Currently, in AICE Media Studies, I am learning about branding and marketing through a music marketing project. In this assignment, I along with a group of classmates have been assigned a random genre and a single which will be released by our new artist or brand we create. The genre we have been assigned is punk with the song 9th at Pine. This begins the first of the challenges. Personally, I have not much knowledge in this genre of music in its conventions and marketing techniques. Therefore, we first began by conducting research on record labeling companies and their bands to see how current artists are marketing and distributing content to consumers in the punk genre.
I first learned how to distinguish between rock and punk, which prior to my research I had viewed as a relatively similar space. Unlike rock, punk rejects standard beliefs of society and looks to defy cultural norms. On top of this, punk is a subgenre of the broader genre of rock (an umbrella term). While researching, I used sources from google scholar in order to obtain reputable sources for my research.
As a group we created a google doc in order to list the tasks of the overarching project in order to both split up the workload and in order to have a checklist to meet deadlines. On the document, we all put our names and numbers in order to have quick contact in order to be able to communicate while out of school and help one another.
Image of google docs
Universal Media Group research.
At first for the companies I began researching SST Records as per recommendation from my groupmates. However, after further research, I found that SST Records has not consistent information in regards to marketing and its current bands, with most of the interactions between the company occurring several years ago, making it a dated record label. Therefore, to avoid using dated information, I switched from SST Records to UMG which had much more data available as to distribution strategies and many more current groups under the label.
In this project, we must construct a presentation and a video for the assigned single (9th at Pine). We brainstormed concepts for the story in class and started a presentation for a brand which would match the song's theme. From our research we also began to make a website for our brand which we called NRV. NRV is our take on a punk revival band which will start by posting its song 9th at Pine. For the planning of the video we began on a story board which we first created a storyboard to plan the video in order to tell a cohesive story with proper shot and angle composition.
Presentation first slide.
Example website home page
This is just the beginning as the music video still needs to be shot and edited as well as the powerpoint completed, however, the planning and research elements of the project are coming together. Next steps in the project are to finish formatting the slides presentation in a more suitable manner with less daunting information which can be orally presented. As well as this, the completion of marketing material will serve told bolster our plan to fully solidify the brand.
