603 - Brief 01 - AV8 Intro

Potential Internal Collaborative with Tom Summers or just a Personal Substantial Brief??

Brief name :  AV8 Identity

Time scale : Ongoing 
                    (main identity aim for 2-3 weeks)
                    (deliverables aim for a further month or so)

Brief : Create an immersive and engaging identity for a new, up and coming music platform which will predominantly communicate through Facebook. 

The outcomes should consider the already existing platforms on the market and then introduce something new and original, which appeals to its current and trendy audience (which naturally comes with dance music genres) both visually and contextually. These outcomes can then be informed by research into the audience and aim to serve an actual purpose to not only boost the local DJs but at the same time be as interactive as possible with the audience.
This is an ongoing project, so will need constant branding updates and structured advertising for weekly live streams, articles and artists - of which I must constantly analyse the audiences interaction with this content and alter its approach through tone of voice and visuals.
I will aim to think outside the brand system to express the platform in a unique and original way, but examples of these deliverables may include a logo, logotype, Facebook banner, flyers, other content for socials, email handlers, and then merchandise such as t-shirts and stickers, etc.

Background : Platforms and online communities such as Boiler Room and Yard Sessions already offer online services such as live streams and podcasts featuring famous DJs in the industry. But how can I personalise this and take it a step further to stand out in the market and offer something new and unique - which offers a more considered and interactive platform for the younger generation of up and coming DJs, music-lovers and creative people within the thriving arts scene to get involved with. 

The whole idea & concept came from this deep-routed love, passion and loyalty for dance music across all genres, so this needs to be reflected throughout. With the aims of creating this interactive online presence for ourselves - a platform by the people for the people being one of the unique selling points. But how else can I approach this brief differently to stand out? How can I be inspired by this new wave of marketing via design for screen - making use of moving and interactive techniques through the social media platforms. Pushing this desire to better my social skills for after university, learning how to better present myself and my projects online to reach and then continue to engage audiences both physically and online.

Target audience : Younger Generations (17-25) who are passionate about dance music, students in particular.

Mandatory requirements : An immersive brand identity with a minimum of 4 deliverables. Showing engagement both digitally and through print. 

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As I began coming up with initial ideas for this brief, I was initially approaching it as an internal collaborative to complete with Tom Summers (as we are both very passionate and involved in the music industry) - but it did quickly feel very one-sided. 

As discussions went on and we started developing ideas and various directions to consider, it was clear how we had very opposing views and both wanted to do something completely different with the brief - not to mention, the in-consistency between our design styles and processes and our general eagerness to get the brief going. 

I began making decisions without him and within the first few days we did confirm it would be best for me to continue developing the project individually, as it was just not working as a collaboration. I already have a very distinct idea of the path I want to travel down and explore with this project and we were mature enough to go our separate ways, as some people you are just not meant to collaborate with!

I began considering various name ideas for the audio collective, keeping it centred around our address in Leeds - 8 Ashville View, as it would be based here and born in the final year of our uni experience, so it seemed fitting to reference our roots and have that deeper justification which can be perceived as something completely different at the surface level.

• Ashville8 (A8) 
• Ash8
• View8
• Ashville Audio (AA)
• AV8 (aviate)  - "to pilot or fly in an aircraft."

Inspired by similar formed collectives around Leeds, such as that of Hessle Audio - a now well-known techno record label - ran by David Kennedy (Pearson Sound), Ben Thomson (Ben Ufo) and Kevin McAuley (Pangaea) - all ex-Leeds College of Music Students who are know big time techno DJs. 

They started their label situated on the Hessle's in Hyde Park, Leeds. And I think it is a firm justification linking back to your area and especially birth-place of the original idea, as it does give you this reminder and pride of your beginnings. As well as a deeper level and story behind the brand, which the audience can eventually come to appreciate. 

I was very torn between names - wanting something punchy, which rolls of the tongue yet something which could mean something different to each person at surface-level - dependent on if you have looked into the brand and know the story. 

Funnily enough, whilst stood at the back door (as all the smokers do) at one of our first parties of the year - we noticed as we were looking out at the yard, a little stencil on the bins! 

Each house has its initials and number stencilled onto the bin to differentiate between all the other terrace houses bins.
And the initials were actually one of the names I came up with prior!

This provided us with a unique justification point and hidden story behind the identity of the brand, which can be something that the DJs and party people can be interactive with and work out for themselves upon visiting the house for our various events, etc!?


AV8 - obviously represents our house, but can also be perceived as flying in a plane.. "aviation", "to aviate"  - "to pilot or fly in an aircraft". 

This concept fits perfectly with the direction of the brand. Being an audio collective passionate about immersing ourselves into the music and getting lost in it, flying and soaring is very relevant as we are encouraging and inviting people to come and fly high with us and get lost in the music. 
"Our music is flying out of this world!!"

- AV8 airways - play on the idea of a holiday jetting company?!
- airways / airwaves - could be the radio frequencies.

Core values and ideas of the brand?

 > Passionate about our music 

> Raise awareness for local artists

> Directory for events in Leeds

> Weekly feature articles, live streams of the DJ sets

Our selling points? What is our purpose? How can we offer something unique?

> In just a few clicks you can listen to new, current music hand-picked by featured djs - in turn, finding new music whilst supporting local artists 

> Quick, convenient, current

> Takes out the stress of looking for specific tracks at pres, making a playlist, loading up everyones requests - instead can have a live DJ set from local talent

> There’s a major emphasis on live streaming video content online right now, and as a result, social media posts that contain live video get more natural exposure. This is a big opportunity for DJs to reach more a wider audience
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Ideas for Primary Research Questions 

- What are people's go-to music platforms for listening to electronic music?

- What are people's/dj's go-to music platforms for finding new electronic music?

- Do you already communicate with live streams on Facebook or tend to watch the posted video afterwards?

- Instead of listening to mixes/playlists/boiler rooms would you consider tuning into something more local? - when at pres or when chilling/doing work?

"The crowd is what makes boiler rooms interesting, that and actually watching the dj mix between tracks"

- make it interactive - live streams at parties for the crowd? 

- when its just weekly podcasts in my room - make the surroundings themed & interesting?

     - branding / posters

     - giveaways / competitions 

     - special shows

     - live graphics on-screen

- Specifically focus on the target audience?
      - For example, that of in the 'ID of music' group on facebook!
       - What is that demographic and how can I reach them?