Parlophone - open brief
Promote the Parlophone roster of artists at outdoor summer music festivals and events
The brief
Create an integrated campaign of ideas to promote the Parlophone roster of artists within the environment of an outdoor summer music event or festival. You should deliver a generic concept that is unique to Parlophone and the end result of your campaign will be to drive music sales across the different formats on offer - such as CDs, DVDs, LPs, digital downloads, mobile phone downloads, ring tunes, screensavers, and so on.
Click here to download the brief as a PDF.
Parlophone Background
Parlophone Records is one a number of labels within EMI Music Group. As well as our own artist signings, we work with artists who are 'signed to' our affiliate labels such as Regal, Blue Note, Capitol, Honest Jon's and Apple. Parlophone's ethos is that of strong artist development. We are committed to creativity and innovation, and believe that our roster reflects true music talent. As a result, the roster is very broad, spanning high profile and established acts such as Coldplay, Gorillaz, Kylie, The Beatles, Tina Turner to lesser-known artists such as The Dandy Warhols, Clor and Morning Runner. A full list of artists can be viewed at our website.
Further information:
www.parlophone.co.uk
Considerations
Some media such as leafleting or fly-posting might get lost in the mass of visual and audible 'noise' happening inside the festival site. Consider what will be most effective in competing with all the other communications encountered within the environment, such as non-traditional routes like ambient media, whilst paying careful attention to peoples' behaviour at outdoor festivals and events (e.g. wanting to travel light, how they spend time between acts they wish to see, the weather and levels of comfort experienced).
Furthermore, don't specifically focus on an individual band but think about how your idea could work for a number of artists within a given situation or across different genres of music. Whatever your solution or use of media, we are looking for a core, memorable idea at the heart of the campaign which will automatically encourage word of mouth 'talk-ability' about the label/artist(s) and as a result of this, encourage potential sales.
Target audience
16 - 35 year-olds at outdoor summer music festivals/events in Europe (such as Glastonbury or Reading in the UK and Sonar in Spain).
Tone of voice
Inspiring, original, memorable, contemporary, humourous - consistent with Parlophone's mission to inspire creativity.
Examples of previous activity
V-festival activity
Gorillaz V-Festival 2005 activity (see pic on left): These standees were placed around festival locations Summer 2005 for fans to have their photo taken, which they could then email to the Gorillaz website for display.
iTunes activity
iTunes Glastonbury 2005 activity - iTunes leafleted credit card sized leaflets to festivalgoers, each with a unique code printed on them; fans could then access exclusive content on iTunes via their password/code.
You can see more examples of previous D&AD student winners here.
Brand Guidelines
Logo Specification
Please click here to view the logo specification PDF.
P & C lines
Below is an example of the legal text which has to be included on commercial CDs released by Parlophone:
(P)2005 The copyright in this sound recording is owned by EMI Records Ltd (C)2005 EMI Records Ltd
Parlophone promo text
Below is an example of legal text which must be included on promotional CDs released by Parlophone:
This promotional CD has been released by EMI Records Ltd (EMI) on the express condition that ownership and title remain vested in EMI which may require delivery up of this record at any time. It may not be sold, transferred, altered or copied (including burning or uploading to the internet) without the express prior written approval of EMI only. Promotional use only. Not for sale.
WAP Shop info
If you want to advertise an artist's WAP shop, please include this legal info:
To access the mobile shop, simply text ARTISTNAME SHOP to 84477
Customers on '3' network should text ARTISTNAME SHOP to +44 7797 805 806
Please ensure WAP service is enabled and handset is set to receive WAP push messages. Billing options include reverse bill and secure credit card.
TERMS AND CONDITIONS: 16 plus only. Please ask the bill payers permission before ordering. Sent texts/GPRS download charged at your normal operator rate. In order to download your realtone, your handset must be WAP compatible and your WAP service activated, please check before placing your order. You will receive a WAP push or SMS message allowing you to download your chosen item. For customer support call our customer support line on 0870 240 0263 or email support@new-visions.co.uk. Your mobile number will be added to The Dandy Warhols mobile database and you may receive messages, at no cost, that are relevant to you. If you do not want to receive these messages please either: i) E-mail optout@new-visions.co.uk quoting your mobile telephone number and the wording ARTISTNAME STOP in the subject field or ii) text ARTISTNAME STOP to 84477 (text message charged at your normal network rate). For full terms and conditions & compatibility information go to www.emirecords.co.uk/mobile
Entry Requirements
Mandatory requirements
Your solutions should focus on offering the following to festival punters:
- A positive, quality and engaging experience
- The opportunity to interact with or explore music products at the point of contact, such as a call to action for purchase (for example, mobile phone downloads, realtunes or bluetooth gaming)
- Giving something back - this isn't necessarily a direct selling/marketing exercise, but you could encourage interest by offering purchase incentives such as free 'teaser' snippets of content such as music and video clips, news or interview clips and mobile phone screensavers. However, you must avoid giving-away 'free' music by designing, manufacturing and leafleting a CD of songs for example
- The use of the Parlophone logo and any related branding elements is not mandatory - however, if used then all brand guidelines must be followed (see website below)
Deliverables
Work mounted on no more than three A3 or A2 lightweight boards. Any digital media must be submitted as follows:
- On CD only, no larger than 100MB in size
- Mac-compatible and written in either Flash, Director or Quicktime only
- Fully tested before entry with clear written instructions enclosed (if necessary)
Brief set by
Claire O'Brien, Parlophone
