A quick summary of Ginger Root.
Cameron Lew, a film editor and musician under the alias Ginger Root, producing music that fall under the genre umbrella of Japanese city pop, indies, and alternative music. The best description of their music was stated on their site as “Aggressive Elevator Soul.”
There’s been a rise of vaporwave, future funk, and lo-fi artists in the last couple of year that it wasn’t surprising to find this artist targeted to me in my YouTube algorithm. But it wasn’t the music that caught me it was the music video and their social media page. Most of their video content center around the use of 1970’s or 1980’s cinematography and design that stay on brand for all tour updates, merch, or music promotion. They offer a sense of humor in all their content that would feel forced but comes across as intentional that make me want to continue to follow them on social media.
If you were to browser their Instagram, there were a high amount of other future funk artists that center their style around Japanese anime, video games soundtrack, and Japanese 80s city pop. Many of the followers as well as my own friends have been targeted to similar artists because they feel the music resonate with a memory of songs that would be played in either a video game or anime. Ginger Root also targets the raising niche market of cassettes and vinyl listeners, which are popular among younger millennials and Gen Z music listeners. By selling cassette and vinyl it also pushes the Ginger root brand of 1980’s Japanese city pop.
Even in their latest album they continue to utilize elements to promote to their audience. In the album “ Nisemono,” circulate around the story of a unknown song writer turned international singer after a Japanese idol quits before performing a parody version of the Late Show and Ginger Root was thrown in as a replacement. The album curates’ visual elements that resonate with 1980 media, that even the actress playing the manager pay homages to Japanese 80’s dramas series. Even their recent ads reference old game shows as way to promote Ginger Root merchandise and display the joys of being a fan of the artist and wanting to buy their product.
Ginger Root succeed in implementing their content as a marketing tool to promote their music. That it reaches their engaged target audiences that are entertained and informed by the content.
- What do think of this artist marketing strategy?
- How might they improve it ?