Music Marketing Campaign research

In my group's project we researched the marketing campaigns of bands under the record company Atlantic records Founder Ahmet Ertegun was born in Turkey in 1923. Ahment began loving music from his first Duke Ellington concert. At that point he started setting up private concerts in the turkish embassy. He started his own independent label called Atlantic Records with Herb and Mariam Abramson in 1947 for his love of music. The first artist signed was Ruth Brown. However his first major signing was Ray Charles.Atlantic during most of its time would thrive off of R&B and Jazz.By 1953 it was one of the only companies with an eight track recording machine. A subsidiary,Atco , was created focusing on Jazz, Pop, and Soul. There audience was getting younger and whiter. During the civil rights movement, their jazz music was surging along with pop artist like Cher. By 1967, the company was sold off to Warner Music Group for 18 million, however the whole group was called to stay working for the company. Through the 70’s-90’s the Rock n Roll fusion began, allowing for them to grow Led Zeppelin and AC/DC. Ahmet, leading many other figures to Rock n Roll fame,the entrance off the official hall of fame was named after him, after his death at 83. The current Atlantic records has more of its focuses in pop artist like Bruno Mars and Charlie Puth, while also having leeway for today's modern rap explosion through artist like Bhadbhabie, Lil Uzi Vert, and Wiz Khalifa. We hope to embrace this some of the same methods that made Atlantic records a trademark record company in our own portfolio project,





However as my group was a rock group we focused our research on the artists under Atlantic records that were also under the genre of rock. We focused on Coldplay and their marketing techqiues. One marketing technique that is unique to coldplay is its way it engages with the audience, when Coldplay throws balls in the crowd the audience feels a part of the show and there is nothing else the audience rather feel than a part of the show they can’t and paid to see. This also creates stronger memories which spreads the name more. We as a group also included our fans in our shows. such as our innovative Bluetooth light up wristbands that would light up to the beat of the song at our live shows, but even at fan's homes. Facebook live stream, if fans can connect to their favorite bands the will love them even more. Just picture the excitement of a fan who’s question just got answered on a live stream this will lead to more word of mouth. Coldplay opted to not allow their album Mylo Xyloto to be on any streaming device a bold move that was the result of significant less profit for the artists for their music.The group applied a very cleaver technique to spread word of their tour by actually creating Facebook events all around the world this would lead to fans watching and immediately lining up to buy tickets. Another clever, interactive, and just plain fun marketing technique fans during their tour “A Head Full of Dreams” fans received wristbands that would light up during the actually show. While show was going the lights would be turned on creating an unforgettable experience for any fan of music we took this a step further, actually a lot of steps further all the way to each and every fan's homes we hope to embrace this same method in our portfolio project.



We also researched the band 21 pilots. 21 Pilots often tries to connect with their audience, as did we. We did this by confronting a real issue in society in our music video, drunk driving. We hope to give off the vibe they gave. They give off the vibe that they are just two ordinary people that are down to earth and approachable. They show this in their music and interviews. Also the music they write often expresses struggles and real issues that relate with a lot of young adults helping them to keep a loyal and happy fanbase. 21 pilots also have a cool and unique symbol that went viral and gave them a lot of publicity. We attempted to do this same thing. The true meaning is held as a secret by Tyler (a member of the band). Fans love the mysterious symbol and its on almost everything related to the band. To give their fanbase a sense of belonging 21 Pilots calls them the “clique”. This helps the fans not only connect with band members but with anyone else that is wearing the symbol or part of the clique we hope to embrace this same method in our portfolio project. This helps the band develop brand. The band also maintains a strong online presence. They have a website that portrays their band well and they are on various social media platforms like facebook, twitter, instagram, and youtube where they post both serious and funny content that gives them a way to connect with their audience and gives people a glimpse into what their music is like and their concerts to attract fans. The most important tactic that 21 pilots is staying fresh and continuing to evolve, their concerts are very unpredictable and crazy. They are constantly changing jumping around through genres keeping their audience engaged and drawing in new ones we hope to embrace this same method in our portfolio project.







Our project was the creation of the band A&M. Well one might be left with the question what does A&M stand for? A&M stands for simplicity, which equates to marketability due to the fact A&M is a short name makes the band memorable and recognizable. Authenticity A&M is not a made up name it is our names not just some cool word this makes us relatable to our audience. Originality we understand that initials of two of the band members names might not be so original, the originality comes into play when the & symbol stands for the leader singers name as mean times the letter n replaces the word and. As research shows in “5 solid marketing strategies I learned from 21 pilots” of another rock band that strives on its ability to thrive on its ability to connect to its audience “21 pilots” applied a marketing technique to name its fan base the “clique” we are going to name them the “&” that way they can relate to each other and feel like their in the band. Inclusivity of the & will make them feel as part of the actual band. Florida brand as many successful artists embraced the Florida brand to reach their stardom we hope to do the same from Flo Rida to Pitbull, from Kodak black all the way to Gloria Estefan and the Miami sound machine back in the 1980s there is just something about the Florida appeal. In “TEN INFLUENTIAL BANDS AND ARTISTS FROM FLORIDA” by SoLil. Diversity also very key as bad bunny with hip hop the Hispanic culture is taking over the music landscape we hope to do the same but for the rock genre we have a complete and utter diversity with me being of Venezuelan decent and both mark and antiono being of Columbian decent. If one hopes to achieve something that has never been accomplished one must do something that has never been done. That is what A&M hopes to do by embracing the already established Florida brand that has made many artists successful in the past, and by taking the risk of getting our music out there with LANDR, and leave a statement with a clean simplistic yet memorable brand.