Research and Planning - Digipak - Creative Brief

Creative brief for digipak 

Oasis Academy Hadley 

5 South Street

EN3 4PX

Fatma.Mustafa@oasishadley.org

Date: 11/12/2015  
Album Title/artist: ‘Reaction’ by NYX
Project Manager: Fatma Mustafa, Marlyn Ukah and Carlie Cokell-Smith
Release Date: 30th January 2016

Me and my group discussed a brief together for the overall product and artist. We discussed the product overview, the album concept, comparable products, what reaction we want from the audience, launch dates and how we will know it worked.

Product Overview:

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:

What is it?

We want to create an album cover that best represents NYX’s star image in order to pull in a variety of different audiences, 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. We want our album to look unique reinforcing NXY’s ideologies and beliefs, therefore, it will reflect the Alternative genre, appealing more to subcultures and a niche audience, who have different expectations that differ from the norm. However, we will also ensure we make our cover appealing to a larger, mass audience, by including our artist on it making the album conventional. 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 debut album will need to bring success to an international and possibly a global audience, and the creation of the digipak will support her in doing so. Therefore, the design of the digipak is crucial in determining its success. We must ensure the pictures, colours and typography used will be visually appealing to our audience and will establish NYX’s values and ideologies as well as promoting the themes and mood evident in her music to the consumers. 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

 

We believe Lady Gaga’s, Rihanna’s and Owl Eyes’s album covers are unique and evoke interest through their darkness and simplicity which is what we want from our album. Therefore, we will use these albums to guide us when creating ours, as it is important that we make our album as professional and engaging as possible. 

What is the reaction we want?

We expect the audience and consumers to feel they have a clearer understanding about the artist what she is about, enjoying her music and being able to relate to the certain themes and ideologies she portrays throughout. In a way we want our audience to listen to NYX as a method of escapism, allowing them to escape from their problems. We are also hoping the target audience can build a different relationship with NYX, one that differs from other mainstream artists, as NYX is original and should be recognised for maintaining this quality.

How will we know 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 album designs and 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 album 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