In my music marketing project, the first thing my group did was research the genre we got. Which was heavy metal. Since none of us in the group really didn’t know what heavy metal was or had barely listened to it, we decided that the best way to start our project was to do research. We found that heavy metal is rock music that has been released from the 1900s to the present day and that many heavy metal bands like Metallica aim to communicate opinions on drug use, racial views, social attitudes, and political involvement.
After finding the true meaning behind heavy metal we decided that what better way to use our music as a way to advocate for mental health. After this thought came to mind, we decided to name our band SCARZ because everyone was their own scars whether it is because of drug abuse, mental illness, or another way one can hurt the human body and feel down. We wanted to really emphasizes that we all have battles that we are facing, and we all may get “scars” from them but at the end of the day, that’s what makes you a better person.
The idea of having the butterfly came after the naming of the band because we wanted a symbol to really explain and signify the meaning of new beginnings. We learned that many people get butterfly tattoos to represent a significant transformation and growth in a person's life. This was a great way to express our band and the true meaning behind our lyrics.
About the music video, we really wanted to show someone who wasn’t having the best mental health. We wanted to catch the audience’s eyes who may see themself in the music video and catch their attention to see if we can help in any way. In the end, we decided to add a little message in order for those who are watching a video to know that if they need help, they can always reach out to someone. We added a link to our website where our audience can go and receive the attention they deserve.
In a music video, we decided to edit in a way where they would be flashes showing the main character who is not in a good mental state of what could happen if he listens to what he is being told in his head. We also wanted to use the lighting which at the beginning starts off bright and ends up being really dark and blue in order to emphasize the tone in the music video and how the main character may be feeling.
Our social media plan was to use our music in order to show the scars, so we decided to create a trend on TikTok where people share their stories while our music is in the background and use hashtags in order for us to get their stories. We also as mentioned earlier decided to do a website where you can get all the merchandise, tickets, and more information about the band for those who need it.
In our presentation, our group overall did really good in presenting our main motive which was mental health, but I do feel that in a music video, we could’ve elaborated that a little more and use various techniques in order to get a message across. In this project overall I learned a lot about how important time management and communication are when one is working with a group. The aspects of this project that will be helpful when developing my Cambridge portfolio will be incorporating many elements in my video to really get the message across to my audience and the importance of not holding back but also planning what needs to be done to execute those thoughts.
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