Phoneix Marketing Campaign Project
This one-month project consisted of myself and 2 other people being in a group creating a made-up artist called Phoenix and how we would promote his up-coming EP: System 32. My role for this project was junior content producer, meaning I created the promo ad and created the designs. I will be going more in depth about them and the process I took creating my pieces.
Our target audience were those that were 16-30, those who suffer from mental health and addiction. For emos, goths, those who are considered outcasts to society.
Album Cover Design
The first thing I designed was the album cover. Our artist was going to be an underground hip-hop artist that falls under the sub-genre of emo rap. I decided to it would be best to make an album cover relating to the genre and following the conventions. To help me get a better idea I create a mood board of artists that fall under the same genre.
The main themes in these album artworks is the use of dark colours and a strong image of a person, object etc. Most of the time the artwork relates to what the artists music will be focusing on. This helped me understand what goes into making an album artwork.
System 32 is a file within a windows computer that if delete causes the computer to no longer function. With this in mind System 32 in Phoenix’s case is music, and without it he can longer function as it is his outlet and his therapy.
The design I created follows the conventions as well as having a deeper meaning relating to Phoenix and what the EP will be providing.
The neat layout connotes Phoenix wanting to be in control of his past struggles and issues.
The decaying in the image represents the difficult times of dealing with depression and being suicidal and how it still lingers and bothers him.
The white slowly creeping in at the top connotes Phoenix wanting to fix his problems and become a better person and move on completely from his struggles.
PROMO AD
The promo video was important as I wanted it to have the style similar to artists such as Bones and Suicideboys, this led to me creating a mood board of the aesthetic I wanted in the ad.
The use of dark colours is a common theme, the VHS aesthetic is also a nice look and urban areas for the setting to fully get the dark, grunge vibe is useful too. This led me to finally creating the promo ad.
I followed the conventions I found in my research and thought having quick cuts and transitions would help keep the audience engaged as nowadays people lose interest quickly. The VHS aesthetic works well and will help our target audience gain an interest. I used Premiere pro and After Effects.
GIFs
GIFs are something that are popular on social media. Having GIFs to be posted every day on social media platforms as a countdown for the EP would help generate hype and keep fans on their toes. These are the designs I came up with...
POSTER DESIGN
For the marketing campaign the idea of having a concert for EP release and a pop-up shop would be a good strategy and a good idea to build up hype for the artist and to get fans up and out there to support him.
Following on from that I created the designs for the 2 events.
I feel that using black white colours keeps it in theme of the genre of the artist as well as it being the style our target audience will find interesting.
MERCH DESIGN
The designs I came up for the clothing of the pop-up shop were to make sure it was relevant to our target audience and what the latest trends are. Making sure that the logo for Phoenix and the photo of the album cover was important as a way for fans to support the artist.
VINYL DESIGN
I thought it would be a good idea to have a limited-edition vinyl cover that would be sold at the pop-up shop as way to really get fans involved as well making use of the fact that vinyl is becoming popular.
Many vinyl covers just have an image with little to now writing and I thought that would be the best approach as well as keeping to the theme of dark dull colours.
