hana-vu-muin 541

Market Female Asian Alternative Pop Musician in US

This is an ‘revisit’ to my MUIN 541 Projects.

Yudan Zou

(yudanzou@usc.edu)

Antriksh Bali

(antriksb@usc.edu)

Plan for Record label pitch of HANA VU

Data Source:

Pitchfork review:

 https://pitchfork.com/reviews/albums/hana-vu-nicole-kidman-anne-hathaway/ 7.2

https://pitchfork.com/reviews/albums/hana-vu-how-many-times-have-you-driven-by-ep/ 7.0

Personal Page

YouTube – https://www.youtube.com/c/HanaVu

Facebook – https://www.facebook.com/hanavumusic/

Twitter – https://twitter.com/hanavuuu

Instagram – https://www.instagram.com/hanavuuu/

Tour and Market Performance Data

Chartmetric – https://app.chartmetric.com/artist?id=257913

Songkick – https://www.songkick.com/artists/9089339-hana-vu

Streaming Links

Spotify – https://open.spotify.com/artist/3diDUq8QMCCtx8a4Jy42aO

Apple Music – https://itunes.apple.com/us/artist/id1071927900

Deezer – https://www.deezer.com/us/artist/9631648

Amazon – https://music.amazon.com/artists/B01B06X6XA/hana-vu

Soundcloud – https://soundcloud.com/hanavuuu

Segment 1: Summary of Goals

The goal for the project is to pitch Hana Vu to an influential indie label 4AD and develop a distinctive market impression in the target audience group by a west coast tour. In order to accomplish a wider media coverage and better performance streaming equivalence, TEA, the project will focus on the analytics of data and building of marketing/tour plan.

Similar Artist:

Nico, Aldous Harding, Cat Power, Sasami

Problems:

  • Not yet exploit the potential in album/music video visuality.
  • Failure to make use of existing public review/presence to reach wider audience.
  • Lack of performances that emphasized on her own musical styles.
  • Not a STORY, TAG attached to her current artistic image to form audience impression.

Segment 2 – Solution: FORM ARTIST IMPRESSION BY SHORT-TERM TOURING AND CAMPAIGN

  • More efficient use of current streaming Data, accessing content engagement, based on the analytical results and pursue radio buyings (indicators: day parts, spots, rates, spins, audience) – STREAMING PERFORMANCE
  • Use more PR software like Promojukebox – PUBLIC RELATION & MEDIA COVERAGE
  • Analytics of Chartmetrics, Google Analytics data (CPC, CTR, CPI, Open Rate, Conversion Rate……) demographic analysis to locate target market of touring – TOURING
  • Position Hana Vu as the first post-experimental-dream-pop-electro-folk artist, “THE NEW AGE NICO IN FOLK”, post-experimental-dream-pop-electro-folk = THE VU POP and focus on attributional factors to strengthen this impression.

Segment 3: Business Plan

  • Cost & KPIs – per year
  • costs for software subscriptions (promojukebox/chartmetric) – $ 2207
  • Visual building, Photo shooting – $1000
  • Touring Management (estimated gross revenue per tour, conversion rate per tour)
  • Duration of Partnership/Campaign – 3 MONTHS
  • Channels to Market: Instagram Storis/Live, TikTok, Website
  • Market Strategy:

Jan. 2020  – March. 2020

Jan. 1 2020 – Jan. 15. 2020 – Data Analytics

Jan. 15 – Feb.15 – Tour Planning & Photoshoot & Media Coverage Promotional “The Vu Pop Tour” (LA – SAN DIEGO – SAN FRAN – SEATTLE – LAS VEGAS)

Feb. 15 – 2 shows in LA, SD, SF 1 show in Seattle, LV – March. 2020

Final Pitch to the label:

The Vu Pop Tour is the los-angeles based independent artist Hana Vu’s live music presence about her genius musical talents, unique style of storytelling of post-experimental-dream-pop-electro-folk – a genre that had not yet existed in the market. She has enormous market potential.