The process of coming up with an entire brand and identity for an up-and-coming rap artist was not an easy task. My group received the song Dangerous by Busta Rhymes, who is known for his fast rapping skills and eccentric stylistic choices. Rappers like Busta Rhymes defined the 90s music scene, therefore we researched 90s style and trends to base our marketing on. We took inspiration from the music scene of the era and decided our music marketing project would be based on bringing back similar trends with our brand new artist “The Vanquisher”.
After deciding on what stylistic route we were going to take, we then had to plan how we would market our artist, and the main focus of our launch campaign would be our music video. Admittedly, deciding what we wanted to do for the music video was difficult since the lyrics for the song were a bit harsh. However, after more research into music videos from the 90s from other rappers such as 2Pac. Since our idea was to “bring back the 90s” in a fresh manner, we decided the characters in the music video would be dressed in modern clothes which mimicked 90s stylistic choices. After listening to the song repeatedly and reading the lyrics over and over, we came to the agreement that it would be best to include a storyline as well as a promo element in order to not have to rap the entire song.
Another large part of the marketing process is social media. We created a Twitter account, Instagram account, and a website to represent “The Vanquisher”. The Vanquisher tweets multiple times a day to influence the algorithm and push his tweets out to more users to create a buzz for his upcoming debut single. The Instagram account will include stills from the music video as well as short teaser clips to continue the hype for the single as its release date approaches. The website’s main function is to sell the Vanquisher’s merchandise and allow fans to contact him. We designed a 90s inspired logo of a cartoon version of The Vanquisher to put on T-shirts in order to create a profit from sales and also gain free advertising from fans wearing the shirts.
Here is a screenshot from our brainstorming process.
