We researched 4 different bands/artists in the indie pop genre and studied the techniques they used to market and distribute their music. Vampire Weekend and Declan McKenna are a part of Columbia Records while MARINA and Vance Joy are a part of Atlantic Records. The indie pop genre originated from indie rock music but it has a softer and more melodic tone. They care about their audience's opinions and strive to be fully engaged with them. Indie pop has a lot to do with independent freedom since that's what a lot of their target audience, males and females from ages 16-22, are trying to achieve.
They use social media, especially Instagram and Twitter, to engage with their audience. For example, Vance Joy has profiles on Twitter, Instagram, and Facebook that allows him to post his album covers, upcoming tour dates, and behind-the-scenes photos. Many also have their own official online website that includes access to their music videos, albums, merch and more. MARINA's website has a theme that reflects her music style and mirrors her image. Vampire Weekend has created merch such as beanies, shirts, and bags that help promote their brand name and music.
We decided to use these same techniques to market our brand, Phoenix. Phoenix represents rebirth and rising from the ashes since we are trying to send the message to our audience that they should embrace who they are and be themselves. We created accounts on Instagram, TikTok, and Twitter with polls and quizzes so we can ask our audience's thoughts on where we should tour, what are themes should be, etc. We made a website that presents our phoenix logo and allows access to our music videos, tour dates, and merch. Our merch includes our logo which is an outline of a phoenix in order to promote our brand name and albums.
We are unable to fully base our brand after the audience's opinions, so this idea is a facade that allows the audience to believe that they are the ones in control. We are actually taking the demographics data available on Spotify and other streaming services about our audience's preferences. We will then use this data to make our decisions so it will fit with what the majority of our audience wants. The polls are quizzes will allow the fans to feel like they are truly connected to our music by being able to make important decisions that will influence the brand.
We wanted to make our music video fun, comedic, artistic, and a bit homemade. This was to ensure that the audience felt comfortable and could connect with our music on a personal level. We decided to brainstorm ideas that would include these factors and spread our message of embracing your true nature. We came across the idea that we should emphasize that our music relaxes people and allows them to be their real selves.
This would be done by including 2 perspectives of different people where one would be lively and fun while listening to our music and the other would be stressed and overwhelmed by work. The former character's perspective would be shown in a fish lens with warm tones while the latter character's perspective would be shown in a normal lenses with cool tones. Character 1 would then come across Character 2 at the end of our video and decide to share their music so they can both be relaxed and have fun. Both perspectives turn colorful as the characters dance together to the music. Little doodle animations pop in and out throughout the music video to create a cheerful feeling.
This was all represented in our storyboard so we would have an idea of all the shots, angles, and editing techniques that we would need to incorporate into our music video. We created a schedule so that we would be able to stay on task and finish the project on time. We split up our roles based on what each of our strengths were. Some of us worked on filming/editing while others worked on developing the presentation/social media posts.
I learned how to create a successful marketing campaign and the proper steps it takes to achieve that. I believe I will use a similar planning process to help me when I am developing my Cambridge portfolio. I'll make a schedule to follow so I can stay on track and finish my portfolio on time. I will spend time researching my genre so I can fully understand it and then I will create a purpose for my story to follow. I will also find ways to incorporate genre conventions into my film. I'll brainstorm ideas that will allow me to include genre conventions and illustrate the purpose of my film in a creative manner. I'll then draw out a storyboard so I can visualize all the film and editing techniques that I will be using to create my piece.