Temporary Brand Manager & Music Marketer
Dirty Motel
Summary
Project Management • Band Audit • Concert Booking • Online Marketing • Promo Video • Animated Logo Design • Concert MC • Music Marketing
The Challenge.
As part of my music marketing course at UTRGV, my team and I were tasked with discovering a local band who could benefit from an online and music marketing strategy. Enter “Dirty Motel”. An alternative rock band established in the Rio Grande Valley towards the end of 2017 and looking to grow their fanbase.
The Method.
After being deemed the leader of the group and meeting with the band to discuss the direction they’d like to take for Dirty Motel, I conducted an audit using marketing metrics that best portrayed where the artists currently stood in the music industry and their target audience.
Using these results, my team and I developed and implemented an online strategy for their music and upcoming tour. Additionally, we booked the band a spot on Sunset Live, a popular outdoor concert series in McAllen, Texas and included promotion for the concert in our marketing strategy.
For successful implementation and results, creative content was needed. Being the only member of the team with a background in design, I took our team’s ideas and the band’s identity to re-design their logo and create a promo video for Sunset Live. Once the semester was over, our team presented the marketing plan to a band member so they could continue to grow after our temporary role ended.
Promotional Video
A couple of weeks before Sunset Live, my team and I received a message from one of the band members requesting a promo video that would generate “hype” for the concert. I used footage the band gave me and learned how to use Adobe Premier to create this promo video (above). I then sent the video to the Sunset Live team so they could upload the video on their social media.
Animated Logo Re-Design
While working on the promotional video, I realized that (at that time) the band didn’t have a logo that could be used in high definition projects. Using Adobe Photoshop, I redesigned Dirty Motel’s logo so that it could be implemented into the high-resolution video in a way that would generate interest.
Previous Logo
Inspiration
During our conversations with Dirty Motel, they revealed that their musical inspirations came from rock bands like Red Hot Chili Peppers, Kings of Leon, and Pearl Jam. After seeing them and listening to them play, they also gave me vibes similar to The Strokes. While staying close to their original logo, I wanted my logo design for the video to reflect their gritty, alternative sound. After researching various potential elements, I decided to use a pin-up girl within a flickering neon sign to give that grunge rock n’ roll feeling and pay homage to their musical inspirations.
Sunset Live Concert
Instagram Takeover.
Part of our strategy to increase buzz for Dirty Motel’s performance was for us, the marketing team, and the band to perform an “instagram takeover” of the venue’s social media. A few days leading up to the concert, the band and my team began posting Dirty Motel’s promo video, pictures, and encouraged engagement from their followers.
Finally. The day of Sunset Live! My team and I took over Sunset Live’s Instagram page and posted stories of the band’s arrival, how they were enjoying the concert, and their journey up until it was their time to rock on stage. Using this tactic increased Dirty Motel’s reach in the Rio Grande Valley and the potential growth for new followers/fans. It also allowed their fans to engage with the band and feel as though they were backstage with them on their Sunset Live Concert, providing a sense of belonging and authenticity.