music marketing project

LlLIANA REED

Liliana Reed is a 24-year-old upcoming pop artist from Long Beach, California. She won the 18th season of The Voice, after that, she proceeded to sign with the music production company of Atlantic Records, which also represents artists like Sia, Bazzi, Kiiara, and many more. Here, Liliana starts to build an audience which will help her to establish a starting brand for her future career in pop music. The prize for the winner of The Voice is $1,000,000. She's going to use this money to start off her music career and create her first single "Royals."

Pop genre

Pop is a combination of rock and house music, sometimes with R&B characteristics. Pop songs are recorded to sell the most because they have more catchy pronounced melodies so they are radio-friendly.

Artists in this genre rely heavily on music videos and visual performances. This genre generally tries to include everyone and have fun and also tends to seek attention and hold it. Mostly, the target audience for pop music is females between the ages of 16 to 26, who most of them are middle class and have a job. This age range of the audience is mostly on their phones, on social media and are more likely to be attracted to colorful, original, and modern cover art (the ones that you see above were created by me for the project).  

Marketing Strategies - Expanding her brand

Creating the name and the visual representation of the artist wasn't one of the most difficult parts of the project. We wanted a different name form the genetic ones and someone that would be easy to relate to and approachable as opposed to some pop artists. We decided that Liliana Reed was going to deliver her point of view about societal and political statements through social media platforms like Twitter, which would allow her to have a more diverse demographic. Through Instagram, she would provide insights for her music releases, concerts, and events. On Snapchat and Youtube, a more personal and intimate part of the artist would be provided, this way the audience has a more relatable and personal point of view of Liliana. 

We stuck to a base of colors and an icon for the artist (an eye) which was reflected on her merchandise and social media platforms. We wanted to create a calm but diverse pallet of

colors so the artist would be able to continue her brand and her target audience would feel identified and she would be able to effortlessly stand out.

Thanks to the fact that she already had a fan base from the show, her start off in the music business wasn't as rough as it is for some upcoming artists. Our campaign goal was to reach a wider audience far from California where she's based.  Her music was going to be streamed in major platforms such as Spotify, Apple Music, Amazon Music, Pandora, and Soundcloud. The music video was going to be posted on the youtube channel which would also serve as a different interaction with the audience since she would be posting blogs and insights about her music.
To promote and expand more her brand, we thought that collaborations with influencers on both, Instagram and Youtube would benefit her a lot, though they could make a video and feature her songs as background music. Also, since her target audience is heavily on social media, paid advertising would benefit her a lot since it would be a way to reach a wider and more diverse audience.

Merchandise and Website

With the large started income, Liliana was able to release a broad selection of merchandise that can be found on the website. We chose to do pop sockets, phone cases, beanies, joggers, and hoddies since it is an easier way to promote because people see it more and are the things that sell the most within our audience age range.

We also wanted our artist to be consistent in her way to communicate her ideas, so 20% of the profit from the merchandise will be donated to a monthly charity featured on the website and her social media. On the website, an information tab is available to the public to inform them of the charity of the month. Also, you can access to every platform of social media of the artist through her website and view the most recent video or release of a song. We wanted our website to be easier to access to the public, so everything is available for you to see on the main page, but also by clicking the tabs you can go to every separate part of it.

By this project, I learned that every choice matters and has to be related to your knowledge of the medium that you are working on. On the production of the video, I noticed how difficult can be to tell a story that already has been told from a different point of view.