Music Marketing - Research

 Our project for AICE Media was a music marketing campaign. It was an important assignment, as it made up part of our midterm grade and required us to work in a group. After being assigned the genre of R&B by our teacher, Mrs. Stoklosa, we got straight to work.

The first step was researching the R&B genre. Nina and I focused on gathering information about well-known R&B artists and production companies, such as SZA and Steve Lacy. We explored everything from their official websites to online forums for details. Meanwhile, Joaquin and Simón finished their research closer to the end of the break. Once we had all the information we needed, we started planning the project and dividing tasks. Nina and I worked on the presentation, Joaquin created the storyboard for our music video, and Simón designed the brand logo.

For the campaign, we developed an artist persona named Richard Spice. He is an R&B singer inspired by the records he inherited from his late mother, who loved jazz and R&B. Listening to those records sparked his passion for music. Richard Spice represents a mix of classic and modern R&B, and his style reflects themes of resilience and creativity.

To market Richard Spice, we focused on two main strategies. First, we leaned into the nostalgic appeal of vinyl records, producing them to attract an older audience who appreciate classic music formats. Second, we used modern social media platforms like TikTok and Instagram to reach teens and young adults. By taking advantage of the platforms’ algorithms, we aimed to increase his visibility and connect with a broader audience.

This approach allowed us to create a strong foundation for our music marketing campaign while appealing to a diverse demographic.