This music marketing project has taught me valuable skills such as time management, collaboration, and metacognition. Of course, there were some challenges that my group and I worked hard to overcome.
The first stage of the process was the research and planning portion. During this time, we carried out research for our case studies. While doing this, we learned some marketing techniques that these artists used; inspired by this, we used them for our own brand. For example, the bands that we did case studies on had links to their social media on their website. We used this idea but fit it to our own band, Liminal Valentines.
Vampire Weekend website’s homepage
Liminal Valentines homepage
On the website, we also created our own logo. We did this to create our visual identity; we wanted our brand to come off as cute, but with a creepy undertone. By creating a pastel primary color palette, and a black secondary palette, our band’s brand was created. During the brainstorming process, my group concluded that our contrasting identity would help our brand stand out, or create a sense of difference. In addition to the logo, we also made a tagline/description for our brand- “An Indie music band with a mysterious backstory… Follow each album to find the pieces of the puzzle.” This tagline helps create a tone that is distinct from other musical groups. We used the brand development presentation to help steer us in the idea process.
Liminal Valentines logo
Using many forms of social media would help us connect with our target audience, teenagers to young adults. Also, many of our brand aesthetic choices have been made considering the target audience. We hope to attract the type of audience who enjoys creepy elements and advanced storylines; therefore, we are using youtube, instagram, tiktok, and tumblr to promote our albums, and the story the music video conveys.
Thinking about how our brand will evolve also strengthened our thinking process. We thought that starting off with an online concert would help us remain financially stable, but still attract a fan base. Only after the second album is released will our concerts become in-person. We also incorporated the name of our band, Liminal Valentines, into a Valentine’s day concert which would occur every year after the release of the second album. This would keep our fans interested in our concept. Our brainstorming process has lead us to come up with many marketing strategies for our brand.
The music video, however, was a challenging aspect of the project. We found it difficult to simultaneously work on the presentation and the music video. We also had trouble sticking to an idea for the music video. Despite this, we found that creating the storyboard helped with our confusion and time management issues. This project has definitely helped me with my prioritization skills.
Example part of our storyboard
The next steps in creating this project is finalizing the presentation and editing the music video. Since we already have all our ideas planned out, and recordings of all the parts of the music video, most of our work left is collecting them and putting them in an engaging format.
