Hi Blog!
In class, we recently got an assignment to research music marketing and distribution practices, it had to focus on a specific genre of artists and their record label. We had to analyze how artists and labels actually build their brands, interact with audiences, and use both digital and non-digital strategies to stay relevant. So, here was my planning/research process.
Our group was assigned the R&B/Hip-Hop/Funk genre. So, I decided to focus on Republic Records, which is a label that works under Universal Music Group. After that, I selected Drake and Post Malone as case studies because they are both signed to Republic Records, and they have different approaches to their branding.
Next, I started researching Republic Records’ background and found out they were founded in 1995 by Avery and Monte Lipman in New York City. Also, they were acquired by Universal Music Group in 2000.
So now, for Drake, I focused on his history, how he went from the show Degrassi to creating mixtapes, then signing with Young Money and Republic. I also found out his brand identity is a very luxurious, emotional, and minimalistic lifestyle. His digital marketing includes Instagram teasers, cryptic posts, surprise drops, and collaborations with Nike (NOCTA) and Apple Music. His non-digital marketing consists of OVO merch, vinyl bundles, talk show appearances, and partnerships like Virginia Black Whiskey. His cross-media convergence includes Gaming (NBA 2K), fashion, and producing Euphoria. Finally, his technological convergence includes AI-driven tour planning, AR filters, interactive campaigns.
Then, I researched Post Malone and researched his history. He went from uploading “White Iverson” on SoundCloud in 2015 to signing with Republic Records and releasing multiple successful albums. I also found out his brand identity is very vulnerable, authentic, nostalgic, and laid-back, with a grunge-meets-pop aesthetic that embraces imperfection and relatability. His digital marketing includes TikTok teasers, Instagram updates, humorous posts, and fan art reposts, along with collaborations with Bud Light, Crocs, and HyperX gaming gear. His non-digital marketing consists of tour merch, vinyl bundles, live performances at festivals and concerts, and brand partnerships with beverage and fashion companies. His cross-media convergence includes Gaming (Apex Legends, Call of Duty), fashion collabs, and soundtrack placements in film/TV. Finally, his technological convergence includes fan analytics to personalize tour stops, AR/VR immersive concert experiences, and AI tools for curated playlists and interactive fan engagement.
Lastly, I organized all of my research onto a chart my teacher gave us, as well as providing my sources I used. This project taught me how music marketing is more than just promotions; you have to build an entire brand and identity!
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