Creative Brief

Creative Brief

Rihanna – Immortal Vibe

 

Date: 19th December 2012 Project Manager: Ope Seriki Dept: TV Compilation

Album Title/Artist: Farewell/ Rihanna Release Date: 20th February 2012

 

PRODUCT OVERVIEW

WHERE ARE WE NOW? Market climate, history, heritage, significant trends influencing this release   Rihanna is a well-established R&B singer from Barbados.  She made her debut in 2005 with her album ‘Music of The Sun’. She is the highest-selling digital artist in US history. Rihanna is signed to Def Jam Recordings and managed by rapper, Jay-Z’s record label, Roc Nation. Both these record labels are renowned and known for signing artists specifically based around the R&B and hip-hop genres. Rihanna has released 6 albums within her 6 years in the industry. The fact that this is her seventh year in the industry is the significant push influencing this release of her seventh album.

The ALBUM CONCEPT   What is it? This is Rihanna’s seventh studio album. Unlike her previous albums, this album presents her personality and her personal beliefs are portrayed through the music. As usual, she returns to the music of her home country, Barbados, combining reggae and dancehall with her R&B tracks. Even with the use of upbeat afro-Caribbean music on the album, the main songs that will be made into singles in the future are more sentimental. Her vocals on the album are commanding, soulful as well as vulnerable. Why are we doing it? To capitalise on the success of Rihanna’s seven years in the music industry.   Comparable Products Rihanna – Talk That Talk (cat: 81234 70555 2) Released: 04/06/2011 First week sales: 338,175 Sales to date: 1,347,100   Beyonce – I Am… Sasha Fierce (cat: 99976 8513982) Released: 19/06/2008 First week sales: 297,251 Sales to date: 1,554,001   Rihanna – LOUD: (cat: 57847468322) Released: Sept 2010 First week sales: 265,858 Sales to date: 1,689,201

Who is our CONSUMER?   Primary (70%) Females 13-30 BC1   Secondary (30%) Males 16-25 BC1

What is the CONSUMER REACTION we want? What do we want the consumer to think and feel once they have seen the communication. Excited because this a celebration, an acknowledgement of Rihanna’s 7 years of aiming to provide great music for her fans, We want consumers to be inspired and satisfied. We want them to feel that this is the definitive collaboration of R&B, reggae, soul and pop. A product both collectable and desirable.

HOW WILL WE KNOW IT WORKED? Sales Targets. Targets based on Comparative Products. Artist management/ third party endorsement   Sales target -  300,000 in first week

KEY LAUNCH DATES Press campaign: 07th February 2013 TVC Launch: 14rd February 2013 Album Release: 20th February 2013

 

 

CREATIVE BRIEF – ALBUM SLEEVE

 

Description	To design an urban and simply sexy package this reflects the honest sophistication of Rihanna as a brand and a young woman.
Deadlines	31st January 2013 cover deadline.
Objective	To create a package this conveys all of the genres in which Rihanna is known to sing whilst maintaining her most known image as a young and free R&B musician.­
Proposition	To combine Rihanna’s reputation for unconventional and stimulating style with a conscious decision to offer a highly commercial proposition to new buyers and existing followers.
Tone of voice/ brand image/ positioning	Aimed towards the loyal R&B lover, Rihanna fan and the mainstream public. Cultured, entertaining and stirring album.
Restrictions/ limitations (mandatories)	Rihanna Brand Logo DefJam Logo Barcode Name of Album
Production Specs	1CD that includes 14 songs with an R&B foundation, however there are elements of pop, soul and reggae to attract a wider audience.
Creative Edge Spectrum	If Very Safe equals 1, and Very Edgy equals 10, on a spectrum of a score of 1-10, what score would you place on this brief?   9
Budget	TBC

 

 

CREATIVE BRIEF – MAGAZINE ADVERT
 

 

Description	To design a simple but sophisticated magazine advert that aesthetically and visually obviously relates to the album cover. The main information is to be just as attention grabbing as the album cover picture in sharp and stylish text.
Deadlines	31st January
Objective	To make the advert attention grabbing and eye-catching so that it will attract as big an audience as possible subsequently marketing the album perfectly. The advert should give a good enough depiction of the music so that people will have an idea of what to expect from the page alone.
Proposition	We want this album to sell and appeal to as many people as possible, therefore, the magazine advert will have to be edgy and representative of Rihanna, her persona and her music to draw people in.
Tone of voice  / brand image	This album is aimed to people who dance and want to learn a new style of dance. The subculture of people who are into the retro style of clothing
Restrictions Limitations	1.     Rihanna logo 2.     Def Jam logo 3.     Relevant information about the album 4.     Name of album 5.     Name of artist 6.     Most popular featured songs 7.     Rihanna’s website
Production Specs	All relevant album sales information (album release date, where it can be purchased etc.) and a picture of the album itself.
Creative Edge Spectrum	On a spectrum score of 1 to 10, ours would be : 10 because our music is not mainstream and is very edgy since it is not mainstream   5
Budget	TBC