Research and planning: Creative brief for advert

Creative brief for advert

Who are they? 

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

The concept of NYX's album Reaction will be to connect her to her fans and a larger audiences 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. it will allow her to express her authentic self through the use of her music, which she also took a part in producing. The album reinforces NYX's ideas and beliefs, allowing people to get a clear picture of who she really is as a person. However we will ensure to make the album and its content appealing to the mass media, by including artist who are already in the spotlight. This album has not only just been created to increase her popularity but also to allow her to create a path for other niche artist out there like her, however 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 maximise her chances of reaching top 10 in the music charts.

Why are we doing it? 

We are creating an advert as a source of synergy in order to advertise and promote the album, making consumers aware of its existence and encouraging them to buy the album when it is released. We are hoping that the advert will be perceived by a large, mass audience by being advertised on various platforms including billboards, magazines, buses etc which are widely accessible by large audiences. The advert can also be used as a method to promote the artist making her more known and popular within the industry and among a large audience. We are expecting the album to be sold on a global and international scale, therefore, the existence of an appealing advert, that is conventional will help to ensure this as it will be received and accepted by different audiences, appealing to the popular culture and particular subcultures who also have similar beliefs and values to the artist. To guarantee the success of the advert, we will ensure it includes the generic conventions, including a clear and appealing image of the artist, large and clear typography, colours and lighting that reflect the mood we intend on pursuing. 

Comparable products 

Both these adverts can be compared to our advert as they include dark colours used to promote the darkness and suspense associated with the album, and the artist looking directly at the camera with no facial expressions highlighting their unpredictable personas. 

Audience

The demographics of our target audience includes, skilled working class people of different ethnic backgrounds, particularly female, aged 18- 28 who an relate to the artist and the music video.We want the audience to have a clear understanding about the artist and what she portrays, the audience is expected to enjoy her music and relate to her songs and messages. NYX being so out of the ordinary, we want our audience to be able to listen to NYX as form of escapism, allowing them to relax and release themselves from the stress that the everyday world can bring. Overall We want positive reaction from the audience as NYX is such a niche artist we want her target audience to be able to turn to her and build a relationship with her that other artist don't have with their fans.

How will we know that 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 advert design 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 advert 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


Any limitation that may occur: 

A limitation that may occur is making the advert consistent and establishing the similarities with the digipak as we will be using different images and applying different information on the advert, therefore, it may be difficult to get the three items looking similar and all portraying the same themes. However, in order to prevent this from occurring we will ensure we keep updating our products, and ensuring the lighting and colours we use are similar, as well as keeping the artist image the same, and promoting all the products to a mass audience.