Unit 3 • Week 2 • Lesson 8

Music Marketing

Building a Global Brand

📅 Friday, February 6, 2026 ⏱ 45 Minutes 🎧 General Music

⏰ Do Now • 5 Minutes

Music Discovery Survey

On your index card, write:

1. Name an artist you started listening to in the last 6 months

2. HOW did you first discover them? (TikTok / friend / playlist / radio / YouTube / Instagram / other)

3. Did you find THEM, or did their marketing find YOU?

Think about it: Every time you discover an artist, someone made a marketing decision that led you to them.

5:00

Time Remaining

Today's Goals

I Can...

1

Identify at least three marketing strategies artists use to build their brand and reach new listeners
2

Analyze how Daddy Yankee used strategic marketing to take reggaeton from a local genre to a global phenomenon
3

Evaluate how social media and streaming platforms have changed the way music is marketed and discovered

The Marketing Lifecycle

💡

Pre-Release

Build anticipation. Teasers, snippets, behind-the-scenes content. Get fans excited before the song drops.

🎉

Release

Launch day. Music video, playlist pitching, press coverage, social media blitz. Maximum visibility.

📈

Post-Release

Keep momentum. Remixes, collaborations, live performances, fan engagement. Extend the song's life.

🏆

Legacy

Long-term brand. Catalog value, anniversary releases, cultural impact. Build something that lasts.

Every phase requires different strategies. Smart artists plan all four before releasing anything.

📚 Case Study

🎧

Daddy Yankee

Pioneer of Reggaeton • Marketing Mastermind

Born Ramón Luis Ayala Rodríguez in San Juan, Puerto Rico, Daddy Yankee transformed reggaeton from underground street music into the most-streamed genre in the world. His 2004 hit "Gasolina" was the first reggaeton song to chart on the US Billboard Hot 100. But his biggest marketing play came in 2017.

The "Despacito" Strategy

"Despacito" (2017) became the first Spanish-language #1 on Billboard Hot 100 in 20 years. Secret weapon? The Justin Bieber remix opened English-speaking markets.

Global Reach

8+ billion YouTube views. #1 in 47 countries. First video to reach 5, 6, and 7 billion views. (Source: YouTube Charts, Billboard)

Collaboration Strategy

The Bieber remix wasn't luck—it was a calculated move to reach audiences who would never search for Spanish-language music.

Brand Management to the End

Retired in 2022 with "La Última Vuelta" farewell tour. Controlled his exit. Left on his own terms.

Sources: Billboard • YouTube Charts • Rolling Stone

🎬 Case Study: The Most-Viewed Video in History

"Despacito" ft. Daddy Yankee — The Marketing Phenomenon

Watch 0:00-1:30. Notice: Visual style, setting, production quality. This video was designed to go viral.

8+ Billion Views • Verified ✓

🎬 How Viral Marketing Works

How Lil Nas X's "Old Town Road" Took Over The Internet

Watch how an independent artist used TikTok, memes, and social media to create the longest-running #1 in Billboard history.

Insider • Verified ✓

Key Vocabulary

Click each term to reveal its definition

Branding

Creating a unique identity—name, image, style—that makes an artist instantly recognizable

tap

Target Audience

The specific group of people most likely to listen to and support an artist's music

tap

Viral Marketing

Content that spreads rapidly through sharing—memes, challenges, trends

tap

Content Strategy

A plan for what to post, when, and where to maximize engagement

tap

Playlist Placement

Getting songs added to popular Spotify/Apple Music playlists to reach new listeners

tap

Cross-Promotion

Two artists promoting each other to share audiences (like Bieber + Daddy Yankee)

tap

Streaming Strategy

Optimizing releases for streaming platforms—timing, playlists, algorithms

tap

Crossover Appeal

Music that attracts fans from multiple genres or demographics

tap

✍ Guided Practice • 18 Minutes

Marketing Strategy Worksheet

Work with your partner. Choose ONE artist to analyze (Daddy Yankee or your own favorite).

Part 1: Discovery Map (3 pts)

How did this artist reach their audience? What platforms? What was their breakthrough moment?

Part 2: Platform Analysis (3 pts)

Which 2-3 platforms drive their success? What type of content do they post?

Part 3: Brand Identity (3 pts)

What makes this artist instantly recognizable? Visual style, sound, personality, catchphrases?

Part 4: Your Recommendation (3 pts)

If you were their marketing manager, what's ONE specific move you'd make to grow their audience?

18:00

WORK TIME

🎯 Exit Ticket • 8 Minutes

Exit Ticket

6 Points • Classwork (40%)

Question 1 • 3 Points

Name THREE specific marketing strategies an artist can use to promote their music. For each, explain HOW it helps reach new listeners.

Question 2 • 3 Points

Daddy Yankee took reggaeton from the streets of San Juan to the #1 song in 47 countries. What specific marketing decisions helped make that possible? Use at least TWO examples from today's lesson.

Multiple means of expression: Written • Verbal share with Mr. Mbagwu • Audio recording

Coming Monday

Music Industry Research Day

You'll investigate a real music business professional and prepare to present your findings to the class. Time to become the expert.

"Whatever you do, work at it with all your heart."
— Colossians 3:23