For our music marketing project we had the bluegrass genre. Since the listeners for bluegrass tend to be older, our group was not very familiar with its elements. This led us to do a lot of research, which was the basis of our planning, production, post-production, and presentation.
After picking our song out of the three we were given, we decided to do some research on the artist of that song, Nathaniel Rateliff. We looked at all his socials, his website, and public interviews. We also found related artists under the same genre, researching them as well, in order to compare within the same category. This allowed us to form our target audience and get an idea of the “feel” for our music video.
Now that we had an idea for our brands theme, we began the planning. We decided on a southern, farm vibe for the brand since our target audience was older, white, males and females. This meant we had to find a filming location and props to go with the theme. Once we found a spot to portray the proper mise-en-scene, we had to assign roles for the video and find people to fill in the missing ones. We planned this all out, bouncing off each other’s ideas, on one document that was shared amongst the group.
After having our outline, we began production. We all met at the film location in the early afternoon so that we could capture the sunniness to add to the farm lifestyle. The costume was very simple with mainly jeans, boots, and simple tops. We used props like a guitar, farm animals, a truck, and an old swing to add to the elements of bluegrass music. Several shots of each lyric were taken from different angles and positions so that we had a lot to work with. Since we worked with children it was a little challenging to get them to do exactly what we had in mind, but it ended up working out great and adding to the family-friendly appeal.
Post- Production
In our post-production process, we just put all the clips together and edited them in one project. We had to select the best takes we got and put them together in a way that created a story. We also had to incorporate the shots of the singer since it was a promo as well. Since our story was two people reminiscing on their old memories, we used a shadow effect on the flashbacks so that the audience is able to clearly tell what is happening.
Presentation
Our last step was making and sharing our presentation. We gathered all our information from the case studies including our target audience, genre elements, similar artists, and marketing techniques. We also created merchandise for our brand by incorporating our original ideas into the bluegrass theme. For example, we made one of our merchandise items to be a trucker hat which is not a common item to see for artists, but reaches our southern, outdoors, target audience well. Finally, we practiced presenting this and made sure we were familiar on the topic so that we could confidently speak about it in front of a group.
Overall, this project required a lot of research and planning. I learned about new genres I would’ve never listened to before this project and learned how to find balance within a group. I believe this will help me with the pacing of my Cambridge portfolio since it was a long project, and it was up to us to create a schedule to keep ourselves on track.
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