1. Hello by Karmin
Sound Brading Final: Part II // Creative Executions
Brian Mahlstedt // 12.19.12 // Fall 2012
2. execution idea 1
Use Karmin’s amateur beginnings
as a platform to promote Hello by
releasing a “pre-production” EP.
> Position Karmin as a music group that embraces
the sound of their album, before they even get it to a
recording studio.
> Create an EP made of original recordings (with their
original lyrics), first-time live performances, alternative
song titles, etc.
Goal = Use amateur sound to add a new layer to
already released work.
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3. execution idea 2
Utilize the song title’s in Hello to
create a quirky messaging app for
mobile.
> Hello’s lyrics are greetings, proverbs & common
English phrases, already used in everyday conversation
(i.e. Hello & I’m Just Sayin’)
> App allows users to clip part of the song to send
via MMS/Facebook to their friends in response to
conversation they’re having.
Goal = Use fun, expressive lyrics as a part of everyday
conversation to get people to discover album’s songs.
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4. execution idea 3
Host an “amatuer hour” competition
on Google Hangout with Karmin as
the judge.
> Host competition online where people/groups
audition over the Internet, allowing talented
individuals to show off their amatuer talent.
> Winner will appear in a collaborative single with
Karmin, as well as inclusion in some live performances
and guest appearances.
Goal = Pay a visit back to Karmin’s amatuer roots and
promote other Internet talent under the duo’s wing.
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5. execution idea 4
Reveal Karmin’s inspiration behind
Hello through the industry’s first
ever “IEP” (inspiration EP).
> Create a Internet-only playlist release on Spotify that
includes all the songs that inspired Hello to show off
the many pieces that make up their debut EP.
> Encourage listeners and fans of Hello to create and
share their own “IEP’s” that inspire them in the work
that they do.
Goal = Create a new kind of music release that’s
collaborative, while showing off what inspired Hello.
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6. final execution decision
The “Pre-EP”
Use Karmin’s famous amateur beginnings
as a platform to promote Hello by releasing a
pre-production EP of the album.
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7. what is a “Pre-EP” ?
Before
this album
was
produced,
there were these:
- iPhone recordings
- lyrics written on napkins
- original titles
- first performance debuts
- at-home studio sessions
- original arangements
- mini-keyboards
- different producers
- alternative song titles
- switched lyrics
etc.
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8. what is a “Pre-EP” ?
- iPhone recordings
- lyrics written on napkins
- original titles
- first performance debuts
- at-home studio sessions all the original
- original arangements content of Hello + EP
- mini-keyboards
- different producers
- alternative song titles
- switched lyrics
etc.
Pre An LP release of an album’s
EP “pre-production” content
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9. what is in a “Pre-EP”?
Pre The Pre-EP is made up of 3,
LP
never-released parts.
music
recordings
visual content
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10. Pre
EP
music
- List songs in the same order as released EP so that
people familair with the album will follow along the
same path as it’s produced version.
- Show off original arrangments, what the song
sounded like when it was titled something else,
alternative lyrics of the released songs, with at least 3
different original versions of each track.
- Include final produced version of each track at the
end of original versions to encourage comparison.
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11. Pre
EP
recordings
- Include voice memos, phone messages, iPhone
recordings that created a song’s first spark.
- Any original sounds/beats/mixes they created that
didn’t make the final cut on the released version.
- Include these recordings in between each of the
original song versions to break up space between
music.
- feels like you’re included in their jam session
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12. Pre
EP
visual content
- Multimedia visual content including self-recorded
videos, original lyrics copied on a restaurant napkin,
or even photos that inspired song lyrics.
- Adds 3rd dimension of content, not only does it
sound like you’re at the jam session, but you can “see
it & believe it” too
- Allow this to be viewed as downloadable video that
runs in sync with the Pre LP so that sound & visual
content matches up to tell the whole story.
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13. why launch the first Pre-EP?
Exteneded amatuer hour
People loved produced work, but the stripped down version
catch our attention by surprise. Amatuer is king. Even
Jimmy Fallon has featured low production versions of his
guests top hits (i.e. ‘Call Me Maybe” + office supplies)
Behind-the-scenes
Music lovers have a new sense of “behind-the-scenes
hunger.” Whether it’s inside scoops on VEVO, Justin Beiber
“self-recording” his music videos, or commentary LP
released on Spotify, their is a enhanced desire for fans to
get under the velvet rope.
The humanization of brands
With the invention of social media, brands have now taken
the role of publishers being forced to interact with their
consumers at the best of their story-telling ability. Music
groups are no exception of these brands.
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14. why launch the first Pre-EP with Karmin?
Trust
Karmin’s YouTube success exposed them for who they
really were before they had any sort of record deal lined
up. They showed the world their amatuer side, and
people will trust them to release authentic content.
Mastered the amatuer hour
Always behind-the-scenes
Always up close + personal
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15. why launch the first Pre-EP with Karmin?
Reputation
Karmin has lived in the amateur spotlight longer than in
their current level of stardom. They don’t have an over-
produced, insanely successful album all made from
autotune. They can really create music.
Released a stripped down version of their already
released album shows that they’re true to the amateur
sounds they first created.
Reliving the amatuer hour.
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16. Where would a Pre-EP be available?
Free Download +
Donation
Listeners can download Karmin’s Pre-EP
on the duo’s website for free. However,
they are encouraged to donate however
much they think the content is worth.
All proceeds go to organizations that
support amateur music programs for kids.
Additional availability:
-On Spotify, with commercials for music foundations.
- Digital handouts
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17. Goals of the Pre-EP
Promote Hello months
after it’s release.
Embrace the amateur side of music
that most artists don’t want you to
know about.
Bring attention to Karmin + their
future projects.
Long term goal of the Pre-EP
Encourage other artists to strip
down beyond the B-Sides & become
a more “humanized” brand.
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