Research and Planning - Digipak: Creative brief

Date: 11/12/2015

Album Title/artist: ‘Tribulations’ by Lamarr Carter

Project Manager: Emine Ibrahim and Katie Yiacoumi

Release Date: 5^th February 2015

Product Overview:

Lamarr Carter is a young German/ African American, born rapper who was brought up in North Carolina, America. His career started as a young man rapping for fun in high school. Lamarr realised that people started to enjoy listening to the music he was creating, this drove him to doing everything he can to make it in the music industry. Along with his new born passion for music, Lamarr came out with 2 mix tapes within a year which went viral all over the internet. This captured the attention of representatives at the record label Roc Nation and also led to him being signed and releasing his first album. The album did just as well as both of his mix tapes and brought him a larger fan base. There is a high demand for new music from Lamarr since his success has brought new listeners who can’t wait to hear what he has to say.

The Album Concept:

What is it?

We want to create an album cover which is quite simplistic but intricate. We will show his star image in a way which is not over dramatic but still distinctive. Our goal is to please our loyal audience that we already have and also attract new people to the artist’s music. We want the theme of our album to match with the theme of our music video we will be making for ‘No Role Modelz’. The album will be very honest and reflect real life situations that Lamarr has been through, so really just letting his fans witness his life story through music. The concept of the album aims to engage listeners into knowing the ins and outs of our artists climb to success.

Why are we doing it?

Our goal with Lamarr Carter is to bring him to a new forefront of international success. As an artist with quite a niche audience we would like to make sure that this campaign brings him a new type of audience and also helps people outside of his target audience understand him more as a person. So a main purpose of ours will be to attract our audience with the type of colours, images and typography we use within our campaign. As a team working on this campaign it is important that the themes of the artist and their music run throughout the digipak as this plays a vital role on the audiences reaction and opinion. Themes such as love, envy, struggle, crime and poverty will run through the album, this is important to point out because the audience we are trying to reach for may be able to relate to them which will then entice them to endure in the products we are creating. 

Audience demographics:

• Target Audience: 16-25 as we have found from previous research such as the questionnaires that this is the most popular ages to listen to Hip-Hop/Rap .
• Gender: Both genders appeal to our genre as the themes in Hip-Hop/Rap appeal to both genders e.g. love/struggle.
• Social Category: C-E as our genre relates to the lower class as the categories above C tend to listen to more classical music. 

Comparable Products:
Both these digipaks can compare to what I plan to create as my final digipak. This is because the artist is the main focus on both digipaks. The colours are dark and there is low-key lighting which set the mysterious atmosphere for the album. On both digipaks the only information on there is the album title. This suggests that this is the only important factor, and the name of the artist is not displayed suggesting that the artist is already powerful enough.

How will we know it worked?

We will know it worked through the number of sales our artist gains. By looking at the figures it will be clear if our artist has been successful. Also, the media will play a huge role in this as they will be writing articles and following our artist around which will prove that our artist has become successful. Also, the number of followers our artist will gain on social media will show how much publicity our artist has gained. 

Launch dates:

Press campaign: 10th January 2016

TV Launch: 30th January 2016

Album Release: 5th February 2016