Music Marketing Campaign

A couple of weeks ago my partner, Raul, and I were tasked in creating a music marketing campaign surrounding an assigned song. Our song was You are by the Punch Brothers and the genre was Bluegrass, which is lesser known branch from country with a relatively small audience of mostly older adults. We had to make a music video as well, which featured artistic visuals and carried a more indie vibe. Knowing our small audience, we had to find a way in which we open our brand to multiple markets, and in our case, the indie genre. With our music video and creation of multiple other marketing samples such as an Instagram and a website, we wanted to have a brand that relates to younger audiences as well, hence our band name “younger.” In the end, we were tasked with presenting our genre research and marketing plan to our class with a 20 minute limit. Although it sounded daunting at first, Raul and I came prepared and presented a well rounded campaign. We offered unique ideas such as the SWOT analysis, which emulates a plan through knowledge of strengths, weaknesses, opportunities, and threats. Leading into our portfolio project, our music marketing campaign work gave us an opportunity to explore with using the film elements of camera shots and angles, mise en scene, and editing which are vital components to a proper film opening. Most importantly, Raul and I were able to learn our strengths and weakness and capture a positive team dynamic, important for our portfolio.

Picture of the Instagram we made for our band, younger.

Snapshot from our video, which is linked above