Throughout the months of January and February of this year, my group and I have been working on our Music Marketing Project. As described in my last post, it was a labor-intensive process, however, with help of all my teammates and their skills we were able to achieve a faultless project.
Our first step in our project was to research the genre we were given, which was R&B. Through our research, we encountered many useful articles that were utilized to educate ourselves and our classmates on this music style. With the information we gathered, we created an informative chart which was later used to complete our case studies in our presentation.
Following our research, and given that we had to create a whole marketing campaign for our artist, we began to brainstorm. Through the process of discussing potential ideas to unify one concrete thought, we explored all the possibilities to create a unique artist. Due to the genre we were given and the song we chose being, 'You and Your Mama' by Childish Gambino, we decided that we should create an artistic and creative video to represent our artist. Having listened to the song multiple times, we realized the different pitches and tones that the song contained; at the beginning of it, it has a very melodic sound which later in the song, it merges to a heavy almost rock sound. That being said, and the lyrics of the song implying that he was talking about an impossible love, which results in many fights, we decided to create a music video that overall summarizes the use of different tones, and pitches to create an impossible relationship.
As seen in the video, the use of different bright and potent colors such as red, blue, and purple, define our artist. Due to the song being so distinctive due to the various tones and pitches used, we wanted to create that sense with our artist's music video. Both subjects were being shown in either a blue or red color which was assigned to both of them separately, but when they were shown together, the use of the color purple was used specifically to show the unity between them. To show the past memories that this couple, being shown in a tacit way, as a group we decided it would be best to show them in a lower hue, almost resembling black and white. Usually, memories are recalled in black and white, which is why we decided to make this decision, to make it more realistic.
When t came to the editing portion of our project, we decided that it would be best and even more coherent to edit the shots in a way that would smoothly flow with the rhythm of the song. The shots would switch accordingly to the way the song flowed. An example of this is, at the beginning of our music video, we presented the two subjects to the audience, in which shots were switched according to the way the song beat, therefore more visually appealing. This is seen mostly throughout the whole music video. Moreover, towards the end of the video, when the song switches from melodic to a more intense tune, we see the subjects recalling their fights. We intentionally did this in order to see the switch in their relationship. At the beginning of the video, when the tune is very calming, our subjects are recalling their content memories and days they spent together; later towards the ned, that switches. We also wanted to establish the cause and effect both subjects came across. As seen around minutes 1:10 to 1:15, we see the way that one of that girl number one felt towards the fighting. Later, in minutes 1:30 to 1:35, we illustrated how girl number two felt towards those situations. Finally, we concluded the video with both subjects facing each other and leaving opposite ways. this shot overall concludes the message of the video and the love story that will never have a happy ending.
By the end of our time working on our marketing project, we had to create our presentation. Through it all, we stayed true to what our artist represented. He was seen as very powerful, and one who used color to its capacity. Also, as we researched from other artists in the same field than him, we came across one of America's most recognized artists, Prince. Throughout our research period, we studied his marketing techniques. We learned that OPribce used to be known as 'The Purple One' by his fans due to his excessive use of the color. That being said, we decided to use a similar technique, by using red as a color that represents our artist. Since we had to present all this information in an appealing way to the class, we decided to make our presentation red in all ways. We created a template unique to our artists, and his social media platforms spoke to him as well.
We created a website that also brought the message that our artist represents. He is seen as a very energetic and diverting artist who is capable of holding create concerts, which will lighten the crowd. Through it all, we wanted to create a coherent atmosphere and brand that overall summarized who FERUZA was. Even though it was a hard-working process, we managed to go through it in a way that benefits us and our project as a whole, delivering an outstanding campaign.
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