Jevon Doe "Story Of My Life" Marketing/Promo Plan Idea

Hello all, I would like to share an idea I kind of forgot about lol

A little background. I was at one point interning at one of Atlantic Records recording studios and a newly signed artist by the name of Jevon Doe was in the midst of finishing up his first project, "Story Of My Life". At the time they asked us interns for marketing and promo ideas for Jevon. So having heard most of the project, I immediately went to the drawing board and came up with this concept. I did have the opportunity to pitch it to Jevon and some of his team and got a lot of great feedback. I was then told that they would like for me to actually present it to the Marketing people at Atlantic. Unfortunately that meeting never materialized, but here it is for your viewing pleasure!

*Keep in mind this is set before Jevon's current status as an artist.

Jevon Doe: Story of My Life – An Art/History Exhibit detailing rapper Jevon Doe’s journey from one in a sea of millions to one of a kind.

This marketing campaign would allude everything in Jevon’s music to that of exhibits in a museum to create an experience and get the public interested in Jevon’s upcoming mixtape, “Story Of My Life”, as well as him as a person. Different tactics will be used to present Jevon’s music in a way that captures attention and shows Jevon’s personality while keeping everything consistent and tethered together. “Story Of My Life” is the telling of Jevon’s journey from an unknown aspiring artist to his current status as a major label act detailing the highs and lows along the way.

Pictures – Jevon’s pictures look nice, but that’s about it. There’s really no character to them. When visual artists create their art, it’s normally based off of a feeling, a point in time, or what’s happening around them just like music artists. We could treat each of Jevon’s songs like a piece of artwork and/or relics, connecting the songs to the inspirations behind them in art form. We could render different photos to look like paintings, sculptures, etc… in different art styles like Pop Art, Surrealism, Impressionism, etc.. And make relics from Jevon’s journey like a pen and scraps of paper from a certain song he wrote. Some pictures could be contemporized urban remakes of famous works of art with Jevon in them that connect to certain songs. Maybe some of these renderings could be put up around the city; on the picture would be all the social media info and Project info. Walking by seeing something rendered like that would grab attentions. These pictures would also be used as promotional materials on social media.

Example:

Videos – Youtube and Instagram Promo videos. We can make inexpensive videos to throw out across these platforms. For the longer form videos would be more to show off Jevon’s personality. Right now there’s nothing out there indicating his wittiness and people love a good laugh they can share with others. As far as longer form videos we could do something to the effect of Jevon’s thoughts on certain subjects. We can present it in a way that it still connects to the museum theme like editing the videos to look as if it’s an installment series in the museum on the psych of the artist. We would film about five to six 2-3 minute videos giving Jevon a subject to talk about. He would answer it in his humorous way. I’ve observed in the studio where Jevon engages in conversation about an array of subjects and it’s very funny, we should take that and expand on it for the public. All of these can be cut to fit Instagram’s vids and used in promotion of the project and to go to Youtube and view the full videos.

Example:

Also another long form video idea is of Jevon standing as a museum piece behind a rope and a tour guide brings a group of people and present him as art and that a popular style used in rapping is punchlines. The tour guide would instruct people from the group to try and insult Jevon and watch as he comes back with a rap of witty one liners. This video would be all in fun and show off his personality as well as his rap skill.

Short form videos would just be little promotional things shot with Jevon’s music playing in the background. Example would be the camera panning different works of art or history relics with classical music playing until we land on one of Jevon’s relics or pictures (mentioned above in the picture section) and then zoom in closer on it as whichever of Jevon’s song is connected with it begins to play and we flash to the information like Story of my life dropping on… These can be circulated through Instagram. Many more different ones can be made, this is just an example.

Countdown – This can be however many days the team wants to do, but with this, we would take for instance 10 songs and create a countdown to the project’s drop date. On each day, we drop a short video through social media platforms. The video would be more so the camera starting in close on one of the pictures (The art or relic) from the above mentioned as it zooms out revealing the whole piece as a sample from one of the songs on the project plays with a big number flashing (ex. 7 DAYS LEFT) corresponding to how many days is left before it drops. This tactic is sort of common, but effective.

Pop Up Museum – To tie in to the museum theme, Jevon could have a listening event set up as a pop up museum. It can be done outside or in an existing establishment. The different photos and relics that were made for each song could be there set up as an inexpensive exhibit. There could be a couple of tv screens playing the Jevon Psych Installation and promo stuff that showed off his personality. Maybe can have a couple of living pieces of art or performance artists there. This could be built upon, but that’s the skeleton. Everything in all the marketing/promo materials would basically come together live in this pop up museum.

*Sidenote - I presented the pop up museum/installation idea as a promo tool before it became very popular i.e. - 2 Chainz's Pink Traphouse, Freeform's Mermaid Musuem in promotion of "Siren", Miguel's Wildheart Motel.. All a lot of artists were doing at that point were pop up shops only.

All of these ideas connect as well as keep a consistent look and experience across the board. It’ll show Jevon as a creative and serious artist as well as a great personality and not just any ole rapper. This whole idea can be built on. It’s the initial idea. It can be fairly inexpensive. I feel it creates something fun and interesting for the public and gets people interested in Jevon more with the right push of these ideas. Jevon was more so unknown when he was signed than some of his contemporaries who had already had fan bases building coming into the industry, so this could give him an edge.

Take a listen to "Story Of My Life"!

https://soundcloud.com/jevondoe/sets/story-of-my-life

That's the initial idea I presented. Feel free to comment!