track a track

FINAL PRESENTATION

OCTOBER 14, 2011

PRESENTATION CONTENT

Research

Insights

Strategy

Creative

Guidelines

INSIGHTS

STRATEGY

RESEARCH

CREATIVE

RESEARCH

The Brief

Our Process

Music Industry

Ingrid DNA

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?”

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!

RESEARCH – MUSIC INDUSTRY

TRADITIONAL MUSIC LABELS

- Collect copyrights etc.

- Complicated approval process

- Artists as products

- Clinging to the past

RESEARCH – MUSIC INDUSTRY

- Scarce/Valuable

- Permanent

- Authentic

- Hard to track

- Trending towards “free”

- Easy to access & spread

- Always available on

multiple platforms

- Trackable

RESEARCH – MUSIC INDUSTRY

- Convenience

- Cost effective

- Engages senses

- Album as art

- Music as

emotional exchange

Why are we forced to choose?

RESEARCH – INGRID DNA

PONTUS WINNBERG

“Why does music have to be delivered in the most boring way?”

RESEARCH – INGRID DNA

Authentic / Original

Follow inner voice

Integrity

Eclectic

Creative

Family

- 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

INSIGHTS

Tension

LIVE!ON TOUR

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.

INSIGHTS

What is scarce increases in value,

what is readily available, decreases in value.

Tension

Scarcity

Abundance

INSIGHTS

The same consumer wants to experience music in

different ways at different times.

LIVE! ON TOUR

STRATEGY

Brand platformThought into action pyramidThe story of an idea

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?

Differentiation5. 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

STRATEGY – VISION

1. WHAT DO WE WANT ACHIEVE?

A collective of influential artists creating

and sharing authentic experiences using

all available platforms.

STRATEGY – COMPETENCE

2. WHAT DO WE DO BEST?

Producing music experiences that are of

personal importance to the artist and the

audience.

STRATEGY – CONSUMER

3. WHO ARE WE FOR?

Open-minded people that seek new

experiences and inspiration through music.

STRATEGY – DIFFERENTIATION

4. HOW ARE WE DIFFERENT?

- Quality over quantity

- Unpredictable

- Co-operative label

- Physical representation (Café Mellqvist)

STRATEGY - PROMISE

5. WHAT DO WE PROMISE?

Follow the creative process wherever it may

lead, allowing the artist to speak.

STRATEGY – VALUES

6. WHAT DO WE STAND FOR?

- Family

- Authenticity

- Exploratory

- Collaborative

STRATEGY – PERSONALITY

7. WHAT ARE WE LIKE AS A PERSON?

- Has integrity

- Dares to be different

- Inquisitive

- Passionate

- Discrete

STRATEGY – MISSION

8. WHAT DO WE FIGHT FOR?

To connect the artist with their purpose and

their audience.

STRATEGY

MOMA

“Draft the scripts that allow people and

things to develop and improvise a

dialogue...(around the music)”

STRATEGY - THOUGHT INTO ACTION PYRAMID

VISION

PROMISE

HOWBalance Digital & Analogue Telling stories around music

Engage the Social Graph

PLATFORMS / CAMPAIGNS

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

CREATIVE DIRECTION

Develop campaigns that create

and develop stories around the

music, engage the social graph

and work effectively in digital

and analogue form.

CREATIVE

Creative

CREATIVE

IDEA 1 – TRACK A TRACK

“Put it out there and let people discover it for

themselves”

CREATIVE

CREATIVECREATIVE

CREATIVE

CREATIVE

CREATIVE

TRACK A TRACK

Website

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

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

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

THANK YOU FOR LISTENINGANY QUESTIONS

PONTUS WINNBERG

“Do what you love and the world becomes a more diverse place”