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Assignment 3: Marketing Plan Tali Goya Group Assignment 10/11/2018 Project and Portfolio IV: Entertainment Business Table of Contents Executive Summary 3 Situation Analysis 4 Artist Overview 4 SWOT Analysis 4 Strengths 4 Weaknesses 4 Opportunities 4 Treats 4 Competition Analysis 5 Competing Artist Overview 5 Competing Markets 5 Mainstream Trap 5 Hip-hop  5 Reggaeton 5 Social Media Analysis 6 Facebook 6 You Tube 6 Instagram 6 Objective/Strategy 7 Spotify Listenership 7 Radio Interviews 7 Media Release 7 Social Following 7 Artist Alignment 7,8 Global Reach 8 Authenticity 8 References 9

Executive Summary

Juan Miguel Villar aka Tali Goya was born September 28th, 1990 in the Dominican Republic, his family later migrated to New York for a better life. Combining his Latin roots with his influential upbringing Tali started his rap career utilizing Latin and Trap sounds. Tali has a sizeable following from international listeners, Tali’s team is aiming to bring Tali mainstream. It is also important for Tali to maintain his authenticity and connection with his international fan base and preserve his sound. In the marketing plan, it has been organized to present a situational, competitive, and social media analysis to assist in formulating a successful marketing tactic for Tali to marketing crossover to mainstream smoothly.

2.0 Situation Analysis

In this situation analysis, we’ll take a quick look at Tali Goya’s Target Market, and his current music scene. After examining the strengths, weaknesses, opportunities, and threats to Tali Goya, we will have identified what is affecting Tali to go mainstream.

2.1 Artist Overview

Tali Goya is currently a Dominican native. Tali is a music artist who has focused his career in making Latin Trap. He is popular in Latin America and in certain communities. At the moment Tali is not signed to a big record label and has had a hard time crossing to mainstream music. The Artist wants to be able to make the switch and not lose the loyal fan base that he already has.

Tali currently has 7 singles and 1 Album. He is currently working on a new album he plans to drop in the next 8-12 weeks. Tali is currently reaching Latin American fans. He is trying to keep them but also gains NYC and Miami fans. Tali currently perform in clubs and events in the States. He does have concerts in Latin America.

2.2 SWOT Analysis

2.2.1 Strengths:

· Tali has a unique sound and very well written music.

· Has featured in some very big Latin American Trap artist like Archangel.

· According to his manager he has built relationships with mainstream artist like Bad Bunny.

· Had constant new content coming out.

2.2.2 Weaknesses:

· Tali’s branding is not very clear and it has not come through his Social Media.

· Tali’s music content is very directed to a specific crowd of people.

· The SEO and Trans media storytelling for Tali is very messy.

2.2.3 Opportunities:

· By having a strategic multiplatform Storytelling technique for Tali we will be able to clean and make his brand noticeable.

· Using some of the connections with the mainstream artist to make fuzz for Tali.

· Having Tali speak out more and have his personality come across, and have him talk directly to the fans he has.

2.2.4 Threats:

· Because a major record does not back up Tali, when it comes to finance and support, it will be lacked especially when getting him interviews.

3.0 Competitive Analysis

3.1 Competing Artist Overview

Competition in the Latin Trap scene is fierce. Artists that are competing with Tali Goya for listenership in this genre include Bad Bunny, Ozuna, De La Ghetto, Messiah and Arcangel to name a few. Starting in 2007, Latin Trap is a combination of Trap and Reggaeton, and it has really popped off in the past two years (acaexplorers, n.d.).

3.2 Competing Markets

3.2.1 Mainstream Trap

Mainstream Trap is a combination of Hip-Hop, Dance and Dub (low-frequency focus with an emphasis on repetitiveness) (run the trap, n.d.).

3.2.2 Hip-hop

Hip-Hop is a musical style incorporating rhythm and rhyming speech (Britannica, n.d.). According to Ranker.com, the top three Hip-Hop artists of 2018 are Eminem, Kendrick Lamar and J. Cole (ranker, n.d.)

3.2.3 Raggaeton

The musical genre of Reggaeton began in the 1970’s in Latin America and is similar to the music of Jamaica. It consists of the same rhythms and stands out because of the use of drum machines. The lyrics in Reggaeton speak of life, love passion, cheating and life on the streets (Gates, 2018).

4.0 Social Media Analysis

At the moment Tali uses a few social media outlets to get to his fans. Tali currently does not have a website but does use websites like Spotify and Discogs to release his music. Research shows that Tali likes to stick to three main media outlets to reach his fan base. Tali’s social media has a decent amount of followers, but it's still not enough to help him make a transition to main Stream.

4.1 Facebook

Trough Facebook Tali currently promotes his music and music videos. On Tali’s Facebook page mostly Spanish is being used to advertise his music, causing a very limited audience. The graphic currently on as his profile is targeting to a different type of audience, and it's really different from what he has posted in the past. It can be noticed that Tali’s team right now want to promote his new album release, but in doing so they are causing some confusion to his brand.

4.2 YouTube

On YouTube, Tali sustains an up to date presence. Currently, Tali has 326k subscribers but compared to other mainstream artist Tali needs to triple his subscribers. Tali’s most viewed video on YouTube is “Que Fue” – Featuring El Alfa with 23M views. What really helped the views of the video was El Alfa who is currently making his way to mainstream music.

4.3 Instagram

On Instagram, Tali promotes most of his music videos along with upcoming events. On Instagram, it is also seen that the main language is Spanish leaving his audience to be very specific. Tali has some videos of him sharing his opinions on certain topics and music video making. Tali has 546K followers, he needs to double his followers to start bringing more attention to his music.

5.0 Objectives/Strategy

5.1 Spotify Listenership

In an effort to increase listenership on Spotify, it is recommended that a Spotify link is added to all Tali Goya’s social media channels. We will also want to see weekly posts on Facebook and Twitter reminding social followers where they can go to listen to Tali’s music; Spotify. These reminders will also push new social media followers to become followers on Tali’s Spotify page. We’ll also need a Spotify “follow” widget on Tali’s new artist website.

5.2 Radio Interviews

Tali Goya needs to expand his brand awareness in the United States. A strategy for this is to set-up radio interviews on radio shows in his lane; hip-hop. For maximum reach, we suggest the following channels on Sirius XM satellite radio: Channel 44 Hip-Hop Nation, Channel 45 Shade 45, Channel 46 The Heat, and Channel 47 SiriusXM FLY.

5.3 Media Release

A lot of radio stations and other entertainment outlets look for press releases to help them identify new trends in music as well as album drops. We will want Tali Goya’s management company to set up a PR Web account. This will be used to create and distribute press releases for Tali’s radio interviews, his new singles/albums, his alignment with established artists, award show appearances, etc.

5.4 Social Following

For our strategy to increase social following for Tali Goya, we will include Facebook, Instagram, Twitter, and YouTube. To start, we recommend bringing someone “on staff” to manage all social media channels. Follower growth is all about frequency of posts and consistency of content. With Tali focusing on producing great music, he can’t be expected to manage his own social media channels. This person will also be responsible for creating ads and boosting posts on Facebook and Instagram. These ads and boosted posts need to be targeted to people who follow similar artists with larger followings with a CTA to follow Tali’s pages.

For YouTube, we recommend producing short BTS style videos showing the process that Tali goes through to create music; his writing process, in the studio, music video creation, etc. By creating short videos that build on one another, more videos will be able to be posted with a higher frequency. This will bring back current followers, and also push Tali up on suggested videos for YouTube viewers with similar interests.

5.5 Artist Alignment

One of Tali Goya’s main objectives is to increase his audience in the United States without alienating his current audience abroad. The quickest way to do this in our opinion (aside from some of the strategy included above) is to align himself with an artist who is in his lane and is more popular in the US. We would like to see Tali produce a song with a complimentary artist, and also co-produce a music video. It would be up to Tali’s management to compile a list of potential artists and to reach out to their management to begin negotiations for a co-producing agreement. Our hope is that by doing this, Tali can absorb a large percentage of the fans of the artist he aligns with.

5.6 Global Reach

According to Tali Goya’s management, he already has a strong presence in the Dominican Republic, and Peru. It is important for him to continue appealing to that audience, mainly to increase his chances of his social posts going viral. The more people he can engage with, the more likely his content will get shared, then shared again. Facebook has a global usage penetration of 22.9 percent, so rather than starting to build an audience from scratch, it’s important that he leverages his current audience to help him grow organically (Salikha, 2018).

5.7 Authenticity

There is no doubt that Tali could grow his audience at a faster rate by exploring multiple genres and producing the music he thinks that masses want to hear, but at what expense? It is our opinion that in order for Tali to stay true to his current audience while growing his listeners in the US, his writing, vocals, and his persona must remain authentic to who he is as a person and what he believes in. Authenticity will also force consistency in the music he produces. For his fans to truly resonate with his music, and continue to promote on his behalf, he will need to practice what he’s preaching.

5.0 References

Rogers, J. (June 21, 2017). How to increase your Spotify followers – and your listeners.

Retrieved from http://blog.sonicbids.com/how-to-get-spotify-followers

SiriusXM. (n.d.). Channel Lineup. Retrieved from https://www.siriusxm.com/channellineup

PRWeb. (n.d.). Why PRWeb. Retrieved from https://service.prweb.com/

Harthshorne, D. (May 3, 2018). How often should you post on social media in 2018. Retrieved from https://www.sendible.com/insights/how-often-to-post-on-social-media

how many times per day should you publish to reach your audience. Retrieved from https://postcron.com/en/blog/social-network-marketing-publication-frequencies/

Salikha, A. (Mar 1, 2018). Countries with the highest number of Facebook users are… Retrieved from https://seasia.co/2018/03/01/countries-with-highest-number-of-facebook-users-are

Nelson, S. (2016). How the music industry changes artists’ authenticity. Retrieved from https://beat.media/how-the-music-industry-changes-artists-authenticity

Tali Goya. (n.d.). Retrieved from https://www.discogs.com/artist/6077523-Tali-Goya?filter_anv=0&subtype=Singles-EPs&type=Releases

Aceexplorers. (n.d.). What is Latin trap? Retrieved from http://www.acaexplorers.com/what-is-latin-trap/

Gates, E. (October, 2018). What is Reggaeton? Retrieved from https://blogs.longwood.edu/musicintheworld/2012/10/18/what-is-reggaeton-2/

Ranker. (n.d.). The best rappers of 2018, ranked. Retrieved from https://www.ranker.com/list/best-hip-hop-artists-in-2018/ranker-music

Runthetrap. (n.d.). What is trap music? Retrieved from https://runthetrap.com/what-is-trap-music/

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