Behind The Scenes BLOG #2

 While working on our midterm and class project we also created a funny and engaging vlog of everything we did. We also included bloopers:) ENJOY!

https://www.youtube.com/watch?v=RX6xhvGRvyQ

Music Marketing Project

 We started our research on country music by deep diving into its origin, evolution and cultural importance. The roots of this sub genre had us exploring its roots in Appalachian folk traditions, and its transformation into sub genres such as bluegrass, honky tonk and country-pop. Streaming data, social media and music charts showed a deep cross sectional appeal of country music amongst the demographics of age 18-45 who have a shared love of the spoken word about personal stories and shared memories of their youth in a niche centered on authenticity. The stories and community values of the genre resonated with fans through focus groups and surveys and created an emotional connection that fans wouldn’t want to pass up.

To celebrate and expand the genre’s reach, we developed the "Roots and Rhythm: The Heart of Country Music campaign. It’s a multifaceted project covering the genre’s history and new audiences through digital storytelling, social media, and live events. Teaser videos, artist Q&A sessions, a TikTok remix challenge, and a grand finale concert with both established and emerging artists round out the key elements of Performance Space NYC's annual crazyboycamp. The campaign will create a stronger bond between fans and the music, by crossing the legacy with innovation.

A music video that essentially serves as a central component of the campaign is one that embodies the spirit of country music. It’s going to feel like small town moments of the heart, filmed performance shots with a cinematic narrative of community, love, and resilience. The video was shot over several days at real rural locations and showcases such iconic images as barn dances, acoustic sessions and sweeping landscapes. The YouTube video will be distributed on YouTube and social channels, and will drive fans in emotional storytelling anchored in the campaign and engage new audiences to experience the genre's timeless appeal.