track a track
DESCRIPTION
Track a track - A Hyper Island project for the record label INGRIDThe record label INGRID consists of members such as: Miike Snow, Lykke Li, Peter Bjorn and John, Nicole Morier, Jocke Åhlund, Johanna Beckman, Jonas Torvestig, Tomas Nordmark and Nille Perned. INGRID plans to offer a home for the new guard of musicians and artists.Track a Track is a unique project that use your social graph in social media platforms to spread a song. The idea was to take the advantages of both, analogue and digital music, to create a unique experience in music listening.Project group: Charlie Montagut Gareth Lymer Bernhard KahlesTRANSCRIPT
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FINAL PRESENTATION
OCTOBER 14, 2011
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PRESENTATION CONTENT
Research
Insights
Strategy
Creative
Guidelines
INSIGHTS
STRATEGY
RESEARCH
CREATIVE
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RESEARCH
The Brief
Our Process
Music Industry
Ingrid DNA
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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?”
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RESEARCH – MUSIC INDUSTRY
Price of concert tickets doubled in a Decade
EMI – Publishing
supplied 29% of revenues
and 45% profits (2010)
19 of every 20 tracks
downloaded are
illegal
LIVE!
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RESEARCH – MUSIC INDUSTRY
TRADITIONAL MUSIC LABELS
- Collect copyrights etc.
- Complicated approval process
- Artists as products
- Clinging to the past
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RESEARCH – MUSIC INDUSTRY
- Scarce/Valuable
- Permanent
- Authentic
- Hard to track
- Trending towards “free”
- Easy to access & spread
- Always available on
multiple platforms
- Trackable
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RESEARCH – MUSIC INDUSTRY
- Convenience
- Cost effective
- Engages senses
- Album as art
- Music as
emotional exchange
Why are we forced to choose?
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RESEARCH – INGRID DNA
PONTUS WINNBERG
“Why does music have to be delivered in the most boring way?”
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RESEARCH – INGRID DNA
Authentic / Original
Follow inner voice
Integrity
Eclectic
Creative
Family
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- Create stories around people and music
- A collective hub for musicians and artists
- Focus on producing music experiences
- “No assets other than it’s members”
RESEARCH – INGRID DNA
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INSIGHTS
Tension
LIVE!ON TOUR
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INSIGHTS
There is an emotional, almost primordial bond
that we have with music, this bond connects us all.
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.
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INSIGHTS
What is scarce increases in value,
what is readily available, decreases in value.
Tension
Scarcity
Abundance
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INSIGHTS
The same consumer wants to experience music in
different ways at different times.
LIVE! ON TOUR
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STRATEGY
Brand platformThought into action pyramidThe story of an idea
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STRATEGY
1. WHAT DO WE WANT ACHIEVE?
Vision
2. WHAT DO WE DO BEST?
Competence
3. WHO ARE WE FOR?
Consumer
4. HOW ARE WE DIFFERENT?
Differentiation5. WHAT DO WE PROMISE?
Promise
6. WHAT DO WE STAND FOR?
Values
7. WHAT ARE WE LIKE AS A PERSON?
Personality
8. WHAT DO WE FIGHT FOR?
Mission
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STRATEGY – VISION
1. WHAT DO WE WANT ACHIEVE?
A collective of influential artists creating
and sharing authentic experiences using
all available platforms.
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STRATEGY – COMPETENCE
2. WHAT DO WE DO BEST?
Producing music experiences that are of
personal importance to the artist and the
audience.
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STRATEGY – CONSUMER
3. WHO ARE WE FOR?
Open-minded people that seek new
experiences and inspiration through music.
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STRATEGY – DIFFERENTIATION
4. HOW ARE WE DIFFERENT?
- Quality over quantity
- Unpredictable
- Co-operative label
- Physical representation (Café Mellqvist)
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STRATEGY - PROMISE
5. WHAT DO WE PROMISE?
Follow the creative process wherever it may
lead, allowing the artist to speak.
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STRATEGY – VALUES
6. WHAT DO WE STAND FOR?
- Family
- Authenticity
- Exploratory
- Collaborative
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STRATEGY – PERSONALITY
7. WHAT ARE WE LIKE AS A PERSON?
- Has integrity
- Dares to be different
- Inquisitive
- Passionate
- Discrete
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STRATEGY – MISSION
8. WHAT DO WE FIGHT FOR?
To connect the artist with their purpose and
their audience.
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STRATEGY
MOMA
“Draft the scripts that allow people and
things to develop and improvise a
dialogue...(around the music)”
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STRATEGY - THOUGHT INTO ACTION PYRAMID
VISION
PROMISE
HOWBalance Digital & Analogue Telling stories around music
Engage the Social Graph
PLATFORMS / CAMPAIGNS
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STRATEGY – STORY OF AN IDEA
ANALOGUE TWIST
Insight Idea Stage 1 Idea Stage 2 Idea Stage 3 Idea Stage 4 Concept
ANALOGUE TWIST
DIGITAL TWIST DIGITAL TWIST DIGITAL TWIST
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CREATIVE DIRECTION
Develop campaigns that create
and develop stories around the
music, engage the social graph
and work effectively in digital
and analogue form.
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CREATIVE
Creative
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CREATIVE
IDEA 1 – TRACK A TRACK
“Put it out there and let people discover it for
themselves”
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CREATIVE
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CREATIVECREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
TRACK A TRACK
Website
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
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CREATIVE
Discovery & Scarcity
Music Hand To Hand
Location based, Spread like
virus
Track like
a marked dollar. Encourage
sharing.
Reward sharing, Vinyl limited
edition
Track a Track
ANALOGUE TWIST ANALOGUE TWIST
DIGITAL TWIST DIGITAL TWIST DIGITAL TWIST
Idea development
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CREATIVE
WHY IS THIS A GOOD IDEA?
- Analogue sharing & discovery utilising
social graph
- Creates a story around a release
- Establishes Stockholm & INGRID as a
music influencer
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THANK YOU FOR LISTENINGANY QUESTIONS
PONTUS WINNBERG
“Do what you love and the world becomes a more diverse place”