SlideShare uma empresa Scribd logo
1 de 59
FINAL PRESENTATION




 OCTOBER 11, 2011
PRESENTATION OBJECTIVE




To provide an overview of the Spellbound project
for Ingrid, provoking thought, inspiration and ideas
to answer and evolve the brief.
PRESENTATION CONTENT




Research
Insights     RESEARCH                INSIGHTS

Strategy                  CREATIVE

Creative

Guidelines
                         STRATEGY
RESEARCH




The Brief
Our Process
Music Industry
Ingrid DNA
RESEARCH – THE BRIEF




Ingrid has great possibilities to become the
music label of a new generation, but as we are
just starting out, we are lacking awareness
within our future audience. We therefore wish
to develop and create digital ideas and presence
for increased notion of Ingrid.

So, how would you be a contributing part of Ingrid
and take her further creatively, visually and
communication-wise?
RESEARCH – THE PROCESS




 4PROTOTYPE
   AND TEST
                REFLECTION


                                    1
                                  RESEARCH
                                     AND
                                   OBSERVE


    SKETCHING                 INSIGHTS




3                                  2
                                  IDEA
    IDEA                       GENERATION
DEVELOPEMENT
                 EVALUATION
RESEARCH – MUSIC INDUSTRY




   Digital track sales
   rose 11% in US in the                 CD’s, Tapes and
   first six month of 2011               Records – Down by
                                         40% since 2001


                                             CINEMA
                                              ADVERTISING
                                             GAMES SHOW REELS
19 of every 20 tracks
downloaded are                                     EMI – Publishing
illegal                                            supplied 29% of revenues
                                                   and 45% profits (2010)



Tour sponsorship in                  LIVE!
                                              Price of concert
North America rose from                       tickets doubled
£1.3 Billion to £1.74 Billion                 in a Decade
RESEARCH – MUSIC INDUSTRY




TRADITIONAL MUSIC LABELS

-    Collect copyrights etc.
-    Hoard Masters
-    Complicated approval process
-    Scarcity / fear-based mentality
-    Artists as products
-    Focus on selling tangibles
-    Control the “pipes” / increase friction
    in distributing music
RESEARCH – MUSIC INDUSTRY




How we discover and consume music:

DISCOVER MUSIC                 CONSUME MUSIC
- Street/Poster                -   Movies/Advertising
- Friends                      -   Apps
- Festivals                    -   Streaming
- Party/Events/                -   Live performance
  Exhibitions                  -   Games
- Streaming services           -   Merchandising
- Internet/Blogs
- Podcasts
- Radio
RESEARCH – MUSIC INDUSTRY




Analogue vs. digital:

ANALOGUE                         DIGITAL
- Scarce/Valuable                - Infinite production capability
- Permanent                      - Trending towards “free”
- Imperfect/human                - Easy to access/duplicate/spread
- Complicated to produce         - Always available on multiple
- Difficult to distribute           platforms
  (Scale matters)                - “Too perfect”
- Hard to track                  - Scale is irrelevant
- Authentic                      - Trackable
RESEARCH – MUSIC INDUSTRY




- Engages all senses
- Album as a piece of art                   - Convenience
- Music as a form of                        - Cost effective
  emotional exchange                          (buy a song at a time)
  (not just sharing)




         Why are we forced to choose?
RESEARCH – INGRID DNA




PONTUS WINNBERG

“Why does music have to be
delivered in the most boring way?”
RESEARCH – INGRID DNA




     Authentic / Original
           Soulful
Follow own path / Inner voice
           Faithful
            Brave
          Integrity
          Eclectic
          Creative
           Family
           Scarce
        Co-operative
RESEARCH – INGRID DNA




     An artful and creative space
    “Put it out there and let people
      discover it for themselves”
       The next generation label
    Unique artists / collaborations
Focus on performance rather than sales
Marketing in innovative ways (digital and
                analogue)
RESEARCH – INGRID DNA




INGRID

-   Create stories around people and the music
-   Focus on creation
-   A collective hub for musicians / artists
-   Interested in making connections
-   Abundance mentality / unlimited access
-   Express and spread the word
-   Focus on creating music experiences
-   “No assets other than it’s members”
RESEARCH – SAMPLE QUESTIONS




- How do we create exclusivity online?

- What do we love about analogue and how can
  we use this?
INSIGHTS




There is an emotional, almost primordial bond
that we have with music. The way we choose
to participate in the music experience reflects
the people we have been, the people we are
and the people we would like to become
INSIGHTS




There is a tension that exists between the
feelings associated with the analogue
experience and that of digital models; artists
can create in such a way to combine the
feelings of one and the convenience of the
other
INSIGHTS



                     Scarcity




                   Tension


                    Abundance




     What is scarce increases in value,
what is readily available, decreases in value.
INSIGHTS




                                CINEMA
                                 ADVERTISING
                                GAMES SHOW REELS
                     LIVE!                         ON TOUR




The same consumer wants different things
from music at different times, the modern label
must be able to meet these diverse needs and
speak with one coherent voice
STRATEGY




                  8. WHAT DO WE FIGHT FOR?
                                                   1. WHAT DO WE WANT ACHIEVE?
                  Mission                          Vision
7. WHAT ARE WE LIKE AS A PERSON?
                                                         2. WHAT DO WE STAND FOR?
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
STRATEGY – MISSION




1. WHAT DO WE WANT ACHIEVE?

A collective of influential artists creating
and sharing authentic experiences using
all available platforms.
STRATEGY – COMPETENCE




2. WHAT DO WE STAND FOR?

Producing music experiences that are of
personal importance to the artist and the
audience.
STRATEGY – CONSUMER




3. WHO ARE WE FOR?

Open minded people that seek new
experiences and inspiration through music
STRATEGY – DIFFERENTIATION




4. HOW ARE WE DIFFERENT?

Quality over Quantity, unpredictable,
democratic cooperative label.
Physical representation (Café Mellqvist)
STRATEGY - PROMISE




5. WHAT DO WE PROMISE?

Follow the creative process wherever it may
lead, allowing the artist to speak.
STRATEGY – VALUES




6. WHAT DO WE STAND FOR?

Family
Authenticity
Exploratory
Collaborative
STRATEGY – PERSONALITY




7. WHAT ARE WE LIKE AS A PERSON?

-   Has integrity, is not hypocritical
-   Dares to be different
-   Inquisitive and curious
-   Well informed
-   Passionate
-   Amiable
-   Discrete
-   Humble
STRATEGY – MISSION




8. WHAT DO WE FIGHT FOR?

To connect the artist with their purpose and
their audience.
STRATEGY – IMAGINE




ANALOGUE                               DIGITAL
-   Scarce / Valuable                  - Infinite production capability
-   Permanent                          - Trackable
-   Authentic                          - Easy to access / duplicate /
-   Emotional / Tangible                 spread
                                       - Multiple platforms
CREATIVE




          VISION

         PROMISE

             HOW
Balance Digital & Analogue
Telling stories around music
 Engage the Social Graph

PLATFORMS / CAMPAIGNS
CREATIVE




JOHANNA BECKMANN
Q: “What is the future Facebook?”

A: Ingrid as a global virtual hub and meeting place for
creative artists, using social networks to unite and inspire
collaborations. The following campaigns are ways of
identifying and involving the participants of this community
CREATIVE




Idea development

                ANALOGUE TWIST                   ANALOGUE TWIST




   Insight       Idea Stage 1   Idea Stage 2   Idea Stage 3   Idea Stage 4   Concept




DIGITAL TWIST                    DIGITAL TWIST                      DIGITAL TWIST
CREATIVE




IDEA 1 – TRACK A TRACK

To spread the word of Ingrid whilst
maintaining exclusivity and a sense
of discovery for potential fans.
CREATIVE
CREATIVE
CREATIVE
CREATIVE
CREATIVE




CREATIVE – TRACK A TRACK

Website
CREATIVE
CREATIVE
CREATIVE
CREATIVE
CREATIVE
CREATIVE
CREATIVE
CREATIVE
CREATIVE
CREATIVE
CREATIVE




Idea 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
CREATIVE




IDEA TWO – ARTWORK QR CODES WITH INTERACTIVE MUSIC VIDEO EXPERIENCE

To associate Ingrid with fun music
experiences.
CREATIVE




INGRID APP
1. Download Ingrid-app on Ingrd.com.
   Or scan code on the street with QR reader and get linked to ”Download button”.
2. Now scan using Ingrid-app. The pattern in the code will trigger visuals and the song will start. 
3. Find the rest of the series on the map inside the Ingrid app.
CREATIVE
CREATIVE
CREATIVE
CREATIVE
GUIDELINES




CAMPAIGN VALUES
Each campaign must:
Balance Digital & Analogue
Tell stories around music
Engage the Social Graph
GUIDELINES




Iterative Implementation




                             Testing /                    Idea
  Concept   Implementation                 Feedback   Development   Concept
                             Measure
RESEARCH – INGRID DNA




PONTUS WINNBERG

“Do what you love and the world
becomes a more diverse place”

Mais conteúdo relacionado

Semelhante a Final Delivery to Ingrid Records

Track a track
Track a trackTrack a track
Track a trackKahles
 
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience ImmersionNAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience ImmersionAmericans4Arts
 
What is an instrument - Marianne Bailey
What is an instrument - Marianne BaileyWhat is an instrument - Marianne Bailey
What is an instrument - Marianne BaileyTonalInnovationCenter
 
A mobile ecosystem for museums
A mobile ecosystem for museumsA mobile ecosystem for museums
A mobile ecosystem for museumsElena Lagoudi
 
Sound, Brands and Social Change
Sound, Brands and Social ChangeSound, Brands and Social Change
Sound, Brands and Social ChangeNoel Franus
 
Ancillary Work: Digipak
Ancillary Work: DigipakAncillary Work: Digipak
Ancillary Work: Digipakcandimediaset1
 
Beyond the Dot Proposal
Beyond the Dot  ProposalBeyond the Dot  Proposal
Beyond the Dot Proposalranciel
 
#MassivelyEpic Producer Collective 2014
#MassivelyEpic Producer Collective 2014#MassivelyEpic Producer Collective 2014
#MassivelyEpic Producer Collective 2014David R. Iannone Jr.
 
Great Artists Steal: Brighton Strategy and Planning Meetup talk, November 2014
Great Artists Steal: Brighton Strategy and Planning Meetup talk, November 2014Great Artists Steal: Brighton Strategy and Planning Meetup talk, November 2014
Great Artists Steal: Brighton Strategy and Planning Meetup talk, November 2014Andrew Sleigh
 
Pitch session #2
Pitch session #2Pitch session #2
Pitch session #2MaMAEvent
 
Podcasting, Museums & Info Evolution
Podcasting, Museums & Info EvolutionPodcasting, Museums & Info Evolution
Podcasting, Museums & Info EvolutionElena Lagoudi
 
Marketing and opera
Marketing and operaMarketing and opera
Marketing and operaDena Walker
 

Semelhante a Final Delivery to Ingrid Records (20)

Track a track
Track a trackTrack a track
Track a track
 
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience ImmersionNAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
 
Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
 
Cone TM Digital Marketing - Principles PDF
Cone TM Digital Marketing - Principles PDFCone TM Digital Marketing - Principles PDF
Cone TM Digital Marketing - Principles PDF
 
Cone TM Digital Marketing - Business Scenarios PDF
Cone TM Digital Marketing - Business Scenarios PDFCone TM Digital Marketing - Business Scenarios PDF
Cone TM Digital Marketing - Business Scenarios PDF
 
What is an instrument - Marianne Bailey
What is an instrument - Marianne BaileyWhat is an instrument - Marianne Bailey
What is an instrument - Marianne Bailey
 
Visuals
VisualsVisuals
Visuals
 
A mobile ecosystem for museums
A mobile ecosystem for museumsA mobile ecosystem for museums
A mobile ecosystem for museums
 
Sound, Brands and Social Change
Sound, Brands and Social ChangeSound, Brands and Social Change
Sound, Brands and Social Change
 
Alien presentation
Alien presentationAlien presentation
Alien presentation
 
James Male @ SeeMe7
James Male @ SeeMe7James Male @ SeeMe7
James Male @ SeeMe7
 
Ancillary Work: Digipak
Ancillary Work: DigipakAncillary Work: Digipak
Ancillary Work: Digipak
 
Beyond the Dot Proposal
Beyond the Dot  ProposalBeyond the Dot  Proposal
Beyond the Dot Proposal
 
#MassivelyEpic Producer Collective 2014
#MassivelyEpic Producer Collective 2014#MassivelyEpic Producer Collective 2014
#MassivelyEpic Producer Collective 2014
 
Great Artists Steal: Brighton Strategy and Planning Meetup talk, November 2014
Great Artists Steal: Brighton Strategy and Planning Meetup talk, November 2014Great Artists Steal: Brighton Strategy and Planning Meetup talk, November 2014
Great Artists Steal: Brighton Strategy and Planning Meetup talk, November 2014
 
Pitch session #2
Pitch session #2Pitch session #2
Pitch session #2
 
Podcasting, Museums & Info Evolution
Podcasting, Museums & Info EvolutionPodcasting, Museums & Info Evolution
Podcasting, Museums & Info Evolution
 
SOAP OPERA - WHAT, WHY...
SOAP OPERA - WHAT, WHY...SOAP OPERA - WHAT, WHY...
SOAP OPERA - WHAT, WHY...
 
Our Company book
Our Company bookOur Company book
Our Company book
 
Marketing and opera
Marketing and operaMarketing and opera
Marketing and opera
 

Último

LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...Pranav Subramanian
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 

Último (20)

LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 

Final Delivery to Ingrid Records

  • 2. PRESENTATION OBJECTIVE To provide an overview of the Spellbound project for Ingrid, provoking thought, inspiration and ideas to answer and evolve the brief.
  • 3. PRESENTATION CONTENT Research Insights RESEARCH INSIGHTS Strategy CREATIVE Creative Guidelines STRATEGY
  • 5. RESEARCH – THE BRIEF Ingrid has great possibilities to become the music label of a new generation, but as we are just starting out, we are lacking awareness within our future audience. We therefore wish to develop and create digital ideas and presence for increased notion of Ingrid. So, how would you be a contributing part of Ingrid and take her further creatively, visually and communication-wise?
  • 6. RESEARCH – THE PROCESS 4PROTOTYPE AND TEST REFLECTION 1 RESEARCH AND OBSERVE SKETCHING INSIGHTS 3 2 IDEA IDEA GENERATION DEVELOPEMENT EVALUATION
  • 7. RESEARCH – MUSIC INDUSTRY Digital track sales rose 11% in US in the CD’s, Tapes and first six month of 2011 Records – Down by 40% since 2001 CINEMA ADVERTISING GAMES SHOW REELS 19 of every 20 tracks downloaded are EMI – Publishing illegal supplied 29% of revenues and 45% profits (2010) Tour sponsorship in LIVE! Price of concert North America rose from tickets doubled £1.3 Billion to £1.74 Billion in a Decade
  • 8. RESEARCH – MUSIC INDUSTRY TRADITIONAL MUSIC LABELS - Collect copyrights etc. - Hoard Masters - Complicated approval process - Scarcity / fear-based mentality - Artists as products - Focus on selling tangibles - Control the “pipes” / increase friction in distributing music
  • 9. RESEARCH – MUSIC INDUSTRY How we discover and consume music: DISCOVER MUSIC CONSUME MUSIC - Street/Poster - Movies/Advertising - Friends - Apps - Festivals - Streaming - Party/Events/ - Live performance Exhibitions - Games - Streaming services - Merchandising - Internet/Blogs - Podcasts - Radio
  • 10. RESEARCH – MUSIC INDUSTRY Analogue vs. digital: ANALOGUE DIGITAL - Scarce/Valuable - Infinite production capability - Permanent - Trending towards “free” - Imperfect/human - Easy to access/duplicate/spread - Complicated to produce - Always available on multiple - Difficult to distribute platforms (Scale matters) - “Too perfect” - Hard to track - Scale is irrelevant - Authentic - Trackable
  • 11. RESEARCH – MUSIC INDUSTRY - Engages all senses - Album as a piece of art - Convenience - Music as a form of - Cost effective emotional exchange (buy a song at a time) (not just sharing) Why are we forced to choose?
  • 12. RESEARCH – INGRID DNA PONTUS WINNBERG “Why does music have to be delivered in the most boring way?”
  • 13. RESEARCH – INGRID DNA Authentic / Original Soulful Follow own path / Inner voice Faithful Brave Integrity Eclectic Creative Family Scarce Co-operative
  • 14. RESEARCH – INGRID DNA An artful and creative space “Put it out there and let people discover it for themselves” The next generation label Unique artists / collaborations Focus on performance rather than sales Marketing in innovative ways (digital and analogue)
  • 15. RESEARCH – INGRID DNA INGRID - Create stories around people and the music - Focus on creation - A collective hub for musicians / artists - Interested in making connections - Abundance mentality / unlimited access - Express and spread the word - Focus on creating music experiences - “No assets other than it’s members”
  • 16. RESEARCH – SAMPLE QUESTIONS - How do we create exclusivity online? - What do we love about analogue and how can we use this?
  • 17. INSIGHTS There is an emotional, almost primordial bond that we have with music. The way we choose to participate in the music experience reflects the people we have been, the people we are and the people we would like to become
  • 18. INSIGHTS There is a tension that exists between the feelings associated with the analogue experience and that of digital models; artists can create in such a way to combine the feelings of one and the convenience of the other
  • 19. INSIGHTS Scarcity Tension Abundance What is scarce increases in value, what is readily available, decreases in value.
  • 20. INSIGHTS CINEMA ADVERTISING GAMES SHOW REELS LIVE! ON TOUR The same consumer wants different things from music at different times, the modern label must be able to meet these diverse needs and speak with one coherent voice
  • 21. STRATEGY 8. WHAT DO WE FIGHT FOR? 1. WHAT DO WE WANT ACHIEVE? Mission Vision 7. WHAT ARE WE LIKE AS A PERSON? 2. WHAT DO WE STAND FOR? 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
  • 22. STRATEGY – MISSION 1. WHAT DO WE WANT ACHIEVE? A collective of influential artists creating and sharing authentic experiences using all available platforms.
  • 23. STRATEGY – COMPETENCE 2. WHAT DO WE STAND FOR? Producing music experiences that are of personal importance to the artist and the audience.
  • 24. STRATEGY – CONSUMER 3. WHO ARE WE FOR? Open minded people that seek new experiences and inspiration through music
  • 25. STRATEGY – DIFFERENTIATION 4. HOW ARE WE DIFFERENT? Quality over Quantity, unpredictable, democratic cooperative label. Physical representation (Café Mellqvist)
  • 26. STRATEGY - PROMISE 5. WHAT DO WE PROMISE? Follow the creative process wherever it may lead, allowing the artist to speak.
  • 27. STRATEGY – VALUES 6. WHAT DO WE STAND FOR? Family Authenticity Exploratory Collaborative
  • 28. STRATEGY – PERSONALITY 7. WHAT ARE WE LIKE AS A PERSON? - Has integrity, is not hypocritical - Dares to be different - Inquisitive and curious - Well informed - Passionate - Amiable - Discrete - Humble
  • 29. STRATEGY – MISSION 8. WHAT DO WE FIGHT FOR? To connect the artist with their purpose and their audience.
  • 30. STRATEGY – IMAGINE ANALOGUE DIGITAL - Scarce / Valuable - Infinite production capability - Permanent - Trackable - Authentic - Easy to access / duplicate / - Emotional / Tangible spread - Multiple platforms
  • 31. CREATIVE VISION PROMISE HOW Balance Digital & Analogue Telling stories around music Engage the Social Graph PLATFORMS / CAMPAIGNS
  • 32. CREATIVE JOHANNA BECKMANN Q: “What is the future Facebook?” A: Ingrid as a global virtual hub and meeting place for creative artists, using social networks to unite and inspire collaborations. The following campaigns are ways of identifying and involving the participants of this community
  • 33. CREATIVE Idea development ANALOGUE TWIST ANALOGUE TWIST Insight Idea Stage 1 Idea Stage 2 Idea Stage 3 Idea Stage 4 Concept DIGITAL TWIST DIGITAL TWIST DIGITAL TWIST
  • 34. CREATIVE IDEA 1 – TRACK A TRACK To spread the word of Ingrid whilst maintaining exclusivity and a sense of discovery for potential fans.
  • 39. CREATIVE CREATIVE – TRACK A TRACK Website
  • 50. CREATIVE Idea 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
  • 51. CREATIVE IDEA TWO – ARTWORK QR CODES WITH INTERACTIVE MUSIC VIDEO EXPERIENCE To associate Ingrid with fun music experiences.
  • 52. CREATIVE INGRID APP 1. Download Ingrid-app on Ingrd.com. Or scan code on the street with QR reader and get linked to ”Download button”. 2. Now scan using Ingrid-app. The pattern in the code will trigger visuals and the song will start.  3. Find the rest of the series on the map inside the Ingrid app.
  • 57. GUIDELINES CAMPAIGN VALUES Each campaign must: Balance Digital & Analogue Tell stories around music Engage the Social Graph
  • 58. GUIDELINES Iterative Implementation Testing / Idea Concept Implementation Feedback Development Concept Measure
  • 59. RESEARCH – INGRID DNA PONTUS WINNBERG “Do what you love and the world becomes a more diverse place”