The proud sound: slum dwellaz studio brand awareness collaboration through ad campaign and inquirer app/ Seth P. Faustino and Richardzon M. Salonga.--

Bachelor's thesis

College Of Architecture and Fine Arts.--
Bachelor of fine arts major in advertising: Technological University of the Philippines,
2025.

Includes bibliographic references and index.

This study investigates the brand awareness and advertising strategies of Slum Dwellaz Music, a
local recording studio in Tondo, Manila, focusing on the hip-hop genre. Despite its significant
contributions to the local music scene, the studio faces challenges in brand recognition, limiting
its ability to attract aspiring artists. The research aims to develop an advertising campaign and a
mobile application where they can book a recording session and hear music previews of the Slum
Dwellaz product leveraging digital platforms and interactive content to enhance brand visibility
and community engagement. Employing a mixed-methods approach, the study will gather
quantitative data from 100 aspiring hip-hop artists through online surveys and qualitative
insights from 10 in-depth interviews. The findings will provide valuable insights into effective
marketing strategies within the local hip-hop community, contributing to the broader discourse
on music marketing and brand strategy. Ultimately, this research seeks to position Slum Dwellaz
Music as a central player in the music industry, fostering a competitive and, at the same time,
supportive environment for emerging artists.