1. 1
Luxurious
Vegetation
Andrew Kauervane-Singer, Bassist,Guitarist and Synthesizer
Keith Dast-Voice, Drums, Percussion
Psychedelic Folk band providing a vibe that is easy to embody for any
listeners willing to lose themselves in music. Their illusion of the world
is entailed by their music that is free flowing with soft voices and
ambient instruments.
2. 2
The Luxurious Experience
Luxurious Vegetation is always connecting with the audience by
getting to know their avid listeners and supplying them with in-depth
information about themselves. The look of the band always includes
a tie-dye shirt, making it their branding identity. Their music consists
that of emotional connections that are being sought out by any
audience member. The fan will be able to sway to the ambient sounds
and immediately fall in love with the soft tones, relaxing vibes, and the
peaceful enlightenment that is of Luxurious Vegetation. By the end of
the set, the fan will feel the need to tell friends and family of the
experience felt at the concert. By attending shows, the fan is always
able to make merchandise purchases, get signed products and talk to
the members, creating a perfect match between the band and the
audience.
3. 3
Target Demographics and Psychographics of
Audience
Demographics:
• Between the ages of 18 and 24
• White
• Makes less than 50,000 a year as their salary
• Student
• Holds jobs in the arts department
Hang Outs:
• At the park to listen to music or just to be one with nature
• Coffee shops – Strange Matter Coffee, Red Cedar Café,
Coffee Jam, Espresso Royale
• Food markets – Lansing City Market, South Lansing
Farmers Market, Fresh Thyme Farmers Market
• Music festivals – Common Ground, Great Lakes Folk
Festival, Mason Sun Dried Music Fest
• Local beer festivals - Lansing Beer Week, Oktoberfest,
America On Tap Craft Beer Festival, Beer Fest at the
Ballpark
Food Interests:
• Eats vegetarian or vegan food and is an activist for saving
animals in terms of food
• Shops at whole foods and farmers markets to stay
healthy food
4. 4
Politics and Beliefs:
• Their beliefs tend to stray away from Christianity and
believe more of the Buddhist ways
• Family and friend oriented
• Believes in conspiracy theories
• Open to change and optimistic about movements such as
gay rights
• Interested in making the world a safer and happier place
to live in by being ecofriendly
• Donates time and money to causes
• The listener is into drugs and psychedelics with the main
drug of the listener being marijuana
• Loves burning incense and candles
• Free spirited
Appearance:
• They wear bohemian clothes that are lose and baggy with
many designs that are catchy to the eye
• The girls tend to wear their hair wavy or unattended with
dyed abstract colors such as pastel colors
• Shops at hole in the wall clothing places to find retro and
hippie designs that fit their personality and sometimes
shops at places such as Forever 21 that are a bit more
mainstream but has recently started selling the same
outfits and looks they are interested in
• Do it yourself people that are able to make things for
themselves such as blankets, scarves, hats, house items
and decorations
• Buys huge wall hangings for their room and/or apartment
5. 5
Music:
• Listens to relax or study
• Embraces the music and the beats and dances to the
music without the thought of what others are thinking
about them
• Into all different kinds of art including music,
photography, sculptures, pottery and painting
• Interested in going to music festivals including lollapalooza
and electric forest
• Listens to other bands such as Modest Mouse, MGMT,
Passion Pit and Grouplove
6. 6
Geographic Market – Lansing, Michigan
Lansing is an ideal market that is reachable. Because the band is not
a mainstream act, Lansing has more venues that are willing to include
the psychedelic/indie folk bands. Lansing is a growing and thriving
music scene with the perfect demographic for the band. The array
options in venues are beneficial as well as the atmosphere that
Lansing gives off in the community. Noted in the above description of
the ideal audience of Luxurious Vegetation, it is obvious that the fan
will be easily found at the Lansing Food Markets and coffee shops as
well as many festivals. These are the local businesses and events
within the city of Lansing that have a small business character, which
attracts the listener of Luxurious Vegetation.
What Luxurious Vegetation brings to Lansing: As indie folk
music starts to get their feet back onto the scene, especially for the
younger audience, more venues are looking for that style of music.
Luxurious Vegetation is a rare bread solely because what they can
bring to the market of Lansing, Michigan. They bring a sense of
spirit, attitude and soul brought forth from their music that provides a
chill and relaxing vibe to the audience.
What Lansing brings to Luxurious Vegetation: Lansing provides
a wealthy amount of consumers between the ages of 18 and 24, which
is the demographic for Luxurious Vegetation. The opportunities that
arise from this age group is extraordinary because they talk a lot
about their music habits and share their experiences with friends.
Word of mouth helps promote the band in an efficient way, to get the
band up on their feet and start obtaining a solid fan base.
7. 7
SWOT Analysis
Strengths Weaknesses
• Played together for
5+ years
• Experience in playing
live
• Bandcamp and
Tumblr pages
• Array of music with
single worthy tracks
• New merchandise
• Relationship with
other bands
• No solid fan base
• Have not marketed
the band
• No sponsors
• No capitalization on
social media and blog
• Profitable song
distribution
Opportunities Threats
• Growth in Social
Media
• Creative merchandise
• Non-traditional
venues
• Local business
support
• Email list
• Local press
• Network with other
bands
• Students in Lansing
are ever changing
• Other bands in area
with same target
audience
• Colleges that
produce other bands
8. 8
Goals of Luxurious Vegetation
By performing a SWOT analysis of the band, brought forth goals
that need to be focused on. Three goals are in the mind of Luxurious
Vegetation while carrying out the Marketing and Promotion Plans.
These goals include, (1) make profits from song distribution, (2)
obtain a solid fan base, and (3) gain local business support in the
Lansing area. Below is how the goals will be fulfilled throughout the
plan.
Goal #1 – Profits from Song Distribution
1. Having CD’s made is the first step to profiting from the fans
and without the CD’s, there would be no song distribution
possible for the band. CD’s will be made through Disc
Makers.com and will cost approximately $400.00. Selling these
CD’s at $5.00 each will bring in revenue to the band of $100.00.
Sales are a small component to the accomplishment of the band
because without sales they would not be able to afford other
goals that would be needed for success.
2. By creating a target audience for Luxurious Vegetation, the
band will be able to narrow down whom to promote and market
towards. Once the specific fan base is developed, it is then
possible to sell the CD’s and other merchandise to those who
are interested in the content. It is always easier to sell the
product when you known specifically who you want to sell to.
3. Any venue that Luxurious Vegetation is attending or playing at
is an opportunity of sales of the merchandise and CD’s. This is
an easy way to connect to the audience as well as profit from
those interested.
9. 9
Goal #2 – Obtain Solid Fan Base
1. Learning about the target audience of the fans will create an
idea of where these fans are going to hang out and what events
they will be attending. By simply attending these places and
talking about the band will lead to connections between the
people and the band. This makes the public aware of the band
and creates an interest to discover more about them and how
they can get involved.
2. By making the raffle as in marketing strategy #3 it will provide
the band with in depth demographics about their fans.
Obtaining the audience members email and other specifics, the
band will be able to create an email list, providing the fans with
upcoming events, press releases and even a short email wishing
the fan a happy birthday when the day comes. Creating a
connection through providing information of the band will keep
the audience interested and up to date.
3. Luxurious Vegetation will add meet and greets to their plans as
specified in marketing strategy #2 will spark interest in the
audience. Having conversations with these fans will make it
easier for them to connect to the band. With a solid fan base in
mind, the band will use the meet and greet to sign merchandise
and give the fans a feeling that they are friends with the band
members.
10. 10
Goal #3 – Gain Local Business Support
1. Using the MSU men’s basketball team as the first song
promotion idea will create a relationship between the MSU team
and the band. By creating this relationship could lead to other
support from the university and other teams that are interested
in the single. The members of the team that are constantly
being looked up to can talk about the single and the
relationship between themselves and the band. The team as a
whole can create awareness and promotion that the band is in
need of.
2. By creating a list of media sources in the market gives a
thorough run through of some of the important officials that
need to be contacted to publicize the different events and
press releases that need to be done to promote the band. By
having the support of the media and connections to these
people, makes it easier to get the word out to the fans and the
public about the future of Luxurious Vegetation. Businesses
such as newspapers, TV and radio stations have a way of
persuading their audience to learn more about a band and give
away merchandise including tickets to a show. Relationships of
media sources is crucial to being known in the Lansing are.
3. Relationships with the specific venues that are being played at
are significant in gaining business support. Venues are willing to
let you have an event if you are going to bring people into their
establishment. By creating relationships with them and gaining
their support, they are more prone to schedule you in a lineup
and reach out to you when in need of entertainment.
11. 11
Song Distribution
• Visit Diskmakers.com
• Disc packages and vinyl option
• Click on jackets option (first row all the way to the right)
• CD type, click next
• CD w/content, click next
• Choose jackets and mailers, click
next
• Standard jacket, click next
• No shrink wrap, click next
• I have my design, click next
• 1 song, click next
• Standard distribution, click next
• On the right side of page switch the quantity number to “100”,
the shipping option to “Economy”, and the production time to
“Economy”
• Save project
• Download artwork for album cover, click next
• Upload content (single track), click next
• Answer all questions on questionnaire including track name and
band name
• Checkout by clicking “Buy Now”
• Quantity=100, Production Time=Economy, Shipping
Option=Economy
• Sold at venues and upon request
Cost - $400.00 for 100 CD’s including tax and shipping
Sales – Selling price = $5.00
Profit - $100 if every 100 CD’s are sold
CD Cover
12. 12
Song Promotion
For promotion of the single “My Slow Love Don’t Love Me,”
Luxurious Vegetation will contact the MSU men’s basketball team
department to get airplay through their warm up CD. This
relationship can provide other song promotion opportunities to other
sports teams within the MSU University and possible venue openings.
How to:
• Contact Men’s Basketball Secretary or Sports Operations
Assistant
o Lori Soderberg – 355-1643
o Kristin Porter – 355-1643
o Emails available at msuspartans.com under Men’s
Basketball link
• Ask for event play during the warm up of the Spartans Men’s
Basketball game including name of band
• Send CD single to the Mailing Address for Men’s Basketball
o Berkowitz Complex, Suite 150, 534 Birch Rd., East
Lansing, MI 48824
14. 14
Luxurious Vegetation Announces New Venue to
Energize Crowd
On Saturday, January 30, 2016 the uplifting band Luxurious
Vegetation is to play a set at the Lansing City Market. Between the
hours of 10 am and 12 am, the band will excite the shoppers and bring
many of their fans to participate in the community event.
The tranquility of the band Luxurious Vegetation will bring a
new atmosphere to the Lansing City Market on January 30, 2016.
There, you will be able to hear various songs from their newest album
“Upstairs Mixdown” and many other singles. Join the community in
some elevating vibes, fresh foods, free WiFi and discounts for seniors
and students. Don’t miss out on the most talked about public event
in Lansing, and join Luxurious Vegetation as they show Lansing their
side of music.
Luxurious Vegetation, a band that is truly dedicated to the
psychedelic folk music scene and every bit of façade that goes with it.
The band, consisting of Andrew
Kauervane and Keith Dast,
produces more than just a song or
an album, they provide a vibe that
is easy to embody for any
listeners willing to lose themselves
in music. Their illusion of the
world is entailed by their music that is free flowing with soft voices and
ambient instruments.
Contact Claire for more information about Luxurious Vegetation at (734) 478-
3989 or simps1ce@cmich.edu. To listen or learn more about Luxurious
Vegetation visit: http://vmusic.bandcamp.com/album/upstairs-mixdown
15. 15
Luxurious Vegetation Hypes Up MSU
Basketball
The band Luxurious Vegetation will be the newest addition to
the MSU men’s basketball team’s warm-up CD.
The single “My Slow Love Don’t Love Me,” will
make its debut to the Breslin Center mid season
on January 14, 2016 before the game against Iowa.
The game, starting at 7:00 pm, will have TV and
radio coverage through ESPN and Spartans
Sports Network. . If you are a fan of the ranked Spartan team, listen
closely next time you attend a game.
The single will bring a new kind of warm up that lets the MSU
team focus on the game to be played. Unlike past singles used for
the warm-up, Luxurious Vegetation provides an atmospheric tone of
concentration to the players, providing them with inspiration and
motivation to get the job done and come out with a solid “W.”
Luxurious Vegetation, a band that is truly dedicated to the
psychedelic folk music scene and every bit of façade that goes with it.
The band, consisting of Andrew Kauervane and Keith Dast,
produces more than just a song or an album, they provide a vibe that
is easy to embody for any listeners willing to lose themselves in music.
Their illusion of the world is entailed by their music that is free flowing
with soft voices and ambient instruments
Contact Claire for more information about Luxurious Vegetation at (734) 478-
3989 or simps1ce@cmich.edu. To listen or learn more about Luxurious
Vegetation visit: http://vmusic.bandcamp.com/album/upstairs-mixdown
16. 16
Artist Biography
Luxurious Vegetation, a band that is truly dedicated to the psychedelic
folk music scene and every bit of façade that
goes with it. The band, consisting of Andrew
Kauervane and Keith Dast, produces more
than just a song or an album, they provide a
vibe that is easy to embody for any listeners
willing to lose themselves in music. Their
illusion of the world is entailed by their music
that is free flowing with soft voices and
ambient instruments.
As the bassist, guitarist, synthesizer and voice of Luxurious Vegetation,
Andrew Kauervane is truly a gifted musician. Andrew
doesn’t always need lyrics and voice for the songs,
being able to connect with the music and just relax to it
is something that he strives for with every single and
album that is released. Andrew is a Mount Pleasant
native that enjoys hanging out wherever there is some
great 70’s and 80’s music and some worthy, fresh and
vegan food. When Andrew is away from the music
scene, he enjoys fashion, cooking, and getting ahold of
the best comic books. Kauervane is also a brilliant designer that likes to mess
around with multimedia art for the band.
Drums, percussion and voice of Keith Dast is not a force to reckon with.
Dast is one that will pursue music because he loves every aspect of it. He isn’t
just some newbie trying to make his way into the music scene, but is a talented
artist that has been creating music for some time now. This, also, Mount Pleasant
native enjoys hanging out with his dudes trying to
come up with the next beat and rhythms for their
next single. When not highly involved with music,
Dast is often found at the local bars playing a game
of pool or watching the Detroit Red Wings win a
game. Keith’s favorite past time is being outside with
nature where he can grill and camp.
17. 17
Discography and Song Notes
Luxurious Vegetation’s most recent album, Upstairs Mixdown (May, 2014)
includes nine tracks. Within the album, the band samples from artists such as
Glasser, MO, Sohn, James Vincent McMorrow, Trust, and Makeup and Vanity
Set. The band’s last track, titled Leadership was a poem written by Allison White.
Andrew Kauervance is recognized for the guitar, bass, synthesizer and voice
fragments on Luxurious Vegetation. Keith Edwards is acknowledged as the
drums, production and some voice work. Production, recording and mastering is
done by David Wolters in Mount Pleasant during the early months of 2014.
The single titled “My Slow Love Don’t Love Me” is an original from Luxurious
Vegetation found here: http://vmusic.bandcamp.com/album/upstairs-mixdown
This particular track is one for the records. Any listener of the psychedelic folk
single will immediately fall in love with the soft tones, relaxing vibes, and the
peaceful enlightenment that is Luxurious Vegetation. The band’s main inspiration
behind this piece produced is that the music stimulates a release, which leads to
inspiriting of tranquility to the listeners and the band alike.
Tracks within the album “Upstairs Mixdown” include:
1. My Slow Love Don’t Love Me
2. No
3. Warm Lights
4. The Last City on Earth, Pilgrim
5. Save She
6. Always in the Dark
7. Self Conciousness Self
8. Dance With Nobody
9. Leadership (ft. Mama Murder)
You can find the music listed above at:
http://vmusic.bandcamp.com/album/upstairs-mixdown
18. 18
Publicity Plan
Within the city of Lansing are multiple media platforms to send the
Press Kit to. Below is a list of possible media sources in the market to
be contacted. All sources should receive the Press Kit at least (1)
month before any event or concert.
• Lansing State Journal
o Anne Erickson aerickson@lsj.com or @AnneErickson
• City Pulse
o Ty Forquer ty@lansingcitypulse.com or 517-999-5068
• The New Citizens Press
o Rina Risper rinarisper.tncp@gmail.com
• The Lookout
o Larry Hook hookl@lcc.edu or 517-483-1291
• 97.5 NOW FM
o Zoe Burdine-Fly zoe.burdine-fly@townsquaremedia.com
or 517-394-7272
• 92.9 WLMI FM
o 517-699-1880
• 99.1 WFMK
o Zoe Burdine-Fly zoe.burdine-fly@townsquaremedia.com
or 517-394-7272
• 89 IMPACT
o Dom Korzecke promotions@impact89fm.org
• WILX 10
o Kevin Ragan kevin.ragan@wilc.com
• WLNS
o 517-372-1300
• WLAJ
o 517-372-8282 or newstips@wlns.com
20. 20
MSU Union
How to book the
MSU Union Ballroom:
• Contact Amy Williams
at 517-432-2446 or at
will1760@msu.edu
• It is $725 to rent
• Open dates are upon
availability so call to
book around 3-6
months in advance
• E-mail Amy Williams
information about
the event including
the date, how many
people will be
attending, how the
band wants the stage
to be set up and if
they would like
catering at the event.
• Venue sets up event
and provides PA
system
21. 21
Lansing City Parks
How to book at a Lansing City Park:
• Contact Carol Munroe at 517-483-4276
• Gain a citypermit thatcan be found online or
atthe city office. This should be turned in
before 90 days of the performance.
• There is a $200 liability insurance fee. To
gain liability insurance youcan contactyour
insurance company and have your agent call
Carol to figure out the specific details.
• Fill outthe noise waiver from the city, which
can be obtained through Carol or at the city
office.
• Fill outcontract from Carol that can be found
by contactingCarol.
• Submit the application and all other contracts
and fees at least six months in advance if one
person is doing most of the coordinating.
• Electricity forthe event is $657and the park
sets upthe stage and electrical set uphow
the band would like it including PAsystem. It
is an option to setup your own electrical for
$90 but the band would need acontractor
and bringtheirown generatorto the venue.
The contractor would need to contact Carol
for more information aboutthe electrical and
what exactly is beingdone.
• An event can be booked wheneverand there
is no limitation as to how many times the band
can play at the park.
22. 22
Lansing City Market
How to book at the
Lansing City
Market:
• Contact Audrey at 517-
483-7460
• There are two times that
are available to play at
(10-2 and 2:30-5)
• No information is needed
about the band but the
day they would like to
play
• The band may play as
often as they would like
based on the availability
• Contact Audrey 1-2
weeks in advance to get
dates and times that are
available to play
• No charge to play at the
23. 23
AA Creative Corridor
How to book AA
Creative Corridor:
• Contact Ariniko O’Meara at
(517)-484-8789 or at
info@aacreativecorridor.com
• Get in touch about the
booking 5-7 weeks in advance
• Provide information in an e-
mail of how many will be
attending, if anything is being
sold, and the specifics of
setting up
• They provide equipment such
as PA and electric
• $50/hour for less than 100
attendees
• $75/hour for more than 100
attendees
• Photographer available for
$15/hour
24. 24
Avenue Cafe
How to book at
Avenue Café:
• Joe Fox at (517)-
492-7403 or
booking@avenuecaf
elansing.com
• Provide information
of what genre,
where you are from
(if you are local),
where are places
you usually play
and the electronic
press kit
• No fee
• Joe would like to be
contacted at least
two weeks in
advance
25. 25
Common Ground
How to book at Common
Ground:
• Festival is July 5-10 2016
• In late January to mid
May an online
submission becomes
available at
commongroundfest.com
• Provide electronic press
kit
• Questions are asked on
genre, previous shows,
experience, etc.
• Questions about
electronic submission
should contact Common
Ground at (517)-264-
1502 between 10am-6pm
26. 26
Marketing Strategy #1
Tomeet their goal of creating
awareness and promotionoflive
appearances for the band,they
willcreate small tags withtheir
names and concertinformation on
it toattachtothe various foods
available atthe food market.
• Getthe okay from the vendors toattach
the tag ontotheir foods
• Show them what the tagwill looklike and
what Luxurious Vegetation is about
• Printouttags from Avery.com
• Attachthe tags totwist ties (available for
purchase atStaples)
• Before the marketopens, apply the twist
ties toall of the foods available tothe
band
The budgetwillbe around $32.00
for 144labels if made byAvery.com
plus $5.00 for twistties
Budget
Step-by-step
• Go to Avery.com
• Choose labels option
• Choose 1-1/2” x 2-1/2” labelsize
• Choose the Flowers and Nature Category
• Type in “Luxurious Vegetation”and
date/place ofevent
• Then,finish bychoosing144 labels in matte
white
How to
Design from
Avery.com
27. 27
Marketing Strategy #2
Tomeet the goalofimplementation of the
audience and promote merchandise,the
band willprovide ameet and greet where
fans are able togettoknow the members
ofthe band better. This willlet the fans
connect with the band members,making it
so that the audience members become
avid fans.
Budget
• Contact the owner makingsure that
settingup anymerchandise andtable is
available
• Setup table before the concert with
(hand made) sign withdetails ofthe meet
and greet
• After concert,meet with fans and talk
thoroughlywiththem and connecting with
them
• Talk them through the available
merchandise
• If merchandise is sold, sign the
merchandise
The budgetfor the marketing strategywill
be around $400.00 for 100 CD’s and
distribution to online streaming services.
Without the CD’s beingmade, the band can
sign merchandise alreadymade available by
them. It is tothe bands bestinterest that
they have the CD’s made andhave their
music distributed online throughDisc
Makers.
In addition to the presentmerchandise that
the band has,CD’s willbe made tobe
signed andbought.
• Diskmakers.com
• Disc packages and vinyl
• Clickon jackets option andcontinue
• CDtype click next
• CDw/content, click next
• Choose jackets and mailers,click next
• Standard jacket, click next
• Noshrink wrap, click next
• I have mydesign,click next
• 1 song,clicknext
• Standard distribution,click next
• Save projectand order
• Quantity=100, Production
Time=Economy, Shipping
Option=Economy
How to
Design for single
(Made by Andrew)
Step-
by-step
28. 28
Marketing Strategy #3
Tomeet the goalofreaching and
learningaboutthe target audience
while promoting live performance
attendance,the band willhold a
raffle atone oftheir events. The
prize ofthe raffle willinclude a
signed CDfrom the band, original
artwork from the band members
and other merchandise the band
has available atthe time of the
show.
• Buy abox witha slitfor
submissions
o Available at Wal-Martand Target
for
• Design small submission papers
thatcan be made at home
o Provide spaces for name,email,
date ofbirth, and cityofresidence
o Save file for future giveaways
• Sign CDand merchandise signed
beforehand
• Artwork from Andrew should be
printed from Wal-Martoncanvas
• Attachletter to the package
thankingyour fan and alink to the
bandpage
How to
• Before event, make submission papers
including the name, email,date ofbirth, and
cityofresidence
• At arriving at venue,provide box for the
raffle submissions
• Provide submissions papers and plentyof
pens
• Announce the raffle atthe beginning of the
set, describingthe prizes and thatthe
winner mustbe present atthe end of the set
• After playingthe set,pickone winner from
the submission box and announce the name
Step-by-
step
Budget
$400.00 = 100 CD’s and distribution for
online streamingatDisc Makers
$20.00 = Canvas printing(11x14) at Wal-
Mart
$5.00 =Submission box at Target of Wal-
Mart
$5.00 =Bulk of pens atStaples,Wal-
Mart, Target
CD
Artwork printed on canvas
29. 29
Budget
Venues Cost Sales Profit
MSU Union $725-rent $10/each for
tickets (100
tickets)=$1,000
$275.oo
Lansing Parks $200-liability
insurance
$657-electricity
$10/ each for
tickets (100
tickets)=$1,000
$143.00
AA Creative
Corridor
$50/hr x 3 = $150 -
rent
$15/hr x2 = $30-
photographer
$5/each (75
tickets)=$375
$205.00
Marketing
Strategies
Marketing Strategy
#1
$32–144 labels
$5-twist ties
Marketing Strategy
#3
$20-canvas
$5-box
$5-pens
Song Distribution
CDs $400-CDs $5/each (100
CDs)=$500
$100.00
Marketing and
Promotion Plan
Total
$2,229.00 $2,875.00 $623.00
Marketing and
Promotion Manager
10% of profits -$62.00
TOTAL $2,229.00 $2,875.00 $561.00
