Creative Brief
Shani: Hold Me
Date: 5th October 2010 Project Managers: Katie Woodland, Ozgen Ibrahim, Christina Petrou Dept: Artist Publisher | Album Title/Artists: Shani: Hold Me Release Date: 14th January 2011 |
PRODUCT OVERVIEW
WHERE ARE WE NOW? Market climate, history, heritage, significant trends influencing this release; We are a new company called OCK Records that are finding unsigned artists with star potential through youtube, myspace, etc. and trying to fit them into the latest music charts, e.g. Hit 40 UK. We have recently signed a few artists of which include ‘AJ’ and ‘Shani’ who both record their songs in a home studio. Both artists write their own music and also do cover songs. Our aim is to have them well known by the public in the download charts by summer 2011. |
THE ADVERT CONCEPT What is it? Shani is a brand new reggae/RnB artist with currently only one CD featuring 10 songs, some her own, some cover versions, and two bonus tracks. She has already collaborated with the likes of Gyptian, Drake, Sean Kingston and Rhianna. As she becomes bigger, we hope that she will collaborate with more top of the charts artist and become herself part of the ‘A list’, this will be done by the use of advertisements promoting the artist to all types of consumers. Why are we doing it? At OCK Records, we believe it is important for artists with talent and star potential to be noticed in the album, single and download charts and make it in the musical industry. Although currently the Comparable Products Hold Yuh-Gyptian Released: 19th July 2010 First Week Sales: 260,000 Sales to Date: 7 Million (approx.) |
Who is our CONSUMER? Primary (60%) Males 16-25 C2DE Secondary (40)% Females 16-25 C2DE |
What is the CONSUMER REACTION we want? What do we want the consumer to think and feel once they have seen the communication. Excited, happy, bubbly, fun. We want them to feel that Shani is a fun and bubbly new artist and believe that she has the confidence to become a successful artist and achieve her goals and aims to become an ‘A list’ artist. |
HOW WILL WE KNOW IT WORKED? Sales targets. Targets based on comparative products. Artist management/ third party endorsement Sales target – First Week: 250,000 |
KEY LAUNCH DATES
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CREATIVE BRIEF-ADVERT
Description | To design a youthful, dynamic package which reflects Shani’s fun and bubbly yet loving personality and reflect the affection she has for her friends and family. |
Deadlines | 20th November advert deadline |
Objective | To create an advert that reflects Shani’s personality as well as her style of music and her image |
Proposition | Create an advert that the audience will be able to relate to. |
Tone of voice/ brand image/positioning | Aimed towards the younger generation of today, party goers, clubbers, etc. Cool inspirational package, fun and something the T.A would want to aspire to. Sexy yet sophisticated. |
Restrictions/ limitations (mandatories) | No nudity OCK Records Logo Realistic settings, locations of images |
Production Specs | Single page advert. The design must be fun and exciting; eye catching; something different and unique that appeals to TA. Use bright and funky colours. |
Creative Edge Spectrum | If very safe equals 1 and very edgy equals 10, on a spectrum of a score of 1-10, what score would you place this brief on? 8 |
Budget | TBC |
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