IZZA

a.  Indie Pop

Indie pop-rock can be described as a combination of music genres put together to make it into something new and original.  For example, it can be a mix of generic pop and "load screaming punk rock." Indie is short for independent which originally meant that that artist themselves could release their own music with having to have a contract with a big record deal. Indie music began in the 1950s and 1960s but during that time was unrecognized. It wasn't until the 1980s that it started to grow in popularity. But indie music releaded on the motto that they were singing music they liked and not suit an audience. Indie music is usually about expressing emotion and an idea behind the lyrics of their songs. Indie pop uses mature topics in their songs. Usually, their music had a clear guitar riff and sometimes violin.

b.  Current marketing trends within your genre (case study information)

In our genre, there are many ways to successfully market an indie-pop artist. This can be seen in the artist Harry Styles his way of marketing is getting his face everywhere to promote himself to his audience. Some examples are his film debut in Christopher Nolan's war film Dunkirk, further promoting and exposing Harry to new audiences. As well as when Styles began modeling for Gucci, appearing in several campaigns for the luxury Italian brand. This cross-media convergence promotes Harry Styles’ brand. Foster the people another band who has successful marketing techniques use the use of social media to update their fans, Twitter used to update their audience about new releases. As well as their main music video distributor being Youtube where they create exposure and promote their image. Their most successful song received 595,290,274 and they have 2.42M subscribers. Another trend both artists share is the use of live shows and the consistency of connection with their audience, and live shows are the best way to do it. Harry Styles embarked on his first headlining concert tour, Harry Styles: Live on Tour, from September 2017 through to July 2018, performing in North and South America, Europe, Asia, and Australia. And Foster the people continued to grow its fanbase with a month-long residency of concerts in January at The Echo nightclub in Los Angeles.

c.  How you chose to develop the brand of your artist/band

What I and my group focused on was making sure our artist appealed to the target audience which was ages 16-25 and being able to appeal to both genders since indie pop was 55% males and 45% female. As well as making everything we sell and do easily for students. We were big on using the big social media apps like Instagram, Twitter, and Tik Tok. This is because Instagram is the app most used by our target audience and we can use it to remind them about new shows, new merch, and new pictures keeping the artist relevant. We choose twitter because we wanted to represent Izza as a strong confident outgoing woman who speaks her thoughts. And twitter is a great way to spread that message and her opinions. Finally Tik Tok, Tik Tok is a fairly new app but it is the top app downloaded in the app store. The ages that most use this app are 15-25 which fits our target audience perfectly. A lot of popular songs started on the app like "Old Time Road" and "Yellow Hearts" we will create a dance so popular influencers can copy it and make it more popular. We have merchandise that has a neon pink rose on it which is representative of Izza like beautiful but powerful. We have hoodies and T-shirts. But to appeal to the male gender, we added another design of hoodies and t-shirt that are more manly but still with the rose.

Marketing Samples 

                                                                                                         

 e.   What you learned about the production (through the creation of music video) and development of a marketing campaign

What I have learned about the production of a marketing campaign is the importance of media convergence. For example social media. This is because a good artist needs to like a friend to their fanbase someone who accessible and has emotions. By using social media sites like Instagram and twitter the artist gives a way to communicate with their audience. Another important thing I learned was focus on your target audience. If you don't have a set target audience then you can cater anything to anyone there has to be a focus on who would want to buy your albums.  The music video has to establish the vibe and essence of the artist and it is a great promotor. This was all found by research the research of the trends, the audience, and other artists of the same genre who is successful. The most important thing is doing descriptive research that will really be beneficial to upcoming artists.