PRESENTATION OBJECTIVETo provide an overview of the Spellbound projectfor Ingrid, provoking thought, inspiration and ideasto answer and evolve the brief.
PRESENTATION CONTENTResearchInsights RESEARCH INSIGHTSStrategy CREATIVECreativeGuidelines STRATEGY
RESEARCHThe BriefOur ProcessMusic IndustryIngrid DNA
RESEARCH – THE BRIEFIngrid has great possibilities to become themusic label of a new generation, but as we arejust starting out, we are lacking awarenesswithin our future audience. We therefore wishto develop and create digital ideas and presencefor increased notion of Ingrid.So, how would you be a contributing part of Ingridand take her further creatively, visually andcommunication-wise?
RESEARCH – THE PROCESS 4PROTOTYPE AND TEST REFLECTION 1 RESEARCH AND OBSERVE SKETCHING INSIGHTS3 2 IDEA IDEA GENERATIONDEVELOPEMENT EVALUATION
RESEARCH – MUSIC INDUSTRY Digital track sales rose 11% in US in the CD’s, Tapes and first six month of 2011 Records – Down by 40% since 2001 CINEMA ADVERTISING GAMES SHOW REELS19 of every 20 tracksdownloaded are EMI – Publishingillegal supplied 29% of revenues and 45% profits (2010)Tour sponsorship in LIVE! Price of concertNorth America rose from tickets doubled£1.3 Billion to £1.74 Billion in a Decade
RESEARCH – MUSIC INDUSTRYTRADITIONAL MUSIC LABELS- Collect copyrights etc.- Hoard Masters- Complicated approval process- Scarcity / fear-based mentality- Artists as products- Focus on selling tangibles- Control the “pipes” / increase friction in distributing music
RESEARCH – MUSIC INDUSTRYHow we discover and consume music:DISCOVER MUSIC CONSUME MUSIC- Street/Poster - Movies/Advertising- Friends - Apps- Festivals - Streaming- Party/Events/ - Live performance Exhibitions - Games- Streaming services - Merchandising- Internet/Blogs- Podcasts- Radio
RESEARCH – MUSIC INDUSTRYAnalogue vs. digital:ANALOGUE DIGITAL- Scarce/Valuable - Infinite production capability- Permanent - Trending towards “free”- Imperfect/human - Easy to access/duplicate/spread- Complicated to produce - Always available on multiple- Diﬀicult to distribute platforms (Scale matters) - “Too perfect”- Hard to track - Scale is irrelevant- Authentic - Trackable
RESEARCH – MUSIC INDUSTRY- Engages all senses- Album as a piece of art - Convenience- Music as a form of - Cost eﬀective emotional exchange (buy a song at a time) (not just sharing) Why are we forced to choose?
RESEARCH – INGRID DNAPONTUS WINNBERG“Why does music have to bedelivered in the most boring way?”
RESEARCH – INGRID DNA Authentic / Original SoulfulFollow own path / Inner voice Faithful Brave Integrity Eclectic Creative Family Scarce Co-operative
RESEARCH – INGRID DNA An artful and creative space “Put it out there and let people discover it for themselves” The next generation label Unique artists / collaborationsFocus on performance rather than salesMarketing in innovative ways (digital and analogue)
RESEARCH – INGRID DNAINGRID- Create stories around people and the music- Focus on creation- A collective hub for musicians / artists- Interested in making connections- Abundance mentality / unlimited access- Express and spread the word- Focus on creating music experiences- “No assets other than it’s members”
RESEARCH – SAMPLE QUESTIONS- How do we create exclusivity online?- What do we love about analogue and how can we use this?
INSIGHTSThere is an emotional, almost primordial bondthat we have with music. The way we chooseto participate in the music experience reflectsthe people we have been, the people we areand the people we would like to become
INSIGHTSThere is a tension that exists between thefeelings associated with the analogueexperience and that of digital models; artistscan create in such a way to combine thefeelings of one and the convenience of theother
INSIGHTS Scarcity Tension Abundance What is scarce increases in value,what is readily available, decreases in value.
INSIGHTS CINEMA ADVERTISING GAMES SHOW REELS LIVE! ON TOURThe same consumer wants diﬀerent thingsfrom music at diﬀerent times, the modern labelmust be able to meet these diverse needs andspeak with one coherent voice
STRATEGY 8. WHAT DO WE FIGHT FOR? 1. WHAT DO WE WANT ACHIEVE? Mission Vision7. WHAT ARE WE LIKE AS A PERSON? 2. WHAT DO WE STAND FOR?Personality Competence 6. WHAT DO WE STAND FOR? 3. WHO ARE WE FOR? Values Consumer 5. WHAT DO WE PROMISE? 4. HOW ARE WE DIFFERENT? Promise Diﬀerentiation
STRATEGY – MISSION1. WHAT DO WE WANT ACHIEVE?A collective of influential artists creatingand sharing authentic experiences usingall available platforms.
STRATEGY – COMPETENCE2. WHAT DO WE STAND FOR?Producing music experiences that are ofpersonal importance to the artist and theaudience.
STRATEGY – CONSUMER3. WHO ARE WE FOR?Open minded people that seek newexperiences and inspiration through music
STRATEGY – DIFFERENTIATION4. HOW ARE WE DIFFERENT?Quality over Quantity, unpredictable,democratic cooperative label.Physical representation (Café Mellqvist)
STRATEGY - PROMISE5. WHAT DO WE PROMISE?Follow the creative process wherever it maylead, allowing the artist to speak.
STRATEGY – VALUES6. WHAT DO WE STAND FOR?FamilyAuthenticityExploratoryCollaborative
STRATEGY – PERSONALITY7. WHAT ARE WE LIKE AS A PERSON?- Has integrity, is not hypocritical- Dares to be diﬀerent- Inquisitive and curious- Well informed- Passionate- Amiable- Discrete- Humble
STRATEGY – MISSION8. WHAT DO WE FIGHT FOR?To connect the artist with their purpose andtheir audience.
CREATIVE VISION PROMISE HOWBalance Digital & AnalogueTelling stories around music Engage the Social GraphPLATFORMS / CAMPAIGNS
CREATIVEJOHANNA BECKMANNQ: “What is the future Facebook?”A: Ingrid as a global virtual hub and meeting place forcreative artists, using social networks to unite and inspirecollaborations. The following campaigns are ways ofidentifying and involving the participants of this community
CREATIVEIdea development ANALOGUE TWIST ANALOGUE TWIST Insight Idea Stage 1 Idea Stage 2 Idea Stage 3 Idea Stage 4 ConceptDIGITAL TWIST DIGITAL TWIST DIGITAL TWIST
CREATIVEIDEA 1 – TRACK A TRACKTo spread the word of Ingrid whilstmaintaining exclusivity and a senseof discovery for potential fans.
CREATIVEIdea development ANALOGUE TWIST ANALOGUE TWIST Track like Reward sharing, Discovery & Music Hand Location based, a marked dollar. Track a Track Spread like Vinyl limited Scarcity To Hand Encourage virus edition sharing. DIGITAL TWIST DIGITAL TWIST DIGITAL TWIST
CREATIVEIDEA TWO – ARTWORK QR CODES WITH INTERACTIVE MUSIC VIDEO EXPERIENCETo associate Ingrid with fun musicexperiences.
CREATIVEINGRID APP1. Download Ingrid-app on Ingrd.com. Or scan code on the street with QR reader and get linked to ”Download button”.2. Now scan using Ingrid-app. The pattern in the code will trigger visuals and the song will start. 3. Find the rest of the series on the map inside the Ingrid app.