Track a track

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Track a track - A Hyper Island project for the record label INGRID

The record label INGRID consists of members such as: Miike Snow, Lykke Li, Peter Bjorn and John, Nicole Morier, Jocke Åhlund, Johanna Beckman, Jonas Torvestig, Tomas Nordmark and Nille Perned. INGRID plans to offer a home for the new guard of musicians and artists.

Track a Track is a unique project that use your social graph in social media platforms to spread a song. The idea was to take the advantages of both, analogue and digital music, to create a unique experience in music listening.

Project group:
Charlie Montagut
Gareth Lymer
Bernhard Kahles

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Track a track

  1. 1. FINAL PRESENTATION OCTOBER 14, 2011
  2. 2. PRESENTATION CONTENTResearch RESEARCH INSIGHTSInsightsStrategy CREATIVECreativeGuidelines STRATEGY
  3. 3. RESEARCHThe BriefOur ProcessMusic IndustryIngrid DNA
  4. 4. RESEARCH – THE BRIEF“Ingrid 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?”
  5. 5. RESEARCH – MUSIC INDUSTRY EMI – Publishing supplied 29% of revenues and 45% profits (2010)19 of every 20 tracksdownloaded areillegal LIVE! Price of concert tickets doubled in a Decade
  6. 6. RESEARCH – MUSIC INDUSTRYTRADITIONAL MUSIC LABELS- Collect copyrights etc.- Complicated approval process- Artists as products- Clinging to the past
  7. 7. RESEARCH – MUSIC INDUSTRY- Scarce/Valuable - Trending towards “free”- Permanent - Easy to access & spread- Authentic - Always available on- Hard to track multiple platforms - Trackable
  8. 8. RESEARCH – MUSIC INDUSTRY- Engages senses- Album as art - Convenience- Music as - Cost effective emotional exchange Why are we forced to choose?
  9. 9. RESEARCH – INGRID DNAPONTUS WINNBERG“Why does music have to bedelivered in the most boring way?”
  10. 10. RESEARCH – INGRID DNAAuthentic / Original Follow inner voice Integrity Eclectic Creative Family
  11. 11. RESEARCH – INGRID DNA- Create stories around people and music- A collective hub for musicians and artists- Focus on producing music experiences- “No assets other than it’s members”
  12. 12. INSIGHTSTension ON TOUR LIVE!
  13. 13. INSIGHTSThere is an emotional, almost primordial bondthat we have with music, this bond connects us all.The way we choose to participate in the musicexperience reflects the people we have been, thepeople we are and the people we would like tobecome.
  14. 14. INSIGHTS Scarcity Tension Abundance What is scarce increases in value,what is readily available, decreases in value.
  15. 15. INSIGHTS LIVE! ON TOURThe same consumer wants to experience music indifferent ways at different times.
  16. 16. STRATEGYBrand platformThought into action pyramidThe story of an idea
  17. 17. 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 DO BEST?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
  18. 18. STRATEGY – VISION1. WHAT DO WE WANT ACHIEVE?A collective of influential artists creatingand sharing authentic experiences usingall available platforms.
  19. 19. STRATEGY – COMPETENCE2. WHAT DO WE DO BEST?Producing music experiences that are ofpersonal importance to the artist and theaudience.
  20. 20. STRATEGY – CONSUMER3. WHO ARE WE FOR?Open-minded people that seek newexperiences and inspiration through music.
  21. 21. STRATEGY – DIFFERENTIATION4. HOW ARE WE DIFFERENT?- Quality over quantity- Unpredictable- Co-operative label- Physical representation (Café Mellqvist)
  22. 22. STRATEGY - PROMISE5. WHAT DO WE PROMISE?Follow the creative process wherever it maylead, allowing the artist to speak.
  23. 23. STRATEGY – VALUES6. WHAT DO WE STAND FOR?- Family- Authenticity- Exploratory- Collaborative
  24. 24. STRATEGY – PERSONALITY7. WHAT ARE WE LIKE AS A PERSON?- Has integrity- Dares to be different- Inquisitive- Passionate- Discrete
  25. 25. STRATEGY – MISSION8. WHAT DO WE FIGHT FOR?To connect the artist with their purpose andtheir audience.
  26. 26. STRATEGYMOMA“Draft the scripts that allow people andthings to develop and improvise adialogue...(around the music)”
  27. 27. STRATEGY - THOUGHT INTO ACTION PYRAMID VISION PROMISE HOWBalance Digital & AnalogueTelling stories around music Engage the Social Graph PLATFORMS / CAMPAIGNS
  28. 28. STRATEGY – STORY OF AN IDEA ANALOGUE TWIST ANALOGUE TWIST Insight Idea Stage 1 Idea Stage 2 Idea Stage 3 Idea Stage 4 ConceptDIGITAL TWIST DIGITAL TWIST DIGITAL TWIST
  29. 29. CREATIVE DIRECTIONDevelop campaigns that createand develop stories around themusic, engage the social graph and work effectively in digital and analogue form.
  30. 30. CREATIVECreative
  31. 31. CREATIVEIDEA 1 – TRACK A TRACK“Put it out there and let people discover it forthemselves”
  32. 32. CREATIVE
  33. 33. CREATIVE
  34. 34. CREATIVE
  35. 35. CREATIVE
  36. 36. CREATIVETRACK A TRACKWebsite
  37. 37. CREATIVE
  38. 38. CREATIVE
  39. 39. CREATIVE
  40. 40. CREATIVE
  41. 41. CREATIVE
  42. 42. CREATIVE
  43. 43. CREATIVE
  44. 44. CREATIVE
  45. 45. CREATIVE
  46. 46. CREATIVE
  47. 47. CREATIVE
  48. 48. CREATIVE
  49. 49. 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
  50. 50. CREATIVEWHY IS THIS A GOOD IDEA?- Analogue sharing & discovery utilising social graph- Creates a story around a release- Establishes Stockholm & INGRID as a music influencer
  51. 51. THANK YOU FOR LISTENING ANY QUESTIONSPONTUS WINNBERG“Do what you love and the worldbecomes a more diverse place”

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