My music marketing project allowed me to dive deep into the music genre R&B. Being called rhythm and blues, the genre uses trendy sounds (rhythm) with soulful vocals (blues) which together blend to create music that is very interesting to listen to. Because of the lyrics that generally speak about love for someone or something, it tends to gravitate towards a younger audience.
The target audience is from the ages of 13-25, with that audience leaning towards females because the lyrics talk about love. Not only that, however, the stereotypical male R&B artist enjoys to wear clothes and presents himself in a "sexy" fashion which would appeal to the genre's target audience. That being said, these successful artists have the proper knowledge in understanding the trends the audience are interested in regarding the marketing side of their music.
A very well known R&B artist by the name of Khalid would use his social media to promote his upcoming albums and music released in order to appeal to his audience who are proven to be on social media a lot. In regards to digital distribution, artists like Khalid and Bryson Tiller tend to release their projects on all streaming platforms and heavily advertise their songs on those platforms as a result of their R&B audience pushing towards using smartphones as their main consumption of media such as music, which is why people don't typically witness artists of this genre focusing on selling tangible products that have their songs such as vinyls and CDs.
My partner and I for the project decided to create an artist who is based around the R&B genre, and follow the trends famous artists typically do to market their songs and albums. Our artist was named Hooded Angel, which was inspired by the genre he is based upon since R&B can be correlated with upcoming artists singing about their story and past. We came up with a back story that fits with the genre. Our artist who lived in the projects decided to sing about his life, which gives a reason towards why his name is the way it is. Even though research showed the heavy trends of the genre such as giving off a "sexy vibe", the genre allows for artists to use their talented voices to reach out to an audience and intrigue them to tell stories about their past, which is what our artist did. Since we took a different approach to our artist, we decided to correlate him to the beige color since it represents pureness and coolness which matched perfectly with Hooded Angel.
To promote his music, we decided to create a website that allows his audience to easily go through everything that had to do with the artist, such as streaming platforms which allowed listeners to hear the song, and which social media platforms had an account run by our artist. It also aided in representing his brand and promote his song.
The three social media platforms such as Instagram, Facebook, and Twitter were all used to market his persona and music. We chose these apps for different reasons which all eventually aim to the same goal, which was to successfully market the artist. Instagram was used to promote his projects and interact with his fans, a twitter account was made to allow Hooded Angel to speak freely about what was going on in his mind which was intended to attract fans, and finally, a Facebook account was created in order to allow the artist to stay away from being limited to being a local artist because the app was internationally popular.
The music video was overall very fun to make, and it was interesting to generate a story that would match with the lyrics of the song that was provided to us by our teacher. The criticism that was given back regarding the project was very essential to growing as a creator in film and marketing pitches as it gave valid feedback from our fellow classmates. Although it was simple enough to follow trends in R&B marketing, my partner and I now understand that a truly successful marketing pitch would be to take risks and not always follow the rules on how to create something successful, as someone or something who stands out from the rest can truly become popular and triumphant in the real world.
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