Country Marketing Campaign Final

 Going on a Journee

In my class, my group and I created and presented a music marketing campaign. We had a lot of fun in the production and planning of the project. To start off, we began with researching our genre. 

What is country music? 

Country was originated in the south/south-west United States. Popular musicians and artists in the genre drew upon traditional sounds from instruments, gaining large success in the process. These sounds and vocals created a foundation for today's modern country music. By drawing upon some of these traditional sounds and integrating them with new instrumentals, my group and I will be able to garner huge success for our artist, "Journee Fae". 

How will we be able to attract younger audiences?

Country is one of the most popular genre of music, but 60% of listeners are ages 18-49. A challenge we encountered is the ability to garner a younger audience. What is wrong with country music? Most country songs are overplayed, have cliche stereotypes and use repetitive melodies. To differentiate our self from the norm, our artist will incorporate Neo Traditional country which emphasizes newer instrumentals and combines traditional vocals. Incorporation of traditional vocals is key to the success of our artist because we will be able to keep the older fan base through traditional means and build up a younger fanbase through the use of new instrumentals. 

Marketing Trends 

Social media is one of the most used marketing tool by all marketing campaigns, regardless of genre, due to the global reach it has in our modern society where technology is greatly embraced. Blake Shelton is a popular country singer that uses social media as a tool to market. He makes posts relevant to his songs and albums, promoting his music. He also has a website that offers an email subscription for fans to keep up to date with latest news and updates about his music. His social media accounts are linked at the bottom of the website page and include: Facebook, Twitter,TikTok, and Instagram. Another country singer that has gained popularity over the recent years is Maren Morris. Likewise, Morris has a website with all her social media accounts linked at the bottom of the page. The website also has tour dates, important announcements and merchandise. Additionally, almost all artists distribute their music on YouTube, Spotify, Pandora, and Apple Music. Our artist will use multiple social media platforms to communicate to her fans and post updates of upcoming albums. 

Brand Development 

With the genre we researched, my group and I thought it would be best to develop someone who is a role model type figure towards teenage girls. Because our artist came up from a small town and started to gain popularity, our artist will be able to inspire younger audiences. In addition, we strive to develop an artist who will stay within roots of country, but still try to be unique and differentiate herself from the crowd. To accomplish this task, our artists clothing/merchandise will include dark colors such as black, gray, and white. Although my group and I created merchandise with a variety of logos, we will decide on one to represent Journee Fae. 

Marketing Products

For the digital marketing products we created an Instagram, Snapchat, Youtube, TikTok and Twitter. Each platform will post relevant updates about Journee such as advertisements for upcoming songs, videos of the artist, and photos of her.

Journee Fae's Instagram

We have also created a YouTube channel . The YouTube will be used to distribute her new single ," Need You Now". Links to her social media's will be on the banner, allowing fans to easily access her accounts. 

Additionally, we will create flyers and advertisements for her concert, meet-and-greets and pop up events. Although it is important to market digitally, we must not forget traditional means of marketing as everyone may not have access to social media. We will be placing posters, advertisements, and flyers  at local shops or stores to reach a wider audience. By creating physical advertisements, we will be able to market our artist a wider audience and gain a following. Our artist will also go on local radios and podcasts to announce upcoming events, songs or albums.

Take Aways

Shots

- A variety of shots is essential in the production of videos to be more interesting to the viewer

Editing

- Use fast editing to bring different perspectives of the focus. Additionally, matching the rhythm to the song will make the music video become more interesting and captivating. Not only will this prevent the viewer to become less bored/uninterested, but it will also allow you to add more shots to further understanding of the video. 

Conclusion

This project has taught me about the extensive work and planning that goes into a music artist's marketing plan. Many country artists have become well established in the music industry due to their amazing marketing team. Every post on instagram, set up on music video, production and other factors affect the way your artist is portrayed to the world. The presentation of the project has also helped me gain presentation skills/experience, to help me for future marketing campaigns.  This project will be helpful when developing my Cambridge Portfolio because I have gained experience in creating a music video. I will also plan out my Cambridge Portfolio because planning will help me visualize and brainstorm ideas for the project.

 Our video: