The document provides details on planning a music festival poster, including target audience, logo, color scheme, frequency of poster distribution, and campaign message. The target audience is those aged 16-21 who enjoy grime/hip hop music. The logo will be called "BEAT" in an easily recognizable font. Bright colors like blue, green and red will be used. Posters will be distributed every week for 3 months before the festival. The campaign message is to immerse oneself in the music festival experience.

1. Proposal

2. MindMap
Generation
of ideas
Target audience
Logo/masthead
Frequency
Color scheme
Logo ideas Campaign
message
The color scheme must be bright colors so it attracts the
audience. Colors like blue, green and red will best suit the
poster. The use of primary colours will then not create any
representational issues.
The target audience for the
festival is mainly the younger
generation in the rough area of
16-21. This is because the music
genre is mainly listened to by this
age range.
The logo/masthead should be easy to read
and easily recognizable. This will therefore
mean that the festival will be easier
recognized whenever people see the logo. For
the name of the festival I am going to call it
BEAT. This is because it is easy to read and
easily recognized
The posters will
be released every
week in different
areas, 3 months
prior to the
festival. This will
therefore give
people a chance
to book tickets to
the festival .
These are some of the ideas that I
have come up with for the logo of the
festival. It needs to be simple yet
effective so that people remember.
The catchy 4 letter word is easy brand
identity but also relates the the music
festival genre as it is a common word
for music.
The music festival is advertised
as a festival aimed at the
younger generation that likes the
specific type of music which is
grime/hip hop. It is a new
festival that encourages younger
people to come and enjoy
themselves and listen to their
favorite music artists over a
three day period.
The campaign
message will be to
immerse yourself
in the experience
and enjoy the
music

3. Hand Drawn Drafts

4. Graphic Layouts
Information
Images
Giveaway/advertisement
masthead

5. Mood Board

6. Campaign Message for BEAT
The Unique Selling Point of BEAT festival is the headliner and acts performing over
the weekend, with the songs being featured being new or the most popular. Everyday
will bring new audience to the genre of music as the days are an over view of the
genre’s with the different artists performing. This also brings a range of audience in
culture’s, class and age to come together to enjoy a common interest.
The main message for the festival is to make the most of the experience by
participating in all aspects. It gives them a chance to escape from reality, stress free
and relax. By immersing themselves in all aspects of the festival they will be enjoying
music, drink and food they may not necessarily have experienced before.
The contrasting colours in the poster reflect the vibe of the festival, with the artists
and beverages and audience being a wide range so are the colours on the poster. The
people attending have a common interest, their passion for the music, therefore they
can integrate and interact with a common goal.

7. Photo editing for the Background

8. Print advertisement of inspiration –
Images Needed
This is my print advertisement of inspiration because of
the bright colours and the bold headings. The reason why
this is my inspiration is because when I look at it has
inviting bright colours that stand out and it also has the
names of very famous artists that myself and a lot of
others in my age range listen too. It has a simple layout
that states the artist preforming and then it has social
media links that people can go and visit on their electronic
devices. It also has a time when the tickets will start being
sold. Lastly in the bottom right corner they have the
sponsors of the festival so if people want to they can go
and check out their websites.
I feel do not need any original photography as the layout
is a shaped Photoshop design on my advertisement
inspiration and the key is bright vibrant colours that
contrast against each other. This means that no original
images are needed as the background will be created.

9. Font Styles
Pincoyablack
http://www.dafont.com/pincoyablack.font?text=Beat&back=theme
Arista
http://www.dafont.com/arista.font?text=Beat&back=theme
Chunky Funks
http://www.dafont.com/chunky-
funks.font?text=Beat&back=theme
I think the fonts that I have chosen are good, this is because they are simple and very easy to read and
comprehend. This is useful because the person wants the brand to be interesting and easy to read.
The fonts that I have chosen are suitable then because they are bold and eye catching to people and
they look professional, on addition it fits the genre of choice which is Hip hop which is the genre of
music of the main acts and headliners. I feel the use of the one word with no background will make it
stand out off the advertisement and therefore be more memorable.

10. Form and Style
The form and the style of the festival poster has to be professional and age appropriate
for the target audience. The Masthead and other bold titles will be in a bright color so it
helps with the recognition of the organization of the festival. The masthead will be in a
bold font that is easily recognizable to the reader if they see it again online or in the
streets. The main image will also overlap the masthead so the reader is aware that the
person in the picture is the main subject in the festival and the person most people want
to see live. I will also use interesting fonts to outline well known artists so people will be
more incised to go to the festival. The colors main colors for Beat will be yellow, black
and grey because they contrast well and catch the readers attention easily.
The arguable monochrome and yellow house style will allow me to make the key
information stand out from the layout as my poster of inspiration has done. The
connotations of yellow are happiness and vibrancy which links to my campaign message
and the vibe of the festival as a whole. This colour will be used to display the main
headliners and the key information such as date/ time and location.

11. Week beginning February 5th 2018
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Layout staff will
be using programs
like Photoshop
and page maker
to create the
initial layout of
the festival. The
data of the
deadline will be
decided and
teams will be
allocated. Photos
will be selected.
The editing team
will decide what
fonts and graphics
will be used
including working
with layouts to
decide where to
place key
information.
Several options
will be generated
The headliners and
main acts will be
contacted to get
main information
and once it is
confirmed It will
be added to the
main layout of the
poster
Teams decide final
design and final
layout is confirmed
with all
information double
checked and
correct. A brand
identity is created
and the
sponsorship, deals
and use of logos
are confirmed.
The sub editior will
go through the
poster to make
sure that the
content is correct.
That the grammar
and the
punctuation is right
and all of the key
information is
visible, also
confirmation from
advertising outlets
and council to put
posters up
Posters are sent to
print and social
media viral
marketing is
completed using
the poster with
accounts created
Posters are
distributed
around London
and inserts are
provided to
magazine
circulation the
following week.
Productionplan

12. Key Dates and Timescale conclusion
The Festival will be commencing during the heat of summer for the
BRITS on the 20th of July. This is due to the fact the target audience of
students will be off timetable from their courses therefore they will be
available to attend. Also the fact that the majority of the festival is
outdoors gives the event a good chance of stable weather for the
audience to enjoy the experience, adding to the relaxed vibe. The
festival location is Hyde Park which is a public venue and easy access
from central London. The outdoors environment will add to the vibe of
the location and the ease of transport adds to the appeal. The
timetable of the artists will be evenly placed throughout the day with
the main headliners being sporadically placed, with one being the last
act of the day which ensures the audience stay for the duration. This
also will entice the audience to enjoy all the aspects of the festival and
spend more money on the other attractions at the venue.

13. Printing Cost
To gain an idea of printing cost for the poster I looked at the cost to produce 1000 A4
poster that can be distributed around the London area. This equates to £28.30 per batch
with the layout big enough to fit all the key information and layout on.
I also looked at advertising costs to include my poster in magazines to increase the marketing and
appeal to wider audience’s not just those in the surrounding location. This was more expensive with
the inclusion of a full page with colour being £1,155 for a single A4 insertion into the magazine, half a
page with colour will be £660 and the price decreasing the smaller the contribution. I have chosen to
gain the most audience views to place the advert in the ‘special position’, inside the front cover as this
allows the advert to be printed on higher quality paper and will ensure the audience see the poster as
soon as purchase.
http://www.pressmagmedia.com/advertising-
inserts

14. Budget/ Equipment/Resources
Printing the Poster – Price Breakdown
Quantity A4 Gloss paper flyers
1 £0.10
50 £1.18
100 £2.36
500 £11.79
1,000 £23.59
5,000 £117.95
10,000 £235.90
100,000 £2,359.00

15. Equipment costs.
To take the photos for the festival photo I used a
‘cannon 700d’ which is worth £569.99. the
reason for using this specific camera is because it
has all of the right settings to shoot in low and
high lighting and therefore take really good high
quality photos.
http://www.argos.co.uk/product/1024470?cmpid=GS001&_$ja=t
sid:59158%7Ccid:200291090%7Cagid:12525697850%7Ctid:pla-
94832032610%7Ccrid:66128556290%7Cnw:g%7Crnd:1628643032
9956698556%7Cdvc:c%7Cadp:1o1&gclid=CL_c0JqzodICFekW0wo
dwtsAbg
To design and edit the photos that I have taken
for the festival poster I am using an apple mac.
This is because it has all of the right software
that I need in order to make the poster.
The cost of the computer is around £1,049.00
and can be found on the website link displayed
below
http://www.apple.com/uk/shop/buy-mac/imac/215-inch-
imac?afid=p238%7CsboCqtOrE-
dc_mtid_187079nc38483_pcrid_64626336361_&cid=aos-uk-kwgo-
pla-mac-slid--product-MK142B/A-UK

16. Location Reece
I will be constructing a single poster design that will be located along the streets in London which include lamp
posts, billboards and shop windows. This will attract positive attention from the locals and respect them by
letting them know the event will be upcoming, but also give them a chance to purchase tickets to the festival
on their doorstep. This also aims at those possible audience who commute to work as they will see the posters
and hopefully be intrigued to go. The print based location will primarily be within the area and depending on
budget and ticket sales closer to the time I may flyer to passing customers.
I will also see about advertising in the Telegraph newspaper which is posted to a lot of people in the effected
area. A cost for a general announcement is £28.20. This will be a copy of the print advertisement within the
pages of the newspaper as early on depending on price.
I will use technological convergence to further widen my advert that will include social media’s pages and
promotions, using the popular sites, Instagram/ Facebook/ Snap chat and Twitter as this also promotes
consumer input and a form of free viral marketing to generate interest. Releasing upcoming and exclusive
information to the audience on these sites will encourage interaction with the target audience.

17. Risk assessment
When taking the photos there must be some safety precautions that should
be taken to avoid injury in the process of taking the photo. This should be
things like making sure the person is wearing appropriate clothing that cannot
harm the person or be too weak for the circumstances e.g. appropriate
footwear. As I have not taken original photos this risk is null and void.
Another precaution could be assessing the environment. If there is a danger
of the person falling and hurting themselves or there is a lot of hazards then
there is no point in risking injury just for a photo. This would mean safety
precautions need to put in place in case of accident with a first aider on site
and the health and safety officer present. As my images are edited and
computer generated I will not need to consider this risk for my personal work.

18. ASA
The advertising standards authority is the Uk’s independent advertising across all media. They apply
advertising codes which are written by the committees of advertising practice
Copyright
Copyright is the assignable legal right which is given to the originator for a certain number of years that enables
them to print, publish, preform or record
I have added in the copyright logo to show that my work cannot be copied
Royalties
Copyright royalty (CRB) is the US’ system of 3 copyright royalty judges who decide the rates and terms of the
copyright statutory licenses and determine the distribution of licence royalties
Representation
What class is the audience… male/female, ethnicity, religion
Offensive material
to make sure that there is no offensive language or images that will offend certain members of the audience
I have made sure that there is no offensive material that will offend different genders, races and religion. This
means that the poster is not condoning any of that behaviour towards specific people.

19. Regulatory
Bodies/ASA/OFCOMASA
The advertising standards authority is the Uks independent regulator of advertising across the media.
They apply all of the advertising codes which are written by the committees of advertising practice, the
CAP works closely ASA and has the responsibility of writing the advertising codes. The ASA and CAP are
committed to regulating in a way that is transparent, proportionate, targeted evidence-based,
consistent and can practically be used by any big named company that is looking to advertise something
for any reason. The must then go through the ASA and CAP in order to gain access and be allowed to
publish and create this advert and be able to promote products or any other things.
OFCOM
OFCOM is the communications regulator in the uk. They regulate the TV, radio, and vide-on-
demand sectors, fixed line telecoms, mobiles and postal services, plus the airwaves over
which wireless devices operate. They make sure that the people in the UK get the best from
their communication services and that they are protects from scams and sharp practices,
however they do this whilst ensuring that the competition can still compete against these
companies and still thrive in order to make a profit. This in turn provides a fair battleground
between companies for customers and their businesses, as it’s the customer that bring in
the profits for these companies, most importantly, OFCOM operates under a number of
ACTS or parliament including in particular the communications act. OFCOM must act within
the powers and duties set by this act and by the parliament in legislation.
Https://www.asa.org.uk/about-asa-and-
cap/about-regulation/about-the-asa-and-
cap.html

20. Role of relevant regulatory bodies
The Independent Press Standards Organization (IPSO) is the independent regulator
for the newspaper and magazine industry in the UK. We hold newspapers and
magazines to account for their actions, protect individual rights, uphold high
standards of journalism and help to maintain freedom of expression for the press.
• They make sure that member newspapers and magazines follow the
editors code
• They investigate complaints about printed and online material that may
breach the Editors’ Code.
https://www.ipso.co.uk/about-ipso/
The ISPO specifically focuses on
• Accuracy
• Privacy
• Harassment
• Children
• Hospitals
• Crime
• Victims
• Discrimination
• Confidential sources
• Witness payments in criminal trials
• Payment to criminals
These are most of the categories included in
the editors code of practice with specific
rules under each. These rules ensure that no
facts or information are falsely interpreted
and that no rights are abused and respect is
followed. For example if some information
has been asked not to be leaked to the
public

21. Target Audience
Katz: The audience who are interested in the BEAT festival would go
to be ‘informed and educated’ on the music genre as the audience
will learn something from the experience. BEAT festival offers
‘diversion’ where the audience can escape from their reality and
immerse themselves in their passion. BEAT festival offers the
audience a ‘personal relationship’ with the artists featured which
therefore allows them to ‘personally identify’ with their favorite artist
and the music.
Maslow: Maslow’s theory is split up into 4 sub sections, which are
social climbers – where the audience driven by improving their
status. Caregivers- people that sympathize over characters situations.
Explorers- where the audience are driven by social change. And
survivors- audience that want security. Using the hierarchy of needs
theory Wireless festival would be aimed at explorers and social
climbers as they would want to learn and gain more information on
their chosen genre of music. Therefore moving up the social ladder.
Hartley: Hartley’s 7 subjectivities defines the audience into
categories. The age of BEAT audience would be 16-21 due to the acts
that will be making an appearance. The colours used in the poster
appeals to the target audience as they are bright and vibrant applying
the youth and vibrancy of the audience as they will have a lot of
energy. The colour scheme chosen is gender neutral as are the artists
selected

22. Target Audience
Socio Economic Needs
BEAT festival is aimed at Middle Class (B) and the
lower working class (C1). This is the fact the tickets
are around £50 and day and weekend would be over
£100 therefore a income will be needed to purchase
the tickets. Also, the acts/ artists contributing are
divided between 2 different stages, the main stage
having the headliners and the bigger named act,
more mainstream music. Whereas, the smaller stage
has the smaller Grime/UK style music for the niche
audience who want to enjoy the up and coming.
Generalizing the audience’s age it would be for
younger adults just starting in the workplace or at
university, this is due to the style of entertainment
and the lack of responsibility’s as the environment
isn't for children and relies on the audience to be
able to immerse themselves in the experience.

23. Finalized Layout and Style
Masthead
Lineup of artists
Social
media
sponsors
Key
information

24. Final Poster Comparison