Who are they?
ME-Ka is a songwriter, singer, record producer and actor who initially was an actor who had minor roles in low budget television movies from the age of 12. At 15 he started singing, songwriting and producing music which lead to underground recognition and recognition within his community. He then began performing at small clubs and small local festivals, eventually releasing 2 EP's and a mixtape on websites such as DatPiff before signing to D-T records, where he then began helping write and produce other artists music from the same label. He has just returned from a European tour and as it had sold out he had established an International status as a hip-hop artist and will release his debut album under the D-T records label.
The album concept:
We wish to establish an album cover that will represent ME-Ka's star image in the best way possible. This is to attract a variety of different audiences between the ages of 18-25, from all ethnic and social backgrounds, but mainly aiming at those of working and skilled working class backgrounds. This is because they are more likely to be able to relate more to the Hip-Hop genre. Our album should be reinforcing ME-Ka's ideologies and beliefs, and hopefully also appeal to hip hop subcultures as well as a mainstream audience. However the designs of the album cover will hopefully be different and not necessarily conventional as it should be unique enough to show the mainstream audience that ME-Ka's style is different. This way it will allow the artist to be even more internationally recognised, to not just ensure domestic success alone.
Why are we doing it?
We are creating an advert as it is an effective source of synergy which will help advertise and promote the album. We hope that the advert will be perceived by a large, mass audience by being advertised on billboards, magazines, bus stops, buses and as posters on the street, these platforms are all easily accessible by large audiences. The advert should also help the artist gain more recognition by making him more popular within the industry as hopefully be more recognised on social media which will be vital for his come up. The album will hopefully be sold on an international scale as well as domestically, the advert should appeal to the hip hop subcultures as well as a mainstream audience, whether they are already aware of the artist or if they are just looking for new music. To make sure the advert is successful, we will ensure it has usual conventions of adverts for hip hop music artis, such as a clear and appealing image of the artist, with large and clear typography and colours and lighting which will reflect the mood we are trying to put across.
Comparable products;
These adverts can be compared to the advert we are making as they contain the similar colour scheme we wish to use to portray the themes of hope. It also promotes the focal point of the album as there are close ups of the artist, this is important as the album is very self centred on the artist. The lack of facial expression also makes it difficult to read the artists mood and can therefore be interpreted differently.
Audience
The demographics of our target audience include, working and skilled working class people, aged 18-25, any gender and ethnic minority. It is broad therefore it can reach the widest audience and can relate to as many people as possible. We wish to also educate those about ME-Ka and his roots, coming from a lower/working class background but getting commercial success allowing him to succeed. The advert should help the sales dramatically and the audience should be able to look at the advert and be intrigued by the design of it, as this may be the first time they are seeing this artist.
How will we know that it has worked?
The amount we sell in the first week of the album release, as well as whether it gets on international charts and holds its position, also the general feedback from both critics and audiences. A focus group will be held with people between the ages of 18 and 25 who fit our demographic. They will be shown drafts of the album designs and give us feedback, this allows us to make the correct changes and take on constructive criticism which allows us to create a final draft which will be the most appealing to the target audience. For the album to engage the target audience is very important as it could determine how successful the album is, we will use our feedback to ensure the album is affordable for our audience as well as learn what they like and do not like about it.
Launch dates:
ME-KA's campaign dates:
Press Campaign: 10th January 2017
TV Launch: 14th January 2017
Album release: 27th January 2017
Limitations that may occur:
Consistency may be an issue when making the three products for the digipak, to ensure this though we must continually update and keep editing the products to make sure the lighting, typography, themes the digipak follows are very similar. The advert may not be appealing to everyone, although it follows the theme of hope, it could be interpreted differently and the advert may not engage some audiences. To oppose this we will have to keep the typography interesting and the lighting may have to be slightly different to the digipak for the advert to be more appealing to a mass audience.
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