Marketing Plan
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Hip-Hop | Contemporary R&B | Nu-Jazz | World/Afrobeat Marketing Plan www.TheZYG808.com Prepared by Morgan James Peters Liberation Multimedia, LLC 260 Main St, Suite B Buzzards Bay, MA 02532 EXECUTIVE SUMMARY This is the current phase marketing plan for The ZYG 808 is a Grammy nominated musician, composer, producer, and performer of Hip-Hop, Nu-Jazz, Contemporary R&B, and Afrobeat/World Music. A musical prodigy who has been a professional musician since age 13, The ZYG 808 has been on the rise in the east coast Hip-Hop scene since 2018 with the release of his mixtape “At The Party” on his own Soul Poets Records imprint, and introducing his signature ‘Southcoast Thump’ sound to a growing audience. WHO IS THE ZYG 808? Although The ZYG 808 is a new generation of the so-called “Afro-Punk”, musical cross-genre phenomenon. Entering the music business in hip-hop as an MC/Rapper, his goals expand beyond hip-hop and contemporary r&b, into jazz, edm,and Afrobeat/world music as a composer and producer of his own projects as well as projects for other artists of the various genres. Beginnings: The ZYG 808 (born Morgan James Peters, II) began his music career by beating on everything in the house until his grandmother bought him a drum set when he was four. By seven he had played his first studio session as a percussionist on a house music album project by his father. Studying the drums with the late Eddie Ray Johnson (former touring drummer with Wilson Pickett and Rufus Thomas), he headlined the Boston Jazz Fest at age 11. At 13 he became the percussionist for The GroovaLottos, a Grammy nominated soul-funk ensemble. Around that time he began rapping, making songs in the basement on a laptop with his cousin. With a background in jazz and a spoken-word artist and playwright for a father, lyrical prowess came rather easily to the young rapper, along with his distinctively jazzy phrasing. He also began playing the vibraphone and exploring music composition. The summer that he turned 14 he decided to busk as a summer job (playing on the street for money). His musical act consisted of him rapping and playing the drums at the same time, in Provincetown, MA, Boston, and New York City when he went to visit his mother. He made a mixtape that could be purchased as a download, made download cards and handed them out at performances. One of the people who took a card was part of the Recording Academy and nominated the young artist/entrepreneur for two Grammys in the rap category. He also made considerably more money than his friends did washing dishes and cutting lawns. 4 (FOUR) THINGS TO KNOW ABOUT THE ZYG 808 1) The ZYG 808’s foundation is as a trained jazz musician and composer. The ZYG 808 aspires to be the next Prince and Quincy Jones. He began studying the drums at age 10; and the vibraphone and music composition at age 14. Making beats for hip-hop music grew alongside composing scores for jazz ensembles and symphonies. His career plans include creating scores for films, television shows, and video games. 2) The ZYG 808 entered the music business by starting a label at age 14, Soul Poets Records After making music in the basement with his cousin, The ZYG 808 knew that he wanted to enter the music business. While most rappers are looking to be discovered, The ZYG 808 went about starting and branding a label, then releasing a mixtape as a”market tester”. He took the time to learn about PROs, copyrights, song registration, digital distribution, created a marketing plan for his music. 3) The ZYG 808 has been developing ‘Southcoast Thump’ as a signature sound that he is trying to establish as a regional movement in Hip-Hop. The ZYG 808 is studying audio engineering and is an assistant engineer at Polyphonic Studios, as well as a staff producer. As a producer and composer, The ZYG 808 has been experimenting with compositional and audio production techniques to develop a regional sound that incorporates the Native American, African American, Cape Verdean, and Caribbean musical influences of the region into hip-hop to create a bass-heavy brand of Hip-Hop. 4) The ZYG 808 wants to restore Hip-Hop as a tool of positivity and progress - The ZYG 808 views Hip-Hop as a cultural entity with traditions. Having joined the Universal Zulu Nation (Hip-Hops first cultural organization) in 2018, and actively involved in the NAACP and the Mashpee Wampanoag Tribe’s Youth Council, The ZYG 808 views the artist’s commitment to community development as paramount. He meteors younger, aspiring musical artists through Song Keeper, LTD’s program. ACCOMPLISHMENTS In 2018, his debut mixtape, “AT THE PARTY” received 2 Grammy nominations: “El Concerto” - Best Rap Song “The Explanation” - Best Rap Performance In 2019 he released an album, “BoOMBAPJAZz” with updated productions from the previous mixtape and jazz instrumentals featuring his vibraphone playing. Develops a following in New England and Atlanta. Song and video pulls significant streams and increases streams of previously released materials. In 2020 he released the single “THUMPIN” as a COVID summer anthem and to introduce the Southcoast Thump concept. Song and video pulls significant streams and increases streams of previously released materials. January of 2021 he began releasing songs from his mixtape, “BEAT LOUNGE NOTES” one by one with videos. Gains significant streams on each item as well as increased activity on his mailing lists. AUDIENCE As a cross genre artist, The ZYG 808 has an equally diverse audience. The easiest way to assess his reach is based on the demographics of his current releases as well as those who attend his performances. In addition, we also have information on genre artists of a similar following. Hip-Hop 58% males, 36% females, 6% other Ages: 16 - 31+ Various ethnicities Northeastern Region, Canada, Georgia, California, Washington State, Japan People who like The ZYG 808’s hip-hop Also Like: J Cole, Kendrick Lamar, Drake, Jidenna, Travis Scott, and Joyner Lucas PERIODICALS & WEBSITES: Facebook, Instagram, The Source, XXL,TMZ, Makin It, Okayplayer, Greenhitz Jazz/ Nu-Jazz 50% males, 43% females, 7% other Ages 28 - 48+ Various ethnicities USA, Canada, UK, France, Japan People who like The ZYG 808’s nu-jazz Also Like: Jazzanova, Incognito, Jaga Jazzist, Moon Houch, Koop WEBSITES & PERIODICALS: Facebook, Linkedin, Instagram, The New Yorker, Jazziz, AllAboutJazz, Okayplayer, Smoothjazz.com MARKETING CHANNELS & AUDIENCE DEVELOPMENT Hip-Hop is currently the biggest genre in the music industry, with numerous sub-categories and niche audiences throughout the world. The sub-categories that The ZYG 808 fits are called “Boom Bap” and “Conscious”, both are also considered “Backpacker Hip-Hop”. While primarily placing him in the hip-hop market, the Alternative market is a wide-open landscape for cross-genre artists; allowing The ZYG 808 to custom develop a mixed audience of Hip-Hop, EDM, and AfroBeat fans. When placing The ZYG 808’s recordings for distribution, we currently categories his music as “Hip-Hop” with “Afro-Punk” as a secondary genre. To build an audience we will release our songs one at a time, every six weeks, releasing music videos in between. The consistent release and promotion of content will increase and secure an audience. We will engage organic marketing companies to assist in the promotion of our music and the ensemble on social media and streaming platforms. Marketing and promotion channels for The ZYG 808 are a combination of terrestrial and streaming mediums, social media, blogs, ezines, and print media. We will engage radio promotions firms to promote the releases on college, community, and commercial radio. With the end of COVID on the horizon, people are eager to return to live events and live music. For the time being, The ZYG 808 is cultivating a virtual audience via participation in a regular livestream, “Live From The Lobby” as produced by Polyphonic Studios. The ZYG 808 will also continue to perform and make appearances at community based venues, schools and college campuses to reach his intended audiences. Broadcast & Streaming Audio & Video: - Spotify - Apple Music - Deezer - TikTok -Amazon -Youtube -College & Community Radio -Sirius & Roku Social Media: Facebook, Instagram, Twitter, TikTok, LinkedIn We will engage a public relations firm to promote the band to print and broadcast media, gaining interviews, feature write-ups and reviews. http://thezyg808.com http://instagram.com/thezyg808 http://facebook.com/thezyg808 http://twitter.com/thezyg808 Communications: Magazines/ezines, Blogs, press releases, websites, newsletter BUDGET: Production - $75,000 Marketing & Promotion - $190,000 Travel - $25,000 Admin - 29,000 TOTAL- $319,000 RESOURCES & NEED: Cash-on-hand: $65,000 In-kind-on-hand: $169,000 Need: $94,000 PROJECTED GROSS INCOME BY YEAR TWO: 1,500,000 PROJECTED OUTPUT = 30 singles and 14 music videos.