Research and Planning: Creative brief for digipaks

5 South Street        

Oasis academy Hadley

EN3 4PX

Jemar.legister@oasishadley.org

07955640208

Date: 9^th December 2013         
Album Title/Artist: DJ-Tee / the Aftermath

Project Manager: Jemar legister, Dwayne turner & Trey Payne      
Release date:  15^th January 2014

Product overview

Who are they?

DJ-Tee who is associated with house genre first emerged in 2008 when he was signed by MTA as they witnessed his talent and potential which they believe would one day make him the most talked about person in the world. DJ-Tee talents have not gone unnoticed as he has been nominated for countless awards such as World Music Awards for World's Best Electronic Dance Music Artist and World Music Awards for World’s Best Song.

Album Concept

What is it?

We created an album cover which best represents the artist star image in order to pull in a variety of different audiences. We want to create something that will appeal to our audience and also that will reflect the genre well. I am planning on using effective images of my artist because this will then promote the artist star image enabling them to appeal and encourage people to watch it. We are creating this album as we hope to one day boost (artist name) star image; we hope this will boost our chances of having a music video on the top 10 charts.

Comparable products

1

Released: 12^th August 2013                                    

No.14 in UK Charts                                                    First week sales: 65,901

2

Released: 4^th June 2013                                    

No.25 in UK Charts                                                                 First week sales: 35,987

3

Released: 2^nd September 2013                                     

No.4 in top House songs                 first week sales: 8,987

Consumer

Primary                                            80% Males aged 17-30                     C2 D E

Secondary                                            20% Males aged 17-30                     C2 D E

What is the reaction we want?

We want our target audience to be able to relate to our artist as we hope they can relate to the sharing of their common norms, values and sub culture. We also hope this encourages the audience’s foreknowledge as they may want to know more about the artist and also the song/video.

How will we know it worked?

We can assess whether our campaign has worked due to the sales revenue we receive. In addition, we can also check whether it has worked or not based on our audience’s feedback as this will give us an insight into the minds of our audience.

Key Launch dates

·         Press campaign: 8^th January 2014

·         TVC Launch: 10^th January 2014

·         Album Release: 15^th January 2014

Album Sleeve

·         Description – Produce an album which is able to relate to the audience through the representation of the artist’s personality and emotion. We hope this will appeal to our target audience, forcing them to find out more about the artist therefore resulting in them buying the album.

·         Deadlines - 30^th December 2013

·         Objective – Produce and present an album where the target audience are able to relate with it due to it representing everyday life and normality.

·         Proposition – To form a wider target audience within the house genre to build a well-known band resulting in commercial and economic success.

·         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 be to visually appealing and creative in order to promote DJ-Tee’s star image in the best way possible.

·         Budget - TBC