IN A NUTSHELL: Make Plum famous by creating a strongidentity for her and her lovely music.

DEADLINESunday 18th September 2011

DIGITAL PRODUCER – Jim WolffPLANNER – Claire PatersonCREATIVE DIRECTOR – Michael Kinlan PLUM brief BY CLAIRE P

Wednesday 28th of September

WHAT’S THISPROJECT ALLABOUT?

WHAT’S THEPOINT OFTHIS TASK?

WHO ARE WE SPEAKING TO?Plum (Shona MacGuire) is anEdinburgh based songwriter andproducer of magical and emotivemusic.

Her music focuses on theharmonious merging of the naturaland technological worlds.

Having released three previousalbums, ‘Whispering Chamber’‘Glory Feast’ and ‘Different Skin’,she intends to unleash her BESTEVER album shortly.

The first single is called ‘The Seed’and is currently in the final stages ofproduction, part of an album “Meme”- or the spread of ideas.

Plum is raising funds / interest viaSponsume:http://www.sponsume.com/project/meme

Our mission is to develop an overarching identity for Plum that can roll ourinto a music-infused marketing campaign.

We’ve already got a few experiential bitsand pieces, but we need to cement theseinto a coherent overall look and feel.

Initially, we need to create a logo that canrun across all of Plum’s communications.Then we need to create communicationssuch as posters, website etc - soexamples of how this identity would workacross different applications are welcome.

A few different ones.

The Music Press to begin with. These guys are interested in the original,but have little time – so any artist that’s put in front of them has to benewsworthy and fascinating to deserve column inches. We need to grasptheir interest, so that their ears prick up and listen to the wonderfulmusings of Plum. Obviously, they’re also key to inspiring interest andawareness of Plum to new fans – so we need to WOW them.

Plum’s current fans are around 25-35, predominantly in the UK and quiteevenly split between male and female. A lot of these guys will be cruisingaround with their smart phones, so think about how we can engage them.

IS IT BELIEVABLE?

Wrap your earsaround the sound

of Plum: wherenature meetstechnology.

You simply have to listen to her music to believe inthis. It’s what Plum’s whole sound is rooted around.The track ‘Fairies’ uses almost Aphex Twin style beatsthat sound like flapping bird wings.

Also her music has been described as:

“ The sound of coquettish woodland nymphs withsampled electronic bits ricocheting off someabandoned satellite.”

There is definitely something other-wordly about Plum,but her expert music production skills means her musicis very contemporary.

See for examples of her music and work:

http://www.sponsume.com/project/meme

http://vimeo.com/6607329

http://www.plumtunes.com/

http://www.myspace.com/plumtunes

WHAT WOULDBE THE RIGHTWAY TO SAY IT?

AND THEWRONG WAY?

WHAT DO WEWANT THEM TOTHINK/FEEL/DO?

HOW ARE OTHERPEOPLE TACKLINGTHE SAME ISSUE?

WHAT ARE THEBEST WAYS TOREACH THEM?

THINK: I’ve never seen anythingquite like that before – then – I’venever heard anything like thatbefore.

FEEL: Intrigued about Plum, hermusic and her mission.

DO: Find out more, listen more,donate more, talk to more peopleabout Plum.

Bjork is producing Biophilia, which isa marriage between music, natureand technoloyg, and she’s doing thisthrough releasing a series of 10 ipadapps. http://mif.co.uk/event/bjork-biophilia/ and http://bjork.com/

Kasier Chiefs latest website to‘create your own album’ is brilliant.It’s received masses of press anddeservedly so.http://createmyalbum.kaiserchiefs.com/

Lemon Jelly for their early gigs gaveout T-shirts instead of tickets, sothat if you wanted to get in you hadto wear your Lemon Jelly T-shirt.The result was a colourful uniformedcrowd.

Ok Go are infamous for their videos,and their latest one is the best of all‘ look up All is Not Lost.http://www.allisnotlo.st/index_en.html

Mr Scruff released his last album ona re-usable memory stick instead ofa CD.

We need an identity which will work on its own, and across album artwork,posters, online, music videos, social media and anywhere else.

Fascinating

Msyterious

Intriguing

Exciting

Intelligent

Cheesy

Mainstream

Annoying

Generic pop-culture rubbish

Not that I’d ever think you’d decide(or be able) to make Plum into thenext Jedward

HOW WILL WEKNOW IF OURIDEAS HAVEWORKED?

A.O.B?

BY WHEN?

IS THEREANYTHING THATABSOLUTELYHAS TO GO IN?

HAVE YOU GOTANY GOOD IDEASYOURSELF?

Using a plum (the fruit) is an obviousstarting point. The word “Plum” We’ll get lots of press about the

creative marketing of Plum’s album.

Lots of website traffic

Lots of engagement

Lots of downloads.

This is one of Plum’s previousposters to give you an idea of what’sbeen before:

£300

Sunday 18th September

HOW MUCH IS ITWORTH?