Image: [w.i.s.h.__official] via Instagram
WiSH, the girl band, is creating a sensation with their debut album, named ‘Sweetburn’. The Indian girl group is slowly getting established in the music industry and gaining more recognition for their musical works. It can be said that their album release is a new milestone for the band. They have showcased their creativity by giving life to their innovative ideas. Each of their music creations is filled with enthusiasm and fun elements. And that is the particular strategy that has helped immensely in their music marketing playbook. The members of the group, known as Ri, Suchi, Sim, and Zo (Riya, Suchita, Simran, and Zoe), have done quite an excellent job.
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The beginning of the group:
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Mikey McCleary has invested two years in building this group. He has been looking for the ideal members to make WiSH. And when she found the right members for it, he made them release their debut single, named ‘Lazeez’. While talking about the members of the group, he said, ‘apart from finding amazing talent, and four artists who have got a fantastic attitude’. He even said that he had to look into ‘if the magic was there between them, and how well they gelled together’. It is the true element of the group that has helped to create such a phenomenon. The band has become really popular and done so many great things just because each performers love what they do. All of them truly enjoy what they get to do by being in the band. And that is the significance of WiSH. Such elements have made the beginning of the band much stronger than any other music group. Each of them has done several photo sessions. And as they have equality in their tasks, they are also interested in putting more effortinto posting photos on social media, which has led them to gain more recognition.
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Nurturing the band’s creativity:
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Behind the creativity of the band, the largest contribution is from the artists in it. The singers and performers of the band, Suchi, Ri, Zo, and Sim,have contributed a lot to writing the lyrics and making that perfect song. Along with writing the lyrics, Ri also makes significant contributions to their dance choreography and perfects the edits for their music video. These are the two most important things about their performances. Regarding this, the member of the group, Zo, has said ‘We get a lot of comments on the WiSH official Instagram, saying, is this you guys really?But honestly, we’re so involved. We come up with the ideas for all the content; the captions are literally from our mouths; even the responses to the DMs, that’s all us’. Apart from making various songs and music videos, this band is also showcasing its innovative side on its social media. It has been observed that almost every day, this band shares pictures and videos. They are either their fashion shoots or acoustic renditions, or their dance videos on the trending tracks. Thus, it can be said that they are constantly keeping their fans engaged and offering all the updates. Recently, they have also arranged for a pre-released album listening party on the community platform. They have been interacting with their fans, which is helping them achieve more success. There have been many talks regarding their sign-ups. And about that, McCleary has said, ‘There’s not really a blueprint for us with this, because in this new generation of artists in India, we’re the first, as far as I know, to have [something] like this’.
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WiSH’s international ambition:
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Right now, WiSH is a band that is slowly and steadily growing on a large scale. Currently, they have gotten much recognition in the country, but they have the notion to perform on international stages as well. Orry once compared them once with the Spice Girls and said, ‘what they want, what they really, really want’. Now it is coming to see that many Indian artists have gotten international appreciation. For example, the Punjabi pop star Diljit Dosanjh has performed at Coachella. He even went to The Tonight Show Starring Jimmy Fallon. From the very beginning, they are planning to work in a way so they can become a globally renowned band. They also stand for ‘World inka Stage Hai’, which means, ‘The world is their stage’. Zo has also said, ‘Our strategy is to just do what’s true to us, make music that we feel is relatable to us and our listeners, and to keep doing things to which we add our flavour, our personality’.
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Reaching out to the target audiences:
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This band has done a great job of targeting the right audiences and creating a fanbase. It has been seen that their target audience is from the ages of seven to twenty-five. On the music streaming platform, Spotify, it is seen that most of its listeners are from cities like Bengaluru, Mumbai, and Delhi. The band member, Ri, also said, ‘a lot of fans in smaller cities like Lucknow and Patna’. In addition to that, Zo has also stated, ‘We’re very lucky that everyone involved [in the project] allows us to be who we are, and they really create that safe space environment that we don’t feel so much of that pressure because everything is spoken about, everything is decided together’.
As of now, this band has created a brilliant music marketing playbook that is assisting them in gaining more success. It can be said that if the band keeps on working in such an exemplary way, they will take an even bigger shape.
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