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.
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