How Media Marketing Went?!
February has led me to discover that plans do not always work out, but luckily things fall into place.
In January I was given a project to create a Music Marketing Campaign. The genre my group was assigned was metal. Learning how to market for the metal genre was difficult as it is a genre I had not had much experience listening to or viewing. My group chose to create a marketing campaign for "Blind" by Korn but as Moral Bargains song "Cost of Life".
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| Moral Bargain Logo |
Planning/Research I believe the planning was a successful, but challenging part of our marketing campaign. My five member group had a set plan (shown prior) of when each aspect of the project must be completed by. The challenge was that my group similar to me had little experience with metal music so we did a lot more research than I expected to do. We looked not only at the genre as a whole but also individual bands to get an idea of the way marketing works. Not only did understanding our genre appear as a challenge but also our target audience. Moral Bargain similar to metal does not have one specific target audience so during my creation of the online aspect I had to remember that people from a vast age range would be discovering our media. We planned to film our music video based on a boy with bipolar disorder at Weston Town Center in the Publix parking lot and Carrot Express.
Music Video-
Shoot:
On January 29th the shoot of our music video at Weston Town Center went well!! To match our intended plan our crew brought the props of a car and pill bottle. Along with props the look of all actors/actresses on camera was important. For example, our band members were in darker colors (mainly black) and our concerned female character was in more positively viewed clothing (a pink shirt and jeans with smiley faces). While yes, it was a challenge for the band to feel the "vibe" of the song, I, from an insiders perspective, believe they were successful. Even our location of Carrot Express for our main characters going off scene went well as the staff member was excited in being a part of the shoot. With the Carrot Express aspect I was reminded yet again of the challenge that comes with filming in a crowded environment.
Editing of Music Video:
Post shoot my crew member Zoey edited the video using the advice of all members. I decided to create a social media promotional video, which I should have likely used the more appropriate term of a teaser. This teaser only features Moral Bargain, as we did not want to give away the videos message. Looking back at the music video I do believe our message could have been made clearer, in the end we resulted in a message of a male looking back on his anger issues as our theme rather than a male with bipolar disorder. I believe the shots were successful in showing a sense of panic, the fast cuts set this pace well. But on the other hand, I think I would have enjoyed our original plan by showing the males not only lows of his day but also the drastically different highs. To do so, deeper research on bipolar disorder would have been conducted.
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| Screenshot of editing process |
Marketing-
My main role in the project was getting the band's digital image alive and known. An important factor of our social media/website was making sure all aspects were user friendly as some fans have experience with bands internet presence, and other fans do not.
Website:
Prior to this music marketing experience I had never made a website, the idea of creating a user friendly website appeared to me as a challenge. The creation of the Moral Bargain official website was time and mentally consuming. But, I worked through the initial challenge of more or less believing I could not complete the task and created a website with a home/merchandise page, a tour page, a contact page, and a frequently asked questions page. I did not expect to enjoy this creation but I did as I believe my hard work led to a realistic website.
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| Website home page |
As the home page, I uploaded all created merchandise and sectioned the pieces into collections. Merchandise, being the first thing any website user views, was important as the purchase of merchandise is a way we gain profit and popularity.
I was able to plan a ten stop tour, The Bargaining Tour. I never realized just how many venues there are in America. I researched everything from bars to stadiums. By researching some of the locations similar artists toured, I learned that most new bands will really play anywhere they can get in. With this knowledge, most of the venues we chose host around a thousand people and are in large cities since we are an upcoming band trying to grow our audience.
Both the contact and frequently asked questions pages were created to meet the goal of user friendliness. The contact page links to all of our social medias and has all basic information. The FAQ page is full of more specifics such as the accepted methods of payment.
Social Media:
Social media wise, I created the basic structure of our platforms and uploaded merchandise flyers along with the teaser and music video. My group member Gianna controlled the Instagram and made it very user friendly and interactive. My group member Brooke controlled the Twitter and did the same.
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| YouTube page |
Guerilla Marketing:
My group member Miguel came up with a creative marketing device. This would be to have a motorcycle statue, with our tour logo on the side, travel to all ten of our planned tour locations to promote the shows.
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| Tour Logo |
Presentation:
Our presentation google slides was last minute, we got it done, but I believe it could have been better. Personally public speaking is not my strong suit. I dressed nicely for the day to try not to fear my future presentation but in my opinion I ended up failing under pressure. Eye contact is near my least favorite aspect of life, so I do not believe I engaged with my audience well. I believe all of my information was spoken just maybe not in a pleasant looking way. My group members carried this part of our project.
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| Presentation |
Overall, the Music Marketing Campaign creation majorly helped me in my thinking process towards my upcoming Cambridge portfolio project. At first look at the project's rubric I was doubting whether I would play a successful role in the creation. I can confidently say I did it! The project increased the level of trust I have in my AICE Media AS work. I found myself wanting to take charge, so now I am very interested in the director role in my future project. Not all was positive, I found troubles working in a group of five, specifically with depending on members to complete their tasks in time. The waiting process I endured whilst waiting to be able to post all of our merchandise on both the website and social medias is not a scared feeling I would wish on anyone. This project has led me to now be set on working with only one or two other people on the upcoming project, as I believe I would work better in a small, trusted, and dedicated group. Nevertheless, my group I believe was successful in our Music Media Marketing creation. I am grateful for this knowledgeable project expanding my knowledge of the metal genre, marketing, and working as a team.
Oh.. and yes.. Moral Bargain's facebook name is still "Mo Ba"
I will learn how to create a Facebook!!!
Here is the music video along with presentation:
https://drive.google.com/drive/u/1/folders/1juzjE6_Q9YM4amnu8_Lcfhx218mgQurT
