2. Ty is socially conscious, as demonstrated by his Free TC
album, and visually aloof/creative, notable in his Stand For
music video and Paranoid music video. He’s someone who
cares about his music as a form of art.
In his own words:
“I know I’m talking that ratchet shit but really what ratchet
music is right now is so simple, just anybody can do it. With
these new beats, you don’t really have to know how to do
music or play any instruments. With my music I want to show
off real music. That shit matters to me.”
Thus, the goal is to build on Ty Dolla $ign’s brand and present
him as an artist that cares about his music as a form of art -
art that is somewhat “out there”, but interesting, unique and
innovative, nonetheless. To do this, we will implement a
variety of digital and non-digital marketing strategies as a
way to create a niche brand for him.
Who is Ty Dolla $ign
3. Ty Dolla $ign Current Digital Presence
322K Twitter Followers 490K Instagram Followers
1.69M Facebook Likes158M YouTube Views
125K Spotify Followers
4. Timeline
June 1: Begin sticker campaign for pop-up event
June 18-21: Pop-Up Event Weekend 1 [Seattle, San Francisco, LA, Denver, Austin]
June 25-28: Pop-Up Event Weekend 2 [Chicago, Atlanta, Miami, Philadelphia, NYC]
June 29: Video Series available online
June 30: Album released on Tidal exclusively
July 7: Album released on all platforms
July 10: Begin promoting Repost Contest
July 11: Open submissions for contest
July 31: Contest submission deadline
August 7: Announce five contest finalists
August 8-12: Ty to post one finalist video per day
August 14: Contest winner announced
August 31: Comme des Garçons x Ty Dolla $ign campaign launch [Pre Fall 2015]
5. Marketing Objective
Our mission for Ty Dolla $ign is to rebrand him as an
esteemed artist who has a creative vision and is
dedicated to producing quality work. We plan to
cement this new, refined image through a pop-up
exhibition featuring a video series that accompanies
his next album. The videos will be created with the
help of an esteemed, innovative director and
produced in a similar vein to his Paranoid and Stand
For videos. All audio for the album and installation
will be in FLAC format and distributed through Jay Z’s
new venture Tidal, a high quality streaming service.
The partnership with Tidal will give Ty an edge by
partnering with a new, innovative technology, while
also highlighting his dedication to quality sound.
After the pop-up shows Ty will release his album
exclusively on Tidal. These endeavors are primarily
aiming to transform his image while others will be to
engage with his fan base.
6. Visual Album Campaign
Pop-up Exhibition:
The pop-up events will present Ty’s visual album, The
Finer Things, created in collaboration with esteemed
director, Hiro Murai. The pop-up stores will be open
Thursday - Sunday over two weekends and include
limited edition apparel from Comme des Garçons,
designed with images from the videos. The music at the
exhibition will be streamed through Tidal, meaning all
audio will be in FLAC format. The events will also be live
broadcasted through Twitter’s newest venture,
Periscope, and all social media activity will be digitally
projected at the event to create a sense of unity
between the various cities.
Additionally, Ty will be making appearances at select
locations during both weekends.
“Real melody and bass, guitar and keys. I got to add all that shit or else I’m just not comfortable. A lot of people tell me,
‘You should make it more simple. You don’t need all that.’ No, I need all that, ‘cause I know there is people out there that
need that. That’s why I listen to a lot of rock music. I feel like they’re the best right now. They have the craziest melodies
as far as singing and as far as music. The changes and everything. I just like good music.” – Ty Dolla $ign
7. Hiro Murai
An award-winning director in the indie film world, Hiro Murai has slowly gained a cult following for his
abstract, surreal, and minimal directing style. His most recent videos have attracted significant mainstream
artists, which includes the likes of Kendrick Lamar, Flying Lotus, David Guetta, etc.. He is highly respected
amongst artists, and his strong visual aesthetic is a great match for Ty Dolla $ign. As a director, Murai is
incredibly successful in portraying bold, abstract concepts that mold an artist’s perception. This is most
apparent in his video work for Childish Gambino and Earl Sweatshirt, which has been integral to their image.
8. The first pop-up store will be marketed through a sticker campaign printed with a hashtag and a QR code. The
stickers will be distributed by street teams in the 10 major cities in which the pop-up exhibitions will be held.
Curious viewers can then scan the QR code to uncover a countdown to the event, similar to the way Kanye had
a website dedicated to a countdown for his Yeezy’s release. The countdown will highlight exclusivity and
generate hype through word of mouth surrounding the event. Once the countdown hits close to a planned
pop-up shop date, the code will reveal the address and time to direct the sticker collector to the event.
Visual Album Campaign
9. Locations of Pop-Up Events
• Seattle
• San Francisco
• Denver
• Austin
• Atlanta
• Miami
• Philadelphia
• New York City
• Chicago
• Los Angeles
10.
11. Visual Album Campaign
The videos created for the album will be available as a
visual album online via Vimeo following the completion of
the pop-up events. We are choosing to have the series
presented on Vimeo as opposed to platforms like Vevo or
Youtube in order to remain consistent with our standards
of quality content.
Additionally, the exhibition will be available for live
streaming on Twitter’s newest venture, Periscope.
Periscope is an app that allows people to record videos,
simultaneously making them available to the public as a
live stream. Ty would create an account for the exhibition
and show the event to absent fans who can send hearts or
messages in return. This will provide additional fan
engagement, allowing fans to participate in the event
virtually.
“a visual pulse of what’s happening right now”- Periscope Team
12. Album Release
The pop-up exhibitions and video
release will have created buzz for the
audio release, in addition to
traditional promotion strategies. In
collaboration with Tidal, fans will be
able to stream Ty Dolla $ign’s newest
album exclusively on Tidal in FLAC
format. FLAC is an audio coding
format for lossless compression,
allowing people to listen to the music
the way the artist intended. The use
of this platform highlights Ty’s
commitment to quality and will put
him in association with similar-minded
artists whose work is also available
through the service.
13. Remix Contest
After the release of the album we will host a contest in collaboration with the Repost App to gain additional
social media buzz. Participants will remix a portion of one of Ty’s upcoming singles from the album. The
submissions will be 15 seconds long, in order to comply with Instagram’s video confinements, and will have to
be submitted as FLAC files, ensuring quality submissions. Five semi-finalists will be chosen to be featured on
Ty’s Instagram on a daily basis. The contest will be in collaboration with the Repost App, which will serve as a
type of voting system. Users will have 24 hours to repost submissions on Ty’s page and the two submissions
with the most reposted videos will be selected as finalists. From the two finalists, Ty will pick the ultimate
winner, who will have an opportunity to be featured on his next single. The contest is a way for Ty to engage
with his fans while also promoting new talent and engaging with emerging technology.
14.
15. Partnership with Comme des Garçons
Comme des Garçons is a renowned high-fashion label originating in Tokyo and now infamous across the globe.
They have had a number of iconic ad campaigns throughout the years cementing the brand as an innovative,
artistic, label. Comme des Garçons produces quality goods that have a distinct, abstract style, which we believe
would be a perfect fit for Ty Dolla $ign’s new image. The partnership would include both a traditional print and
digital campaign as well as a custom Ty Dolla $ign menswear line from the label. His personalized pieces will allow
him to express himself and show the public a new, fashionable, artistic side of him.
Comme des Garçons X Cindy Sherman Ad
Campaign ‘88Comme des Garçons x H&M
‘08
Comme des Garçons x Bata
Exclusive Product Collaboration
‘14
