Music Research
Behind the video of any song, comes a lot of background research, planning, and brainstorming. Behind the scenes of our music video for the song Coming Home by Leon Bridges, there were a lot of things that we had to do to make sure we could create the perfect music video. First, we had to research the genre, and how to market the genre. The genre of the song is soul. We started our research by finding out what companies market this genre. We rounded it up to two companies: Columbia Records and Atlantic Records. Although these two companies brand other genres of music as well, we decided
that they would be the best to research. We also researched some of the other artists that have partnered with these companies. Two of the artists that we found partnered with Columbia Records were Leon Bridges himself and Adele. We then looked at two artists that worked with Atlantic Records which were Bruno Mars and Ed Sheeran. After we researched all four of these artists, we had a good idea of what they did, what their target audience is, how many albums they have sold, etc. Since Leon Bridges was one of the artists we researched, we had an even better idea of how we had to market our video. Since the genre Soul is not a very well-known genre by the general population, it was a bit difficult to find out the best way to market this song.
Marketing and Distributing the Music video
Marketing was the most important part of this project. This part also included a lot of research to find the best ways possible to market this genre of music. The first thing that we had to do was think of the target audience for the video. We decided that this genre of music would be for young adults and millennials (around the ages of 23 - 45).
We then had to figure out where we could market the video. After a lot of research, we decided that we could market on social media. The two main places we chose were Twitter and Facebook. Research showed that 60% of Twitter users are aged 18-44 and that 84% of millennials are users on Facebook. This is how we decided that these two social media would be the best place to market. The different ways that we chose to market the music video were by releasing sneak peeks, behind-the-scenes, thumbnails, and posters. We then decided that the best places to distribute the music video were both social media mentioned before, YouTube, Pandora, and Vevo. Our research also showed that 77% of internet users are aged 15 - 35 and 73% of internet users ages 46 - 55, who are all on YouTube. It is also one of the most popular places where people go to watch music videos. Pandora's demographic users are aged 25 - 34. We also decided to take it a step further and advertise/play our song on podcasts or advertisements.
Planning of the Video
The planning of the video was the easiest part to come up with. Since all of the research was done, all we needed was to decide what kind of video we wanted to do, and what was going to be in the video. Whether it was promotional, artistic, storytelling, etc. We decided to do a storytelling video with the target audience of young adults and millennials. Then we came up with the story, which has something to do with the title (
Coming Home). The plan can be seen below.
After this, we created a storyboard that would show what was going to happen, the camera angles of each scene, the timing, etc.
What is the next step?
The next step of our project is to film what is going to happen. After we film, we will show it to a couple of people to see if it is missing any components, which we will then fix. After doing all of this the music video will be ready to be marketed and distributed.
