Mike L & Tiago Marketing Strategies - Essay Example

Marketing Plan Objectives Mike L If there is one word that describes Mike L. as an artist, the word is “Listener”. Like any artist, he is guilty of eavesdropping a lot, being a voyeur, stalking other people. It is these observations, insights, and stories that give him the inspiration to make music. But unlike any other artist, he tries to understand these emotions deeper. He is not one of those artists who think he lives a magical and unique life. On the contrary, he feels like he is just like everyone else. And everyone else always has a story to tell, an idea to share, a life worth watching. That’s what his music is all about, that’s what he is about as an artist. He makes everyone else realize their life is extraordinary. Tiago Cerqueira: Tiago is the rock star of the classic, ballad and R&B. His ideas are wild, borderline insane, but it always hits the spot. He doesn’t follow rules and certainly doesn’t teach them. Objectives Establish a fan base for Mike L. and Tiago Cerqueira and increase awareness about their music Target Market Digital youth This is the generation that was born into the digital and social media generation. The internet and social media is as real to them as school and books and they have never experienced life without it. The digital world is not just an extension of their physical world but a part of it. Digital is where they get everything, clothes, music, movies, opinions, hobbies.1 Insight The digital generation, although extremely open on different ideas, is also extremely selfish. They may give you five seconds of their time but the only way they will give you the sixth second and the succeeding one is when it becomes about them. Execution This is a four-phase campaign that may span an entire year. Awareness and Participation CD Launch Collaboration Fulfilment Objective - Introduce Mike L. and Tiago-Cerqueira -Launch the CD -Reinforce Mike L.’s positioning as the artist the aggregates emotions and level it up by establishing links with different independent artists and Tiago as the rock star of ballad and R&B Launch the project Desired Action -Visit the artists’ website or social media pages -Sign up on the site -Participate in the first major activity -Pass on the video - fans to suggest different artists Pass on the video Fans to donate for the project I. Awareness Launch the Website. Mike Shinoda’s blog is a good peg2. Contents of the site should include: Music - 5 original songs of the artist which people can listen to or download for free and at least 5 songs he covered Artist Blog Gallery Interactive Page Note about the site: Make sure it is Search Engine Optimised It is important to give people free music. Young people nowadays will never buy something from someone they don’t know. You need to make them like you first, then they will support you3. Launch the first single. The first single should be released through a live performance MTV4. Click the reference below for a peg of the treatment of the video. Launch the Participation Project. “The Most Amazing Video” project will be launch. I am not sure what his first single is going to be. I just assumed it’s the song he sang in the video. The idea is to ask people to submit a photo, a message, or a video of the people they think are amazing in their life and explain why. They can do it by emailing, tagging the artist on facebook or Twitter. Those photos, videos and messages will be used for the first official music video of Mike L.’s first single. Unfortunately, I don’t think anyone has ever done a video like this so I can’t provide a peg but that means the idea is original. Those who will submit will get a hi-res copy of the video and the digital copy of the album. For Tiago, the concept of the video should follow his first single. For example, if his first single is about failures, then he can create a video featuring the most painful moments of people. It doesn’t have to call for submissions. He can harvest data from the web. For example, harvest tweets of different people talking about failures, or photos featuring failures (again, that is if his first single is about failure. The theme will adjust accordingly). Daily Interaction. Mike L. and Tiago will have to make sure they interact daily with their fans. Ask for their comments while they are producing the song. Some of the things they can do: Offer to get the fans in the studio and learn about music production Be a part of the CD by playing an instrument, doing a duet, or even using their artwork for the CD. They can use it for their portfolio later. Regular video blog of Mike singing different cover songs or working in the studio II. CD Launch When the video is done, use the following free marketing sites: Stumbleupon.com 2leep.com digg.com thesixtyone.com spotify.com Forums like radiomute.com, musicbanter.com, keepmusicalive… just make sure that you establish your identity early before posting links to the album or the mods will delete and ban your IP. You might need to pay someone to do this but forums are major traffic drivers. There are online marketers who have accounts to different forums, you can pay them to mention you on these sites and drive interest towards the artist. Other sources of income should also be put in place. Many fans will not pay for the music but others who are concerned about the artist will buy merchandise like tshirts. III. Collaboration Launch a bigger project, this time an attempt to bring together different established, respected, great and independent artists known on the web like DubFX5. The idea is to create a single and MTV that was written and produced without the artists coming together physically. Collaboration will happen digitally. Mike L. and Tiago will call on to fans to suggest artists they wish to be included in the collaboration. Artists like DubFX will most likely not do it just like that. Although he is totally independent, he is big underground. I suggest that proceeds of the sales of the songs be donated to a charity. MTV should also be digitally done. IV. Fulfilment Launch of the song and MTV. I suggest song be launched free to be downloaded and people can just donate whatever amount they like. Read More