In this assignment, the objective was to compile research for case studies on two artists or groups under the same labels organized in a table, these charts would be printed and guide us on our future music marketing project.
To begin my study, I selected Universal Music Group as the primary record label, as well as Sabrina Carpenter and Olivia Rodrigo. The parameters for artist/band selection was that the creator would need to release music within the past five years and share a record label. Both of these artists have a similar background with Disney, however they differ in the ways they continued their careers past adolescence.
I scanned Universal Music Group's website for a brief history and overview of the company, then Sabrina Carpenter's website to find out her social media presence. Same with Olivia Rodrigo, however I found that Carpenter markets herself and her products more frequently than Rodrigo. To find a history on Sabrina Carpenter, I searched through articles and interviews with the artist and wrote bullets in chronological order. For Olivia Rodrigo I did something similar, however | relied primarily on articles. I was able to infer the target audience by analyzing their brands, then verified it by searching for the major age groups that consume their music.
