Research and Planning - Advert - Creative Brief

Creative brief for advert

For this task, me and my group discussed the design of the advert and created an advert to promote the artists album, key singles and music video. The artist should be promoted in a way that their star image portrays them and they should relate to the audience, forming a connection with the audience and the advert.

Who are they? 

NYX is a British songwriter and singer who began her career signing and performing three nights s week in Central London’s most prestigious and popular clubs and bars including GAY bar, ROADHOUSE and SCALA. As she become more recognized and her reputation grew, there was a higher demand from customers attending these venues for NYX to perform more frequently, therefore, she began performing six nights a week until one day her unique talent was identified by the studio director for Warner Bro’s Records, who decided to sign NYX to their record label. As a result, NYX started to perform in more well-known locations in London and outside London including the O2 Indigo arena, Barclaycard arena and Sheffield arena, as well as performing in other countries, including New Zealand, Switzerland and Spain. This increased NYX’S popularity immediately and within 2 years, she become globally identified by a mass audience, ages 18-28 from different ethnic and social background and developed a strong, international fan base. Due to this fame, there has been an increasing demand for her new album release.

The album concept

The concept of NYXs album Reaction, will be to connect her to her fans and the rest of the world,from ages 18-28, from different ethnic groups and social backgrounds, particularly those from working class and skilled working class backgrounds, who will be more likely to relate to particular ideas and the Alternative R&B genre. it will allow her to express her authentic self through the use of her music, which she also took a part in producing. The album reinforces NYXs ideas and beliefs, allowing people to get a clear picture of who she really is as a person. However we will ensure to make the album and its content appealing to the mass media, by including artist who are already in the spotlight. This album has not only just been created to increase her popularity but also to allow her to create a path for other niche artist out there like her, however we are creating the album to increase NYX’s popularity within the music industry making her more internationally and globally well known like other successful artists and boosting her star image. Moreover, this album will increase her chances of reaching top 10 in the music charts.

Why are we doing it? 

NYX's album will bring success to an international and possibly global scale and the creation of an advert will support her in doing so. The designs of the advert will mirror those of her digipak, the specific characteristics have been created to please our audience visually, the typography, font and colour scheme have been clearly thought out by our team and also NYX herself in order to represent her to the audience The themes within the album will include, love, relationships and fulfilling your desires, with the mood reflecting this. Therefore, the consumers will be able to understand the Alternative R&B genre through the album, encouraging them to listen to her music.

Comparable products 

Both these adverts can be compared to our advert as they include dark colours used to promote the darkness and suspense associated with the album, and the artist looking directly at the camera with no facial expressions highlighting their unpredictable personas. 

Audience

We want the audience to have a clear understanding about the artist and what she portrays, the audience is expected to enjoy her music and relate to her songs and messages. NYX being so out of the ordinary, we want our audience to be able to listen to NYX as form of escapism, allowing them to relax and release themselves from the stress that the everyday world can bring. overall We want positive reaction from the audience as NYX is such a niche artist we want her target audience to be able to turn to her and build a relationship with her that other artist don't have with their fans.

How will we know that it worked? 

The number of sales, and the sale figures the album receives will determine the success of the album, allowing us to decide if the album is popular and appealing to a mass audience. We will also host a focus group allowing a group of consumers that reflect our target audience (aged 18-28, different ethnic groups, working class/ skilled working class) to look at our first drafts of our advert design provide us with feedback, which will allow us to make the required changes and develop on the criticisms, making the final draft appealing and suitable to our target audience meeting their expectations and interests. Making the advert appealing to the target audience is crucial, as this factor determines the ultimate success of the album, therefore, we will ensure we are fully aware of the information revolving around our audience, including similar products they like and what they like about it, their average earnings, their hobbies/ interests etc. Understanding these factors will help us to make an album that the audience will like and will be able to afford.

Launch dates

NYX’s campaign dates:

Press campaign: 6th January 2016

TV Launch: 10th January 2016

Album Release: 30^th January 2016

In conclusion, I believe that our advert should be quite dark and mysterious for the audience as this is what is portrayed in NYX's star image, music video and album.