The World Through Mya's Lens: Music Marketing and Branding

For our project, we were assigned the genre of "Throwbacks" to represent our music video. While the music video is only one component of this, it was the portion my group decided to tackle first. Our song "Tonight" by Phoenix, based on our first listen, gave off the theme of loneliness and isolation while having an 80's pop vibe to it. This allowed us to be extremely creative with the mise-en-scene of the video as we wanted to keep that sort of vibe. To represent this as a whole, we decided to take an artistic approach to our video. Being so broad, we had a hard time at first figuring out what exactly the contents of the video were going to be. This forced us to really put a lot of time into our brainstorming period.

Once we universally agreed on an idea, we still had lots of work to do. In regard to the brand that we are creating, we wanted to keep it similar to the aesthetic of our video as it was going to be a main part of our promotion and marketing. As a result, our presentation has a very youthful and fun theme to it, in correlation to our brand. We also took the time to research the marketing of popular and successful record labels when dealing with artists that shared the same genre as our song. This way, we could take the same approach as these labels as we would be marketing to the same demographic. We also had to plan out exactly what was going to take place in our video, so we decided to create a storyboard of our vision. This allowed for the filming and the editing our the video to be a lot smoother and more efficient as we had a lot of things to accomplish.

Aside from the creative side of pre-production, we had to take all the aspects of our project into consideration, including our limited timeline. In order to ensure we completed everything in a timely fashion, we created a day-by-day schedule to follow. A schedule like this forced us to stay on track and allows us to be more creative since we wouldn't be battling against time and rushing anything. We gave all aspects a reasonable period of time to be completed so everything had the potential to be thorough and high-quality. All of these things have allowed us to really shine and produce a product that we are extremely proud of as a team and cannot wait to share with our fellow class.