Breaking an artist with Branded Entertainment (Ft. Lil Pump)

Imagine for a second that you’re a record label, and you’re planning a rollout for a new artist. Let’s say we have an artist like Lil Pump, or better yet, the multitude of artist like Rich Chigga and Bhad Babie, who've amassed a fanbase online via social. 

They’re preparing to drop a single, video, and album, and you’re planning your marketing strategy for it.

Youve got 2 main goals: 

1. Drive as many people to their latest music video, and music streaming sites.
2. Gain as much press for your artists as possible in the weeks leading to their project release.

Now, how on earth could you plan this out on Eleven? It’s as simple as any other marketing campaign! Think of the branded entertainment on social sites like Youtube as the latest addition to the new media circuit. You’d want your artists to be a part of it, so you go out to the most popular shows, and featured on all the poppin channels.

It’s not too different than the Blog strategy that reigned supreme in the early 2000’s, but with some radio/tv media planning skill on top…. And that's where we come in.

Step 1: Analyze the Audience

We’re gonna target all the channels that have a large concentration of his type of fans, and try to cover as much ground as possible in terms of airtime in one way or another.

So we’ll set our audience parameters like so:

Age: 16-24

Gender: Any

Location: Any

Unfortunately, most data sources on publisher channels ends here. However, We know that not nearly enough to properly choose channels for a campaign, which is why we've packed our detailed targeting with over 20,000 data points to help you make better decisions.

Detailed Targeting: This is where it gets fun. We’re going for people who:

1. Like this type of music:
1. Personal Interest: Music
1. Hip-Hop
   
   
2. Want to hear more of it:
1. Music Attitudes (true statements):
1. I enjoy the process of looking for new music artists / songs
2. I mainly listen to music artists that are less well-known / popular
   
   
3. Are likely to find it online
1. Music Attitudes:
1. I typically hear about new music from lots of different sources
   
   
4. Can stream it after being exposed.
1. Media Consumption:
1. DAILY TIME SPENT ON MEDIA
2. Music Streaming Services

Step 2: Narrow the Channels

Now that you’ve narrowed down the channels his audience watches, you’ll notice there’s no rhyme or reason as to what channels come back. All you know is that your audience is watching them.

So, We’re going to target channels that might have the following IAB Content Topics:

• Pop Culture
• Television|Music TV
• Music and Audio|Hip Hop Music
• Music and Audio|Society and Culture Podcasts

And then we’re going to target channels that have the following Content Tags:

• Reaction Videos
• You’ll want to make sure these guys make reaction vids during the first week of the single/video dropping.
• [Insert comparable artist here] interview
• “Rich Chigga Interview”
• “Daniel Bregoli Interview”
• “Lil Xan Interview”
• You’ll want to find channels that will interview artist like Lil Pump, and schedule a date that aligns with your media run for Lil Pump.

Step 3: Evaluate the channels

Almost done! The next part is dissecting how much of your audience is actually matching those parameters, and stacking channels that can achieve your desired goal of flooding the media with your artist.

For this campaign, you’ll want an even mix of publishers, from media and entertainment outlets like:

• Complex’s Everyday Struggle
• Because, if worldstar has taught us anything, it’s that conflict draws attention.
• No Jumper (which doubles as a podcast)
• Because of the track record of artist interviewed, pump fits right into that roster.

Throw in some more natural forms of music discovery on Youtube like Zias! Who’ll record his first reactions to music videos.

There are tons of channels that do this (with varying levels of entertainment) but imagine scheduling these videos to go live all within the first week of an album? We’re seeing artist manipulate billboard charts with genius rollouts, this is another form of that same thinking.

Step 4: Schedule it

After this, We simply have to plan out Pumps media run and plan. We may be schedule a tour in cahootz with one of the main hip hop podcasts/youtube channels (this actually happened w/ lil pump and no jumper… kinda)

To do so, just pick a date, and what channels you want to post on that day. Pump may have in person interviews to complete the week prior, so they’ll air on schedule

And Viola, You've now planned out an entire media plan to get your new artist the maximum amount of exposure on channels that his target audiences are watching!

Branded Entertainment isn’t just for brands and brands only, it’s for anyone that wants to make an impact on a specific demographic.

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