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OFFICIAL WEBSITE OF
CAMERON PRESTWICH

Songwriter. Singer. Pianist. Marketer.

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ABOUT ME

Home: About
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AMETHYST COLLAB

One-Page Marketing Plan

The Problem:

In January 2021, I reached out to the CEO of Amethyst Collab, a music marketing agency that specializes in digital services for artists. There are three categories with several services under each: social media, digital marketing, and press. The company wants more clients to provide services for, but is having a difficult time getting referrals.

The Solution:

I created a one-page marketing plan for Amethyst Collab. I Zoomed with Olivia Shalhoup, Amethyst Collab's CEO, to figure out the company's current wants and needs as well as the target audience. On my own, I devised a marketing plan that targets the managers of 20-27-year-old American Female rappers. The message is "Amethyst Collab--bringing your digital dreams to life." My plan is to run a three-month social media campaign targeted towards 20-40 year old American men and women who are interested in artist management. Following this comes the leads. This involves writing blog posts bragging about Amethyst's clients, their accomplishments, and how Amethyst played a role in that. To nurture leads, my idea was to host monthly panels on either Zoom or Clubhouse, talking about the digital side of the music industry and what Amethyst does. I believe this will be beneficial because Zoom and Clubhouse panels have taken over the music industry since the pandemic started. I also developed different service packages and named each one after different shades of purple, the biggest one being the Amethyst package. Once consumers have gone through these steps, we want to maintain them. One idea I had was to send clients a personalized monthly report talking about Amethyst's results, the client's digital strengths and weaknesses, and how to improve those. Once Amethyst has taken on 30 new clients, then they will be in a position to raise their prices. Additionally, they could upsell or upgrade their services like adding on social media services at a discounted price if someone's only bought a digital marketing package. Finally, the most important and the most difficult part, referrals. My plan to get more referrals was to give incentives so customers will be more inclined to do so. Specifically offering a coupon for 10% on their next services purchase or giving them an extension on their current contract at a discounted price. People who receive the referral will get 10% off on their first purchase.

The Outcome:

After refining and perfecting the one-page marketing plan, I presented it to Amethyst's CEO. She loved it and told me she looked forward to implementing my ideas.

Home: Latest Work
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TAGATA PASIFIKA

Digital Community

The Problem:

I didn’t see a space specifically dedicated to celebrating Pasifika people. Growing up and even now, I always saw it for other groups of people, but never for my own. As someone who is Samoan, I always felt underrepresented.


The Solution:

I created Tagata Pasifika on Instagram, which translates to “Pasifika people,” and it’s dedicated to celebrating Pasifika creatives, entrepreneurs, and businesses. I chose this name because the term “Pasifika” is a broad term that covers all the people of the Pacific.


The mission of this community is to create a place where people can find other Pasifika people to support. I achieve this by personally reaching out to accounts who I want to feature and sharing about them, what they do, why they do it, etc. The vision is for the world to see the diversity, smarts, and talents of Pasifika People, or, the Tagata Pasifika. 


I’ve featured several different kinds of accounts and have more on the way. The content has ranged from beauty business, to digital artists, to actresses, and to YouTubers. My upcoming content involves a lash, fashion, and beauty business and a Pasifika blog.


The Result:

I’ve connected with several Pasifika women because of this account-- from business owners, to artists, to YouTubers. I’ve helped other people to find. In just one month, I reached over 11,000 accounts. I currently have 160 followers and the community is just getting started.

Home: Latest Work
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ZXENA

SEO (Search Engine Optimization)

The problem:

Zxena is a rising pop musician who is still building her audience. Her Instagram was doing well and getting a lot of engagement, but her website wasn’t getting much traffic. 

The solution:

In fall 2020, I made myself the SEO specialist for zxenamusic.com. I created a search persona to show what an ideal Zxena searcher looks like. This exemplified what people in her demographic were like—their interests, financial situation, how they use and access the internet. I also made two lists of competitors-- one about her musical competitors, and the other based on keyword, in Zxena's case song titles and lyrics, competitors. When I did keyword research, I used song lyrics, titles, and Zxena's name. I analyzed their cost per click, impressions, keyword intent, and search intent. Additionally, I mapped out content for Zxena's website. This involved looking at her competition’s content, brainstorming content ideas, figuring out the content that would be best to put on her website to boost its rankings and credibilities, how it was to be organized, and what pillars and support it all falls under. For Zxena's content, I ended up writing three articles. One about herself, a lyrical analysis of one of her songs, and another about dark pop music. I also did a backlink analysis and came up with some ways to get more backlinks for her website. Finally, I ran a technical audit of her website to check the health of it.

The Outcome:

Because of my efforts, I increased total site sessions by 422% and unique visitors by 175% for zxenamusic.com.

Home: Latest Work
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POLYNESIAN CULTURAL CENTER

Cause Marketing

The problem:

Recently, the Polynesian Cultural Center, PCC, has had a few struggles. One of them is pulling in Millennials, their target demographic. The other issues deal with revenue and standing out amongst competitors.

The PCC is a non-profit tourist attraction on the north shore of O'ahu, Hawai'i. From the start, its manifest function has been to help the students of Brigham Young University, Hawai'i pay for their education. 

With tourists choosing other experiences over theirs, the PCC has not brought in the money they would like to for their i-Work students. 

The solution:

In fall 2019, I worked with a group of four other people and we developed a cause marketing plan for the PCC. We created this plan using information given by the company's Vice President of Marketing, and knowledge we gained in our principles of marketing class.

We did a thorough amount of research on what appealed to Millennials at the time and figured out how to show O'ahu visitors that the PCC is unique from its competitors. We created simple, but effective, inexpensive digital and physical products that we were confident would generate a great deal of revenue for the attraction.

One of these products was a social medica campaign titled, "#HowPCCHelpedMe". This involved using the PCC's official Instagram account to showcase the positive impact that it had on its former employees. Posts would include the hashtag, videos, and photos of students sharing the opportunities that the PCC and i-Work program provided them, and how their lives have changed for the better. Another product was an Instagramable Change Box. These items would be hand-carved products placed in each village, with a speaker inside that says a greeting in that village's language. In order to hear the greeting though, the guest must throw in a coin. This experience provides both revenue and exposure, as consumers will want to record this moment and share it on their social media stories.

The Outcome:

Although the PCC's marketing team never personally revealed to us what they decided to implement in the future, they seemed to have received our plan well. What I do know though, is that my group got a perfect A on this project and it was a wonderful and exciting opportunity for me to apply my knowledge of marketing.

Home: Latest Book

SEO For Musicians

In fall 2020, I took a class about SEO. Like I mentioned earlier, I became the SEO specialist for Zxena. While I did this project, I learned about how SEO works for musicians and how it works in the music industry compared to others.

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MICROSEGMENTATION WHITE PAPER AND LOOM

I created a white paper and Loom video about microsegmentation. In both of these, I talked about Pew Research Center and Statista, two companies that help marketers perform market research and define their target demographic.

Home: Latest Work

SONGWRITING

Process and Philosophy

When working on my own and with others, I strive to create solely from a place of authenticity. In sessions where I, and the other person if there is one, start from scratch, I like to get a feel of whatever is going on emotionally and/or mentally and go from there. This could involve writing down a stream of consciousness, writing my thoughts and feelings in rhymes, or just talking about what is happening. That way, I have an idea for what direction to head in when picking a key signature and thinking of lyrics.
When it comes to lyrics, I believe that phonetics have an undeniable impact on the feeling of a song, so I try to find the best vowels for every line. I am a very picky lyricist and I try to avoid predictable rhymes like “care, there”; “love, above”; “mine, time”, etc. Every word and syllable matters, and I aim to create lines with substance that can stand on their own. I want to give the listener something refreshing to hear. The same goes for melodies and chords.  I want both the creators and consumers of the song to feel the emotion it is trying to embody in each one I contribute to.
I believe that music shows and lyrics tell, so crafting both elements in a way that perfectly portrays what is going on is vital to me as a songwriter.

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CLIENTS

Valued Collaborators

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MESSON JAY-B

I met Messon during my time at California State University, Northridge. He is the first person I ever wrote with, and my experiences with him have deepened my love and understanding for songwriting ever since.
Messon and I have written and worked together several times. Our process has often consisted of him having music ready and asking me to help with the lyrics.
For example, we collaborated on the song, "Life", for his album, "Sunshine", released in January 2020. Messon asked me if I was interested in writing some lyrics for him and I happily said yes. He sent me the first verse and I went to Northridge to work on the song with him in person. A week later, we had another session where we wrote the song’s intro. 
"Sunshine" is available on all streaming platforms.

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ZXENA

I met Zxena at the 2019 ASCAP Expo, a music industry networking convention. The week she moved to Southern California, I took a train to LA to meet with her for our first writing session together. After she showed me three beats, we decided to write over the third one and got to work.
As she looped the track, I got a feel of the type of song it seemed like to me. I told her my thoughts, and she was fully on board with them. Soon after, lyrics came to mind for the first stanza and the melody followed. We bounced lyric and melody ideas back and forth for the next couple of hours until we felt we needed to take a break. We took the next few days to brainstorm.
I met with her at Griffith Park the following Tuesday, and we finished the pre-chorus and a second verse that day. When we met again later that week, we wrote the chorus and unfortunately had to let go of the second verse we had written since it did not fit the song anymore. We penned the new verse and finished the song that night after several days and hours of hard work and perfecting the topline.
Stay tuned for this single's release!

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Home: Testimonials

I had an amazing time working with [Cam], I’d do it again… I also feel blessed that I was able to experience [her] writing skills, they are on point

Messon Jay-B

songwriter, composer, producer, singer

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