Creating a Special IndieVidual
Just recently in class my group and I created a music marketing campaign. We had a lot of fun throughout this tedious process and were happy with the end result. This was a larger scale project so it was slightly overwhelming to start, however, we began with researching our genre.What is Alternative/ Indie Rock?
Our 'artist' IndieVidual is working to be the next biggest name in the alternative/ indie rock genre. In order to pursue the best marketing strategies we had to research what this genre consists of. We found that the majority of people who are fans of alternative/ indie rock music were between the ages of 15-24. In other words, most fans are in an independent state of their lives where they don't rely on their parents/ don't have to take care of anyone. Most fans can be defined as hipsters as they usually don't follow the status quo in life. Overall, the genre values authenticity and forming deep connections between the artist and supporters. In terms of sound, this type of music is usually energetic, has deep messages, focuses on instruments, and is untraditional. Hence why so many "hipsters" are followers of this music.Marketing Trends
Social media is one of the most used marketing tools used in today's age whether it be from a metal band to a country singer. The Neighbourhood is band, within alternative rock, that uses social media as a platform to market. They encourage their fans to use #THENEUTIMES to support them and get them trending on Twitter. They also have an Instagram, Youtube, and Facebook where they choose to communicate with fans and advertise their work. Running a website is something slightly different in this genre. Bands like Cage the Elephant, Foster the People, and many others have websites which serve as a hub for all information. The websites have special dates, merchandise, important announcements, communication accessibility, and some even stream music. Speaking of merchandise, band tees are a staple within this genre. A shirt, hoodie, etc. can be found for almost all rock bands and are even sold in stores like Hot Topic which is targeted at hipsters. Today, most artists within this genre use both digital and physical distribution. The Neighbourhood, Cage the Elephant, and Foster the People all distribute music through Spotify, Youtube, Apple Music, and so forth. This is done to reach more people with smaller amounts of money. However, these bands also sell Vinyls to go along with that vintage and odd vibe that many hipsters cherish. Besides this, alt/indie bands contribute to live shows/ festivals. Foster the People has performed at 15 festivals since 2017 and don't plan on stopping soon. They love having live shows to connect with the fans but also reach a wider audience since many people there will discover them due to the other names under the festival.Brand Development
With the research we compiled, we thought it was best to develop Indievidual as someone relatable and a fellow hipster. To achieve this we created a specific color scheme, clothing, and attitude to further his persona. Within the artist's platforms we utilized a darker color palette of black, gray, white, navy blue, and hints of mustard yellow. The idea within this was to make him appear masculine and mysterious/dark. However, we incorporated the yellow to serve as a nod to his name. Yellow is a color that is quirky, not liked by many, yet can make someone stand out. It is the color of a spotlight. We wanted to emphasize that Indievidual was different. This idea was furthered by playing with light within the music video, merch, website, and so on. We liked the idea of having a spotlight on the artist in the video and on the merchandise to represent the same idea of standing out. However, playing with light also allowed us to create shadows which went along with the persona. Shadows helped to represent the artist's and song's dark side. In terms of attitude we want him to be a slightly edgy hipster who can relate with other outcasts. He is someone down to earth that can be easy to talk to even in a fan-artist relationship.Marketing Products
For the digital marketing products we created an Instagram, Snapchat, Youtube, and Twitter. Each platform would post updates, videos, advertisements, and just basic photos of the artist. Each going along with the artist's aesthetic.
IndieVidual's Instagram Page.
Along with the social medias, the website will match the artist's vibe. The website will serve as a hub for all information where tour info, links to social media, a gallery, contact info, merchandise, and an 'about' section can be found. All fans can easily reach this website and scroll through, whether it be on phone or computer. This makes it easy for fans to stay updated and connected to the band.
Our group also made an effort to focus on tangible objects. Physical items serve as a way to market the artist into peoples everyday lives. Clothing items were something we wanted to put a large focus on due to it's popularity within this genre. We believe it is beneficial to sell most items on our own website to yield best income. Additionally, we think it is best to not price the items too high due to our target audience not being super wealthy and many people wouldn't pay for an upcoming artist. Although most clothing will be sold via website, we also wanna have an exclusive item sold at Hot Topic. The store sells many other band merchandise items which may allow our artist to be discovered through people who appreciate the alternative rock genre. All our clothing goes along with the same color palette and spotlight idea to keep reinforcing the persona.
IndieVidual's hoodies and shirts.
Other smaller but still efficient marketing products we made include a concert ticket contest. The contest would be won via Twitter. Before every show someone who tweets using the hashtag #INDIEVIDUAL is entered in a contest to win free tickets to a show. This will increase activity/ talk on Twitter and may entice people to see the show. We also incorporated a Polaroid giveaway. One can enter by subscribing to our emails through the website. The winner receives a polaroid camera and an exclusive photo of IndieVidual. This will encourage people to subscribe to emails and maybe even attract new fans. Additionally this is efficient because hipsters love vintage items. Lastly, we would like to give out free wristbands at every show. This can serve as a trophy/ memory for going to the show. This may spark conversation and interest in band.
Free wristbands given at every concert/ show.
What Can I Take Away?
Through this project I was able to see how much work goes into an artist's marketing plan and products. Everything must be meticulously chosen and thought out. I also learned that a music video is so much more than showing the artist while the song plays in the back. It serves as a way to represent the artist and the song. Everything down to clothing and lighting can change the feeling the video evokes. Production and marketing can be a stressful thinking process but a reward and feeling of accomplishment in the end.
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