idefi deck

Idefi Music:Meet the New Record Label

Our campaign focuses on two target publics:

Primary Public: Struggling Artists Secondary Public: Potential Investors

Struggling Artists: Rejected by traditional labels due to

marketing $$

Potential Investors: Desire fully detailed business plan

and mitigated risk


Before designing the campaign, we conducted primary research to reveal idefi Music’s market situation:

Lots of competitors but still room for growth

Many music fans prefer to pay for music that’s easy to get

Music communities are big business – and vastly overlooked by labels


We also researched the company’s background in the music industry:

idefi Music was formed in 2009 by people passionate about the music

The company values artists and works to nurture obscure talent

idefi Music also pays artists fairly, breaking with the traditional label’s “cut system” (debt!) that keeps artists chained to the mass market

idefi Music’s distribution and promotion platform enables artists to set their own pay rates and determine:

The kind of music they make How and how often they

promote themselves Where their money goes


Collectively, our research revealed the following problems for our campaign to address:

Complicated rewards system Digital touchpoints lacked persuasive

features and guiding social strategy Lacked updated media kit with new

promotional materials Obvious disconnect between artists

(with their unique needs/desires) and idefi Music


Given these concerns, our primary goals and objectives for this campaign are to:

Raise brand awareness Establish idefi Music’s reputation – And enhance what is already known

We want to position idefi Music as: A new modern type of record label A promotion partner

“We don’t just publish music – we develop artists. We are The New Record Label.”


Our proactive strategic advice is for idefi Music to:

Think community: You need to be where artists and music lovers are

Think connection: You need to update your own promotional materials, including blog content and social channels, to engage

Think opportunity: You need to sponsor an artist’s “start”


Our message strategy is split between our two publics:

Artists: “idefi Music is the New Record Label that takes the time to develop its talent.”

Investors: “ideif Music is a new kind of record label. Let us show you how the business model works.”


Our campaign uses the following tactics:

Interpersonal Materials: Press release, pitch letter

Organizational Materials: Brochure, social strategy

News Media Materials: Media kit content

Advertising Materials: Mockups

Idefi Music:Analyzing the Situation

The digital distribution/promotion market still has room for growth:

Significant boom within digital music distribution industry

Competitors need strong, aggressive positioning to stand out

Artist development Artist promotion

People will pay for fairly priced, unique music to support their favorite artists

Music communities are deciding hits now: Influencers and music fans are overriding label-controlled radio

There’s space in this arena for a distributor who “gets” artists, music fans, and online music communities

Idefi Music:Analyzing the Organization

We performed a digital competitive analysis to support idefi Music’s website redesign objectives:

We found room for improvement in artist pages, the blog and readability

We recommend more transparency and simplicity in the point system – and less text!

We suggest clearly explaining artist development and artist promotion

Video demos would clarify the business model

Music fans are “missing” from the site – build and leverage communities!

Idefi Music:Analyzing the Publics

After interviewing members of both target publics (artists and investors), we discovered:

Struggling Artists: Desire to create, distribute, and

market their materials However, they also desire label

support and connections Want fair pay and ROI Just want to focus on the music

Potential Investors: Want to minimize risk Desire fully detailed business plan Want demonstrated ROI Feel “safer” with strong social

presence and recognizable artists

Idefi Music:Goals and Objectives

Our goals and objectives for this campaign are to:

Raise brand awareness Establish idefi Music’s reputation Increase investor understanding of

idefi Music’s business model Present idefi Music as a legitimate

newcomer in this market

We want to position idefi Music as: A new modern type of record label Credible publisher and promoter Unique A promotion partner

“We don’t just publish music – we develop artists.”

Idefi Music:Goals and Objectives

In line with these goals and objectives, we provide the following detailed proactive strategies:

Adopt a social strategy to leverage music communities/artists

Devise a content calendar for consistent blog and social updates

Form alliances with key competitors, especially those who can offset what idefi Music lacks

Sponsor events/stages for artists to get their “start”

Select a spokesperson for the company to recruit new artists

Develop video demonstrations of a simple, 3-step process to publishing with idefi Music

Idefi Music:Message Strategy

Our message strategy is split between our two publics:

Artists: Focus on control, ease of use, benefits, free tools, and how idefi Music helps them grow as artists

“idefi Music is the New Record Label that takes the time to develop its talent.”

Investors: Focus on the business model, ROI, how idefi Music fills a gap in market and think long-term

“idefi Music is a new kind of label. Invest in a re-envisioning of the music industry. We’ll show you how it works.”

Idefi Music:Message Strategy

Each public receives its own spokesperson:

Artists: Either an established, endorsed artist or a newly discovered artist using idefi Music

Appeal: Artists like to hear from other artists who care about the music and succeed

Be positive and motivate talent

Investors: Broker or business partner who understands both the music business and investing

Appeal: Investors want to learn about a new company from a business standpoint

Be clear and stick to facts and ROI

Idefi Music:Campaign Tactics


Interpersonal Materials: Music tradeshows and events as venues for recruiting new artists and investors

Press release Pitch letter Flyers Business card

Organizational Materials: Extra components for communicating from the organization’s view

Brochure Social strategy

Idefi Music:Campaign Tactics


News Media Materials: Components for communicating with new and alternative media

Media kit, with updated content Positioning paper Feature release

Advertising Materials: Print or Interactive Media

Mockups provided by lead creative Rachel Hornay at Lindsey+Asp

Idefi Music:Rebranding Artist Tiers

Although not originally part of our campaign, we simplified the points system to enhance understanding among both target publics. We did so because:

The point system forms the heart of the idefi Music business model

The brand fails to answer the question, “Why would anyone use this service instead of another?”

The artist pages need improvement Difficult to visualize where you

stand as an idefi artist


With this in mind, we brainstormed the following changes:

“Premiere artists” or “idefi artists” are renamed Endorsed artists

“idefi artists” are renamed trial or basic artists

We cut the point system into clear levels to communicate progress

We added a progress bar for motivation and terminology that connects with younger audiences


Remember:

“Anyone can distribute.Anyone can make CDs.But only idefi Music actively develops talent.”

We suggest that idefi Music focus on what benefits matter to artists, including the ways the company nurtures talent.

This is a great competitive position in a lopsided market.

Too many distributors But they’re crummy promoters idefi Music can fill this gap

Idefi Music:Interpersonal Tactics: Events

Our campaign uses the following materials for events:

Press release template announcement

Pitch letter template announcement Artist flyer Investor flyer Business card mockup Schedule for preparing materials in

advance

The following slides provide samples of the:

Artist flyer Investor flyer Business card

Idefi Music:Organizational Tactics

Our campaign focuses on two organizational tactics:

Brochure To quickly introduce artists to

idefi Music, The New Record Label

Social Strategy To build, connect, engage and

leverage online communities passionate about music

The following slide provides a sample of the social strategy.

Idefi Music:Social Strategy

To convince: struggling artists, music prosumers, Oklahomans and potential investors

To: support idefi Music’s distribution platform, Endorsed Artists and promotional efforts by engaging with idefi Music on social media

Instead of: competitors

Because: idefi Music develops talent and diversifies music, enriching the industry while making the market a fairer, more interesting place for us all

Tone: Friendly, Open, Transparent, Helpful, Excited (about music and industry changes), Challenging (the status quo in the industry)

Position: Music Advocate (on behalf of artists, fans and those who love the industry)

Idefi Music:News Media Tactics

Our news media tactics are designed to fit into a media kit. These include a:

Feature release The ‘idefi Music” family

Positioning paper Why we need competitors in the

music industry Letter of introduction

A bonus pitch letter template Point system overview

Simplifies the point system Fact sheet

Quick facts on idefi Music

The following slide provides a sample of our fact sheet.

Idefi Music:Advertising/Promotion

We crafted a creative brief to base advertising materials:

Our People: Artists. They are motivated by their love of music and a dream of sharing their own creative spirit with the world.

Goal: To establish idefi Music’s reputation as modern, legitimate and fair: The “new record label”.

Objective: To positively impact the awareness of artists seeking to distribute and promote their music; specifically, to increase their understanding of idefi Music’s unique services/rewards.

Idefi Music:Advertising/Promotion

We crafted a creative brief to base advertising materials:

Strategy: To convince: Artists To use: idefi Music’s distribution and

promotion services Instead of: its online music

competitors and traditional record labels

Because: idefi Music provides expert knowledge, services and connections without ripping off struggling artists trying to “make it big” in a competitive industry

The following mockups are provided by Rachel Hornay, a Lindsey+Asp creative.

Idefi Music:Thank you

Thank you for sharing in our campaign for The New Record Label.

Campaigns Team: Shiva Stella: Account Executive Whitney Strittmatter: Assistant AE Jennalee Hughes: Assistant Designer Sam Thomas: Copywriter, Researcher Sydney Chase: Copywriter,

Researcher

We’d also like to thank Rachel Hornay for her creative samples, and Mr. Brady Deaton, CEO idefi Music Group, for tolerating our surprise Google Hangout requests and late-night emails.

[Thank you.]

idefi deck

Entertainment & Humor

music industry

unique music

ideif music

kind of music

music lovers

music wedevelop artists

obscure talent idefi

new record labelour