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.
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