Prepare an international marketing plan for either:
1. A new recording artist or new group;
OR
2. A new movie/film catalogue/TV programming.
Your selection must be a brand new artist/project that presents an opportunity
for the rights owner to market the project outside the country of origin.
The project does not need to originate in Australia, but could be constituted of
repertoire that may be marketable in this market.
The principal aim of this assignment is for each group to demonstrate an
understanding of the management and marketing issues that are required to
market entertainment projects internationally.
The marketing plan should be structured and implemented using the following
key planning objectives (SMART objectives):
1. Specific
2. Measureable
3. Attainable
4. Realistic
5. Timely
Pertaining to these specific elements, address issues to do with:
6. Managing creative aspects, e.g. packaging, promotion
Touring and management, e.g. distribution, ownership in the foreign markets,
timing, deal structures
The impact of digital on the project in the chosen markets.
Ultimately, the plan should be a blueprint for the company to launch the
chosen project in the specified market(s) and must include a SWOT analysis.
, 1. Overview and Introduction
Because of its unique combination of catchy songs, slick choreography, and production
values, K-pop has become a worldwide sensation. K-pop, or South Korean popular music, is
a prominent type of music that originated in the country. Hip hop, electronic dance, jazz, and
rock are just a few of the musical influences found in K-pop songs performed by groups
ranging from four to 21 members. Together, they study dance choreography and other talents
until they are ready to perform their first public concert. For example, K-pop is part of the
"Korean Wave"—also known as Hallyu, which refers to the popularity of Korean pop culture
such as Korean TV series and music throughout Asia and other regions (Conley, 2019).
K-pop is a type of music that incorporates a wide range of sounds and inspirations. The music
consists of catchy rhythms, hooks, rapping, and instrumentals for dancing breaks, which are
all included (Conley, 2019). Groups like Blackpink and BTS have a large number of songs
with both Korean and English lyrics. Various groups put out a wide range of music: For
example, some have bubblegum tunes while others have jazzy ballads or major influences
from hip-hop and jazz. When it comes to music, some bands may mix and match different
genres, while others alter their sound with each album.
K-pop has a distinctive contribution to pop music because of its high-quality performance
(particularly dancing), its polished image, and its "in-house" manner of studio production that
churns out songs like assembly lines. Music in South Korea is still subject to government and
industry self-censorship in reaction to a variety of contentious issues, even if it has lessened
over time. Every aspect of South Korean culture is frowned upon, including explicit sexual
content, innuendos, allusions to illegal substances, and even the real criminal activity of idols,
therefore songs that mention any of these things risk being removed from radio rotation or
aired altogether (Conley, 2019). As a rule, songs that touch on important topics or
problematic situations are often off bounds, and LGBT identity is usually only discussed as a
subtext. At times it's charmingly naïve, verging on childlike in its approach to storytelling.
Korean pop has evolved throughout time as a result of musicians who have either risked
censorship or relied on visual clues and subtext to fill in the blanks (Ha, 2021).
RBW founded Purple Kiss in 2020, a South Korean female band with the purpose of
introducing those girls into the international market of music. Besides Park Ji-eun, the group
includes Na Go-eun, Ireh, Yuki, Chaein and Swan. As a self-produced band, they have
, individuals who work on everything from composition to dancing to other facets of their act
(Grin, 2021).
2. Profile Purple Kiss - A brand new girl group in the Kpop international wave
The term "purple" is a combination of the phrase "kiss" and the term "purple" in the band's
name. Each member of Purple Kiss brings a distinct musical hue to the band's sound, which
enables them to "convey love through numerous hues of music"
This teaser film for Purple Kiss was shown on June 19, 2020, on the 365 Practice channel.
Each of the members was introduced individually with music video trailers from July 20 to
August 1, culminating in a group trailer for Park Ji-eun, Na Go-eun, Dosie, Ireh, Yuki,
Chaein, and Swan on August 3, 2020 (Grin, 2021).
'My Heart Skip a Beat,' the pre-debut song, was released on November 26th, 2020. Swan was
unable to feature in the single or accompanying music video due to a short-term health
condition. Songwriter Yuki contributed choreography and a rap verse to the track, which was
widely covered by the Korean media. "Can We Talk Again," the group's second pre-debut
song, was released on February 3, 2021. The mellow R&B track "My Heart Skip a Beat"
serves as a stark contrast to the band's more upbeat R&B track "My Heart Skip a Beat."
(Purple Kiss: Members Profile, Debut, Facts, Etc., n.d.).
Purple Kiss launched their first EP, Into Violet, on February 28th, 2021. "Ponzona" was
released as the EP's first single with an accompanying music video on March 15, 2021. While
"Ponzona" landed at number 99 on the Download Chart, "Into Violet" topped the Gaon
Album Chart. First song "Zombie" from Purple Kiss' new EP Hide & Seek was released on
September 8th. In addition to writing and composing the album's lead single, Yuki and CyA
collaborated on the majority of the album's tracks (Purple Kiss: Members Profile, Debut,
Facts, Etc., n.d.).
3. Research and analysis
3.1. The strong market position
3.1.1. Technology:
Furthermore, South Korea is home to the world's fastest fiber optic communication
infrastructure, making it one of the world's most connected countries. In addition, Koreans
are avid social media users, and smartphone adoption is also quite high in the country. In
1. A new recording artist or new group;
OR
2. A new movie/film catalogue/TV programming.
Your selection must be a brand new artist/project that presents an opportunity
for the rights owner to market the project outside the country of origin.
The project does not need to originate in Australia, but could be constituted of
repertoire that may be marketable in this market.
The principal aim of this assignment is for each group to demonstrate an
understanding of the management and marketing issues that are required to
market entertainment projects internationally.
The marketing plan should be structured and implemented using the following
key planning objectives (SMART objectives):
1. Specific
2. Measureable
3. Attainable
4. Realistic
5. Timely
Pertaining to these specific elements, address issues to do with:
6. Managing creative aspects, e.g. packaging, promotion
Touring and management, e.g. distribution, ownership in the foreign markets,
timing, deal structures
The impact of digital on the project in the chosen markets.
Ultimately, the plan should be a blueprint for the company to launch the
chosen project in the specified market(s) and must include a SWOT analysis.
, 1. Overview and Introduction
Because of its unique combination of catchy songs, slick choreography, and production
values, K-pop has become a worldwide sensation. K-pop, or South Korean popular music, is
a prominent type of music that originated in the country. Hip hop, electronic dance, jazz, and
rock are just a few of the musical influences found in K-pop songs performed by groups
ranging from four to 21 members. Together, they study dance choreography and other talents
until they are ready to perform their first public concert. For example, K-pop is part of the
"Korean Wave"—also known as Hallyu, which refers to the popularity of Korean pop culture
such as Korean TV series and music throughout Asia and other regions (Conley, 2019).
K-pop is a type of music that incorporates a wide range of sounds and inspirations. The music
consists of catchy rhythms, hooks, rapping, and instrumentals for dancing breaks, which are
all included (Conley, 2019). Groups like Blackpink and BTS have a large number of songs
with both Korean and English lyrics. Various groups put out a wide range of music: For
example, some have bubblegum tunes while others have jazzy ballads or major influences
from hip-hop and jazz. When it comes to music, some bands may mix and match different
genres, while others alter their sound with each album.
K-pop has a distinctive contribution to pop music because of its high-quality performance
(particularly dancing), its polished image, and its "in-house" manner of studio production that
churns out songs like assembly lines. Music in South Korea is still subject to government and
industry self-censorship in reaction to a variety of contentious issues, even if it has lessened
over time. Every aspect of South Korean culture is frowned upon, including explicit sexual
content, innuendos, allusions to illegal substances, and even the real criminal activity of idols,
therefore songs that mention any of these things risk being removed from radio rotation or
aired altogether (Conley, 2019). As a rule, songs that touch on important topics or
problematic situations are often off bounds, and LGBT identity is usually only discussed as a
subtext. At times it's charmingly naïve, verging on childlike in its approach to storytelling.
Korean pop has evolved throughout time as a result of musicians who have either risked
censorship or relied on visual clues and subtext to fill in the blanks (Ha, 2021).
RBW founded Purple Kiss in 2020, a South Korean female band with the purpose of
introducing those girls into the international market of music. Besides Park Ji-eun, the group
includes Na Go-eun, Ireh, Yuki, Chaein and Swan. As a self-produced band, they have
, individuals who work on everything from composition to dancing to other facets of their act
(Grin, 2021).
2. Profile Purple Kiss - A brand new girl group in the Kpop international wave
The term "purple" is a combination of the phrase "kiss" and the term "purple" in the band's
name. Each member of Purple Kiss brings a distinct musical hue to the band's sound, which
enables them to "convey love through numerous hues of music"
This teaser film for Purple Kiss was shown on June 19, 2020, on the 365 Practice channel.
Each of the members was introduced individually with music video trailers from July 20 to
August 1, culminating in a group trailer for Park Ji-eun, Na Go-eun, Dosie, Ireh, Yuki,
Chaein, and Swan on August 3, 2020 (Grin, 2021).
'My Heart Skip a Beat,' the pre-debut song, was released on November 26th, 2020. Swan was
unable to feature in the single or accompanying music video due to a short-term health
condition. Songwriter Yuki contributed choreography and a rap verse to the track, which was
widely covered by the Korean media. "Can We Talk Again," the group's second pre-debut
song, was released on February 3, 2021. The mellow R&B track "My Heart Skip a Beat"
serves as a stark contrast to the band's more upbeat R&B track "My Heart Skip a Beat."
(Purple Kiss: Members Profile, Debut, Facts, Etc., n.d.).
Purple Kiss launched their first EP, Into Violet, on February 28th, 2021. "Ponzona" was
released as the EP's first single with an accompanying music video on March 15, 2021. While
"Ponzona" landed at number 99 on the Download Chart, "Into Violet" topped the Gaon
Album Chart. First song "Zombie" from Purple Kiss' new EP Hide & Seek was released on
September 8th. In addition to writing and composing the album's lead single, Yuki and CyA
collaborated on the majority of the album's tracks (Purple Kiss: Members Profile, Debut,
Facts, Etc., n.d.).
3. Research and analysis
3.1. The strong market position
3.1.1. Technology:
Furthermore, South Korea is home to the world's fastest fiber optic communication
infrastructure, making it one of the world's most connected countries. In addition, Koreans
are avid social media users, and smartphone adoption is also quite high in the country. In
