1 Year plan

1. A1 – Vision Plan and 1yr Project plan
Marketing Team Names: A&R Marketing
Team Captain: Ryan Murphy & Ashar Corbett
Artist Name: Mike Yorkz
Does this artist have a website? https://linktr.ee/mikeyorkz4
Section 1: Social Media Content Analysis
Facebook –
Artist Facebook Page Link - https://www.facebook.com/MikeYorkz/
How many page likes? - 528
Twitter –
Artist Twitter Link: https://twitter.com/mikeyorkz
How many followers? 156
Instagram –
Artist Instagram Link: https://www.instagram.com/mikeyorkz4/?hl=en
How many followers? – 25.6k
YouTube/Soundcloud –
Artist YouTube/Soundcloud Page Link:
https://www.youtube.com/channel/UCm2tkzdMUv1D04Sr9RistjQ
How many subscribers/followers?- 3.64k subscribers
How many videos/songs have they posted? 60 songs and 8 videos on YouTube
Link to their most viewed video/listened to song:
https://www.youtube.com/watch?v=jPQcWQOr8Gc
How many views/listens does it have? 21,657 views
What were the topics and dates of the last 5 posts the artist made on Facebook, Instagram,
and Twitter? Please pick one of the following categories for each post:
1. Promotional
2. Photo – Behind the Scenes
3. Photo – Live
4. Video – Behind the Scenes
5. Video – Live
6. Question to Fans
7. Statement –
8. Press: Write-up

2. 9. Press: Video Interview
Facebook:
1. Type: Promotional
a. Date: November 6, 2021
b. Likes: 2
c. # of Comments:1
2. Type: Promotional
a. Date: September 23, 2021
b. Likes: 2
c. # of Comments: 0
3. Type: Promotional
a. Date: September 22, 2021
b. Likes: 2
c. # of Comments: 0
4. Type: Promotional
a. Date: September 3, 2021
b. Likes: 1
c. # of Comments: 0
5. Type: Promotional
a. Date: August 31, 2021
b. Likes: 1
c. # of Comments: 0
Instagram:
1. Type: Promotional
a. Date: December 14, 2021
b. Likes: 46
c. # of Comments: 13
2. Type: Promotional
a. Date: November 6, 2021
b. Likes: 0
c. # of Comments: 31
3. Type: Photo/Promotional
a. Date: November 4, 2021
b. Likes: 1,574
c. # of Comments: 60
4. Type: Promotional/Photo
a. Date: October 29, 2021
b. Likes: 1,223
c. # of Comments: 79
5. Type: Promotional/Photo
a. Date: September 23, 2021
b. Likes: 0
c. # of Comments: 73

3. Twitter:
1. Type: Statement
a. Date: August 13, 2020
b. Likes: 0
c. # of Comments: 0
2. Type: Promotional/Question to fans
a. Date: July 28, 2020
b. Likes: 1
c. # of Comments: 0
3. Type: promotional
a. Date: June 30, 2020
b. Likes: 0
c. # of Comments: 0
4. Type: promotional
a. Date: June 30, 2020
b. Likes: 0
c. # of Comments: 1
5. Type: Photo- Behind the scenes
a. Date: June 22, 2020
b. Likes: 2
c. # of Comments: 0
Summary: Based on your research above, what conclusions and takeaways can you
make based on the artist’s content and their fan engagement?
- He has a strong following and presence on Instagram but lacks in consistency on
other social media platforms. He posts great content on Instagram. His pictures
are of high quality. They usually consist of music and a link to the song playing.
He also has 20k+ followers on Instagram which is great because this can help
boost his following on other platforms. To achieve this, we must increase activity
in other areas.
Section 2: Brand Identity Map
Directions: Taking into account your artist’s “Current” and “Future” stages, and the
research/takeaways from Sections 1 and 2, fill in the following table with relevant terms
and attributes (this can include phrases) that identify your artist and their brand.
Think about the following items: What makes your artist unique? What values do they
have? Does their culture affect their brand identity? What unique talents do they have?
What makes them stand out from their competitors?
Dedicated Patient Has a distinct
voice/sound
Blended culture
Amazon/Miami
Fashionable/GQ Up to date with trends Strategist Tell stories with
his music

4. Serves in the U.S.
Navy
Songwriter Well-
connected/Networking
Studio Savvy Melodic
Creative Can improve in social
media presence
Can improve in
consistency
Diverse sound/
vocal range
Section 3: Target Audience
For this section, provide references on how you arrived at your conclusions. All
references must be listed for this section.
1. Target Audience - Demographics:
a. Provide information regarding the target audience’s age 16-25
b. Primary gender: Women
c. Ethnic background: African American and Hispanic
d. Education: High School, Undergrad/College, Graduate School
e. Income range: $28,410 - $33,555
f. Relationship status: Single and Married
g. Family life: 0 kids – 3kids
2. Target Audience- Psychographics: Give 3 specific examples of each of the
following behavioral categories as they pertain to your artist’s target audience.
a. Hobbies/Lifestyle Choices (e.g. fitness enthusiasts, cars, outdoors, cat
pictures, dancing) – dancing, clubbing/nightlife, social media/Tik-Tok,
shopping
b. Clothing/Accessory Brands (Where do they shop and what do they buy?)
– Fashionova, Savage X Fenty, lingerie, purses, shoes, jewelry
c. Food/Restaurant Preferences (e.g. vegan, paleo, upscale fine dining,
specific restaurants) – vegan, Ruth’s Chris Steak House, seafood
d. Other Artists they listen to (related and unrelated): Chris Brown, Drake,
Bryson Tiller, Tory Lanez, Cardi B, Doja Cat
e. Movies and TV Shows: Power, Snowfall, Euphoria, Love, and Hip-Hop
Section 4: Identifying, Prioritizing, and Solving Branding Problems
Identify and prioritize three potential problems with your artist. If possible, look at
problems that may arise in relation to attaining their “Future” stage within the allotted
time.

5. 1. Problem 1: What is the problem, and what is your suggested solution to this
problem? (Must be at least 200 words) The major issue is his social media
presence. He hasn’t been active for months at a time because of how time-
consuming his work is with the United States Navy. He has a following of 25k+
followers on Instagram but lacks the same results on Facebook and Twitter. The
solution would be to develop a posting schedule. The schedule will be posted
every month allowing for consistency and results. We will help him manage
posting content on time. These will include social media platforms like Instagram,
Facebook, YouTube, Tik-Tok, and Snapchat. Once we develop a decent
following, we will begin consistent live streams on Tik-Tok to give fans the
opportunity to be involved with the artist.
2. Problem 2: What is the problem, and what is your suggested solution to this
problem? (Must be at least 200 words) Another problem is the artist being on
active duty in the United States Armed Forces. In the music business, you have to
put in a lot of time and dedication to your craft. In order to ensure success, we
need as much time as possible and unfortunately serving in the military comes
before anything. When you’re a soldier, you are considered government property,
and at any given moment you can be called to duty. The way we may combat this
issue is by using the artist’s schedule to find the dates he’s most available. Once
we confirm the artist’s availability, we can schedule days to stockpile content on
all social platforms. This would ensure the consistency of his brand. By doing
this, it would give the artist a stress-free solution to his problem. This will also
ensure month-to-month flexibility when unexpected schedule changes occur.
3. Problem 3: and what is your suggested solution to this problem? (Must be at
least 200 words) The 3rd
Problem Mike may face Is the mental obstacles that
could potentially arise if it takes longer than planned to recapture Mike's
audience. He used to be much more consistent and receive a lot more interaction
on his posts. It’s really easy to forget about the process and want immediate
results if you’re used to something being a certain way and that’s very
understandable. To ensure Mike’s success we will do our best to use the data
available to track where mike is gaining the most followers geographically and as
far as what social media platforms and methods are working the best. Using data
to optimize where we are putting our efforts is a key to wasting as little time as
possible while trying to amass followers in a timely manner. Another way we can
make sure mike isn’t frustrated and is able to be in the best mindset when creating
is just by checking in with him and treating him like a human because at the end
of being an artist is hard work and it’s very easy to get caught in the small things
especially when you are in the navy, so by us doing as much as we can to ensure
the support we will enable him to do his best.
Additional information:

6. References:
Milkman, Sam, et al. “Slicing Contemporary Music Tastes by Demographics and
Consumption.” Coleman Insights, 14 Feb. 2022,
https://colemaninsights.com/coleman-insights-blog/slicing-contemporary-music-
tastes-by-demographics-and-consumption.
“What Women Earn by Race/Ethnicity.” Women in the States, 29 July 2015,
https://statusofwomendata.org/explore-the-data/employment-and-
earnings/additional-state-data/what-women-earn-by-race-ethnicity/.