Self-marketing innovative music

Self-marketing innovative music
Students from the Cologne campus worked on a cooperation with "Spinnup," a digital label that's part of the Universal Music Group. The project was to coordinate the music management of a digital single on iTunes, Amazon and Spotify for Christmas 2014. They also had to manage the publishing and create innovative marketing and promotion activities (using social media, video channels, search engine marketing etc.) to accompany the launch. The aim was to reach every single student, faculty and staff on the Cologne Macromedia campus with the promotional measures.

The study project was implemented according to a modern music company's organizational set-up and procedures. Small teams of students handled the selection, recording and production of the music, the technical production of the finished product as well as the development and implementation of a creative marketing concept.

The A & R (Artist & Repertoire) team responsible for the music chose electronic dance music as their genre and produced the title "Make You Look" under the artist name "So-So". The team responsible for the technical production published the title on iTunes, Spotify and Co.

The team responsible for the marketing created a way to promote the song by playing it to every student that visited the campus toilets. The students installed a small "voice module" with an integrated loudspeaker and motion sensor. They recorded the music onto this and installed it near to the toilet door. A few seconds after entering the toilet the visitor is played the newly recorded single and given information about the artist and the platforms on which it is available. 

Every step of the campaign was accompanied by social network activities. The marketing group also created a video which explained the idea behind ​​the campaign and also promoted the music. After three days, the video had been opened over 1,200 times on Facebook and can be viewed at the following URL:
Self-marketing innovative music
Self-marketing innovative music
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