Oasis Academy Hadley
5 South Street
EN3 5PX
dillan.abraham@oasishadley.org
Date: 10/12/2016
Album title: Changes
Artist: ME-KA
Project Managers: Dillan Abraham and Trang Lam
Release Date: 27th January 2017
Product Overview:
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 hiphop artist and will release his debut album under the D-T records label.
The Album concept:
What is it?
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?
ME-KA's debut studio album should aim to bring international success as well as top global charts, not just domestic ones. This will be done through creating an effective digipak which will attract all audiences, both mainstream and niche. We will ensure that pictures, typography and the colours used will be visually appealing while promoting the themes of the music within the album. The themes include youth culture, love, death and hope.
Comparable products:
Drake - Views From The 6
Sales figures: 852,000 copies in first week of release.
J Cole - 2014 Forest Hills Drive
Sales figures: 371,000 sales in first week of release.
Chance The Rapper - 10 Day
Product Overview:
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 hiphop artist and will release his debut album under the D-T records label.
The Album concept:
What is it?
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?
ME-KA's debut studio album should aim to bring international success as well as top global charts, not just domestic ones. This will be done through creating an effective digipak which will attract all audiences, both mainstream and niche. We will ensure that pictures, typography and the colours used will be visually appealing while promoting the themes of the music within the album. The themes include youth culture, love, death and hope.
Comparable products:
Drake - Views From The 6
Sales figures: 852,000 copies in first week of release.
J Cole - 2014 Forest Hills Drive
Sales figures: 371,000 sales in first week of release.
Chance The Rapper - 10 Day
Sales figures: Over 600,000 streams and 400,000 downloads.
We think these three albums are unique and unconventional to other hip hop album covers. They also portray themes of hope and youth and all use a neutral colour of blue which we can take inspiration from. To an extent they are all simple yet still engage and attract an audience which we will be aiming to do.
What is the reaction we want?
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 audience should see the album as hopeful and as a motivational tool to prosper themselves.
How will we know 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:
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.
If the press campaign is not as successful as we hoped, the artist himself will be self promoting via social media such as twitter, facebook and instagram. As well as this, other artists on the label will do the same, this is essentially free press and is very important to ensure the success of the album.
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