RELEASE THE MUSIC
CREATIVE
OVERALL IDEAS
Chinese whispers PROJECT
Neverending track
The campaign software in MS is human interaction
LIVING LOGO
Fibre optics that connect to actual bands
Rollover for random recommendations
Initially reads 'release the music' then set your own text
TV/DIGITAL IDEAS
1) Worm hole between pages - musically and visually connect from different band pages as track plays - from franz ferdinand to dolly parton to daft punk etc.
2) Start with 100 artists: quality control, tv: visually/musically controlled, then online: open to everybody
One of 100 artists can start online chain for other users
3) A visual thread controled by a editorial direction running through footage - e.g. the background following stripes or rainbow colors
4) Give the campaign a Headline: longest song, biggest band - a name like grape vine?
5) Sound wave/ timeline: the user can interact with the audio adding comments and their own music
6) Producer - e.g. Dr DRE - giving advice to fans about for the best submissions
7) Sample Library: build a library of sounds - the user then could mix their own tunes and upload
8) BPM software: put similar tracks together as a chain thru an app
9) Themed chains
Chains themed by genre, band outfits, hairstyles?!
User set rules for their chains and can moderate uploads
tribes - identify yourself with themed chains - as a group
Record label chains - best uploads get a deal
Competitive element - who can make the longest / best chain
Challenge to connect from artist A e.g. Kylie to B e.g. Sigur Ros, or start at artist A and see where it leads
Artists used in first 100 bands start a chain and encourage their fans to contribute to their chain E.g. The Daft Punk chain
10) Embedded myspace music player for other blogs, sites etc.
Add widget to player being built by Myspace?
allow users to test functionality in banners, widgets and apps or on whatever platform we recommend
11) On-going tools to help facilitate bands collaborating- e.g. help me find a vocalist for our album
DESIGN FOR PRESENTATION
Mock ups - to be done by monday mid day
Designer (Oli on Unilever pitch)
User journey required?
REFERENCES
Here is a tool that perhaps is useful. (adobe premiere express)http://nike5.masher.com/http://www.hyundaigenesis.com/coupe/ (edit yourself)
OUTSTANDING ITEMS
Site re-design functionality?
MSp design / programmer resource?
Moderation?
Musicologist?
Bill Bailey reference?
STRATEGY
OBJECTIVES
1_Let everyone know MS has changed
2_Get people to MS to interact with functionality
Show breadth of catalogue
more searchable, sharable
3_Get bands to push the idea themsleves
Get fans talking with artists
CAMPAIGN STRUCTURE
Live in Myspace - start in MS, TV splash, continue on MS
BIg bang to content online to on-going Myspace value - what tools for Myspace bands to help aid collaboration?
FAN INVOLVEMENT
Different levels of engagement - from novice to experienced muscian
ON-GOING DIGITAL CAMPAIGN POST BIG BANG
LIVE / EVENTS
Gig relay / rotating stage, continous gig, many bands
Start a chain at a gig