LEARNING AIM A:
*MEDIA CAMPAIGNS
There are many different types of marketing campaigns. Media Campaigns are a planned series of newspaper articles, television interviews, social media content or staged media events that are intended to achieve a particular aim.
A Social Media Campaign is an organized marketing effort to increase consumer awareness, interest, and loyalty to an organization, brand, product, or service, through social media channels.
2 MEDIA CAMPAIGNS I CHOSE:
NINTENDO:
NINTENDO SWITCH LAUNCH
APPLE:
SHOT ON IPHONE
What was this campaign about?
Nintendo was launching its highly anticipated Nintendo Switch console. The new console allows users to switch back and forth from a hand-held video game to a tv console.
Why did this campaign work?
Nintendo was launching a global product which everyone was clamoring to get their hands on. They were able to manage multiple accounts and create a consistent message throughout the campaign on a global scale.
How can I do this myself?
Whether you’re a massive global brand or a small local business, keeping consistent messaging and visual branding is important for any campaign. Always review every post and make sure it stays on point with messaging. If you do this well, you can communicate one clear message consistently every time, even when you’re working on a global cross-channel campaign.
Source from CoSchedule - https://coschedule.com
What is this campaign about?
Apple wanted to show users how easy it was to shoot great photos on the iPhone. Users could post photos to Instagram and show them off with the hashtag.
Why is this campaign successful?
iPhones are known for their cameras. So when competitors made a point to put in better cameras, Apple had to take theirs to the next level. So, like some of the other campaigns in this post, they turned to customer generated content. There #ShotOniPhone hashtag is now a standard hashtag on Instagram.
How can I do this myself?
Show the kinds of results your product can produce. If you can do that using the product itself, even better. To really take things over the top, get user-generated content to make your point for you.
Source from CoSchedule - https://coschedule.com
*MY GOOGLE DOCS LINK to my MUSIC SURVEY
I conducted a Survey consisting of 11 general questions to do with music and received 14 responses.
I started off the Survey with asking of the gender of the participant and then their age to get an idea of who they are. I made this survey because i was interested in what music teens of ages 16-18, like to listen to, how they discover it and their overall perception on different genres and messages in them. Additionally I asked how long they listen to music to get an idea of how much they enjoy or have time to listen to music in the first place. This survey helped me to create my own campaign that is most enjoyable to the viewers based on the responses.
Here are the Results of the Survey:
QUESTION 1:
I asked about the participants gender to help me get a sense of who they are and their possible preferences regarding music.
As shown, out of the 14 responses I received, 9 males participated in this survey, making that 64.3%! Only 2 females participated in this and 3 are unknown. From this data, I already know that the rest of the answers are most probably from a guys perfective.
QUESTION 2:
I asked about the age of the participants so that I have a general idea of the the type of music, people from 16-18, would like. I put choices, 16 and 17 because this is my targeted audience for my survey, the limit being aged 18.
Again I had 14 responses, 6 of them claiming to be 16 years old, and 1 18 year old. I had 50% of the responses claiming to be 17. Now I'm able to know I have predominantly male 17 year olds participating in this Music Survey.
QUESTION 3:
I asked about the participants favourite music genre so that with the result of the most enjoyed genre, I can use it to make my own media marketing campaign. This way people will be willing to listen if they recognise it. I listed 8 genres to pick from and out of the 14 responses I received for this question, 64% of the participants (9 of them) chose Hip Hop as their favourite genre. Nobody picked Drill, Pop and Jazz as their favourite for this survey.
This makes me confident that I can make a hip hop artist with a hip hop media campaign and the majority would enjoy it!
QUESTION 4:
As well as asking for their most favourite Music Genre is, I also felt I should ask what is their least favourite genre. This is so I know what genre to avoid the most. 50% participants responded to K-POP being their least favourite genre. Jazz and Metal had 2 responses each and Drill and HipHop had 1 response each.
Now I know that I should definitely not make a K-Pop media campaign whatsoever. Also I don't like the genre either so I'm fine with that x
QUESTION 5:
I got everyone to mention their favourite and least favourite genre so, I thought it'd only make sense that I ask for the favourite artist of all time or right now. Based on the favourite artist I'm able to tell for sure, what genre is most liked and what type of music they like to hear.
Overall everyone answered differently but out of 14 Responses, 2 people voted 50 Cent and 2 people voted king Von. These were say highest picked artists; everyone said different artist from one another. 50 Cent is a hip hop artist so it all makes sense. However I had answers like Drake, NF, Lil Baby, Skillet, Mokyo and many more.
1 person said "No one in Particular".
QUESTION 6:
I asked the participants where they discover their music. The internet is huge and we as humans love to communicate and share new things with each other. I had 13 responses, but most people wrote more than one answer in their answer, for example "Spotify and Tik Tok".
4 people said Spotify, 7 People said YouTube, 4 people said Tik Tok and one person said instagram. Others said adverts and through friends. From this I know that I will find more reach by promoting on Those 3 main apps, Spotify, Tok Tok and YouTube.
QUESTION 7:
I was interested about what messages the participants like hearing in their music and I received 13 responses for this question. I offered 5 different message/themes for them to choose from. 38.5% enjoy music that talk about money, girls, parties, da club, drinking etc. 15.4% enjoy love and romance, heartbreaks and affair messages in their music and the rest like woke messages about the system, protesting and other things. No-one picked nursery rhymes.
I personally enjoy woke messages and love and romance. But based on the participants answers, I am now familiar with what type of music they enjoy.
QUESTION 8:
I was interested about roughly how long the public even listen to music. I had 14 responses for this question, 8 people claiming to listen to music for roughly 1-3 hours a day. 3 people said 4-7 hours and 3 said 8 hours+.
With this information I am able to get an idea of how much they enjoy listening to music and how much they have time to.
QUESTION 9:
I asked what colours attract them to an album since I need ideas on how to make my own media campaign and artist. I want to be able to make the most attractive looking album that can draw anyone in. Overall people like vivid colours like reds, magentas etc. Someone even said blue. One person said they don't know.
I personally like blue album covers, they attract me the most like Bryson Tillers album.
QUESTION 10:
QUESTION 11:
I had 14 responses for both questions of people saying their favourite artists right now and why. Everyone had different answers. Some people say cos of the artists nice voice, some said because of the instrumental. Some even said because of the lyrics.
Now I know these three things I'm going to be paying the most attention to for my media campaign and artist.
LEARNING AIM B:
*CONVENTIONS
Bryson Tiller
Ty Dollar Sign
'Develop a cross-platform media campaign to promote a new artist or band in a specific genre.'
My chosen genre is Trap Soul.
Trap Soul is a new genre of soul popularised by Bryson Tiller, Jacquees, Ty Dollar sign, Tory Lanez and a few others. Its a unique sound infusing rap and soul and Rnb together. In other words its close related to RnB soul except that doesnt have the rap part.
The conventions of music from the Trap Soul or RnB Soul genre is soulful singing or raw lyrics rap over a mellow or upbeat flow. In music videos the lighting is usually very soft (or highkey depending on if its mellow or upbeat), the dark colours show emotion and natural light and colours are used to show a sense of reality.
The music videos typically compose of a storyline or performance usually wearing casual or stylistic, fashionable designer outfits. The narratives/themes of this genre often consist of love & relationships/ friendship and even pain & suffering and the pursuit of freedom and happiness.
They typically have props like sunglasses and big chains that shows their financial stability.
R&B visuals can vary, with a slight sensual feel using neon lights and reds, purples, blues and pinks and LED lighting are not uncommon.
Artists from the Trap Soul genre normally promote themselves through perfomingon like televison and social medias like Facebook, Instagram, Youtube and Soundcloud. Bryson tiller in specific became viral after releasing his most listened to song named 'Don't', on Soundcloud. That song went viral on Musical.ly, being used in edits etc. Trap Soul artist, Ty Dollar sign went viral a few times. An example is when he made a song with Wiz Khalifa in 2020 and it became a challenge on the Tik Tok app which further promoted his other songs and him as a popular long term artist in the music industry.
Fans of Trap Soul artists are able to communicate with them on social media or even via email. Some people even make Tik Tok videos to participate in challenges using one of their songs and @'ing the artist in order for them to be noticed by them; and sometimes they actually do get noticed!
Trap Soul artists are amazing at keeping the publics attention and also keeping it. They do this by releasing relatable and melodious songs, keeping their fans updated and being consistent. Usually they make songs about love and romance or even heartbreak; generally about just how they feel regarding somebody or people. Their album covers are vividly coloured of them looks rather attractive with an eye catching slogan or phrase. Bryson Tiller even named one of his albums 'Trap Soul' which instantly brings the genre to be associated with him.
Tory Lanez
Jacquees
*DIGITAL DRAFTS of PRODUCTS
When first designing my album cover for my artist on paper, i took inspiration from Bryson Tillers album named Anniversary; I liked the colour theme of his and the dark photo of him bed the writing 'anniversary'.
I wanted my album to be themed my favourite colour blue because overall it evokes feelings of serenity, loyalty, freedom and imagination. I named my album, 'This Is NOT, The END' because I wanted something dramatic, grasping onto the curiosity of the viewers which will make them listen to the tracks within the album.
In my drawing I used blue highlighters, of two shades of blue, trying to imitate blue neon texts.
The 'This Is NOT' part is in light blue connoting softness, health and relaxation whereas the 'The END' part is dark blue suggesting seriousness, knowledge and power.
I drew a sillouhette side profile of a head facing the title of the album to symbolise the death or resting of a person. 'This Is NOT, The END' suggests that the person lying down is not dead and they will awaken soon.
I drew multiple building and sky scrapers in the background lined up, to show the viewer that the person lying down is a vunerable, special part of that world and that the city has no idea about what awaits them.
ALBUM COVER DRAFT:
MY DIGITAL DRAFT:
MY DRAWN DRAFT:
OPTION 1
OPTION 2
OPTION 3
Out of Option 1, 2 and 3, Option 1 is most accurate to my drawn draft and I decided to stick to that one. Although the digital versions of my drawn drafts lack colour which will be implemented in due time, I love the way it looks and it still conveys the message I am trying to put across. The other covers are beautiful but maybe next time since I need the sillouhette to be lying down as if their resting/dying.
TOUR POSTER DRAFT:
MY DIGITAL DRAFT:
MY DRAWN DRAFT:
OPTION 1
OPTION 2
OPTION 3
Out of all the options I think Option 1 and Option 3 are most like my drawn draft version as the title is at the very top of the page and the sillouhette of the head is small with information placed around it. However out of all of them I prefer option 2 since its more simple but gives of a fuller look with the sillouhette taking up the full page. Obviously in the full official version there will be more colour and writing in it but generally the idea in option 2 is most preferred out of the 3. Moreover it looks like all the images and text inside the silhouette are what the head is thinking.
MERCHANDISE DRAFT:
MY DIGITAL DRAFT:
MY DRAWN DRAFT:
ONLY OPTION
I tried to match the merchandise page of my artist to the drawn draft version and icl feel like I was more than successful with that. from the colours available to the prices and variety including the album name and logo on it. By putting the logo on 'Big Navi's' products I am making the buyers more familiar with this artist and creating a community of people who watch and enjoy his music. It makes his products more recognisable also if they were to wear It in public. Obviously the digital version is also just a draft as the official version will have much more to it; that is just the basic design.
WEBSITE DRAFT:
MY DIGITAL DRAFT:
MY DRAWN DRAFT:
I'm a paragraph. Click here to add your own text and edit me. It's easy.
ONLY OPTION
I had to basically bring my drawn draft to life by making another draft but digitally. I used Powerpoint for this since it has all the tools, effects, fonts, shapes etc to be able to make it possible. I tried it make it as similar as possible by making the titles, menus and 'OUT NOW' writing all in the right places.
This is supposed to be the actual photo of the artist himself in the official website.
This is supposed to be an actual picture of the official album design.
They are supposed to be the social media icons. I listed Instagram, snapchat and youtube.
*BIG NAVI'S WEBSITE
FONTS I LIKED:
@DAFONT.COM
DESCRIPTIONS:
FONT OPTIONS:
1
I like this font. It looks funky in a way and different. It gives off a vibe that the artist probably wrote this themselves, a sense of realism from the dark scribbles within each letter. So I put this as a option for a font that I could use for my album cover
2
I picked this as an option because I liked the simple continuing line effect joining up the letters together although its typed in caps. It gives me a vibe of a story...a trail...something leading up to something which could reference to the album name and narrative.
3
This font is dark and bold and standard which I put in the first place on my drawn draft of the album. It's simple and I like it. Kinda gives the vibe of strength and darkness.
4
I chose this font as an option because I like its edgy, dangerous, dramatic look to it as if the writing has been through a tough time. The letters looks abandoned which could connote that, that's what the album is kinda about.
5
This font is similar to the 4th option called ' Junko's Typewriter' but without the pieces around every letter. It gives of the same effect but less rough. It seems less abandoned, this ones more neat but also thin and brittle looking which (now that I think about it) isn't the look I'm going for for the album.
6
This font is all in caps but, again, quite thin and brittle, weak looking. However it does have an eerie, creepy, haunted look to it with its rough edges around each letter and wonky placements of them
7
I like this font a lot because it looks a lot like the neon blue writing I was initially going for. I like italic. it looks strong, thick and with a neon blue effect, it'd be exactly what I drew/planned on the drawn drafts.
8
This font is very 'game style'. it's different and quiet serious at the same time. I like it. reminds me of "game over" which would fit, the
narrative /message of my album cover.
9
This font is similar to the 8th and 10th option because they all remind me of playful, fun gaming fonts but I like it and feel like it would fit my album cover. This one is thicker tho and more wide and squished
10
I like this font as well, looks very much "game over". nd it would definitely fit the "this is not the end" theme that I'm going for. Its lengthier, not too thick or thin, reminding me bit of pixels. I like it. Not basic and boring in my opinion.
COLOUR SCHEMES I LIKED:
I had to find colour schemes that I liked so that I could incorporate it all throughout my artist campaigns.
LEARNING AIM C:
*FINAL RESULTS
These are the final products in result of all the planning and drafts to put my artist and their campaigns together. I finalised the album cover, tour poster, website, merchandise all using Photoshop and Wix!
ALBUM COVER:
TOUR POSTER:
I tried to stick to my original plan and drafts as much as possible however there were a few changes made towards the artist himself and his genre. It turned out 'Big Navi' leaned more towards Hip Hop than Trap Soul like initially planned.
WEBSITE SCREENSHOTS:
HEADER:
ABOUT HIM:
As you can see I tried to stick to the chosen colour scheme staring from the header and throughout. I put the album cover and tour poster all over the website page to advertise it more and stand out to the viewers; promotion. The colour scheme is blues and purples, its like his very own brand. Im proud of this page.
I added another png of 'Big Navi' smiling in the corner to make it all feel personal.
For the "About me" section, I chose a different picture of 'Big Navi' smiling, as if to look welcoming. and a brief text about who he is etc. The text is in navy blue and so is the button whereas the border is purple, sticking to the colour scheme. The colour purple connotes ambition, luxury and power.
As you scroll down from the About me page, you see the merchandise section, with only a few merchandise displayed. I just wanted that to be there to let particularly new viewers, see what Big Navi merchandise has to offer. Of course there a whole other page dedicated to the merchandise. I kept my merchandise affordable. I also kept the colour scheme.
MERCHANDISE:
More WEBSITE SCREENSHOTS:
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LEARNING AIM D:
*CAMPAIGN SURVEY
I conducted a Survey consisting of 10 general questions to do with music and received 4 responses.
I started off the Survey a picture of the official album cover for my artist BIG Navi. I made this survey because i was interested in the first impressions of what the public thought about the campaign and the whole website page I designed for this Hip Hop artist. I started of with asking if they liked the album cover so that the other responses make more sense. This survey helped me gain insight of their thoughts of the campaigns and how to improve.
Here are the Results of the Survey:
