Date:
Project Manager: Christine Keilty, Sofia Siracusa, Yasmin Khalil, George Seymour
Dept:
Album title: Dangerously in love
Artist: Bella
Release Date: 27th November 2010
Product Overview
Where are we now?
Since 1993, we have been selling massive number of albums worldwide. We have an international reputation and are still growing strong. We have introduced a different kind of music that expresses feelings and emotions in a way the audience can relate to. Our record label has been involved with big names such as Whitney Houston, Beyonce Knowles and Christina Aguilera. They have all set a type of genre that has kept the company growing and growing over the years.
The Album Concept
What is it?
Dangerously in Love is a brand new album that expresses a woman’s feelings towards her partner. She wants her audience to know that it is good for you to communicate with your partner and to tell them that you love them. She wanted to create this album for her audience to be able to relate to it and be able to express their feelings as well. It is an album about love and relationships, the meaning of love and the things that come with being in love. Dangerously in love shows to Bella’s audience that underneath strong women there are emotions and feelings and Bella likes to express them like any other human being.
Why are we doing it?
We are doing this to add to the other successful love albums we have produced in the past. We believe that this is an album that many people will be able to relate to, not just our normal audience many more.
Comparable Products
Norah Jones-Not too late
Released: January 30th 2007
First week sales: 405,000
Leona Lewis- spirit deluxe edition
Released: 9th November 2007
First week sales: 375,872
Sales to date: 2,812,524
Alicia Keys- The element of Freedom
Released: 11th December 2009
First week sales: 417,000
Sales to Date: 1,305,000
Who is our CONSUMER?
Primary (70%)
Females 13-40 ABC1
Secondary (30%)
Males 13-40 ABC1
What is the CONSUMER REACTION we want?
We want the consumer to be able to feel and relate to the songs, build a relationship with the artist and with the lyrics throughout the song. We want them to play the songs over and over again and never get bored. Also, we want them to remember the songs and the lyrics and in a couple of years when they are caught in a love moment go back to this album to feel the emotions they once felt.
How will we know it worked?
From the sales Target. We will see if our targets were met and whether they were higher than we expected. If it fails to reach our targets we will go back and solve where we may have gone wrong.
Sales Target – 25,000 In the first week
Key Launch Releases
· Press Campaign: 18th November 2010
· TVC Launch: 24th November 2010
· Album Release: 27th November 2010
Creative Brief – Album Sleeve
Description:
To create a welcoming, emotional album with the artist showing emotion and appeal to the audience, getting them to want to buy it and listen to her feelings and to want to find out behind the image.
Deadlines:
9th of November 2010 cover deadline
Objective:
To present a cd that the audience can relate to keep the genre of love alive within individual and show them how they can express this in such beautiful words.
Proposition:
To combine dangerously in loves reputation with existing and new buyers to offer a highly commercial proposition
Tone of voice/ brand image/ positioning:
Aimed towards the audience who is going through love and can relate themselves to these songs, also the younger listeners to help them be able to express their emotions and feelings towards the opposite sex.
Restrictions/limitations (mandatories)
1. Dangerously in love brand logo
2. SonyBMG Logo
Production Specs
One cd with a box case
Creative Edge Spectrum
If very safe equals 1, and very edgy equals 10, on the spectrum of a score of 1-10, what score would you place on this brief? 6
Budget
TBC
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