Tuesday, November 16, 2010

Creative Brief - Mrs Fisher

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 ALBUM 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’.

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 UK and the US have talent searching shows such as XFactor, we feel that we can find more than one artist at a time that will ‘make it big’ and become successful in the charts and music industry.

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

  • Press Campaign-
  • Radio Release- 20th December 2010-Choice Fm
  • Tv launch (MTV, KISS, etc.)-3rd January 2011
  • Album release- 14th January 2011
  • Download available- 24th January 2011



CREATIVE BRIEF-ALBUM SLEVE


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
5th December cover deadline
Objective
To create package that reflects Shani’s personality as well as her style of music and her image
Proposition
To create an album cover that will attract the target audience specified as well as to create a relationship between the artist and the audience.
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 CD box, with the option of a slipcase. 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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