Our group got off to a slow start. It took us a while to find alternative case studies for the music research chart and we relied heavily on the time given to us in class instead of getting ahead at home. We only finished it the day before it was due. I am, however, very proud of the research we compiled and I feel confident using it in my future essays. I focused on Columbia Records’ history and the first case study, The Neighborhood’s Chip Chrome and the Mono-Tones. The research was interesting, and I’m glad I was able to do it.
After we submitted the chart, we brainstormed ideas of what kind of artist we wanted to create to market the song. The Man is a very energizing, empowering song. Another member of the group looked up words that were related to this concept and found “Spark Plug.” We all immediately loved it and decided to use it for the name of our band. Furthermore, we had a discussion about the target audience, which facilitated our decisions for marketing. Since the target audience is teenagers to young adults, we decided to focus on social media, especially TikTok and Instagram. After reading How TikTok Is Changing the Music Industry: Marketing, Discovery and How Digital Marketing Is Transforming The Music Industry, I knew this marketing strategy would be a fundamental element of our project. I also reviewed the Google Slides presentation about music marketing and brand development that the entire class worked on. We based many of our ideas on this research, which is reflected through the brainstorming doc our group is using:
Whilst we were discussing ideas for marketing, I had the idea of a collaboration with a food company, like Taylor Swift did with Starbucks to promote Red (Taylor’s Version) and many other artists have done with McDonald’s meals (BTS and Saweetie). A group member mentioned that we should do a collaboration with a food or drink company closer to our target audience, which is where we got the idea of doing a collaboration with Monster Energy. Not only does it correspond with the band’s indie fan base, but it also corresponds with the song and Spark Plug’s theme of energy. We also wanted to do another collaboration with a different company, so we decided to have the band collaborate with Vans, as the skate shoe company ties in well with our target audience. We were originally going to create simple skateboard stickers inspired by the band and music video, but then decided to create shoes instead. The colors correlate to the band logo’s colors. We also decided to make merch after we found out that alternative music fans purchase more than any other genre fanbase.
We began to create our Google Slides for the presentation after we laid all of our ideas out on the group’s Google Doc. I focused on providing the information for the first two bullets we needed (“overview of genre marketing/distribution trends and target audience,” and “marketing and distribution plan for your artist/group”). I wrote all of the information out on the doc, and then I summarized it in bullet points to place on the Slides presentation. We have definitely picked up the pace and have been much more productive in the last 3 periods. Next class, which is the final one before we present, we’ll organize our individual proponents of the project and begin to practice presenting.
The hardest part of this project so far has been relinquishing control. I’ve always had trouble with this, and with a project that allows for much creativity, I’ve been a little overwhelmed. However, I trust my group and I know we’re all doing a great job. Moreover, I’m very nervous for the presentation, as my presenting anxiety is pretty severe. I know I’m going to practice and try my best, but it still stresses me out.
I’m very excited to finish the project, as my group’s ideas are all very innovative. I can’t wait to see how it turns out.
- Michelle
