Date: 27th September 2011 Project Manager: Jordan Duberry, Tolu Barnes, Daniel Richardson Dept: T.V. Graphics Design | Album Title/ Artist: Cigerettes In The Theatre Release Date: 15th January 2012 |
Product Overview
Who are they?
Highly Indie are an indie rock band from Northern Ireland. Band members Sam Halliday, Alex Trimble and Kevin Baird were established in 2007 from their popular MySpace page; they started to work in the studio when they received a positive review from critics on their first piece “Four Words To Stand On.” As they were featured in a number of music blogs, they gained more popularity from 2009. They are now signed to French record label ‘Kitsuné Music’, through whom they released their debut album Cigerettes In The Theatre on 1st March 2010.
The Album Concept
What is it?
We need an album cover with artwork which represents the band ‘Highly Indie’ as a whole and what they stand for. An idea that we would like to work around is the band on the front cover in a day-to-day background. This could be any background that the audience can relate to. Calm colours that work well together which aren’t too bright or dark would fit our concept. The band members should be holding the instruments they play in the song and in casual clothing which the indie sub-culture would wear; also the idea of see no evil, hear no evil, speak no evil should be applied in the artwork.
Why are we doing it?
This is Highly Indie's debut album and we need this album to bring us the success; the artwork is key to our success. The consumers should be able to relate to the background so they feel closer to the band. The outfits will help group them in the correct genre without having to listen to their music. The colours shouldn’t be too bright; it might put of the wrong vibe, colours such as white, green and blue may be used.
Comparable products
Released: April 2008
Sales in first week: 65, 901
Released: June 2010
Sales in the first week: 70, 378
Released: July 2009
Sales in the first week: 92, 674
Released: June 2011
Sales in the first week: 48, 746
Consumer
Primary 70% Males aged 17-30 C2 D E | Secondary 30% Women aged 17-30 C2 D E |
What is the reaction we want?
We want the consumers to feel like they can relate to this band. Consumers from the target audience should be able to build a relationship with the band from the common norms and values their sub culture believe in.
How Will We Know It Worked?
We will know this from our sale targets. If this is met or higher than the target, then we will know this is a success. Also we are going to do focus group where we will pay a few fans to look at our first drafts and give us their feedback. This will be helpful as we will be able to improve on the criticism they make.
Sales Target: 25, 000
Kay launch dates
Press Campaign: 8th January 2012
TVC Launch: 10th January 2012
Album Release: 15th January 2012
Album Sleeve
Description | To produce a friendly, relating album with the band showing their personality and emotion to appeal to the target audience; making them want to find out more about the band. Causing them to buy and listen to the album. |
Deadlines | 30th December 2011 |
Objective | To produce and present an album where target audience can relate within everyday life allowing them to cope more with life. |
Proposition | To form a wider target audience within the indie genre to build a well known band resulting in commercial and economic success. |
Tone of voice/ brand image/ positioning | Aimed to an audience who can relate themselves to the lyrics of the songs. |
Restrictions/ limitations (mandatories) | The only restriction is to provide the artist name and album name. |
Production Specs | One CD with a plastic case. |
Creative Edge Spectrum | We want the album to be more on the creative side than the safe side to take a risk and show the consumers who the band are about. |
Budget | TBC |
Read over the following sections product overview and album concept. In the product overview section you refer to the group as Two Door Cinema Club, then in album concept you refer to them as ‘The Weird’ you need to be consistent.
ReplyDeleteRead over the how will we know if it has worked section. If you put out the product and it doesn't meet your sales target you can't really improve.
Overall this is an excellent creative brief, well done you have clearly outlined your ideas and visions and album cover.
please read over your brief and amend the small changes needed.
Well done Tolu you have produced an excellent brief to a highly professional standard. Be sure to use your brief as a reference point when designing your final draft of your album cover.
ReplyDelete