Marketing Report: Darnell Smith's Gospel Music Campaign Analysis

This report analyzes a marketing campaign for Darnell Smith, an aspiring traditional Gospel singer based in the UK. It begins with an introduction to Gospel music and the campaign objective of promoting traditional Gospel music. The report includes market research on the growing Gospel music industry and Darnell Smith's specific niche. A competitor analysis compares Darnell Smith to established Gospel artists J Vessel and Mica Paris, evaluating factors such as experience and genre. A SWOT analysis identifies Darnell Smith's strengths, weaknesses, opportunities, and threats. The PEST analysis examines the political, economic, social, and technological factors influencing the music industry. Finally, the report applies the 4Ps of marketing (Price, Product, Place, and Promotion) to outline a timeline for Darnell Smith's upward growth, offering strategies for pricing, product development, distribution, and promotion to achieve success in the competitive Gospel music market.

402 ASSESSMENTS
HANDOUT

Table of Contents
INTRODUCTION...........................................................................................................................3
CAMPAIGN OBJECTIVE- ............................................................................................................3
MARKET RESEARCH...................................................................................................................3
COMPETITOR ANALYSIS...........................................................................................................3
SWOT ANALYSIS.........................................................................................................................4
PEST ANALYSIS...........................................................................................................................5
ARTISTE CAMPAIGN AND TIMELINE FOR UPWARD GROWTH........................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Gospel music is the genre of Christian music. This music generally has dominant vocals
with some Christian lyrics (Cooper, 2016). It is performed and composed for many purposes like
religious purposes, aesthetic pleasure and entertainment product for marketplace. This
assignment will lay emphasis on a new unknown UK based Gospel Artiste Darnell Smith and
explain their campaign objective and market research about them, SWOT analysis of the Artiste.
Then their competitor analysis will also be done with two other Gospel Artistes. At last PEST
analysis and 4 P's analysis of the campaign is done in this assignment.
CAMPAIGN OBJECTIVE-
To promote traditional Gospel music among different sections of society: powerful music
changes lives.
MARKET RESEARCH
Darnell Smith is 21 years old person aspiring traditional Gospel singer completely
unknown and finding his breakthrough in this Gospel music industry. Gospel music has been
growing continuously and is recognized globally but today traditional Gospel Music is
continuously fading, i.e. it doesn't have that effect on people it use to have on people. Darnell is
one of those Gospel singer who loves to feels and sing traditional Gospel music spiritually from
heart. He has been singing Gospel Music from past 7 years and now wants to sing. He wants to
sing traditional Gospel music and wants to promote it to different sections of the society.
COMPETITOR ANALYSIS
Factors Darnell Smith J Vessel Mica Paris
From Bristol, England London, England London, England
Genre Traditional Gospel music Gospel music Soul, Gospel Music, R&B,
jazz music
Experience Yet to breakthrough Since 2016 i.e. 3 years
experience
Since 1985 i.e. 33 years
experience
Occupation Singer singer Singer and presenter

SWOT ANALYSIS
Darnell Smith J Vessel Mica Paris
Strength He is an unknown, yet to
breakthrough Gospel Singer.
One of the major strength of
Darnell is that is a traditional
Gospel Singer and has been
singing from past 7 years. He
is a strong but melodious
Gospel Singer. Is one a
dynamic and a versatile
singer who can sing any kind
of song.
He is an new up
coming Gospel singer,
with 3 years
experience. He had
been awarded as the
best newcomer in
Gospel music industry
and has also been
nominated twice.
She is one of the most
experienced versatile
singers who has been
singling Gospel
Music from past 33
years and has won
many awards. She has
been in the top 10
Gospel Singers list
twice.
Weakness His weakness is that he has
never sung a song in front of
too many people and as a
result hesitates a bit.
One of his weakness is
lack of variability. He
only sings one kind of
songs.
She sometimes fails
to devote time to
traditional Gospel
singing at low scale.
Opportunity As today traditional Gospel
music singer are decreasing,
it can be an opportunity for
him to grow and show his
talent of versatile singing and
promote traditional Gospel
Music.
Is an up coming singer
who is famous among
youth. He can also rise
and has an opportunity
in Gospel rap music.
She is an established
Gospel singer with 33
years of experience
and has a wide range
of opportunity to
ahead as she is
already famous top 10
singers known.
Threat He is an unknown singer as
has a tough competition
ahead as singers like J vessel
who is an upcoming already
famous singer among youth
Already established
singers like Mica Paris
are threat to J Vessel as
he will be needing to
compete with them
Upcoming singers
like J Vessel are one
of the major threat to
Mica Paris as in
future they can give a

and Singer like Mica Paris
who is a well established
Gospel singer, these are one
of the major threat to Darnell
Smith as it would be difficult
for him to establish himself in
this industry.
who as already
established themselves
in this industry.
tough competition to
her, also other
established Gospel
Singers with the same
experience as her can
be a major threat to
her.
PEST ANALYSIS
PEST analysis is the analysis of external macro environmental factors. PEST analysis of
music industry is shown below:
 Political: Music is one of the sector of economy that is not directly influenced by the
political decisions but funding made by public does. But political factors can affect the
support of diversity in music especially in opera and classical. However today music
industry is influencing the government at global level in order to introduce legislation to
illegal downloading. Today there are some musicians that take ' political ' stand
artistically even tough it is very rare as compare with the younger generation becoming
experienced from the political parties. Although, this created a protest few years back
when a Facebook campaign lead many people to buy rage against the machine track to
prevent an X factor winner from taking a particular spot (Hill, 2017).
Political factors can also come into picture when copyright of a music comes into pictures. There
are some legislations and acts that bounds or forbids any company to copy someone else music if
it is done then it can strict actions can be taken against the company who tends to copy.
 Economical: In simple terms it is difficult to prove a connection between music and
macro-economy of a country. But economies of recorded music is connected with border
economy or luxurious life. Consumers today are spending large amount of time one
internet and activities based on it, So the economic base of music is totally different from
the traditional models. It can also be said that the economic source of music is buying
music whether from stores or from internet.
 Social: Social factors related to music are one of the most important factors that should
be discussed and considered. In context of UK, all the important social changes that has

been affecting music have been steamed from youth. The popularity of the music is in
every generation but especially in youth. It has been seen that music has changed the way
consumers spend their time like when internet wasn't popular people use to spend their
time televisions and today people spend their time mostly surfing internet, listening and
downloading music from internet. International social influence in UK is mostly from
American culture i.e. from jazz, blues to rock-n-roll etc. Dancing is also one of the social
partner of music which has always been together and had a large influence over each
other. At last it can be said the music has always been affecting the social culture or the
way of living of people.
 Technical: Technology is also one of the main key factor that has been influencing music
since decades. Like in the 1900's recorded music through phones was used ,then in 1991's
vinyl were used to record music, after vinyl cassette player were used for recording and
today it is available online without any physical source and can be listened online. Today
technology is being used to alter the singing style, voice, pitch, add different music etc. to
making songs much more better. Today technology has become one of the most
important component in music industry and is used in various things whether it is for
recording, playing, making changes in the music or for mix and match etc. it is playing a
great role (Ingalls, Landau and Wagner, 2016).
ARTISTE CAMPAIGN AND TIMELINE FOR UPWARD GROWTH
Timeline for upward growth of Darnell Smith can be explained by the 4P's.
 Price: Price can be defined as the level of commitment that is necessary to grow and
establish in this industry, it will affect their listeners base as they are the one who will
spend the amount of money to listen to one's music. Dedication and devotion towards
Gospel music will direct impact the listeners. Price also depends upon how much the
singer is selling their albums etc. and whether they are according to their price on which
listeners will spend their money on. Darnell Smith needs to show commitment and
dedication towards his music so that when he enters into this industry listeners find the
amount of money they will spend on him worth spending.
 Product: Product is the Gospel music which a singer sings and deliver to their listeners
or customers. Music should be something that is desired by the listeners or the product

they want to listen and spend their money in listening it (Manger, 2015). Quality of music
should be good and should be up to listeners expectation and should be liked by the
customers who will buy their music. Music should represent the needs of the customers,
whether their needs are to feel loved, laugh, dance, cry etc. the music should have a great
appeal which fulfil the needs and desires of the listeners.
 Place: Place is where the Gospel music is shared of sold. It is concerned with the
decision that where gospel music should be sold or shared or to which part so that it is
appreciated and loved by the listeners. Gospel music distributors should focus on the
customers who fell that they have spent the correct amount on the correct singer's music
to listen and enjoy. Distributors should make sure that the music is spread and sold to the
listeners who are willing to listen and spend their money on it and fell satisfied for it. If it
is spread or sold to the listeners who are not willing to spend their money and doesn't find
it worth spending money then it will have a huge negative effect on the music as well as
the singer.
 Promotion: Promotion is the tool which can be used to make Gospel music known to the
customers. It consists of advertising, witnessing or anything that the community or the
press says about they music that is to be sold. Various methods or techniques should be
used in order to advance or promote Gospel music whether it is through public relations,
printed advertising, direct marketing or through social media marketing (Wilkins, 2018).
CONCLUSION
From the above coursework it has been concluded that Gospel music is one of the famous
genre of Christian music which is continuously growing among youth and recognized globally.
Darnell Smith is an unknown gospel singer who needs a breakthrough in gospel music industry.
For this this competition analysis is done in order to find his strength, weakness, opportunity and
threats through SWOT analysis and at last to understand his upward growth marketing mix 4p's
strategy had been used.

REFERENCES
Books and Journals
Cooper, T., 2016. Tyscot Records: Gospel Music Production as Ministry. In Issues in African
American Music (pp. 194-212). Routledge.
Dowley, T., 2018. Christian Music: A global history (revised and expanded). SPCK.
Hill, D.J., 2017. Vocal Pedagogy for the Contemporary Gospel Singer: Developing and
Maintaining a Healthy Technique for Long-Term Performance (Doctoral dissertation,
Northeastern Illinois University).
Ingalls, M., Landau, C. and Wagner, T. eds., 2016. Christian congregational music:
Performance, identity and experience. Routledge.
Manger, A., 2015. Understanding modernization and cultural resistance in Sikkim: a
sociological analysis of folk music. International Research Journal of Social
Sciences. 4(5). pp.59-66.
Wilkins, F., 2018. Singing the Gospel along Scotland’s North-East Coast, 1859–2009.
Routledge.
Online
Gospel Music. 2018. [Online]. Available through:
<https://www.bonpounou.com/ukgospel.html>