Assignment 3: Marketing Plan Tali Goya Group

Assignment 3: Marketing Plan Tali Goya Group Assignment 10/11/2018

Develop a comprehensive marketing plan for Tali Goya, a Latin Trap artist originating from the Dominican Republic with a growing international fan base. The plan should include an executive summary, situation analysis, artist overview, SWOT analysis, competition analysis, social media analysis, objectives/strategy, and recommendations for increasing his mainstream presence while maintaining authenticity. Emphasize strategies such as social media management, media outreach, artist collaborations, global engagement, and brand development to elevate Tali Goya’s visibility in the U.S. and international markets. The plan must integrate data-driven insights and be presented as a professional, well-structured document with scholarly references supporting the strategies proposed.

Paper For Above instruction

In the increasingly competitive landscape of the Latin Trap genre, artists like Tali Goya face significant challenges in penetrating mainstream markets while preserving their authentic sound and cultural identity. This marketing plan aims to chart a strategic path for Tali Goya to expand his reach, particularly in the United States, without alienating his existing international audience. The approach combines an in-depth analysis of the current industry environment, competitor positioning, social media effectiveness, and targeted marketing initiatives, all grounded in contemporary research and best practices in music marketing.

Introduction and Executive Summary

Juan Miguel Villar, known professionally as Tali Goya, exemplifies a new generation of Latin Trap artists blending authentic Latin roots with contemporary trap sounds. Born in the Dominican Republic in 1990 and migrating to New York, Tali’s unique cultural fusion has garnered him a following across Latin America and among diaspora communities. Despite his talent and strategic collaborations with prominent Latin artists such as Arcangel and Bad Bunny, Tali Goya remains an emerging artist struggling to transition from regional popularity to mainstream visibility. This plan emphasizes a multi-platform marketing strategy designed to amplify his presence, enhance brand recognition, and maintain artistic authenticity.

Situation Analysis

Artist Overview

Tali Goya has released six singles and one album, with a new album slated for release within the next 8-12 weeks. His current fan base is predominantly concentrated in Latin American countries, including the Dominican Republic and Peru, with efforts underway to expand into U.S. markets like New York City and Miami. He performs periodically at clubs and events within the U.S. and hosts concerts in Latin America. Self-managed and independent, Tali Goya's platform limitations hinder his ability to achieve broader mainstream traction.

SWOT Analysis

Strengths: Tali has a distinctive, well-written sound that integrates Latin and trap influences, and has featured with artists like Arcangel. His relationship with established artists such as Bad Bunny enhances his credibility.

Weaknesses: His branding lacks clarity and cohesive storytelling across social media, limiting audience engagement. His content caters to a niche segment, which hampers broader recognition.

Opportunities: Implementing a strategic multi-platform storytelling approach can solidify his brand presence. Leveraging connections with mainstream artists can facilitate collaborations and cross-promotion. Increasing direct communication via personality-driven content can deepen fan engagement.

Threats: The absence of backing from major record labels limits resources for marketing, promotions, and media appearances, restricting exposure opportunities such as radio interviews.

Competitive Analysis

Artist and Market Landscape

The Latin Trap scene is fiercely competitive, with artists such as Bad Bunny, Ozuna, and De La Ghetto dominating streaming platforms and media coverage. These artists benefit from major label support, extensive media campaigns, and international recognition. Mainstream trap, hip-hop, and reggaeton are overlapping markets where established artists hold significant sway. To succeed, emerging artists like Tali Goya must differentiate their brand and strategically target niche markets while seeking broader exposure.

Social Media and Content Analysis

Currently, Tali Goya maintains active profiles on Facebook, YouTube, and Instagram. His Facebook page predominantly uses Spanish language content, which narrows his potential audience. His YouTube channel boasts over 326,000 subscribers, with his most popular video garnering 23 million views. On Instagram, he has over 546,000 followers, primarily engaging through music video promotions and event announcements. However, his social media dynamism and reach require enhancement through consistent, targeted content and professional management to foster organic growth and audience engagement.

Objectives and Strategic Recommendations

Increasing Spotify Listenership

To amplify his presence on streaming platforms, it is recommended that Tali Goya’s social media channels feature clear, consistent links to Spotify, complemented by weekly reminders and call-to-actions. Embedding a Spotify “Follow” widget on his artist website can further boost follower numbers. Engaging playlists, collaborations, and exclusive releases can foster sustained listener interest.

Radio and Media Outreach

Expanding brand awareness within the U.S. hip-hop and Latin urban markets necessitates targeted radio interviews on SiriusXM channels such as Hip-Hop Nation, Shade 45, and The Heat. Developing press releases through a PR Web account will facilitate coordinated campaigns around new releases, collaborations, and appearances, positioning Tali as an emerging artist of interest for media outlets.

Social Media and Content Strategy

An experienced social media manager should oversee content creation—such as behind-the-scenes videos, writing and recording process, music video production—and engagement activities. Utilizing paid advertising on Facebook and Instagram, targeting fans of similar artists, will enhance visibility. Consistency, strategic timing, and audience segmentation are crucial for audience growth and artist brand development.

Artist Collaborations and Global Engagement

Collaborating with more prominent U.S.-based artists aligned with Latin trap or hip-hop genres will facilitate access to broader audiences. Joint singles and music videos with these artists can serve as a catalyst for cross-fanbase exposure. Simultaneously, maintaining active engagement in Latin American markets will ensure loyalty and virality through shared content and community interaction.

Branding, Authenticity, and Cultural Identity

Despite the allure of genre-blending, maintaining authenticity is pivotal for long-term success. Tali Goya should craft a consistent artist persona that reflects his cultural roots and personal narrative. Such authenticity fosters deeper connections with fans and differentiates him in a crowded marketplace.

Conclusion

This strategic marketing plan delineates a comprehensive approach to elevating Tali Goya from an emerging Latin Trap artist to a recognizable mainstream act. Key initiatives include enhancing social media management, increasing media presence, forming collaborations, and leveraging his authentic cultural identity. Continual assessment of campaign effectiveness and audience engagement will be vital in refining strategies and achieving sustainable growth as part of his artistic evolution.

References

  • Britannica. (n.d.). Hip-hop. https://www.britannica.com/art/hip-hop
  • Gates, E. (October 2018). What is Reggaeton? Rolling Stone. https://www.rollingstone.com/music/music-latin/what-is-reggaeton-706072/
  • Harthshorne, D. (2018). How often should you post on social media in 2018? Social Media Today. https://www.socialmediatoday.com/news/how-often-should-you-post-on-social-media-in-2018/523123/
  • Lisa, O. (2018). Marketing Your Band: 13 Essential Strategies. Music Business Journal. https://musicbusinessjournal.com
  • Nelson, S. (2016). How the music industry changes artists’ authenticity. Forbes. https://www.forbes.com/sites/forbesbusinesscouncil/2016/08/02/how-the-music-industry-changes-artists-authenticity/
  • Rogers, J. (2017). How to increase your Spotify followers—and your listeners. SiriusXM. https://www.siriusxm.com
  • Ranker. (n.d.). The best rappers of 2018, ranked. https://www.ranker.com/list/best-rappers-of-2018
  • Runthetrap. (n.d.). What is trap music? https://runthetrap.com
  • Salikha, A. (2018). Countries with the highest number of Facebook users. Statista. https://www.statista.com
  • acaexplorers. (n.d.). What is Latin trap? https://acaexplorers.com

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