Idefi Music:Meet the New Record LabelOur campaign focuses on two targetpublics: Primary Public: Struggling Artists Secondary Public: Potential InvestorsStruggling Artists: Rejected by traditional labels due tomarketing $$Potential Investors: Desire fully detailed business planand mitigated risk
Idefi Music:Meet the New Record LabelBefore designing the campaign, weconducted primary research to revealidefi Music’s market situation: Lots of competitors but still room forgrowth Many music fans prefer to pay formusic that’s easy to get Music communities are big business– and vastly overlooked by labels
Idefi Music:Meet the New Record LabelWe also researched the company’sbackground in the music industry: idefi Music was formed in 2009 bypeople passionate about the music The company values artists andworks to nurture obscure talent idefi Music also pays artists fairly,breaking with the traditional label’s“cut system” (debt!) that keepsartists chained to the mass market idefi Music’s distribution andpromotion platform enables artists toset their own pay rates anddetermine: The kind of music they make How and how often theypromote themselves Where their money goes
Idefi Music:Meet the New Record LabelCollectively, our research revealed thefollowing problems for our campaign toaddress: Complicated rewards system Digital touchpoints lacked persuasivefeatures and guiding social strategy Lacked updated media kit with newpromotional materials Obvious disconnect between artists(with their unique needs/desires)and idefi Music
Idefi Music:Meet the New Record LabelGiven these concerns, our primary goalsand objectives for this campaign are to: Raise brand awareness Establish idefi Music’s reputation – And enhance what is already knownWe want to position idefi Music as: A new modern type of record label A promotion partner“We don’t just publish music – wedevelop artists. We are The NewRecord Label.”
Idefi Music:Meet the New Record LabelOur proactive strategic advice is for idefiMusic to: Think community: You need to bewhere artists and music lovers are Think connection: You need toupdate your own promotionalmaterials, including blog content andsocial channels, to engage Think opportunity: You need tosponsor an artist’s “start”
Idefi Music:Meet the New Record LabelOur message strategy is split betweenour two publics: Artists: “idefi Music is the NewRecord Label that takes the time todevelop its talent.” Investors: “ideif Music is a new kindof record label. Let us show you howthe business model works.”
Idefi Music:Meet the New Record LabelOur campaign uses the following tactics: Interpersonal Materials: Press release, pitch letter Organizational Materials: Brochure, social strategy News Media Materials: Media kit content Advertising Materials: Mockups
Idefi Music:Analyzing the SituationThe digital distribution/promotionmarket still has room for growth: Significant boom within digital musicdistribution industry Competitors need strong, aggressivepositioning to stand out Artist development Artist promotion People will pay for fairly priced,unique music to support theirfavorite artists Music communities are deciding hitsnow: Influencers and music fans areoverriding label-controlled radio There’s space in this arena for adistributor who “gets” artists, musicfans, and online music communities
Idefi Music:Analyzing the OrganizationWe performed a digital competitiveanalysis to support idefi Music’s websiteredesign objectives: We found room for improvement inartist pages, the blog and readability We recommend more transparencyand simplicity in the point system –and less text! We suggest clearly explaining artistdevelopment and artist promotion Video demos would clarify thebusiness model Music fans are “missing” from thesite – build and leveragecommunities!
Idefi Music:Analyzing the PublicsAfter interviewing members of bothtarget publics (artists and investors), wediscovered:Struggling Artists: Desire to create, distribute, andmarket their materials However, they also desire labelsupport and connections Want fair pay and ROI Just want to focus on the musicPotential Investors: Want to minimize risk Desire fully detailed business plan Want demonstrated ROI Feel “safer” with strong socialpresence and recognizable artists
Idefi Music:Goals and ObjectivesOur goals and objectives for thiscampaign are to: Raise brand awareness Establish idefi Music’s reputation Increase investor understanding ofidefi Music’s business model Present idefi Music as a legitimatenewcomer in this marketWe want to position idefi Music as: A new modern type of record label Credible publisher and promoter Unique A promotion partner“We don’t just publish music – wedevelop artists.”
Idefi Music:Goals and ObjectivesIn line with these goals and objectives,we provide the following detailedproactive strategies: Adopt a social strategy to leveragemusic communities/artists Devise a content calendar forconsistent blog and social updates Form alliances with key competitors,especially those who can offset whatidefi Music lacks Sponsor events/stages for artists toget their “start” Select a spokesperson for thecompany to recruit new artists Develop video demonstrations of asimple, 3-step process to publishingwith idefi Music
Idefi Music:Message StrategyOur message strategy is split betweenour two publics: Artists: Focus on control, ease of use,benefits, free tools, and how idefiMusic helps them grow as artists“idefi Music is the New RecordLabel that takes the time todevelop its talent.” Investors: Focus on the businessmodel, ROI, how idefi Music fills agap in market and think long-term“idefi Music is a new kind oflabel. Invest in a re-envisioningof the music industry. We’llshow you how it works.”
Idefi Music:Message StrategyEach public receives its ownspokesperson: Artists: Either an established,endorsed artist or a newly discoveredartist using idefi Music Appeal: Artists like to hear fromother artists who care about themusic and succeed Be positive and motivate talent Investors: Broker or business partnerwho understands both the musicbusiness and investing Appeal: Investors want to learnabout a new company from abusiness standpoint Be clear and stick to facts andROI
Idefi Music:Campaign TacticsOur campaign uses the following tactics: Interpersonal Materials: Musictradeshows and events as venues forrecruiting new artists and investors Press release Pitch letter Flyers Business card Organizational Materials: Extracomponents for communicating fromthe organization’s view Brochure Social strategy
Idefi Music:Campaign TacticsOur campaign uses the following tactics: News Media Materials: Componentsfor communicating with new andalternative media Media kit, with updated content Positioning paper Feature release Advertising Materials: Print orInteractive Media Mockups provided by leadcreative Rachel Hornay atLindsey+Asp
Idefi Music:Rebranding Artist TiersAlthough not originally part of ourcampaign, we simplified the pointssystem to enhance understandingamong both target publics. We did sobecause: The point system forms the heart ofthe idefi Music business model The brand fails to answer thequestion, “Why would anyone usethis service instead of another?” The artist pages need improvement Difficult to visualize where youstand as an idefi artist
Idefi Music:Rebranding Artist TiersWith this in mind, we brainstormed thefollowing changes: “Premiere artists” or “idefi artists”are renamed Endorsed artists “idefi artists” are renamed trial orbasic artists We cut the point system into clearlevels to communicate progress We added a progress bar formotivation and terminology thatconnects with younger audiences
Idefi Music:Rebranding Artist TiersRemember:“Anyone can distribute.Anyone can make CDs.But only idefi Music activelydevelops talent.”We suggest that idefi Music focus onwhat benefits matter to artists,including the ways the companynurtures talent.This is a great competitive position in alopsided market. Too many distributors But they’re crummy promoters idefi Music can fill this gap
Idefi Music:Interpersonal Tactics: EventsOur campaign uses the followingmaterials for events: Press release templateannouncement Pitch letter template announcement Artist flyer Investor flyer Business card mockup Schedule for preparing materials inadvanceThe following slides provide samples ofthe: Artist flyer Investor flyer Business card
Idefi Music:Organizational TacticsOur campaign focuses on twoorganizational tactics: Brochure To quickly introduce artists toidefi Music, The New RecordLabel Social Strategy To build, connect, engage andleverage online communitiespassionate about musicThe following slide provides a sample ofthe social strategy.
Idefi Music:Social Strategy To convince: struggling artists, musicprosumers, Oklahomans andpotential investors To: support idefi Music’s distributionplatform, Endorsed Artists andpromotional efforts by engaging withidefi Music on social media Instead of: competitors Because: idefi Music develops talentand diversifies music, enriching theindustry while making the market afairer, more interesting place for usall Tone: Friendly, Open, Transparent,Helpful, Excited (about music andindustry changes), Challenging (thestatus quo in the industry) Position: Music Advocate (on behalfof artists, fans and those who lovethe industry)
Idefi Music:News Media TacticsOur news media tactics are designed tofit into a media kit. These include a: Feature release The ‘idefi Music” family Positioning paper Why we need competitors in themusic industry Letter of introduction A bonus pitch letter template Point system overview Simplifies the point system Fact sheet Quick facts on idefi MusicThe following slide provides a sample ofour fact sheet.
Idefi Music:Advertising/PromotionWe crafted a creative brief to baseadvertising materials: Our People: Artists. They aremotivated by their love of music anda dream of sharing their own creativespirit with the world. Goal: To establish idefi Music’sreputation as modern, legitimate andfair: The “new record label”. Objective: To positively impact theawareness of artists seeking todistribute and promote their music;specifically, to increase theirunderstanding of idefi Music’s uniqueservices/rewards.
Idefi Music:Advertising/PromotionWe crafted a creative brief to baseadvertising materials:Strategy: To convince: Artists To use: idefi Music’s distribution andpromotion services Instead of: its online musiccompetitors and traditional recordlabels Because: idefi Music provides expertknowledge, services and connectionswithout ripping off struggling artiststrying to “make it big” in acompetitive industryThe following mockups are provided byRachel Hornay, a Lindsey+Asp creative.
Idefi Music:Thank youThank you for sharing in our campaignfor The New Record Label.Campaigns Team: Shiva Stella: Account Executive Whitney Strittmatter: Assistant AE Jennalee Hughes: Assistant Designer Sam Thomas: Copywriter, Researcher Sydney Chase: Copywriter,ResearcherWe’d also like to thank Rachel Hornayfor her creative samples, and Mr. BradyDeaton, CEO idefi Music Group, fortolerating our surprise Google Hangoutrequests and late-night emails.[Thank you.]