Research and planning – Advert: Advert information

Album name: China White: We have decided to call our album China White as we believe the name is short and mysterious and can relate to the album as we believe that the songs within the album will evoke confusion and curiosity from the audience. We also decided to go with 'China White' because it is a nick name for a drug which connotes to the drug abuse the artist experienced and is a consistent theme within our products.

Release date: 14th February 2017: We have chosen our release date to be the 14th of February 2017 because it’s the day were couples enjoy their day together, meaning that the song that touch up on themes such as love, relationship etc. will be more appropriate and meaningful for the target audience. Also by choosing to release the album on this day it will come after the press campaign and TV launch which will all be important campaigns in ensuring that our album and artist are recognised, and encourage the target audience to look forward to the album release- there will be hype surrounding it. Choosing to release the album in the middle of the month allows us time to advertise it properly allowing the audience to anticipate the artist’s newest songs, causing them to wait in suspense.

Available to download:  We have decided to use the well-established download sites /apps including; ITunes, Spotify and Tidal as these are globally recognised by a mass audience and will therefore allow our artist to become more successful despite being a niche artist. We have also decided to make the songs available to download from various sites/apps as the mass audience use different ones, therefore, in order for our album to sell, it is vital that we can offer a variety of download options for the audience, encouraging them to download the album.

Key singles: We have decided that China White, Cloud 9 and Black Beauties will be our three key singles, including “You Complete Me'' which is the ultimate key single, considering that we created a music video to it. 'Black Beauties' is a song that appeals to a mainstream audience, and can be relatable due to the themes it includes, including love and abuse. ‘Cloud 9’ is the most unique song out of her singles, as it is different in that the artist promotes niche themes which is reflected through the lyrics and the theme of morality which is a debatable and individualistic topic.

Explicit lyrics label: No - We will not be including an 'Explicit lyrics label' as the songs within the album do not contain any upsetting language. This is common within the indie genre and generally it is uncommon for artist to use such expressions because of its target audience and general audience expectations.

Setting of image: We will capture the images in dark locations, such as against black walls, behind a green screen, and then we will apply a background that highlights the dark atmosphere to reflect the mystery and tension that is expressed within the album. We also include images of wine and cigarettes to emphasise the addiction of the artist and what she is going through. It is vital that the setting of the image is effective and fits in with the rest of the album information and images to ensure there is consistency throughout the advert.

Costume hair and make-up of the artist: We plan on using a black coat and boots to further emphasise her class. Additionally, we want the artist to dress like a classy woman who is clearly financially stable and doesn’t lack money/ possessions etc. This will create a sense of superiority and intimidation from her and the audience will admire and aspire to be like her. The character will mainly wear dark clothing to convey her depressing thoughts and addiction to drugs. She will wear a winter coat, to show that she is longing for ‘warmth’ from others but also protection from the situation she is in. Sarsha will also wear a red lipstick and a light eye makeup which will be smudged on her face to show her vulnerability and unconventional beauty. It also helps to portray her addiction which is common of indie adverts as they don’t use make up to glamourize the artists. Stereotypically having blond hair shows innocence and vulnerability, therefore we decided that the main artist should be blonde to draw an audience response. 

Cinematography: For our advert we decided to take a medium long shot of our artist. This is because it will help to convey the mood of the album through her body language but at the same time clearly portray her smudged make up which will give the audience a deeper insight into her life and her character. A medium close up will not glamourize her which is conventional for an indie artist who rarely ever use their looks to attract audiences, unlike the popular and mainstream artists today.

Lighting and colour: We intend to use low key lighting to convey the sad and miserable mood of the album and dangerous side effects of drugs which is the main theme of our product. However, we will use top lighting to make the artist seem vulnerable, especially due to her addiction. It will also show consistency as in the video the artist will stand under a lamp to hint prostitution which creates deeper meanings for the audience.

Research and planning – Digipak: Digipak Information

Artist name:

When deciding on an artist name we wanted to ensure we promoted originality therefore we choose the name; Sarsha for our artist. Sarsha is a different kind of name that stands out from the norm. We chose this name as it is simple to write and say, and is catchy. Therefore, we believe this name is suitable for our artist as it is reflective of her unique persona and establishes her ideologies too. Its originality matches the alternative style of our product.

Album name:

We have decided to name our album, ‘China White’ as we believe that it reflects the music genre and also because it’s a universal idea because some people will react on this title individually. In addition, it is not obvious as to its content and will evoke a sense of mystery in our audiences. In reality China White refers to drugs which shows that the artist addresses upon the theme of addictions and important issues which is conventional of the indie genre. Furthermore, we can connote China White with porcelain which is a fragile material just like the victims of drugs. These connotations will enhance the album. Therefore, we believe this album name is suitable and encourage a wider audience to buy it. It is important that the album name is catchy and appealing to the target audience as it is one of the first things as well as the picture that draws the audience to the album, and determines whether they will buy the album. We have also decided to name the album ‘China White’ as the simplicity of it is suitable for the target audience who will be from working class backgrounds, aged 15+.

Track list:

The track list we have chosen includes nine songs and one bonus track, which are all similar in that they all draw upon similar themes, including, self-disruption, loneliness and addiction. These are common themes associated with the Alternative/Jazz genre and appeal to the target audience who are most likely to be able to relate to these themes as a result of them being the right age group who are likely to experience love and relationships most. In addition, the tracks all relate to drugs in some sense to help the artist address an important issues of addictions which is prominent within today’s society.

The tracks on the track list include:

1)      Dying Whisper

2)      Lost in Wonderland

3)      Wine & Cigarettes

4)      Black Beauties

5)      Cloud 9

6)      Poor Man’s Ecstasy

7)      Happy Pills

8)      China White

9)      You Complete Me

Bonus Track:

10)  I didn’t think enough

We have chosen various different track names, which do not all promote the themes through their title, instead certain track names such as ‘Black Beauties’ and ‘Dying Whisper' reinforce suspense and interest, which we done intentionally to create this impact from the audience. By using less obvious track names we gain a sense of mystery and can be individualistic for the audience.

Music Institution:

We decided to use Polydor Records who are part of the Universal Music Group. This institution in an American worldwide music conglomerate. It is a subsidiary of a French company, Vivendi. They own a number of different record labels such as Capitol Records. Universal specializes in the mainstream and current artists. However, their subsidiary record labels sign up indie artist which gives them a mass appeal. Polydor Records work alongside Lana Del Rey who is a successful indie performer. By using the same music institution, I will be able to gain some attention through below the line marketing. In addition, Shura is also part of the company which is another popular female indie artist that our artist will associate with. The institution is already established which gives us more financial stability and security which will aid us when trying to debut an artist.

Production Company:

Our production company is called ‘The UnknOwn Duo’. We decided that it is mysterious and catchy to remember therefore is likely to sell. In addition, our logo is simple and not ‘flashy’ which matches the alternative and indie genre of our product. 

Explicit Lyrics Label:

We decided to leave out the ‘Explicit Lyrics’ label because the song and our overall product is unlikely to upset anyone. In addition, indie/ jazz genre doesn’t associate with swearing or explicit language therefore there is no need to insert the label as this type of music avoids such content due to its mature feel.

Research and planning – Digipak: Creative brief

Oasis Academy Hadley

5 South Street

EN3 4PX

Bibi.Noshib@oasishadley.org

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.