For the first part of our music marketing project, we were given a genre of music that we then had to do research on. The research consisted of two artists or groups who were under the same company. The artists we had to do research on had to have released music in the last 5 years and it was recommended that we conducted our research on a group or artist who had already released a full album.
My group was assigned alternative music. We discussed the project and everyone's responsibility and then we split up to work on our part of the project. I decided to do my research on Billie Eilish and X Ambassadors, both of which are represented by Interscope Records. I started off by researching and learning more about the company, their website, artists that they represent, their history, and their "about us." After learning about the company I began to research Billie Eilish's and X Ambassadors background. Including how they started out, when they became famous, and how they built their presence in the media world. To learn more about their media presence, I watched music videos that they had posted, listened to their music, went through their social media, and looked into how they distribute merchandise, this includes digitally and non-digitally. Thanks to this research, I was able to familiarize myself with the artists, which helped me make my research more extensive and diverse.
Once I was done, I inputed all of my research into the shared document that me and my group had made. This would be useful for later on when we had to write a media context essay on the research that we did. Thanks to everyone in my group putting in the work and getting their stuff done, I was able to finish my essay strong and make detailed and well-supported arguments all throughout.
Case Study:
Company #1: Interscope
Brief history | Major artists/groups |
-American record label
-Founded in late 1990, Santa Monica, Ca
-On January 1, 1999, they combined Geffen and A&M records.
-One of the most successful individual record labels in the industry
-In the 90’s, Interscope pushed boundaries & succeeded
-As of 2014, John Janick has been the president of Interscope |
Amirah, Blackpink, Camila Cabello, Eminem, Imagine Dragons, KATSEYE, Karol G., etc. |
Case Study #1: Billie Eilish
Brief history
(Include information on group formation, artist background and other information pertinent to brand development) | Target Audience/Brand Identity
(Describe the target audience of the artist/band. Describe the brand identity) | Digital Marketing and Distribution
(Explain how the artist/band uses marketing and distribution techniques and platforms. Provide links or images of examples) | Non-digital Marketing and Distribution
(Focus on how the artist/band uses non-digital practices to market and distribute) |
Billie Eilish was born in La on December 18, 2001. She was homeschooled along with her brother Finneas, who then became Billie Eilish’s co-producer. In November of 2015, she uploaded her hit song “ocean eyes” with the help of her brother. She then debuted with her album “When We All Fall Asleep, Where Do We Go?” that was released during March of 2019. This album included one of Billie Eilish’s most famous song, “Bad Guy.” Which won a Grammy and Song of the Year in 2020. In 2019, Billie Eilish was titled Woman of the Year. She now has 9 Grammys and a total of 150 awards.
| Clothing: Billie Eilish is known for wearing oversized clothing. She has even started her own online shop that sells baggy and oversized merch, which matches her own style.
Music: Billie Eilish is known for making sad songs that explore themes of love, loss, fame, and mental health.
Audience: Billie Eilish’s target audience includes Gen Z teenagers and young adults that find her songs relatable. She builds her connection with her audience through social media. | Social media: Billie Eilish uses multiple social media platforms to strengthen her relationship with her audience. Since, being Gen Z, they spend most of their time on the internet. She has a close friend's story on Instagram that includes up to 110 million followers. In this story she teases albums and she shares behind the scenes content, both of which are ways of making her audience feel closer to her. For instance, she teased the release date for her newest album “Hit Me Hard and Soft,” through her Instagram.
Merch and Online Shop: Billie Eilish created her own online shop and brand. She also created her own symbol that goes on her merch called “Blohsh.” A stick figure that's adored throughout Billie Eilish’s fandom.
| Collabs: Another thing Billie Eilish does to get more publicity is that she does collabs with other artists and brands. For instance, before “Hit Me Hard and Soft” was released, Billie did an interview and a photoshoot with Rolling Stone.
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Case Study #2: X Ambassadors
Brief history
(Include information on group formation, artist background and other information pertinent to brand development) | Target Audience/Brand Identity
(Describe the target audience of the artist/band. Describe the brand identity) | Digital Marketing and Distribution
(Explain how the artist/band uses marketing and distribution techniques and platforms. Provide links or images of examples) | Non-digital Marketing and Distribution
(Focus on how the artist/band uses non-digital practices to market and distribute) |
X Ambassadors has four members:
Born and raised in Ithica, New York, Sam is X Ambassadors lead vocalist and songwriter.
Brother to Sam Harris, Casey is legally blind, the founder of, and the keyboardist of X Ambassadors.
Adam Levin is X Ambassador’s drummer.
Noah Feldshuh was X Ambassadors guitarist before he left the group due to personal issues. They have been making music for about 17 years (since 2008), and they are an American alternative rock band. They were originally childhood friends who would get local gigs. Their debut album was called “VHS” (2015); this helped them become more popular.
| X Ambassadors are known for being advocates for mental health awareness, and they have worked with and donated to institutions.
Audience: X Ambassador’s music is specifically targeted towards young adults (18-30s), but they also have a larger range with audiences in their 20s up to their 50s.
Music: Audiences are drawn towards X Ambassadors because of their relatable lyrics that discuss real-life experiences, friendships, and overcoming challenges. | Collabs: Has made songs for the movies “Suicide Squad,” “Sonic the Hedgehog,” “Transformers: The Last Knight,” and “HellBoy.” For their debut album, they collaborated with artists like “Imagine Dragons” and “Jamie N Commons.”
Social Media: X Ambassadors post clips from their shows and music videos on their company's Instagram. They also post photoshoots, merch drops, as well as edits made to their songs and concert tours. Throughout their Instagram, they follow a darker color scheme, which matches up with their general appearance. | Online Store and merch: X Ambassadors have their own website and shop. Here they say all types of merch: hats, shirts, tote bags, and hoodies; each of them has the company’s logo or a song’s name on them. In their store, they also sell vinyls, CDs, and posters.
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