This has been my favorite project in AICE Media thus far. Our first step was to create our band's image. We decided on a name and I designed the logo. We then planned out the storyboard for our Music Video, this was the main challenge as we need to make sure that every idea we had matched up with the song's meaning. To complete our research, we first completed research on two production companies to better understand the industry. We started identifying our band's target audience and seeing what types of applications, companies, and ideas appeal to the market. Our band is called Tears of Jupiter, our primary target market will focus on teens and young adults. We brainstormed ideas on Google Docs first to plan out what we were going to include in the marketing campaign. The first thing we researched was the applications most popular for this demographic. We found that most social media platforms such as Instagram and TikTok are the most popular. After brainstorming the applications, we thought about how we could utilize those apps to promote our band. We made a plan for each application. For Instagram, Tears of Jupiter will remain highly interactive with fans and followers to allow for a more personal experience. The band will post constantly and always interact with comments and direct messages. For Tik Tok I came up with the idea for a trend, that will allow people to participate, record a video with our song in the background, and therefore promote the song. The idea was to encourage Tik Tok users to create a video showing them overcoming a challenge and putting the band's song Mountain at My Gates in the background. The song is all about overcoming negativity and this will encourage people to promote the single in a positive way.
After researching social media, we began to research companies that appeal to the teen and young adult market- especially the type of people that would listen to Indie Rock music. We found that Converse and Kith were appealing. Converse reflects itself as a lifestyle brand of footwear and apparel with its own distinct culture and a sense of humor. Teens and young adults are their primary consumers. I decided that Tears of Jupiter should do a limited-edition shoe with Converse, the shoe will be sold whilst the band is promoting its single. This will introduce the band into another industry and will promote the music. Kith's offering is more streetwear than high-fashion, with weekly drops rather than four seasonal collections. Then there are the limited-edition partnerships with brands like Off-White and Nike, as well as Coca-Cola and Moncler. Many teens and young adults have started to help this brand rise in popularity, mainly due to its collaborations with musicians and other brands that are known to be limited edition, due to Kith's business practice of the "weekly or quarterly drop". Most of Kith's apparel is only available for a limited amount of time ranging from- 1 week to 3 months. Tears of Jupiter will create a limited edition Unisex T-Shirt with Kith, it will be sold while we are in our promotional period. The T-Shirt will feature Tears of Jupiter's galaxy and space aesthetic while being in collaboration with Kith's brand image. This will also help with our promotion. After coming up with the ideas, we started putting together our presentation. I designed the Converse shoes and the Kith T-Shirt and we planned out how to market them.
The idea of something being Limited Edition appeals to the younger audience. Many teens now purchase items purely for the reason of them being limited edition. The idea that not everyone has something is appealing and will in turn erupt more conversation about our band. The idea of Virtual Reality and its popularity have also greatly risen amongst young consumers. We came up with the idea of VR Music Videos. People will have the opportunity to "step in" to our music video locations and explore that new "world". This appeals to technological convergence. We decided to partner with Oculus and release a limited edition Oculus headset with our band's logo and image as well. After all these ideas, we put the presentation together. The next step is to record the Music Video!
