Our band New York Revival was a creation of our genre Alternative Rock which we took inspiration from in many ways. This genre was found to embody from the '90s where it became popularized, thus our band's aesthetic. Alt. Rock usually consisted of ages 15-24 years old with a middle-class socioeconomic status, as well as both male and female and people who typically have a fun and rebellious side to their personality. During our research, we found many Alternative Rock artists who use simple and interesting marketing and distribution tactics. For example, The Neighbourhood and Foster the people both use engaging methods towards their fans, such as including a Twitter hashtag (#TheNeueTimes) where they can interact with audiences and having an Art contest on, popular distribution streaming service, Spotify where fans could draw album covers that the artist may use in the future. In addition, these artists used social media to attract new audiences. Some of which included Instagram, Twitter, and Youtube. On Instagram, The Neighbourhood would "go dark" which is a method of deleting all posts whenever a new song or album is on the way, this creates a mystery to what happened to the band which can attract more people to your page. As well as social media, In Alternative Rock, most artists have a website in which they can have a clear path towards reaching audiences, but also a way to shape stories, share a merch line and view their music.
How did we develop our brand?
- To do this we mainly tried to use social media as our number one way to increase our audience. For example, we used Twitter, Instagram, and Tiktok and made sure that audiences could access these through a mobile device. On Twitter, we found that 44% of our target audience resided on the app and we decided to create a hashtag #NYREVIVAL where fans could share their thoughts on our song and we could engage back to them creating a closer bond. On Instagram, we decided to use the "Go Dark" tactic to make us seem mysterious to our rebellious target audience, additionally, we wanted to create an Instagram filter, which has been extremely popular in 2020, that says "Which Ny Revival Band Member Are You?". On TikTok, we felt that we could place our Alternative Rock song on there due to another similar genre artist MGMT gaining over a million streams with their song. On there we will have exclusive content and dances that will follow our band's aesthetic. Additionally, we wanted to have “pop-up” performances in local places such as coffee shops (El toro cafe, Ella Cafe) and small venues (The venue Fort Lauderdale, Revolution live) gaining attraction to new people.
Marketing Products
- Our marketing products were created to fit our target audience. For example, our merch line that is environmentally friendly with biodegradable phone cases/ reusable clothing. This will appeal to our 15-21-year-old target audience who mainly care about the future of our planet. Our merch also includes a 90's aesthetic which is exactly what is brand is going for.
- We also created an app where fans can view our music video hours before it is released to the public, which can create more people to download our app. Additionally, for every stream on our app, we will donate to Onetree.org where a tree is planted in Australia for every dollar donated. ( We hope to collaborate with them.)
What did I learn?
- This project really allowed myself to understand the world of music production and how much it really takes. During the making of the music video, I took the skills that we had been learning during the year to implement them into our video. For example, the different kinds of shots we wanted to include, using a storyboard to really plan out and have an idea set out for filming, and seeing how the final product will help set up our band's brand. When we were researching marketing skills for our music genre, I learned a lot about how artists put out their music and how target audiences are the most important thing for a marketing campaign. We also learned how huge social media is in marketing strategies, where it can reach new people and attract new listeners.
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