We started our project by researching and creating a case study chart about music marketing companies, my group and I researched the companies Republic Records and Interscope Records. We analyzed two artists from each company (Taylor Swift, The Weeknd - Billie Eilish and Olivia Rodrigo) to understand better how big artists used marketing to promote themselves and become pop stars. We came to the conclusion that digital distribution platforms such as Spotify, Youtube. Soundcloud, and social media apps like Instagram, Tiktok and X, helps the most to gain attention and to distribute the music.

After having more knowledge of what marketing strategies and distribution methods artists use, we started brainstorming and planning. The first class we picked one out of four songs for it to represent our artist, after hearing every song closely and thinking how would the song help us create the person we want to present to the world, we chose the song ''Royals'. We created outlines and brainstormed all of the ideas we had for the music video or the campaign on our notebooks. The challenge was not conceptualizing the campaign but ensuring a seamless integration of elements (from the website design to the music video storyline). We decided how old our artist was (18 years-old), what the target audience was (18-25y women), and what our artists style was (grunge).


One example that emerged from our brainstorming sessions was the decision to incorporate a ballet class scene in the music video to add depth to ADELINE X's narrative and symbolize the societal expectations and her authenticity. Another example is that we decided to incorporate a behind-the-scenes video of our music video as a marketing strategy to maintain her followers entertained.
When we were done brainstorming, we transitioned the planning into production. One of my group members volunteered to represent our artist, we did a photoshoot session of her in character to have some content to incorporate in the album, posters, website and more. After the photoshoot, we created the Album Cover, branded products, the website and more.
Before creating the website, we analyzed other popular artists websites such as Olivia Rodrigo's and Taylor swift's. The websites have to be interactive, simple but fun for it to catch the attention of fans. We really wanted to represent the artist in their website but make it fun at the same time. In the website we included a link to the music video, a link to the behind-the-scenes, a link to the teaser, link to the merch shop, her social medias and we also decided to add a page where we explained who is ADELINE X. My group and I created all of her social medias, asked our friends to follow it and just had fun with it, posting the photoshoot images, the behind-the-scenes, music video teaser and more.
It took us more than one day to record the music video, we played with lighting and different sets. Our first set was one of my group members house, we hanged a grey blanket in her wall for the background and started recording scenes. For the second set we went to a butterfly park and for most of our scenes we recorded in our the third set, a ballet studio. In the ballet studio, we wanted to continue the story of how ADELINE X does not set for the expectations people have of her. The fourth and last set was in a parking lot, to symbolize more ADELINE'S freedom and also to have a change of sceneries.
The editing process was definitely one of the harder ones, we had to ensured that each scene is seamlessly blended into the next and onbeat. The Forest-garden scenes, required a lot of attention to detail to capture the scenes right and be on beat when we couldn't hear the music properly.
For the presentation we were very organized, we made the presentation on one day, dividing the slides for all the members. We posted the website, music video, behind-the-scenes and lastly finished social media.
This project wasn't just about marketing; it was an exploration of responsibility, authenticity and creativity. One of the main things that was hard for us was the organization of the project and to not procrastinate the project. Now I have a deep understanding of how target audience affects the distribution of an artist. This experience will be a keystone in developing my portfolio and knowledge of this class. The ability to translate creative visions into real outcome has definitely fortified my capabilities as a media studies student.