RESEARCH & PLANNING- ADVERT: CREATIVE BRIEF

RESEARCH AND PLANNING ADVERT: CREATIVE BRIEF FOR ADVERT

Who are they?

Sarsha is a British performer who began her singing career at a very young age. By the age of 6 she fluently played guitar and began her piano lessons. During the development of her passion for instruments she began singing and writing small tracks. At the age of 13 she signed up for an amateur artist group where she met people with similar interest and hobbies. This helped her to realise that music is her call. She uploaded a few covers on social media however her true breakthrough began after she created her own song ‘Red Rash’ which gained her mass popularity, especially amongst the alternative audiences who are attracted to her quirky song writing style and acoustic sounds. She quickly began working on more products and at last was invited to perform in prestigious indie clubs across London, including Cargo in Shoreditch. Over time she signed up to independent record labels which led her to finally work with a major record label, Polydor Records and become a part of the Universal Group.

The album concept:

What is it?

We aim to create a product that will introduce an artist and help her establish a credible fan base for her career. We will try to appeal to a wide audience of mixed genders, various ethnic background and of age 15 and above because the indie genre can appeal to anyone who is interested in alternative music and sounds which means we will have to create a unique advert that will appeal to different people. We also need to follow the common conventions of indie jazz as we need to attract jazz fans in order to establish Sarsha as such artist within the wide range of audience.  Despite the advert being of a niche genre we will make sure it includes the key elements that could appeal to the mainstream audience and gain Sarsha more popularity.

Why are we doing it?

The advert is an example of synergy which will allow my product to distribute across a global scale and help to inform my audience about the upcoming album. As an upcoming artist Sarsha needs recognition and the advert will support her in getting that. Therefore, the design of the advert is crucial as it determinates the success of the whole campaign and will need to work alongside other products. We must ensure the pictures, colours and typography used will be conventional for the genre and visually appealing to our audience and will establish Sarsha’s values and ideologies as well as promoting the themes and mood evident in her music video to the consumers. The themes within the album will include, love, addiction and self-disruption, with the mood reflecting this. Therefore, the consumers will be able to understand the Alternative/Jazz genre through the album, encouraging them to listen to her music. This breakthrough will show audiences her style and attract appropriate target audience.

The advert will help Sarsha to attract audiences because we are most likely to publish the advert in a music magazine which will possibly attract music fanatics.

Comparable products:

  








These two adverts use a simple design which doesn’t glamourize their looks, conventional of indie artist. The simple colours allow the audience for an individualistic response due to its simplicity. The information provided is relevant and informs the audience. We plan to create a design which will correspond to out digipak. We plan to include the face of the artist but without glamourizing her which follows the common conventions of indie music.

The album concept

The concept of Sarsha’s album, ‘Chine White’, will be to connect her to her fans and a larger audiences ages 18-28, from different ethnic groups and social backgrounds, particularly those from working class and skilled working class backgrounds, who will be more likely to relate to particular ideas and the Alternative Jazz genre. It will allow her to express her authentic self through the use of her music, which she also took a part in producing. The album reinforces Sarsha’s ideas and beliefs, allowing people to get a clear picture of who she really is as a person. However, we will ensure to make the album and its content appealing to the mass media, by including video with original narratives and ideologies. This album has not only just been created to increase her popularity but also to allow her to create a path for other niche artist out there like her, however we are creating the album to increase Sarsha’s popularity within the music industry making her more internationally and globally well-known like other successful artists and boosting her star image.

Audience

The demographics of our target audience includes, skilled working class people of different ethnic backgrounds, particularly female, aged 15 and above who can relate to the artist and the music video. We want the audience to have a clear understanding about the artist and what she portrays as well as enjoying her music and being able to relate to the certain themes and ideologies she portrays throughout. In a way we want our audience to listen to Sarsha and use her as a method of portraying realism, allowing them to be aware of different mental health problems. We are also hoping the target audience can build a different relationship with our artist, one that differs from other mainstream artists, as Sarsha is original and should be recognised for maintaining this quality.  

How will we know that it worked?

The number of sales, and the sale figures will determine the success of the album, allowing us to decide if the album is popular and appealing to a mass audience. We will also host a focus group allowing a group of consumers that reflect our target audience (aged 18-28, different ethnic groups, working class/ skilled working class) to look at our first drafts of our advert design provide us with feedback, which will allow us to make the required changes and develop on the criticisms, making the final draft appealing and suitable to our target audience meeting their expectations and interests. Making the advert appealing to the target audience is crucial, as this factor determines the ultimate success of the album, therefore, we will ensure we are fully aware of the information revolving around our audience, including similar products they like and what they like about it, their average earnings, their hobbies/ interests etc. Understanding these factors will help us to make an album that the audience will like and will be able to afford.

Launch dates

Sarsha’s campaign dates:

Press campaign: 30th January 2017

TV Launch: 16th February 2017

Album Release: 14th February 2017

Any limitation that may occur:

We may struggle with consistency as we are responsible for creating three products and must ensure all items have similarities to ensure consistency throughout. The advert, therefore, it may be difficult to portray the same themes and edit effect. In order to overcome this and ensure there is consistency, we will keep editing the products and keep the lighting and typography similar. We will also try to find appropriate images across our ancillary products so there is no repetition and we will avoid artist overload or lack of Sarsha image.