Music Marketing #1

We started exploring media context concepts in our Media Studies class. We learned about different distribution and marketing techniques. To apply our knowledge of these concepts, we were asked to conduct research on two musical artists/group and one music production company. Our requested research included information about the distribution and marketing of our artist case studies. The music company and artists we chose depended on the music genre that was randomly assigned to us by our teacher. 

My group and I got the genre R&B/Hip-Hop/Funk. We were very excited about this because it was a genre that we were all familiar with. The first artist I chose was SZA, a popular R&B singer. After researching the music production company that SZA was from, I found that Kendrick Lamar, a Hip-Hop artist, was also under the same company. This was a perfect match since the two artists are in a long-term music collaboration with each other, allowing me access to a lot of shared resources between them. 

After choosing my case studies, I began my research on the music production company and gathered brief information about the company's background. Continuing, I began finding information about SZA and her achievements. Through my research about her success, my understanding of her accomplishment grew and I was able to fully analyse her brand development which furthered my research. SZA was also very active on social media, making it easy for me to learn about her digital marketing. I moved on to her non-digital distribution which allowed me to fully understand how she uses these techniques to spread her music. 

My research on Kendrick Lamar was slightly more difficult because he did not have a social media presence. However, I identified this as a slightly different method of marketing, as any content posted by him would have a significant effect on his audience. Kendrick's non-digital distribution mainly relied on live performances and tour shows, which demonstrates his powerful stage presence. 

SZA and Kendrick Lamar at the
2025 Super Bowl LIX halftime show

The research process was very interesting, and I thoroughly enjoyed learning about some of my favourite artists. Discovering the different ways that music is marketed and distributed not only allowed me to further my understanding of the media sphere, it also provided background knowledge that I would need in future projects. 

If you're curious about the research I've completed, click HERE to view my document.