Research
For our marketing project, my group and I were chosen the genre of Country music. For our research, we split our work into two, and each person would choose 2 different music companies/ record labels. We decided to go with Universal Music Group Nashville and Warner Music Nashville. For Universal Music, we chose to do case studies for singers Carrie Underwood and Kacey Musgraves. And for Warner, we chose Blake Shelton, and Dan + Shay. We didn't have a lot of difficulty researching the case studies, but it was definitely time consuming, since we had to find every single detail they use to promote their content. We found some interesting things, for example how Kacey Musgraves has a program she uses to interact with her fans and help her promote her content in a fun way.
For the actual process of brainstorming our music video, we had some discussions about what type of story we want to portray which can perfectly fit with our song, which was Need You Now by Lady Antebellum. Together, we decided that we could base the music video on a girl who's boyfriend broke up with her on the phone, and wanted to show her process of heartbreak, until she moves on. One of the girls in our group brought up the idea of using things to symbolize tje main character and use those elements throughout the story. We were planning of her holding a daisy, which represents purity and innocence, which was given to her by her now ex, and throughout the video, and in the end, the main character sees the flower dying and we're planning that she either throws out the flower, or sees it and walks away, which would represent her moving on. We also wanted to include that the lead character is the one singing and it would be a back and forth of the lead singing while the story is taking place.
After we finished planning, we went straight into the way we would market our video. We all decided that the target audience for our video would be teens and young adults. Since they would be able to relate to our storyline the most, since it's a common situation in youth. We wanted to give our lead character named Daisy her own social media, which is mainly Instagram and Twitter, so she can share her experience to social media and spread her platform and so people pay attention to her and what she's going through. We also plan to make Daisy her own website and YouTube Channel so the audience can have better access to her content and interact with her fans. For our lead, we decided on our partner Jaqueline to play her, we will make sure to have shots and good symbolizing to represent the character's feelings and reach the audience on a deeper level.
