Music Marketing Campaign

Hey guys, so I've taken a break from researching movies and moved onto music. We were challenged to create an entire music campaign for an upcoming artist. So for my project, my group and I chose the song ‘We Are Young’ by Fun. Though this song has a lively pop beat, the meaning was dark and about a Domestic Abuse relationship. My group and I wanted to convey this and promote awareness of this issue so that others finding themselves in that situation can get out safely. So together we had to come up with a marketing and distribution plan to ensure success for our created artist Ashton Stone, and I’m going to tell you how we did it.


Since we chose a pop song, we had to break up the research to fit the target audience and move on from there. We focused on two specific artists and their marketing tactics, Ariana Grande and One Republic. They are both pop artist with a large following because of their social media presence and advertisements. From Ariana Grande, we decided to follow her idea of regularly promoting her new singles via Twitter and Instagram. This alerts the followers when the music will be released and ensures that her fans are aware of the release date, making the video have a higher chance of getting viewed and spread to others. So when we created our music video for Ashton Stone we included tweets of behind the scenes shots and a countdown so that more people are aware of the release. Then we were inspired by One Republic’s song Connection appearing in various jeep commercials. This had viewers associate the song with a higher class car, making them more inclined to enjoy the song. So we chose to be open to partner with brands to have Ashton’s song played in the background of the commercials.


Moving on, our marketing idea was to first gain a strong local following with free live shows and social media interactions. In order to gain a national following, we would first need to gain the support of local people just like Jake Miller did with the city of Weston. To ensure this, flyers were made to alert residents of show dates. These would be hung up at local grocery stores and hang out spots where teenagers are typically seen. We then made Ashton an Instagram, website, and Twitter, which he will be using the most. We wanted to make him available on the most popular platforms for his target audience but more specifically twitter because of its ease to quickly reach fans. Merchandise like phone cases and shirts were made so that once he gained a large enough audience people would be able to promote Ashton through their clothing and spark the curiosity of who he was.





Overall this project taught me how much thought and work goes into promoting a new artist. But these methods won't be limited to just music. When my group and I begin to shoot for the film opening, we can use some of these techniques to market the movie. This project also taught me how to work more fluidly with other people and how we can work around our busy schedules. Because of all the effort we put into this project, it gives us a sense of what filming is really like for a serious video. Soon I’ll be starting to prepare for this movie trailer and because of the materials we used and learned during this marketing campaign, I feel confident to start the film trailer opening.


The website we created- https://officialashtonstone.weebly.com/