GLOWE: A Media Marketing Project

    Last month, my class was divided into groups of 3 and we were tasked with making a mock marketing campaign for a fabricated band based on our choice on three songs/genres. My group and I choose the song "Float On" my modest mouse and created the fictional upcoming band named "GLOW", for which we developed a marketing campaign based on genre research. The process of creating our marketing camping can be divided into 3 umbrella steps: genre study/ conventions, branding, and promotion development.

We separated our research into 3 categories: "INTRODUCTION TO ALTERNATIVE ROCK MUSIC", "ALTERNATIVE ROCK CONVENTIONS", and "TARGET MARKET". For our research on alternative rock we focused on researching a brief history of the genre and the overall feeling of most brands in it, this helped us gain valuable knowledge that helped us develop our brand to embrace the"cool" and often "edgy" feel of most alternative rock bands. When researching genre conventions, we focused on compiling information about how alternative rock bands' budget is managed by their labels and the distribution and promotion techniques used to increase exposure for new bands. Lastly, in order to properly define our target market [16-27] (and individuals ages 14-16 in order to introduce them to the band & the genre), we filtered interests and characteristics (which we decided upon based on our research) by an algorithm, which found about 220,000 people in the Fort-Lauderdale/Weston Florida area.

We created a promotion plan which included a "social media marketing" and "local & targeted" section ( including live events and a local launch tour). For our social media marketing strategy, we decided to open accounts on major social media platforms like Facebook, Instagram, Twitter, and Snapchat. The brand was engineered to seem “fresh” and “edgy”, baring an “effortlessly cool” look (the theme for our branding strategy). We understood how necessary it was to have a cohesive look for our brand which makes it easily identifiable on all platforms. We planned to utilize social media advertisements to target specific demographics and local communities. Locally we planned to play live events & local festivals and utilize flyers & storefronts to drive community attendance and engagement. To promote the band we created a music video (FOUND ON WEBSITE) which was an awesome experience to film! Among many other marketing products (such as merchandise), we also created a website (bit.ly/glowe-link) to market the band AND serve as a distribution enzyme.

 Crossing into distribution, we decided to use Spotify, Soundcloud, Amazon Music, Apple Music, Google Play Music, and iTunes as our preference streaming services to distribute the band's music. Having a variety of platforms on which our music can be consumed enables inclusion for the greatest possible amount of consumer demographics. Furthermore, we decided to include radio as a primary distribution method because it's still very prominent in the music industry and can serve as a great PR marketing tool locally.

This project taught me to meticulously use genre conventions research in order to make precise decisions about defining the target market, developing marketing products, and choosing distribution platforms. In addition, the project helped me always keep in mind the timeline of the project, whether it be a launch like GLOWE,  or a pre-established brand, the timeline guides a lot of important branding and promotion techniques. I'll keep this all in mind when working on my upcoming portfolio project! 

(Instagram post & Story to be used
for social media promotion, AND 
merchandise found on the website)