SOULED OUT: A VISUAL MARKETING CAMPAIGN FOR PAPRIKA!

Souled Out: A Visual Marketing Campaign aimed at understanding the relationship between branding and online visual marketing of local independent music artists in the Philippines

Geri Salting

The music industry has gone through restructuring in aspects of live and recorded music because of digital innovation and the popularity of the Internet. This challenged members of the industry to reorganize how certain roles shall be fulfilled. With this also came opportunities for aspiring music artists as democratization of technology have lowered entry barriers in the industry, making it easier for anyone to participate in music production. This has led to the rise of independent music artists who do not depend on major music labels to have their music released.

The Philippines’ local music scene has faced the same challenges in the last two decades, paving the way for local independent artists to emerge. For Paprika!, a relatively new band in the local independent music scene, there is a need for target audience awareness as local independent music artists like them have to overcome lowered artist visibility along with increased competition and a now saturated market. The elimination of the live music show aspect in the midst of a pandemic has also pushed more artists to utilize the online space for their music promotion, encouraging more active involvement in branding and online visual marketing to achieve target audience awareness.

This visual marketing campaign aims to apply findings on the relationship between local independent music artists’ branding and their online visual marketing to aid in target audience awareness.

Geri Salting is a BFA Visual Communication student at the University of the Philippines College of Fine Arts. As a creative, she is more inclined towards graphic design, film production, and conceptualizing. Her interests include music, languages and dogs.

E-mail: gerisalting@gmail.com