BEAUTIFUL ENTROPY - MARKETING CAMPAIGN
During this marketing campaign project, I learned that research has a lot of impact on the
choices one makes while creating the campaign. I definitely could have done more research regarding the genre and the target audience. I am an artistic individual so I put more of my thought and energy on the aesthetic of the band as well as the music video. Looking back, I realize we did not address the target audience and the genre enough. Since we had done all the research and we already knew about it, we overlooked sharing more details about it during the presentation. Next time, I’ll make sure we’re addressing age range, gender, socioeconomic status and clearly stating why our marketing techniques work for the audience. The genre could have also been more clearly addressed, again we overlooked details during the presentation.
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| https://www.cagetheelephant.com/home/ |
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| https://halfalive.co/ |
We definitely assimilated our marketing techniques to our case studies, Cage The Elephant and Half Alive. They both had simplistic websites with tabs for social media, newsletter, tour dates, etc. We found this was common among the genre so we chose to do the same.
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| OUR WEBSITE |
Same with social media - we found that both these bands were present in social media
such as Instagram, Twitter, and Facebook. They mainly posted aesthetic pictures and
pictures of the band members which is what we chose to do as well.
The meaning of our band name “Beautiful Entropy” sends out the overall purpose of the band - to
encourage an audience to embrace chaos rather than fight against it; to find beauty in the
disorder of life. We chose this theme as we found, through our research, that our target audience (mainly teens and young adults) relate to having struggled with stress, anxiety, and even depression. We wanted our music to be inspiring to this audience to learn how to cope with the ups and downs of life. We also chose to do a symbol for our band - the dripping rose - to send out our overall message of “The Beauty Of Chaos” - but also because we noticed a trend with the other bands.
Half Alive is identified for its use of colors, for example. This is why all of our branding - website, logos, social media - uses the same color scheme of dark red, black, and white. The rose is constantly present throughout our branding - from the music video to the website to the social media - as a symbol of beauty; finding the beauty in chaos. We had a clear reason for all of our choices; however, when we presented we overlooked sharing all of these details and focused on our main points.
Another thing that we focused on that we did not see these bands do is our heavy social media influence on TikTok. We found that TikTok currently has over 1.5 billion downloads, outperforming Instagram, and that most TikTok Users are teens which are a large portion of our target audience. We chose to create a hashtag with a dance challenge (a trend on the TikTok app) to encourage people to listen to the song and widen our audience to all teens, not only the ones who choose to listen to alternative music. The hashtag was #TroubleChallenge and we included a sample of what the video would look like made by a fan.
For our music video, we did a mix of an artistic music video with a storyline. I learned that it is very important to take many shots and have a lot of footage, as it will make the editing process way easier. Also, planning ahead is very important, especially when it comes to shooting in order to have continuity in the video. Looking back at it, I wish we had had more time to edit the video as it did not come to life the way I pictured it in my mind. Also, we could have taken more risks and been more creative with this project, yes. However, we were under a time strain and did our best and I am proud of what we made and what we learned. We are all busy students with a thousand other things, projects, and work to do so it is unreasonable to expect so much for a single class. I think that we did our best - we put clear time and effort into this project; we did the research, we just missed a few spots. Now that I have a clear understanding of what a marketing campaign is expected to do, as well as the importance of taking more creative risks, I am sure I can learn from my mistakes and do a better job next time.
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