For part 1 of my Music Marketing project, my goal was to research one production company, Interscope Records, and two artists, Playboi Carti and Olivia Rodrigo.
My research focused on educating myself on each artist’s label, their communication with audiences, and how both digital and non-digital marketing techniques contribute to their success.
RESEARCH:
I started by looking into the background of Interscope Records, since knowing the company helps explain how they lead the artists to accomplishments.
MAIN POINTS I RESEARCHED:
- It was founded in 1990 by Jimmy Iovine and Ted Field as a joint venture with Atlantic Records
- Worked with major artists like Dr. Dre, Eminem, Lady Gaga, Kendrick Lamar, Olivia Rodrigo, Billie Eilish, Blackpink, Imagine Dragons, etc.
- Continues to be a major force in the music industry under Universal Music
This gave me context for the two artists I studied and how their marketing fits into Interscope’s overall brand and strategy.
CASE STUDY #1
BACKGROUND:
I researched Playboi Carti to understand how he built such a unique identity. He started on SoundCloud and later signed with AWGE, Interscope. His music mixes with punk, gothic, and experimental trap, which is key to his branding.
TARGET AUDIENCE + IDENTITY
Mainly Gen Z, fans of punk, fashion, underground hip-hop
- Brand identity = mysterious, fashion-heavy, experimental, and intentionally chaotic
- He rarely posts or speaks publicly, which creates scarcity and makes fans obsess more
DIGITAL MARKETING
Carti barely uses social media himself, which makes fan communities even stronger.
His digital strategies include:
- TikTok edits and viral audio clips
- Fan-led hype (Reddit, Discord, Instagram pages)
- Minimalist teasers and surprise announcements
- Streaming platforms + limited vinyl drops
NON DIGITAL MARKETING
- High-energy concerts that turn into viral moments
- Pop-up shops and exclusive merch
- Fashion collaborations that reinforce his gothic/punk image
His brand spreads across music, fashion, and lifestyle, which is part of his marketing strategy.
CASE STUDY #2
BACKGROUND:
Olivia Rodrigo started by acting on Disney but changed into an alternative-pop sound with her debut album SOUR. Her brand mostly focuses on vulnerability, emotional honesty, and Y2K/90s aesthetics.
TARGET AUDIENCE + IDENTITY
- Mainly Gen Z, especially teen girls
- Themes of heartbreak, insecurity, and self-growth
- Visuals feel like diary entries, scrapbooks, and grunge-inspired fashion
DIGITAL MARKETING
Her marketing is very social-media driven:
- TikTok virality (“drivers license”)
- Aesthetic Instagram posts, handwritten notes, and behind-the-scenes videos
- Big playlist placements (Today’s Top Hits, Pop Rising)
- YouTube events like Sour Prom
NON DIGITAL MARKETING
- TV performances (SNL, award shows)
- Magazine covers (Vogue, Elle, Rolling Stone)
- Tours with themed staging + exclusive merch
- Vinyl and cassette versions that boost sales
- Her documentary Driving Home 2 U
These non-digital practices help her connect emotionally with fans.
HOW THIS RESEARCH HELPED WITH MY ESSAYWith the help of this information, it gave me a better guide into using these factors for my essay:
Brand identity, audience connection, how artists use social media, marketing trends like nostalgia, fan-led promotion, and viral moments, and how digital and non digital factors work together
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