music marketing project

Our music marketing project required a focused two-part process beginning with comprehensive research into the contemporary country landscape, anchored by an analysis of the influential independent label Big Loud Records and case studies on their artists, Morgan Wallen and Jake Owen. This research revealed that successful strategies hinge on a clear, consistently marketed brand identity—whether it's Wallen's "authentic" crossover appeal or Owen's "beach country" escapism—and a balanced 360-degree approach; this means aggressively leveraging digital platforms like TikTok for virality, discovery, and driving chart performance, while simultaneously maintaining crucial non-digital pillars, including securing consistent airplay on Country Radio, executing major touring campaigns, and offering physical media and merchandise to foster deep fan loyalty and diversify revenue streams, ensuring our final plan is strategically targeted, evidence-based, and ready to compete effectively.