RESEARCH AND PLANNING: CREATIVE BRIEF FOR DIGIPAK
Oasis Academy Hadley
5 South Street
EN3 4PX
Date: 16/12/2016
Album Title/artist: ‘China White’ by Sarsha
Project Manager: Bibi Noshib
Release Date: 14th February 2017
Product Overview:
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 digipak 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 digipak 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 reason we are trying to do this is because Sarsha’s debut will need
to bring success to an international and possibly a global audience, and the
creation of the digipak will support her in doing so. Therefore, the design of
the digipak is crucial as it determinates the success of it. 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.
Comparable products
We
believe that these products are comparable to our production. Shura is a
successful British alternative artist, therefore we looked at her recent
digipak to gain ideas of what makes her so successful. We like her experimental
use of effects as they enhance her simple album covers which is something we
would like to achieve to engage our audience. In addition, we looked at Catfish
and the Bottlemen because they are an indie British band who use simple designs
and interesting colours to suit the indie genre. We think the white outline
drawings are effective and allow for individualistic responses from the
audience. Lastly the recent Lady Gaga album has also inspired us. Gaga is known
for her unconventional designs however lately her works have been ‘toned’ down
and we like the simple products. Therefore, we decided to use her as an
influence.
What is the reaction we want?
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 expect the audience and
consumers to feel they have a clearer understanding about the artist, 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 it worked?
The number of sales, and the sale figures the album receives will
determine the success of the album, but also the views from social media such
as YouTube, Facebook etc. will allow 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 15+, different ethnic
groups, working class/ skilled working class) to look at our first drafts of
our album designs and 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. This 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
Limitations:
We may struggle with consistency as we are responsible for creating
three products and must ensure all items have similarities to ensure
consistency throughout. 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
Sarsha image.
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