Hi guys, for AICE Media we have been assigned a project regarding the marketing of an up and coming artist. This is just a few thoughts we had regarding the manner in which he would be represented and marketed.
As a group, we decided to create an Indie Rock artist with a very detailed and important background. We came down to the conclusion that this rock artist originated from a lower-income area of a rural town, who broke onto the scene with a hit rock song produced and performed from his garage. This origin story effectively sets up the way in which we will portray such an artist so that his true personality and nature can be expressed to the audience of his music video. In order to portray his humble and honest upbringing, his social media would be limited to just instagram and twitter, and would be much more personalized than most other artists. His posts would be more intimate and include more aspects of his personal life such as friends and family, giving his online presence a sense of authenticity. Being a young man who knows the ways of the upcoming generation, he would readily embrace technological convergence and even use it to his advantage, interacting with fans online more than most artists and portraying him to be an easy guy to connect to. For distribution plans, we would begin with just utilizing SoundCloud and YouTube as a way to spread his music. Both of these platforms have an underground and especially young following, a trend that his given rise to many artists with similar backgrounds and beginnings. By beginning with these platforms, and reaching out to the younger generations that will generate his stardom, the artist will eventually mature into an artist with a big following that spreads across many demographics. Once he begins to reach this level of influence, he will begin to be more involved with platforms such as Spotify and Apple Music, maybe even signing an exclusive deal with such a big platform. The performances, in order to relate to the “hype” culture of today and especially “wow” the younger audiences, will be a mix of live and pop-up performances. Ensuring that they are very energetic and charged with authentic personality unique to the artist, his following will only increase and his fame as generational and unique artist will only grow. Surprise appearances at late-night and talk shows such as the Jimmy Fallon show will also help the artist become known to different demographics, and such appearances in these specific shows will express the more human and sympathetic side of the artist, allowing more and more people to feel as if they know him and eventually support him as an artist. Because all of this, we are trying to make the video an energetic one that although it reaches out to the younger generation, it still portrays the humble, loving kid that began his journey in a garage. Since this video would be his grand debut, we went into great detail regarding his background so that those same details could influence the video in such a way that the audience could really relate to type of person this artist is. He would be portrayed to the world as not just another artist, but one with a lot of heart and roots.
