This document provides a marketing outline and strategy for the independent artist "Sad Hippie" to expand her brand and online presence. It includes plans to create a professional website and visual branding elements like a logo and cover art. The strategy also focuses on utilizing multiple social media platforms like Instagram, Facebook, YouTube, and Twitter to engage fans and market music/merchandise. The overarching goals are to establish Sad Hippie as a viable career in music and increase her potential for live performances.

1. Marketing Outline
For
Sad Hippie
By
Project & Portfolio 4
October 2020
Table Of Contents

2. 1
Executive Summary 2
Situational Analysis 2
Current Information 2
Artist Profile 2
Upcoming Plans 3
Marketplace Potential 4
Live Performance Potential 4
Plan Objectives 5
Branding Strategy 5
Utilize Visuals 5
New Logo 5
Cover art 5
Utilize Link Tree 5
Social Media Strategy 5
Instagram 5
Story Updates 5
Live Sessions 5
Facebook 6
Marketplace Merchandise 6
Live Q/A 7
Youtube 8
Lyric Videos 8
Music Videos 8
Twitter 9
TikTok 9
References 10
Appendices 11
Editorial Calendar 11

3. 2
1. Executive Summary
Antonia Abutrabe would like to create a viable career out of her music. In order to do so
a marketing strategy will be deployed for branding and social media to further expand her reach
with the Rhythm and Blues music she makes under the stage name Sad Hippie. Thus,
expanding her market potential with the ultimate goal of performing live venues.
The first step in our branding strategy is the creation of Sad Hippie’s website which serves as a
one stop shop for all of her art. Secondly, in order to maximize market efficiency, we must
Utilize Visuals to create a consistent and aesthetically pleasing online presence. This will
consist of a logo and things like cover art. Third, the utilization of the website link tree will create
an interwoven web of her social media accounts. Fourth, merchandise will be created with the
likeness of Sad Hippie’s established brand.
Secondly, a social media strategy will be deployed with 5 accounts. First, Sad Hippie’s great
existing following on Instagram will be utilized by keeping them engaged with stories and live
sessions. In addition, Facebook will be used for their great marketplace feature. Third, a
YouTube account will be updated with future music videos and lyric videos. Fourth, A Twitter
account to provide her followers with links to recent additions in her collection of art. Fifth, a Tik
Tok account if she would like. Sixth, a Twitch account if she likes to play video games. Gaming
has a great gender split among viewers.
Moving on, social media analytics can be used to maximize the effects of social media
campaigns. Trends to analyze with easy to find metrics are the number of people reached by
your content, the number of interactions with your content, and the total follower's metrics to find
out characteristics and trends among Sad Hippie’s followers. This can help with determining
what is the best time of day to post pictures, go on live, tweet, etc.
All of this effort on social media is, to reiterate, is an attempt to make a viable career in the
music industry for our artist Sad Hippie. With that said, the goal of live shows is paramount. With
a strong online presence Sad Hippie will be able to be marketed to different live event
promoters with ease due to her impressive following and fan engagement which will make her
an undeniable choice for anyone in charge of booking talent.
2. Situational Analysis
2.1. Current Information
2.1.1. Artist Profile
This marketing analysis is for the independent artist Sad Hippie. When
she was injured in an accident in 2013, she didn’t let it keep her down.
Instead, she created her stage name Sad Hippie and started creating
music. Her main goal is to create authentic music that provides a place
for people to escape to during hard times or to feel empowered. Since
Sad Hippie doesn’t have a team of people to help her, she currently uses
Instagram as her main platform for providing updates about her music

4. 3
and has 2,930 followers. She is hoping to increase her online presence
across multiple platforms to sell her music and merchandise. Sad Hippie
has two causes that are important to her, being vegan and the
environmental impact our actions have on the planet. To incorporate
these values into her career, she will look to use recycled material for her
merchandise line.
2.1.2. Upcoming Plans
After a recent interview, Sad Hippie announced she has completed three
new songs and is working on creating new material. She is also in the
process of creating her merchandise line to promote herself as an artist.
Part of this process includes working with students from the 3300+
Climbing club at Full Sail University to create a logo that can be her
signature to place on all products. Another area Sad Hippie has planned
is to create music or lyric videos for the tracks she has out. There is one
lyric video being created for Bad Habits by students in the Project and
Portfolio 3 class at Full Sail University and will be ready for release later
this year.
2.1.3. Industry Contacts
Some of the industry contacts for Sad Hippie are reggaeton artist Don
Omar who has appeared in Fast & Furious as well as created and
performed music for the movie, and New Jersey hip hop artist 070 Shake
who has released two albums since arriving on the scene in 2018. Sad
Hippie records at Lava Studios and trusts artist and producer Izzy Nyce to
work on her vocals. She has also used these connections to collaborate
on tracks like Early Morning with Izzy Nyce.
2.1.4. Released Music
Sad Hippie’s most current song was released three months ago and is
titled Bad Habits. Four years ago, she collaborated with artist Izzynyce on
a song titled Early Morning, and her other track from that year is titled
Feel Me. Her songs are available on Soundcloud, Spotify, and iTunes.
Sad Hippie has not released a full album yet, but one is on the way.
2.1.5. Website Creation
Currently, Sad Hippie is working with students at Full Sail University who
are part of the 3300+ Climbing club to create her professional website.
The artists main platform until now has been Instagram.
2.2. External Environment
2.2.1. SWOT
The SWOT Analysis will cover strengths, weaknesses, opportunities, and
threats for Sad Hippie and her music.

5. 4
Strengths
● Great group of connections to include Don Omar, Izzy Nyce,
Cassius Clay, and others.
● Located in Guttenberg, NJ gives quick access to places like
Newark, Brooklyn, Manhattan, Queens, and The Bronx
● A solid following on social media, which mainly comes from
Instagram.
Weaknesses
● Instagram is the main social media account. The other platforms
are just being created so the following is not so high.
● No defined target market for her music.
● While the material that is released does well. A lack of material in
terms of music and merchandise.
Opportunities
● The opportunity to gain new followers/ fans through other social
media platforms. Linking all the social media accounts helps with
people being able to discover Sad Hippie on all platforms.
● The lack of a website. While a website is currently in the works,
there is nothing yet. A website provides a controlled and
centralized way to monetize.
● More material that may attract a different audience.
Threats
● Major labels, who have a bigger audience with more money.
● Other up and coming artists in the same genre.
● Production companies charge high prices for low quantities of
inventory ordered.
2.2.2. Marketplace Potential
The ability to reach outside of her current followers/ friends in order to
gain new followers/ friends through the sale of merchandise and music.
Facebook Marketplace is used in 70 countries and by 800 million (Al-
Heeti, A., 2018, May 01) people monthly.
2.2.3. Live Performance Potential
The ability to gain new fans from other areas outside of her current
location. She also has the ability to be seen by more people. The
northeastern United States has almost 56 million (Census, N.D.) people
in that area of the country. While New York City has about 20 million of
those people living there. With 100’s of venues within a days drive live
performance is a stepping stone to getting noticed.

6. 5
3. Plan Objectives
The purpose of this plan is to create a variety of online presences, allowing fans to
interact with Sad Hippie’s music on a variety of online platforms. Distribute Sad Hippies’
content, brand, and merchandise through social media and streaming platforms,
including the new Facebook shops. With assistance from 3000 and Climbing, Sad Hippie
will develop her newly created website, social media content, merchandise, and music,
to support a singular brand that resonates with Sad Hippies current and future fans.
Once a more prominent presence in the online and entertainment world is established,
metrics can aid in narrowing down an approach to penetrating the incredibly competitive
music industry.
4. Branding Strategy
4.1. Utilize Visuals
4.1.1. New Logo
During her time with 3300 & Climbing, Sad Hippie will be given assets by
the students. These assets will include a logo that can serve as the main
image for her brand. All sorts of merchandise and albums can display this
logo as it becomes an established and instantly recognizable symbol of
her as an artist.
4.1.2. Cover art
Art is both subjective and expressive. Sad Hippie expresses herself
through her music, and the art associated with it should represent her as
well. Cover art can turn heads and make people investigate a song that
would otherwise be ignored. Numerous resources can be used to make
this art, such as FullSail Students are online commission artists.
4.2. Utilize Link Tree
Linking accounts is a great way to increase exposure to an artist's content. Link
Tree is a website that allows users to easily connect all of their accounts into one
interwoven web of content. There are similar sites that allow the artist to link all of
their accounts, but this is generally considered to be the most user friendly and
well-known tool.
5. Social Media Strategy
5.1. Instagram
5.1.1. Story Updates
Instagram stories are a great way for Sad Hippie to break away from any
theme or curated content on her feed and show more personality. Stories
can also help boost fan engagement. Features like polls, questions,
sliders, or quizzes to get feedback from fans and get them involved. You
can even share your music from Spotify, Soundcloud, and other
streaming platforms directly via Stories.
5.1.2. Live Sessions
Live videos can be used as an opportunity for Sad Hippie to directly
interact with fans and forge long-lasting fan relationships. Live streams

7. 6
could be acoustic performances, a behind the scenes look of a studio
session or a photo/video shoot, or even a chance to make big
announcements. Through consistency and interaction, fan engagement
and awareness will steadily increase.
5.2. Facebook
5.2.1. Marketplace Merchandise
Sad Hippie’s music has such a distinct vibe to it. Facebook recently
announced "Facebook Shops" for businesses/ artists to create specifically
for their merchandise. Marketplace allows you to track who views your
merchandise and you will be able to gain a better understanding of the
audience that is gravitating towards your music and/ or merchandise. To
go well with her branding of merchandise the following clothing options
are suggested.
Bandana:
Shirt:

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Dress:
Socks:
5.2.2. Live Q/A
Sad Hippie will have to look at her Analytics on Instagram, Facebook, and
YouTube to see where her demographics are. She can then adapt and
prepare accordingly to her results. For example, on Instagram, three
different details can inform the account holder a lot about their follower's
behavior.
Accounts Reached:
When you tap on the insight con, you can see more details on your
account’s reach and impressions. You’ll also see insights on your account
activity, such as profile visits and website visits. If you have an action
button on your profile, you’ll see the number of taps on that button. For
example, you can see data on call button taps, get directions taps, email
button taps, text button taps, and website taps. You can also see your top
posts, stories, and IGTV videos sorted by reach.
Content Interactions:
When you tap on this metric, you can see a detailed breakdown of your
post, story, and IGTV video content interactions. These include likes,
comments, saves, shares, replies, and other actions on your content. You

9. 8
can also see your top posts, stories, and IGTV videos sorted by
interactions.
Total Followers:
When you tap on this metric, you can learn more about trends across
your followers when you have at least 100 followers. These insights
include growth (how many followers you've gained or lost), top locations
of your followers, age-range, and times they're most active on Instagram.
Taking all information from social media platforms will help aim Sad
Hippie in the right direction during the Live Q/A session. She can
determine if she needs to have the Q/A during a specific time of the day.
What type of question she may get where most of her audience is
located.
5.3. Youtube
5.3.1. Lyric Videos
Since Sad Hippie already has a YouTube channel, currently with 105
subscribers, the focus should be on creating video content as a way to attract
people, entertain fans, and gain attention to her music. At the moment, when
searching for Sad Hippie, there are no lyric videos available.
As an aspiring artist, it’s in Sad Hippie’s best interest to take advantage of
YouTube. According to (Cattel, n.d.), lyric videos can be the perfect combination
of affordability and effectiveness. Although it costs less than an official video to
produce, lyric videos are just as beneficial. They allow people to learn the lyrics
to a song while listening to it, which helps the artist get recognition and build
momentum before the actual music video gets released. For every song Sad
Hippie puts out, there should be a lyric video available on YouTube aligned with
her brand.
5.3.2. Music Videos
Understanding that music videos are an extension of the artist, it would
be the moment when Sad Hippie shares a message and determines how she
wants her music to be perceived. They are the first thing that comes into people’s
minds when thinking of a song. It goes from the choice of style and approach to
content and special elements. Just like with lyric videos, every song released by
Sad Hippie should have a music video that will help promote it. Studies show
(Pulse, 2016) that YouTube is the second biggest search engine and the largest
streaming music service worldwide; getting discovered through music videos can
be easy.

10. 9
5.4. Twitter
Twitter has hundreds of millions of active monthly users and, unlike the other
platforms, it also lets you tweet all day long with links to Spotify, Soundcloud, YouTube,
websites, and more. Not only that, but these external links open within Twitter in order
for you to get an immediate interaction to your tweet. So, if you tweeted a link to your
YouTube videos and music related links, people would see it right away and be able to
like, comment or even retweet almost immediately.
5.5. TikTok
By establishing a good following, which can be done with consistent uploads,
following trends, effective hashtags, lots of interactions and challenge creations, Sad
Hippie can increase her engagement in this social media and, with that, introduce her
own music and get a lot of attention on her account and music. Over half a billion active
users around the world are sharing their favorite songs on the platform through “dance
challenges”, “lip-sync videos” and a lot more music-based ideas. So, if Sad Hippie were
to create her own hashtag challenge and start a new trend on the platform, she would
not only go viral within TikTok, but also increase her following and engagement on all of
her other platforms as well.
5.6. Twitch
The Twitch platform is currently the market leader for content streaming services,
with daily average viewership sitting around 2.5 million people and monthly hours spent
watching at around 1.5 billion. It is a highly monetizable environment, with around 70%
of viewers willing to offer monetary support, and a partnership program that allows
streamers to offer viewer subscriptions ranging between $4.99 to $24.99. User
donations are also common within the platform. According to Twitch, 64% of users
purchase products recommended by streamers, showing strong engagement and
conversion rates in terms of influencer sponsorships.
From 2019 to 2020, the Twitch audience increased by 62% concurrent viewers,
showing the strength of reach the platform can offer streamers. Although the service
started gaining traction thanks to the gaming community, it has now expanded to music,
sports, travel, and has also developed frameworks for artists to license their music,
allowing other streamers to play the artist’s songs during their programming.
There is great potential for Sad Hippie within this platform, given her overall artist
proposal, music genres, presence and main themes. Differentiation is key, and by
presenting her art and product in combination with current streaming trends, the artist’s
reach could grow considerably. Female presence within Twitch is constantly increasing,
with several highly successful women producing in the platform. Live streaming could

11. 10
become an innovative artistic approach, as well as a powerful source of income and fan
generation.
6. References
Al-Heeti, A. (2018, May 01). Facebook Marketplace is used in 70 countries, by 800 million
people monthly. Retrieved October 17, 2020, from https://www.cnet.com/news/facebook-
marketplace-is-used-in-70-countries-by-800-million-people-monthly/
Burstimo. (2019, October 02). Get Your Music to Go Viral Using TikTok: How Musicians
Can Use TikTok. Retrieved October 19, 2020, from https://www.burstimo.com/promote-
your-music-on-tik-tok/
Cattell, L. (2018, October 29). The Benefits of Lyric Videos & How to Make One...
Retrieved October 17, 2020, from https://themusicsite.com/music-tools/learn/the-benefits-
of-lyric-videos-how-to-make-one
Census. (n.d.). Retrieved October 17, 2020, from
https://www.census.gov/popclock/data_tables.php?component=growth
Cummiskey, C. (2020, August 10). Sad Hippie is 3300+Climbing's Next Artist. Retrieved
October 17, 2020, from https://3300climbing.wixsite.com/home/post/sad-hippie-is-3300-
climbing-s-next-artist
Instagram Help Center. (n.d.). Retrieved October 17, 2020, from
https://www.facebook.com/help/instagram/788388387972460
King, A. (2020, May 21). Facebook, Instagram Launch 'Shops' - What Does This Mean for
Artists? Retrieved October 17, 2020, from
https://www.digitalmusicnews.com/2020/05/20/facebook-shops-feature-launches/
Majewski, G., Robley, C., Breuner, K., Collins, O., Sobhraj, J., Bravo, E., . . . Chris Robley
... is the Editor of CD Baby's DIY Musician Blog. I write Beatlesque indie-pop songs that've
been praised by No Depression. (2020, July 10). Why does Twitter still matter for
musicians? Retrieved October 19, 2020, from https://diymusician.cdbaby.com/music-
promotion/why-does-twitter-still-matter-for-musicians/
(n.d.). Retrieved October 17, 2020, from https://worldpopulationreview.com/state-
rankings/northeast-states
Pulse. (2016, February 04). Why Music Videos Are Still So Important: Views from inside
the industry. Retrieved October 17, 2020, from https://medium.com/@pulsefilms/why-
music-videos-are-still-so-important-views-from-inside-the-industry-ebaa7d4758d2

12. 11
Sad Hippie. (n.d.). Retrieved October 17, 2020, from
https://www.youtube.com/channel/UCw4LaY1y7LZ54cVnwWEwV5w
The Only Link You'll Ever Need. (n.d.). Retrieved October 17, 2020, from https://linktr.ee/
Following. (n.d.). Retrieved October 18, 2020, from https://www.twitch.tv/p/partners/
The Best Female Streamers on Twitch. (n.d.). Retrieved October 18, 2020, from
https://www.techjunkie.com/best-female-streamers-twitch/
TikTok For Artists: How To Get Famous In 60 Seconds: Octiive. (n.d.). Retrieved October
19, 2020, from https://www.octiive.com/blog/tiktok-for-artists-how-to-get-famous-in-60-
secs
TikTok for Musicians (The Ultimate Guide). (2020, April 03). Retrieved October 19, 2020,
from https://musicianport.com/tiktok-for-musicians/
Twitch For Musicians. (n.d.). Retrieved October 18, 2020, from
https://www.twitchformusicians.com/
7. Appendices
A. Editorial Calendar