intricate explorations of the boy
marketing
Every single day, the music industry moves away from a physical album market and more into a realm of digital streaming relying on trends, promotion, teasing, and virality to reach success. There are very few artists that still focus on using music as a part of an experience for the fan and a closer look into an artist’s worldview. Some artists that tackle this ideology very strongly include but are not limited to Kendrick Lamar, Tyler the Creator, Beyoncé, as well as many artists in the Eastern music market.
With a love for pop culture especially within the music industry, I wanted to find a marketing strategy making a fully immersive music experience mainstream, capitalizing on the idea of tangibility and exclusivity.
hüa
I wanted to take that a step further and see, how could an “industry plant”, basically an unknown face or name make it into the industry without relying on this instantaneous, ever-changing landscape of temporary success of faceless songs.
In order to create this experience without household name recognition, I created this fictional face and voice to introduce to the public, HÜA. Assuming this artist would be able to create music that is very mainstream and marketable with enjoyable earworm a casual listener can listen to and repeat for streaming to gain recognition to the ears was the foundation. I wanted to go about this in a very unconventional manner of creating false publicity for this artist that would be a little bit below the surface of the iceberg.
the package
& strategy
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