Research: Creative brief for Digipak

Oasis Academy Hadley
South St, Enfield
EN3 4PX

www.oasisacademyhadley.org

020 8804 6946

                            

Date: 11th of December 2015 Artist/Album Title: Kulture kid/Lost in Paradise

Project managers: Ken Nguyen, Rex Okere and Abdullah Miah.

Department: TV Graphics and design Release date: 1st of February 2015

Product overview:

Who is he? Kulture kid is a upcoming underground rapper, who comes from the streets of London. He usually uses genres of grime, hip hop and soul. This artists has usually released mix-tapes, but has now stared to transform his talent into the albums he’s released so far. Kulture Kid had started to rap in the year of 2011, releasing videos on YouTube. But he gained full recognition with his first official mix-tape ’Who is Kulture? Followed by a well-received album named ’Introducing…..Kulture Kid!!!!’ Kulture kid has gained more popularity, (despite the fact that he is a niche artist) with appearances on channel AKA. He is currently signed to a independent record label Paradime entertainment records. He will release his new album ‘Lost in Paradise’ on the 1st of February 2015.  

The Album concept:

The current album the artist is working on was representing his feeling on life. A album cover was needed to represent the imagination and daft thoughts of Kulture Kid. To project this idea we needed to work with him day to day, to ensure that the album cover comes out perfect. The album cover will show random shapes or signs that partly represent the character of our male artist. To make this album into perfection, the artist should rap and sing in a tone that will connote his feelings and attitude that the album cover aimed to show.

Why are we doing it?

We doing this to keep up with the positive momentum that we have had from our artist mixtapes and first album. This needs to be a success, as it shows the improvement our artist has made. Most importantly, we want to find a way to relate to our target audience as well as our artist’s loyal fans. Furthermore, we want to find a way to portray the versatility of our male artist.

Comparable products:

Release Date - Chance the Rapper: April 30, 2013 Sells in first week: sold 1,000 copies and landed at No. 63 on Billboard's Top R&B/Hip-Hop Albums chart.

Release Date - Childish Gambino: December 6, 2013 Sells in first week: sold 10,244 copies 

 

Release Date - Vic Mensa: September 30, 2013 Sells in first week: sold 139,000 units 

 

The digipak consumer:

Primary:                                                                    Secondary:

Male: 60% aged 13-40                                           Female: 40% aged 13-40

 C2 D E                                                                        C2 D E

What is the reaction we want?

The reaction we want is a positive reaction in terms of our target audience and consumers relating to our brand as well as our male rap artist. From a positive reaction, a relationship can be built between the consumers and the artist, this will allow longevity as they share similar views and beliefs.

How will we know it worked?
We will know that our product has received a positive reaction, if we achieve our sales target and certainly, if we go higher than our sales target. Also, we will implement focus groups to reflect on our first drafts and for us to receive feedback from fans. This will help us to improve when it comes to our next product.
Sales Target: 20,000

Key Launch dates:

Press campaign: 14th of January 2015
TVC launch: 26th of January 2015
Album release: 1st of February 2015

Album Sleeve:
Description: The album will be Imaginary and escapist. The rap artist will portray his feeling and emotions that will capture the target audience and promoting them to listen to the rest of the album.
Deadlines: 28th of December 2014
Objective: To present and produce an album that relates to our target audience with everyday regular life. Helping them to enjoy life more.
Proposition: To appeal to a wider target audience that is still within the rap genre. This is to build our rap artist leading to commercial and economic success.
Tone of voice/brand image/Positioning:  To aim for our target audience and make them relate to the lyrics and themes of the song.
Restrictions/Limitations: The only restriction is to provide the album and artist name.
Production specs: 1 CD with a plastic case.
Creative edge spectrum: We strongly want the album to be creative, we are not be completely neglecting the safe side, but we will be taking more risks. To show the target audience what our rap artist is about.
Budget: TBC