Track a track

Track a track - A Hyper Island project for the record label INGRID

The 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 Kahles

Transcript

1. FINAL PRESENTATION OCTOBER 14, 2011
2. PRESENTATION CONTENT Research Insights Strategy Creative Guidelines INSIGHTS STRATEGY RESEARCH CREATIVE
3. RESEARCH The Brief Our Process Music Industry Ingrid DNA
4. 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?”
5. 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!
6. RESEARCH – MUSIC INDUSTRY TRADITIONAL MUSIC LABELS - Collect copyrights etc. - Complicated approval process - Artists as products - Clinging to the past
7. RESEARCH – MUSIC INDUSTRY - Scarce/Valuable - Permanent - Authentic - Hard to track - Trending towards “free” - Easy to access & spread - Always available on multiple platforms - Trackable
8. RESEARCH – MUSIC INDUSTRY - Convenience - Cost effective - Engages senses - Album as art - Music as emotional exchange Why are we forced to choose?
9. RESEARCH – INGRID DNA PONTUS WINNBERG “Why does music have to be delivered in the most boring way?”
10. RESEARCH – INGRID DNA Authentic / Original Follow inner voice Integrity Eclectic Creative Family
11. - 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
12. INSIGHTS Tension LIVE! ON TOUR
13. 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.
14. INSIGHTS What is scarce increases in value, what is readily available, decreases in value. Tension Scarcity Abundance
15. INSIGHTS The same consumer wants to experience music in different ways at different times. LIVE! ON TOUR
16. STRATEGY Brand platform Thought into action pyramid The story of an idea
17. 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? Differentiation 5. 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
18. STRATEGY – VISION 1. WHAT DO WE WANT ACHIEVE? A collective of influential artists creating and sharing authentic experiences using all available platforms.
19. STRATEGY – COMPETENCE 2. WHAT DO WE DO BEST? Producing music experiences that are of personal importance to the artist and the audience.
20. STRATEGY – CONSUMER 3. WHO ARE WE FOR? Open-minded people that seek new experiences and inspiration through music.
21. STRATEGY – DIFFERENTIATION 4. HOW ARE WE DIFFERENT? - Quality over quantity - Unpredictable - Co-operative label - Physical representation (Café Mellqvist)
22. STRATEGY - PROMISE 5. WHAT DO WE PROMISE? Follow the creative process wherever it may lead, allowing the artist to speak.
23. STRATEGY – VALUES 6. WHAT DO WE STAND FOR? - Family - Authenticity - Exploratory - Collaborative
24. STRATEGY – PERSONALITY 7. WHAT ARE WE LIKE AS A PERSON? - Has integrity - Dares to be different - Inquisitive - Passionate - Discrete
25. STRATEGY – MISSION 8. WHAT DO WE FIGHT FOR? To connect the artist with their purpose and their audience.
26. STRATEGY MOMA “Draft the scripts that allow people and things to develop and improvise a dialogue...(around the music)”
27. STRATEGY - THOUGHT INTO ACTION PYRAMID VISION PROMISE HOW Balance Digital & Analogue Telling stories around music Engage the Social Graph PLATFORMS / CAMPAIGNS
28. 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
29. CREATIVE DIRECTION Develop campaigns that create and develop stories around the music, engage the social graph and work effectively in digital and analogue form.
30. CREATIVE Creative
31. CREATIVE IDEA 1 – TRACK A TRACK “Put it out there and let people discover it for themselves”
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36. CREATIVE TRACK A TRACK Website
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49. 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
50. 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
51. THANK YOU FOR LISTENING ANY QUESTIONS PONTUS WINNBERG “Do what you love and the world becomes a more diverse place”