Behind-the-scenes Music Marketing project.

 https://drive.google.com/file/d/1rSj9LBhSlgtHwXJlLSjS6Y4ggpjtIahB/view?usp=sharing

Hey blog! Here's a little behind-the-scenes video of my group developing our music marketing project. We hope you enjoy! (The link is above!) 

My Research & Planning Process for the Music Marketing Project

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!

Mise-en-scene

For our Multimedia Mise-en-scene project, our goal was to develop an interactive station that portrays our character’s personality. We learned how things like props, costumes, and sounds can all be used to represent a character’s life. 

My group’s character, Robert Williams, is 46 years old, an investment banker, and single. He’s very energetic, social, and organized. He’s also very sentimental. He lives alone in a sleek, modern apartment, but his home is always full of people because of all the dinner parties he throws. His hobbies include taking his dog, Bella, to the park, working out at the gym, binge-watching TV shows (especially Love Island), and hosting gatherings with his friends and family. He also has many quirks like singing in the shower and matching clothes with his dog. 

To illustrate Robert’s character, we used: 

• A dog leash to represent his dog, Bella 
• A charcuterie board from Sam’s Club to represent a snack at one of his parties 
• A personal journal filled with his New Year’s resolutions, scrapbooking, and journal entries about his day 
• A stocks app to represent his job as an investment banker 
• A Tinder profile to represent him being single and looking for love 

• An interactive apartment tour to show his setting 

• An interactive phone with different apps like his calendar, music, and photos 

• A mood board portraying his aesthetic 

Robert’s station included the tactile elements (dog leash, journal, and charcuterie board) on the table, while his phone, apartment tour, stocks, and Tinder profile were displayed on the computers. His Spotify playlist on his phone included a variety of songs from “Girls Just Wanna Have Fun” to “Flowers.” 

We developed Robert’s character using key concepts from our representation lesson. Our teacher gave us a basic description: a single bank employee who enjoys taking their dog to the park, working out, and binge-watching TV. But we expanded this into a full character. We explored how Robert fits into the representation of a successful urban professional while also challenging it. His sleek apartment and stocks app reflect the stereotypical representation of a Banker. But his sentimental quirks and guilty pleasures (like dressing up his dog or watching Love Island) make him more relatable. We also considered how Robert moves between different communities, his professional environment, and his dating life. His bisexuality is represented through his Tinder profile, which allows both male and female matches. Overall, we created a station that reflects both his public and private sides of his personality.  

Everyone in my group contributed ideas to develop Robert’s world, from his journal to the different outcomes in his Tinder app. First, we brainstormed his backstory. Then we came up with interactive game ideas to show his personality. We also assigned who was going to bring the props and design the different parts. The final station was very interesting and immersive! We got lots of feedback on how his dating app was a great idea and came out very well! 

Here's a link to a folder with all of our digital elements!

Multimedia Mise-en-scene - Robert Williams

Why Is Action So Intense?

Genre:

Action movies are fast, loud, and full of movement. They are all about excitement. Whether it’s a car chase, fight scene, or explosion. These films are designed to keep you on the edge of your seat and to root for the protagonists.

Action films appeal to a broad audience, especially teens and adults aged 13 - 45. The genre’s popularity comes from its typical themes of heroism, justice, survival. Jurassic World from 2015 is a great example of how an action movie wants to perform. This film earned over $1.6 billion globally and excited audiences with its intense dinosaurs and return to Isla Nublar.

Genre Conventions – Content

• Protagonists: Usually heroic figures like soldiers, spies, vigilantes, or even everyday people. 

• Conflict: Physical danger, pursuit, revenge, or saving the world.

• Settings: Urban cities, war zones, or dystopian landscapes.

• Themes: Courage, sacrifice, loyalty, redemption, and justice.

• Narrative structure: high stakes, escalating tension, and a climactic showdown.

For example, in The Dark Knight, Bruce Wayne battles both external threats and internal conflict, conveying the genre’s blend of physical action and psychological depth.

Genre Conventions – Production Techniques

• Stunt choreography: Hand-to-hand combat, car chases, and explosions.

• Fast-paced editing: Quick cuts to heighten urgency.

• Sound design: Gunfire, crashes, and dramatic silence.

• Camera work: Tracking shots, aerial views, and shaky cam for realism.

• Color grading: High contrast or gritty tones to emphasize danger and intensity.

For instance, in Mission: Impossible - Fallout, Tom Cruise performs real stunts, including a helicopter chase. This was captured with immersive cinematography and some CGI.

Institutional Conventions – How Is Genre Marketed

• Trailers: Highlight explosive sequences, iconic lines, and high stakes.

• Posters: Feature the protagonist in motion or mid-battle, usually with weapons or dramatic backdrops.

• Taglines: Emphasize urgency and danger. For example, “The world needs a hero.”

• Cross-promotion: Tie-ins with video games, merchandise, and sports brands.

• Global appeal: Action can be understood with language barriers since it focuses on movement, which makes it ideal for international markets.

For example, Fast & Furious films often use behind-the-scenes footage and social media campaigns to showcase their stunt work and global cast.

Film Sample #1: Avengers: Endgame (2019)

This film is the climax of over a decade of Marvel movies. It brings together dozens of characters in a final battle to save the universe against Thanos. It features large-scale combat, emotional stakes, and time-travel twists. The production uses CGI, motion capture, and ensemble choreography to create a heart pounding film. The marketing focused on legacy, sacrifice, and fan anticipation, with minimal spoilers to build excitement/hype.

Film Sample #2: The Dark Knight (2008)

Christopher Nolan’s The Dark Knight blends superhero action with crime thriller intensity. Realistic stunts like a truck flipping and on-location explosions give the film an intense feel/mood. Heath Ledger’s portrayal of the Joker adds psychological tension, while the film’s marketing focused on suspense and intrigue. They used strategies like the “Why So Serious?” campaign to engage fans. 

Other Action Film Examples

Here are 7 more iconic action films:

• Die Hard (1988) - A lone cop battles terrorists in a skyscraper

• Gladiator (2000) - Revenge and honor in ancient Rome

• Inception (2010) - Mind-bending heist across dream layers

• Skyfall (2012) - Bond’s emotional depth and explosive action

• Top Gun: Maverick - High-speed aerial combat and legacy

• Black Panther (2018) - Action meets cultural depth and innovation

• The Bourne Identity (2002) - Amnesia, espionage, and relentless pursuit

Learning about Sound!

    In my AICE Media Studies class, we’ve been learning about sound and editing, and it’s made me realize how much work sound editors actually do. 

    The sound lesson and assigned videos taught me the basics of sound design, like how it affects the mood and adds to the story. One of the main things we learned was the types of sound. This included synchronous sound, asynchronous sound, diegetic, non-diegetic, foley effects, and more. The videos were very entertaining and helpful for the 1st sound project when we had to create our own foley sounds.

    For the first sound project, our directions were to create a short soundscape that tells a story using only sound and a max of seven spoken words. My partner and I had brainstormed the idea for a story set on a rainy day in school. Our story started with our character walking from outside indoors with a stormy atmosphere. Then he went into the hallway and unfortunately slipped and hurt himself. We then had it take a chaotic turn with the 911 caller and ambulance noises in the background.

    When we were making our outline, we thought about every sound we heard during a rainy day and thought of things like rain hitting the ground, footsteps on wet pavement, and distant traffic in the background. My outline broke the scene into four main sections; Outside, Entering the school hallway, Emergency Call, and Ambulance arrives. This outline helped me organize my sound files and time each effect perfectly! To edit and layer all the sounds together, I used Clip Champ. Something that was done really well was our foley sounds! For the characters bones snapping, we ripped up a lettuce, and it sounded very realistic! I tested them with my mom by playing the audio and she had to guess what it was. However, next time, I’d like to improve my volume balancing for the sounds to make it more emotional.

Here's a link to go check it out!

FernandesJin_Soundscape_Per2

    For the second sound project, our directions were to build a soundscape for our One Word Film project we had previously completed. So, we had to sync sound effects and music to match the action and mood. My partner and I rewatched our video and started listing sounds we thought we would hear during the video like speaking, crying/sniffling, and laughter. Our outline broke the scene into 16 sections: Cafeteria, Lonely girl, OTS, Bullies, and more. This helped us organize our sound files and layer them easily with the matching video part.

    I used Clip Champ again to edit and layer the audio. Something that was done really well was the sad music in the background. I made it slowly get louder as the story went on, and it added lots of intensity. However, next time I'd like to improve the "Oops!" sound I included. I feel like it was too subdued and needed to be louder.

Here's a link to go watch it. Make sure to copy and paste it into a new tab.
https://drive.google.com/file/d/1SnHSD_JFm1AV6fJGFicVxX74wHfRuShc/view?usp=sharing

Thank you for reading and watching! I’m excited to keep on sharing my progress!

One Word Film project

     For this assignment, we were asked to work in pairs and create a short film that represents a word we were given (without using any sound or dialogue). We had to portray this story with camera angles, shot composition, and editing techniques in a school setting. 

    My partner and I were assigned the word "Cruel", and our first thought of cruel scenarios in school was bullying. Next, we sketched out our ideas and described the type of shot taken for each scene on a worksheet our teacher gave us. 

    The worksheet and the storyboard helped us a lot! We were able to visualize each moment, so this made filming a lot smoother. We always knew what to do and where to go. We could also look back at our worksheet for shot descriptions when filming.

Here are a few pictures of our storyboard and brainstorming sheet below!

 

    To edit all of our footage together, we used Adobe Express. Then, since sound wasn't allowed in the project, we removed it and focused on how to make a seamless transition in between clips. Here's a screenshot of us editing!

    This was my first time editing, and I really enjoyed it! It was very exciting to see all of our scenes turn into an interesting story! I also played the main character (the one getting bullied) and it gave me a glimpse into what actors have to do when filming movies and TV shows! I think we captured the word cruel really well! We used lots of different camera angles and shots to convey the emotion in scenes! 

    After going through this process, I can see that next time, I need to get more or longer footage. We refilmed things multiple times to portray them correctly, but we never got any extra scenes to fill in transitions. That's something I'll definitely focus on for the next project!

Here's the link to our project below! I hope you enjoy watching it! (Copy & Paste into a new browser)

https://drive.google.com/file/d/1Z4gDduvHQFlZ0rYZ9lVzT_C83tshOH8R/view?usp=sharing 

Camera Shots and Angles Quiz:

 Camera Shots and Angles Quiz:

    For this quiz, we were asked to create a story using 15 different camera shots and angles about inanimate objects. All the shots had to express the idea and mood we were trying to convey without using words. 

    

    My friend Taryn and I decided to portray a sad story of bullying with the main characters being our two water bottles. 

    I think we did a great job for our 1st quiz! We used the shots that were mandatory and integrated them nicely to fit in the scene. For instance, in the extreme close-up shot, we were trying to show that the Blue Bottle got hurt and we were able to perfectly convey it by showing the lid come off very closely. And for the other four shots, we choose the best fitting ones. Most of our extra shots were medium shots since they are fun to take. My favorite angles to take a photo from is the POV shot. I enjoyed putting the audience into the Clear water bottles shoes and it helped to portray the feeling of no remorse during that scene.

    However, I think for next time, we can improve the Establishing shot and lighting throughout the story. In the Establishing shot we were slightly sloppy by having Taryn's crutches in the background and didn't portray the setting properly. I think fixing the lighting would've help as well because there were always weird shadows in the background.

    Otherwise, I hope you enjoyed viewing it!