Our group started the project by researching the indie or alternative music genre. We learned that most artists in this genre focus on being real and honest. Their music and visuals usually feel simple, personal, and emotional. Many indie artists grow their fanbase through TikTok, Instagram, Spotify, and YouTube because those platforms make it easy for people to discover new music and connect with artists. This research helped us decide what direction we wanted for our own artist.
Music Marketing Blog Post #1
We created a new artist named Keaton Rogers. His first release in our project is Trouble, which becomes his debut single. We decided that Keaton is someone who makes music to express emotions like stress, confusion, and feeling lost. His brand is calm, thoughtful, and honest. We also looked at indie visuals and noticed that they use natural lighting, soft colors, and simple shots. This helped us plan how Keaton will look across social media and in the music video.
Our research also helped us understand the target audience. Indie or alternative fans are usually teenagers and young adults who like deep lyrics and real emotions. They follow artists closely online and prefer musicians who feel authentic instead of overly produced. This told us that our marketing for Keaton has to feel natural and personal.
After researching, we planned our marketing campaign. We chose TikTok, Instagram, and YouTube Shorts because these platforms help new artists get noticed. TikTok will be used for short emotional clips from the song. Instagram will show updates, photos, and stories. YouTube Shorts will highlight quick teasers and behind the scenes moments. We will also make a simple website with a short bio, streaming links, and updates because new indie artists often start with a clean and minimal online presence.
We also planned how to use multiple platforms together. For example, TikTok clips can lead people to Keaton’s Instagram, and Instagram stories can promote YouTube videos. We want everything to work together so fans can easily move from one platform to another. For distribution, we chose Spotify, Apple Music, YouTube Music, and SoundCloud since those are the main places indie fans listen to new artists.
Next, we started planning our music video. We want the video to feel emotional and simple, just like the song. Indie videos often use handheld shots, close ups, and soft colors, so we will follow that style. Our storyboard will be at least 20 slides, and the final video will include 3 minute and 46 seconds of the song. While filming, we will also record behind the scenes clips for our video blog.
In our final presentation, we will share everything we created, including our research on the indie genre, our brand for Keaton Rogers, our target audience, sample social media posts, the music video, and our full marketing and distribution plan. Our main goal is to show that Keaton is an honest and real indie artist, and all of our choices support that message.
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