During the course of three weeks, Valentina, Catalina, and I created an indie rock band named Bondi. When Mrs. Stoklosa assigned us our song “Spirits”, we were unsure how we would capture the meaning of the song. So, our trio split up and decided to brainstorm independently to see what we would all come up with. When we came back together, we all had the same general idea: a person being constrained by his/her surroundings, then having a moment of realization where he/she breaks free from the “box” of limitation and fear to be different. Since we all had great ideas for the storyline of the music video, we decided to start with this element of the project first. We got together several times throughout the week to storyboard, film some shots in the school parking lot and school hallways, and brainstorm ideas for the rest of the project. Afterward, we edited and put together our shots for the video. One of the main elements in our music video was the use of color, which we all were fascinated by when Mrs. Stoklosa showed us sample music videos. For our video, we decided to make the protagonist’s surroundings and clothing grey, white, and unsaturated. When she decides to break free from her confines, she transforms herself by changing into red clothing and getting into her bright red car. This emphasized the character “standing out” in red from the rest of the world. Then, we decided to get started on our marketing and distribution campaign. In the end, we chose to create an Instagram and Tumblr platform along with a website that would provide pictures, event dates, merch purchases, and more for Bondi’s fans.
Before beginning our marketing campaign, we had deeply researched the Indie Rock genre, doing in-depth research on Florence and the Machine and Hozier. We found out that these artists used very similar marketing tactics, which we decided would suit our band since we had the same genre and target audience. Firstly, we noticed that both Hozier and Florence and the Machine were very active on social media, especially Instagram. They released teasers of their upcoming songs and music videos, lyrics from their singles, and sneak peek videos into their concerts and tours. Consequently, because these artists were so successful, it was essential that we implement this aspect into our campaign. We created an Instagram platform for Bondi, where we could inform our followers about music release announcements, teaser trailers, and more. This could further market the band’s content to the platform’s followers. In addition, we also remarked that both artists distributed their music through streaming services like Spotify and Apple Music, as Hozier did when he released his EP From Eden. Because of this, we knew Bondi needed to be available for streaming on these platforms, and that we needed to advertise this aspect on our social media. Thus, we created banners showing Bondi’s availability on Apple Music and Spotify. Furthermore, both Hozier and Florence and the Machine performed in several live events; Florence and the Machine sang in U2’s 360° Tour, which could have led their studio album Lungs to reach No. 14 on the Billboard 200 in October 2010. The group also performed “Dogs Days Are Over” at the 2010 MTV Video Music Awards, which further marketed their music to the show’s audience. In addition, Hozier sang “Cherry Wine” on “The Late Night Show with James Corden”, increasing the exposure of the album. Moreover, we realized that live performances were a crucial part of an indie rock band, so we made flyers for Bondi’s performances in local guitar shops and even a well-known festival.
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| Bondi's Instagram: |
After we had researched the Indie Rock genre,. Thus, we decided on making an Instagram for Bondi. Knowing that our 16-24-year-old target audience was one of the largest age ranges using Instagram, we knew it was suitable for promoting our band. On the platform, Bondi could release “teaser” trailers, use hashtags to associate with similar bands, post polls and Q&A’s that would allow fans to interact with the band, and even share live streaming of Bondi’s live performances. By doing so, we could allow fans to be constantly notified of Bondi’s music and be motivated to consume it.
Bondi's Instagram: https://www.instagram.com/bondi.music/
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| Bondi's Tumblr: |
Bondi's Tumblr: https://bondi-music.tumblr.com/
Furthermore, we also decided to create a website where all of Bondi’s information was available since our two case studies had also done so. On the site, fans could access merchandise, ways to listen to the band’s music, and links to the social media platforms. We also decided to have Bondi perform in several live events, as Hozier and Florence and the Machine did. We created posters and flyers that we could post at local bars, restaurant, and music stores. Since Bondi is an up-and-coming band, one of our first events would be a performance in a small guitar shop.
Bondi's Website: https://malenadiezg.wixsite.com/bondi
Flyers and banners for our live events:
This project left me with several lessons that I could apply to my portfolio project. When Mrs. Stoklosa gave us our critiques, I realized that establishing a set target audience (age, gender, socioeconomic status) was very important!! This could allow a brand to market to what the TA enjoys, like a teen magazine using the cover line “21 Outfits to Wear to a Party!”, which would attract teen readers. While Mrs. Stoklosa was explaining this further, I noticed that she mentioned the implementation of a QR code for magazines, which I thought was very innovative for our future magazine! I did some brainstorming, and I thought that inside the magazine, a reader could scan the code and receive an online version of the magazine, access extra content, obtain online videos for makeup tutorials, or even unlock a world of virtual reality. This is something I realized I might want to add to our future magazine because it allows the reader to interact with the content more. Also, I realized that I needed to establish why I would use a specific marketing tactic that would appeal to our target audience, using research and statistics. Keeping this in mind, I will include specific facts about why I will use specific marketing tactics for our magazine based on specific data.
P.S.: Here is our music video! Notice our use of color...
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