-

Blog: Place where the band can grow deeper connections with fans. they can post about their lives and give some insight into what happens behind the scenes. Fans have the ability of liking and adding comments to allow for audience interaction.

Direct Listening Portal: A Listening portal is available for younger audience members that do not have an income. They can stream the song directly on the website and download it for free without a hassle or need to be subscribed to a streaming service.

Events and Performances Calendar: Fans can see upcoming shows clearly and get access to events and live performances quickly and with ease.

Streaming Services-

Float on is available in a number of streaming services including Spotify, Apple Music, Youtube and Soundcloud

TAKEAWAYS:

-Storyboards are essential!

We filmed an entire day in Sawgrass without a plan and all of the footage was unusable in the end due to our lack of organization and the fact that there was no cohesion between the shots.

-SHOTS!

Using a variety of angles and including inserts can really help make a video more interesting. Using a variety of shots keeps the production moving and creates interest.

-Editing

In the end, editing can make or break a music video. It is importing to keep the Editing fast so that the viewer does not get bored and so that the music video matches the music. Matching the cuts to the tempo of the music is a great way to avoid boredom and a stagnant video.

OUR VIDEO: