Our group decided to make our band reside in the middle because, for example, all of the songs that our band creates have a message or theme associated with it and they do discuss the darker side of the human experience like most rock groups do through their music. Rock as a genre is known for being aggressive and risky but the Riot of the Roses has a different take on this concept. For example Cage The Elephant is one of the bands we researched in the rock genre and they are a rock band at heart, which appeals to the nostalgic fans but they also discover new fans due to the feelings and tones of their music and that is the goal of Riot of the Roses. They are gentler than the genre is typically seen and adapted this concept as their own brand.
TARGET AUDIENCE:
Rock is one of the most popular music genres in the United States because according to a study carried out by Deezer in May 2018, 56.8% of respondents said they listen to rock music. The target audience for Riot of the Roses is primarily teens and adults (12- 35 years old) because of how versatile their music is, people of all ages are able to listen to it because it is relatable and raw. Females are 48% more likely to listen to rock music than men are so our band market themselves to appeal to the female demographic. In regards to socioeconomic status, ROTR is not geared towards one class over the other because the music relates to personal struggles, societal issues, and turmoil in general which a lot of people can identify with in some way. It is safe to say that the majority of our listeners are members of lower to mid socioeconomic backgrounds.
WHAT RIOT OF THE ROSES BELIEVES IN
The sole purpose of the ROTR is to raise awareness on controversial societal issues with the hopes of spreading positivity and self-acceptance. Even though this group is a rock band, they are not a hardcore, aggressive group of creators. The messages in their music are deep and meaningful but they serve a purpose which is to reveal all of the things that humans tend to conceal because they feel that they will either be ridiculed, excluded, bullied, etc. for discussing controversial things like mental health for example. Our band wants to give a voice to the voiceless and be advocates for change.
MARKETING PRODUCTS CREATED:
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| The Foo Fighters |
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| Contest on The Riot of the Roses Twitter page |
Since our band is relatively new, we wanted to hold a contest where fans could post creative videos of them streaming the band's new song for a chance to win VIP tickets to their next show.
The #FINDRIOT is a hashtag that the band uses to post photos on Twitter as clues to let fans know where their next secret show is going to be located. We again want the fans to be on edge constantly wondering where the bad is going to be next and what they’re next move is going to be in regards to music.
#THORNTHURSDAY is another hashtag created by the band. This hashtag is meant to encourage their fans to spread more positivity and love. Every Thursday fans can post pictures or videos of them giving back to their community, spending quality time with family and friends, creating art, etc. As long as the post includes the hashtag and something of an uplifting nature, it’s acceptable!
My group discovered that when an artist doesn’t reveal a lot of information about themselves they become more mysterious and to their audience becomes more curious about who they are and what they are about. This is why we decided to use social media platforms as a way to create a genuine bond with their fans by connecting with them through these platforms. The band uses social media to post updates on music, Q&A’s, and live performances are all shown through live streams on Instagram, Twitter, and Facebook live. In the one case study we researched, Cage The Elephant used their Instagram account to preview all the songs in their new album. Aesthetics are also very important on social media and having a theme contributes to the overall brand of an artist. Cage the Elephant's social media page has an old school look in music videos, songs, and content posted to their social media.
When fans can tell that they support an artist that is genuinely interested in them as individuals, they want to form a connection with them and support them in any way they can. Fan loyalty is of utmost importance to the band because, without fans, the uplifting messages they wish to share through their music would not reach the number of people needed to make an impact.
IMPORTANT THINGS LEARNED DURING PROJECT:
1. Logos/symbols are crucial to the branding of an artist because it makes it easier for the
artist to connect to their intended audience and fans will be able to identify that artist a lot easier
than if they were to not have a well-developed logo. This is why roses are what we
picked as a symbol to represent the band. It's easy to identify and has a deeper meaning
artist to connect to their intended audience and fans will be able to identify that artist a lot easier
than if they were to not have a well-developed logo. This is why roses are what we
picked as a symbol to represent the band. It's easy to identify and has a deeper meaning
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| Examples of famous rock band logos/ symbols
2. Websites are crucial for a band to have because this is where the majority of the fans and others interested in the artist will come and look around to get a sense of who the artist is and what they have to offer them as a consumer. Utilizing social media platforms, in general, is very important when marketing a new artist as well as maintaining the relevance of a well-established artist.
Riot of the Roses website
In our case study of the Foo Fighters, it appeared to be common for the band to do different things for their fans to be involved in and encourage them to get excited about their new upcoming musical projects. Since the band wants their fans to see them as a community or family, fandom names are one of the best ways fans can unite together. Labeling the group of supporters allows fans to bond with the artist and strengthens the idea that they’re not just another fan but they are apart of something much bigger. We considered this fact and decided to name our fans the T.H.O.R.N.S. which stands for “The Home Of Rose Nation” which gives the feeling that their existence as a fan is purposeful.
This band is a very up close and personal kind of group so they often put on shows and mini-concerts in small intimate settings because they want their fans to enjoy them and their music. This plays a large part in their social platform and their image as musicians. This band's main focus is on the fan's experience and producing quality music for them to listen to. They have a platform that they want to utilize to better the lives of others whether that’s through them listening to their music or being influenced by the band through the deep messages in their songs.
Since they are a new band, smaller shows allow them to:
We know that first impressions are crucial so to introduce our band to the world we would have them:
DISTRIBUTION METHODS
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A marketing strategy that the Foo Fighters utilize is putting out a single or two a month before the official album release to give fans a sneak peek of the new album and create excitement
Example: They released the singles “Run”, “The Sky is a neighborhood”, and “The line” all before dropping Concrete and Gold. This allows time for fans to generate buzz amongst each other about the upcoming album. We decided to distribute Riot of the Roses music through the traditional streaming platforms like Spotify, Apple Music, SoundCloud, Pandora, Youtube Music, etc. because we felt that if our fans want to listen to our music they should be able to do so freely and radio play seems too forced and we want the audience to have a genuine liking towards the band.
According to Forbes, Vinyl accounted for an estimated 9.7 million album sales in 2018 and we wanted to take advantage of the successfulness of vinyl so we have vinyl as an option in addition to the streaming services available for fans that are wanting to listen to music the vintage way.
Official Album Cover
SOCIAL MEDIA USAGE
SOCIAL MEDIA USAGE
Tidbits and sneak peeks of what the artist is working on are posted through social media and this anticipation leading up to the release of the project are what fans look forward to. Teasers and other behind the scenes moments that are posted on an artist's social media definitely increase the interest of the audience. We know that 44% of 18–24-year-olds use Twitter and since this is part of our main demographic we want to use twitter to our advantage. My group wanted our artists to be known for being heavily involved with their fans so we implemented two hashtags with the intention of engaging our targeted audience with our band.
My group discovered that when an artist doesn’t reveal a lot of information about themselves they become more mysterious and to their audience becomes more curious about who they are and what they are about. This is why we decided to use social media platforms as a way to create a genuine bond with their fans by connecting with them through these platforms. The band uses social media to post updates on music, Q&A’s, and live performances are all shown through live streams on Instagram, Twitter, and Facebook live. In the one case study we researched, Cage The Elephant used their Instagram account to preview all the songs in their new album. Aesthetics are also very important on social media and having a theme contributes to the overall brand of an artist. Cage the Elephant's social media page has an old school look in music videos, songs, and content posted to their social media.
When fans can tell that they support an artist that is genuinely interested in them as individuals, they want to form a connection with them and support them in any way they can. Fan loyalty is of utmost importance to the band because, without fans, the uplifting messages they wish to share through their music would not reach the number of people needed to make an impact.
MERCHANDISE
Merchandise is a common way for artists to advertise themselves through their fans. This marketing tool is not only profitable to the artist but it’s essentially free advertising. The design can attract curious individuals and encourage them to research the artist potentially becoming fans. Selling merchandise is free advertisement because all the artist has to do is sell the items and their fans can represent them everywhere they go when they wear it in public. Impulse buying is another strategy utilized when selling merchandise because retail experts report that over 40 percent of consumers spend more money than they had planned in stores, while 25 percent reported online impulse shopping. This is why we plan on making our bands merchandise affordable and have frequent sales available on our website to encourage the visitors of our site to make a purchase.
Merchandise is also another way for fans to feel represented and unified when they wear our “I AM T.H.O.R.N.” merchandise or when they show their support while utilizing other “Riot of the Roses” merchandise.
Customers can pick any color they wish to buy their merchandise in because colors have meaning and symbolize many things. These are a few examples of what colors symbolize relating to roses
Yellow: Friendship and Optimism
Red: Passion
Pink: Gratitude and Admiration
Orange: Enthusiasm and Desire
Purple: Enchantment
White: Innocence and Purity
MUSIC VIDEO
When sketching the storyboard for the music video we wanted to come up with a concept that would be relatable in a way to the viewer but also highlight some of the hardships that people encounter every day. The audience is supposed to feel the bleakness and emptiness of the main character while also sympathizing with her as she carries out her revengeful plan against her tormentor. The video is meant to display the rawness of reality while putting emphasis on the band's overall message that it's okay to not be okay and the world can be a little dark sometimes but perseverance and positivity are what will get you through them.
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