Music and Marketing

I’ve been trying to start this for an hour now, but I’m rewatching Pretty Little Liars and I can’t seem to look away…so much teen drama. I feed off of it. Wish I looked that good in high school. Hell, I wish I looked that good now, those girls are on fleek all the damn time. I swear that’s the most confusing part of the show.

Anyway, I want to give you some insight into the music I listen to; and also the marketing strategies of these artists.

Yes, my music taste matches my basic bitch aesthetic. And I am not sorry. No one should be ashamed of what music they like. As for Twenty One Pilots, I feel like they used to be acceptable for hipsters to like them, but they’re way too mainstream now. I’ve known of their music for the past four years or so, but I only liked a couple songs by them. Their sound was too different for me at the time. Lately, their sound is exactly what I need and I love all of their albums. I relate to their depressing lyrics and love the upbeat sound. It’s perfect! They’ve come a long way from putting out their first two albums without a label to winning their first Grammy this year. Now with a following of 3,222,008 likes on Facebook, 3.05 million followers on Twitter, and 6.6 million followers on Instagram. This makes sense as I am definitely their target audience and Instagram is my favourite social media platform. All of their pictures are very stylised with high contrast and a good mix of black and white and colour photos. From looking through their timeline on Facebook, it’s mostly pictures and videos from concerts along with extremely generous comments on how great the performance was. While they aren’t very interactive with their fans on Instagram and Facebook, they often retweet fan art that has been posted by their fans.

According to the band, their purpose for making music is “to make people think”, as well as encourage them to find joy in what they come to believe in life.

This next duo is something special, and very unique. Ninja and Yolandi are a South African rap group called Die Antwoord. I encourage you to watch the entire music video, they really don’t give a damn what anyone thinks. I love their music because it pumps me up and it’s so different from everything else in my music library. Journalists and critics, mostly in the United States, often ask if their creative output is a joke or a hoax. When asked if he was playing a character, Ninja said, “Ninja is, how can I say, like Superman is to Clark Kent. The only difference is I don’t take off this fokken Superman suit.” Their personality is off the charts and honestly super genuine. They have 2,556,139 likes on Facebook, 260 thousand followers on Twitter, and 817 thousand followers on Instagram. From analysing their profiles it looks like they just post the exact same thing on all three platforms with no unique content on any particular platform. While this isn’t their focus, their brand identity is crystal clear. They are authentic and creative as hell. They were also in the movie Chappie, if you haven’t seen it you are missing out on how adorable Yolandi is.

While this in no way covers the various genres of music I like, I can’t even say for sure what my favourite is or what I couldn’t live without. As I grow and change, so does my taste in music. When I first started college I really got into Fall Out Boy, particularly their albums Save Rock and Roll and American Beauty/American Psycho. But now, I absolutely love Halsey. And I love looking at artists’ different approaches to how they brand themselves and market their music to the world. There is no one right way, but there are many things to do to promote whatever it is that you want to share with the world. Be accessible and easily found, be genuine, and focus on the content above anything else.

Alright, now that this post is done I shall go eat a donut…or two. Working at Tim Hortons’ can be dangerous folks.

P.S. What music have you guys been into lately? Let me know in the comments!


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