When we first got this project, I honestly didn’t know how to feel. It seemed interesting to try out a new genre, but heavy metal isn’t really my thing, so I had no idea where to begin or which bands to look at. I actually picked my topic in the last five minutes of class. The real work started the next day. I used AI to get a basic idea of what Roadrunner Records was all about, then checked out their website and some music sites to make sure I had the facts right. Once I got into it, I was surprised by how much I enjoyed learning about the bands and their marketing. I found out that Roadrunner Records started in 1980 in the Netherlands, mainly to bring North American heavy music to Europe. Later, they moved into the U.S. and signed some big names in heavy music. Their lineup has bands like Slipknot, Sepultura, Korn, Nickelback, Trivium, and Motionless in White. Even though they’re now part of a bigger company, they still stick to their heavy-music roots.
For my two case studies, I chose Trivium and Motionless in White. Trivium formed in Orlando in 1999 and became known for their mix of metalcore, thrash, and melodic influences. Their target audience leans toward serious metal fans who appreciate technical skill. They use streaming, social media, YouTube, touring, merch, and festivals to get their music out there. Motionless in White came from Scranton in the mid-2000s and has a darker, more gothic style. Their fans are younger and like the horror-inspired look. They also use streaming and social media, but they do more to get fans involved, like art contests, plus touring and selling merch.
Overall, the research process helped me understand how music marketing actually works — not just digitally, but also through tours, physical releases, and brand identity. Even though heavy metal isn’t my usual genre, I ended up learning something new and enjoying the process way more than I expected.
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