Music Marketing in the World of Alternative Rock
Alternative Rock is most commonly defined as a sub-genre of rock that is outside of the mainstream definition. The underdog of modern music. It also typically addresses and associates with current events and issues at the time. The target audience of alternative rock bands tend to be men and women of low-middle classes between the ages of 15-50s. It can appeal to such a wide range of generations because it's more in sync with social class than with age.
Within this genre, it's commonly observed that marketing is centralized within the band website for distribution of music, tickets, news, merchandise, and social media outlets. Only second to this tool comes the presence in social media itself. Now, most typically associated with alternative rock is the seemingly unconventional act of making music free to whoever wants it. Though this seems counter productive as the band isn't getting any funds directly, it catalyze distribution to a wide range of listeners, especially in the lower classes where the target audience lies. After recognition is realized, music streaming is made available in Spotify and Apple Music along with the option of paid subscriptions. One last characteristic of alt-rock groups regarding marketing is the emphasis on live performances, be it abundance or absence. For example, whereas Arctic Monkeys toured and gained new fans throughout South America, Cold Play leads an anti-touring campaign to counter the pollution trails that touring leaves behind. Though these two groups have drastically different tactics, both were successful in marketing themselves to the world.
It's common knowledge that for any company to survive, it must have a brand, something to which consumers can easily associate it with. My group chose to go with 'Orpheus' through account of the factors of non-mainstream association and a level of connection to a higher purpose in ancient Greek mythology. By connecting ourselves to an arguably dead and foreign concept, we achieve our goal within the genre to not submit to the mainstream ideas of what a rock group should present itself as. We grew our brand into the name of Orpheus through the practice of making our live events and concerts free. As mentioned before, this serves a purpose in distribution, however, it also connects deeply to the story of Orpheus, as his purpose in the Pantheon was simply to spread his music to all who were willing to hear it.
Now with an established brand, it's all a matter of marketing it visually and physically. Certain trends pertaining to rock in general reveal that fans of any group choose to wear their logo on their clothes voluntarily and almost daily. This is why we chose to fabricate and distribute t-shirts with our band logo and our album cover art imprinted on them.
Through the production and development of this campaign, I've learned that consistent presence in all mediums with the audience is necessary to the relevancy of alt-rock groups. Through presence, audiences can be kept informed about their bands and any unconventional projects are picked up by bigger masses than would otherwise be possible.
Within this genre, it's commonly observed that marketing is centralized within the band website for distribution of music, tickets, news, merchandise, and social media outlets. Only second to this tool comes the presence in social media itself. Now, most typically associated with alternative rock is the seemingly unconventional act of making music free to whoever wants it. Though this seems counter productive as the band isn't getting any funds directly, it catalyze distribution to a wide range of listeners, especially in the lower classes where the target audience lies. After recognition is realized, music streaming is made available in Spotify and Apple Music along with the option of paid subscriptions. One last characteristic of alt-rock groups regarding marketing is the emphasis on live performances, be it abundance or absence. For example, whereas Arctic Monkeys toured and gained new fans throughout South America, Cold Play leads an anti-touring campaign to counter the pollution trails that touring leaves behind. Though these two groups have drastically different tactics, both were successful in marketing themselves to the world.
It's common knowledge that for any company to survive, it must have a brand, something to which consumers can easily associate it with. My group chose to go with 'Orpheus' through account of the factors of non-mainstream association and a level of connection to a higher purpose in ancient Greek mythology. By connecting ourselves to an arguably dead and foreign concept, we achieve our goal within the genre to not submit to the mainstream ideas of what a rock group should present itself as. We grew our brand into the name of Orpheus through the practice of making our live events and concerts free. As mentioned before, this serves a purpose in distribution, however, it also connects deeply to the story of Orpheus, as his purpose in the Pantheon was simply to spread his music to all who were willing to hear it.
Now with an established brand, it's all a matter of marketing it visually and physically. Certain trends pertaining to rock in general reveal that fans of any group choose to wear their logo on their clothes voluntarily and almost daily. This is why we chose to fabricate and distribute t-shirts with our band logo and our album cover art imprinted on them.
Through the production and development of this campaign, I've learned that consistent presence in all mediums with the audience is necessary to the relevancy of alt-rock groups. Through presence, audiences can be kept informed about their bands and any unconventional projects are picked up by bigger masses than would otherwise be possible.
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