Date: 23rd January 2011
Project Manager: Christine Keilty, Sofia Siracusa, Yasmin Khalil, George Seymour
Dept:
Album Title: Dangerously In Love
Aritst: Bella
Release Date: 27th Novemeber 2010
Product Overview
Where are we now?
Since 1993, we have been selling a massive number of albums worldwide. we have an international reputation and are still going strong. We have introduced a differant kind of music that expresses feelings and emotions in a way the audience can relate. 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 womans 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 her feelings aswell. 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 Bellas 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 but 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 are our Consumers
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 thoughout 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 thay are caught in a love moment, go back to this album and feel the emotions they once felt.
How will we know it worked?
From the sales Target. We will see if out targets were met and whether they are higher than we expected. If it fails to reach our target 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
Task: To create a album cover for the album Dangerously in Love, it must show the 2 sides to the artsit, Bella, and the audience must be able to recognise it straight away.
Deadline: 9th November 2010
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 toward a young to middle-aged audience who are going though love and can relate to the song and its lyrics, also to help the younger listeners to express their feelings towards the opposite sex.
Restrictions/Limitations
1. Dangerously in Love Brand Logo
2. SonyBMG Logo
Production Specs
One CD in a box case with an Album cover
Budget: TBC
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