Music Marketing

Pop Rock
Our single, Awkward, is targeted towards listeners 16-25 who typically comprise independent college students with a taste for quirky and fun music which combines the pop movement with traditional rock music.

Trends
Pop Rock artists and groups like our own, Fire Meets Gasoline, typically use digital marketing to reach out to its fans and listeners. Foster the People, one such pop-rock band took advantage of Youtube and Vevo to distribute its music video yielding successful results—Pumped Up Kicks gained almost 600,000,000 views, Sit Next To Me gained almost 95,000,000 views, and Houdini has collected over 77,000,000 views. With pop-rock artist Hozier, his hit music video Take Me to Church landed him a record with the global music giant, Columbia Records. Another trend seen in not just the pop-rock genre but across the media industry is the use of social media to market their music. For example, services like TikTok, which has over 500 million active users worldwide, and Instagram with 800 million users allow artists to not only distribute their music for free and to develop their image online.

Marketing
To develop Fire Meets Gasoline's image, a range of touchpoints for fans and listeners were created. The website served as a portal to give a brief description of the band as well as quick links to buy merchandise, a page displaying tour dates and tickets, a free insert of "Awkward" and its music video. The website also took advantage of parallax scrolling to increase compatibility with mobile devices. Another means of marketing was the use of the Youtube video to provide a visual interpretation of the music and to serve as a way to highlight familiar emotions and scenarios for the audience. Collaborations with other artists also served as a way to capitalize on existing artists' fame resulting in higher exposure for Fire Meets Gasoline. And of course, the typical streaming distribution channels such as Spotify and Apple Music included the single under genre-specific playlists.

   

Reflection
The music video came out better than expected but still could have been improved through better camera movement technique, composition, and lighting. Although these features were used, they weren't used in a way that fully utilized their benefits. As for the rest of the production, the campaign fulfilled most of the rubric requirements but the website was similar to most of the other groups' campaigns' websites and the merchandise was not necessarily innovative and didn't include many unique selling points. The presentation itself could have been created in a more minimalistic and clean format which would have allowed for better engagement with the content.