Our halfway evaluation presentation

2. ABOUT IVORY
Ivory is young aspiring singer/songwriter
from Richmond, London. She was raised in
a musical family with her grandfather
playing the trumpet in the royal philharmonic
orchestra. She believes this was where her
musical talent developed from.
At the age of 16 she was scouted by a
music producer after posting a cover of
Lorde’s ‘Royals’ on YouTube.
Ivory has recently been signed to Polar
Records. She is working towards releasing
her debut album Elements having already
released her song Gasoline earlier in the
year.
She will hopefully be going on tour next

3. IVORY’S IMAGE
As a new artist, it was extremely important for
us to brand ivory in a way that would make her
relatable and unique whilst ensuring that we
stay true to who she is and what she wants to
say in her music.
We chose to style her in predominantly edgy,
black clothing such as ripped jeans and a
leather jacket as those outfits made her look
crisp and fresh but also edgy which is the
image we were trying to promote.
Similarly, with the recent release of Ivory’s
debut single ‘Gasoline’ we have to be
meticulous with her appearance and her image

4. TARGET AUDIENCE
As an emerging new artist in the indie/pop
scene, Ivory’s target audience consists of
predominantly women between the ages of 18-
25.
We have conducted some target audience
research which confirms that ivory’s music is
best received by females between the ages of
18 and 25 as some of her songs, including her
debut single ‘Gasoline’, are explicit and so are
not appropriate for anyone under the ages of
18.

5. GENRE AND INFLUENCES
IVORY’s music genre is indie/pop
and so when looking for artistic
inspiration for both her image
and the music video itself, we
turned to popular artists from the
same indie/pop genre.
Those artists that we pulled
inspiration from were artists like
Lorde, who rose to fame in 2013
with her debut single ‘Royals’,
Lana Del Rey whose single
‘Video Games’ reached number
one in the UK Indie charts and
Ellie Goulding, whose name is

6. MUSIC VIDEO IDEA
• In the beginning of this process we really struggled to decide on one
idea because, as a group, we were full of great ideas but we perceived
these as too high budget and unfeasible to create.
• In hindsight all we needed was a location because after finding our first
location everything started falling into place.
• The location we have set the majority of our music video in is very
industrial, overgrown and unhinged which is the image we were trying to
portray with this music video. The song itself is reflected by the location
and so fits perfectly with the video we are trying to create.

7. SHOOTING LOCATIONS
Hadleigh Castle, Leigh on Sea
Here we filmed exterior shots
in and around the remains of
the castle. These shots will
feature in the opening and
the ending of the music video
to Ivory’s debut single
Leigh on Sea and
Southend on SeaHere we filmed along the
walk from Leigh on Sea to
Southend whilst taking several
photos for Ivory’s debut album
‘Elements’ and her album’s
digipak.
Industrial plot of land,
DanburyOur final and most frequent
filming location was an industrial
plot of land which features several
overgrown greenhouses as well
as multiple warehouses where we
filmed the majority of our footage

8. WEBSITE
We have tried to create a
modern, minimalistic
looking website in order
to match the similar,
simplistic websites of our
artistic influences.
Our website is still under
construction but here is a
quick look at our progress
so far.
Link to website:
https://www.youtube.com/w
atch?v=DbhFsp8e9UQ

9. SOCIAL MEDIA
Facebook link:
https://www.facebook.com/ivory.hawkins.92
?fref=ts

10. MERCHANDISE
We have designed a variety of different
merchandise to promote IVORY which include…
• T shirts
• Mugs
• Jumpers
• Sweatshirts
• Caps
All the merchandise includes IVORY’s Logo to
create synergy across the different
advertisement methods.
We have also tried to use neutral colours to
match IVORY’s brand image of minimalism and
also shows her seriousness.

11. ALBUM COVER

12. Gasoline
Falling
Hurt
Reckless
Hurricane
BlackHeart
Tangled
Spirit
Deeper
Scars
Elements
IVORY

13. SNEAK PEEK
https://www.youtube.com/watch?v=y15SbNK
9-FE

14. ANY
QUESTIONS?