R.E.D.

For my music marketing project, I chose the genre rock. Some marketing trends I found within my genre was the importance of color branding and "going dark". Color branding is a great marketing technique. It allows the artist to have a signature color assisted by color theory and makes the artist more recognizable. "Going dark" is something very present within the Rock world. Going dark means the artist logs off of social media for a period of time before releasing something big like a single or album. My group used these two tactics in particular to market our artist.

Our artist's name is R.E.D, those letters are the initials of his actual name and just so happen to spell out red like the color. Red is the color we chose to brand him with because of his name but also the psychology behind the color red symbolizes strength and passion. R.E.D. wants to produce music but doesn't want to be famous so to protect the identity he wears a red hood with a red mask also assisting in color branding. Before going dark we decided we want to give fans a warning so before the artist logged off. He will post a red polaroid picture to his feed and his fans will help expose him to the masses by sharing it to their story. People who share the post to their stories are entered into a raffle where they can be chosen to attend an invite-only concert. Invite only concerts are also very relevant to the rock genre. Having a strong social media presence is also a tool in marketing for R.E.D. He has a website and is active on Instagram, Twitter, Snapchat, and Youtube. Youtube is the main platform that every music video will be released on


The merchandise we would sell is the same red sweatshirt and red mask R.E.D. himself wears to make his fans feel connected. R.E.D is all about inclusivity, he wants his music to be not just associated with him but his fan base. R.E.D. is just an awkward late teenage boy who wants his music to be famous but not his face. His main audience is middle-class people in their teens and twenties from all over the world.


Through the creation of the music video, we learned how difficult it was to make a promotional video without being able to lip-sync to the song because the mask covers his mouth. We also learned how important it is to overshoot, too much footage is never a bad thing. Through research, we discovered that in the business of music some people can start all on their own but it is really more about who you know rather than what you know.