SAHIL SHAH
JACK
GARRATT
THE BRAND
Challenge
Music listeners are being spoonfed algorithmic-driven music and the quality of artists and their music is deteriorating. How can Advanced Media brand Jack Garratt as the positive change for the music industry and inspire musicians and fans to make better music choices? How can Jack Garratt surprise his fans through engagement and get them interested in the authentic craftsmanship and his process?
Research
Advanced Media, a subsidiary within the Universal Music Group is a full-service content production unit who were assigned to design a launch campaign for Jack Garratt that appeals to a youthful market segment. Here are some research facts that describe the current state of the music inustry:
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Streaming music services influence the way music lovers listen to music based on their preferences, spoon feeding them song after song
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Millennials (age 18-34) spend 25 hours weekly listening to music online from multiple sources.
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61% of Millennials attended at least one live music event in the past 12 months. (Mintel, 2014)
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Millennials are discovering different perspectives on what’s worth owning - Experiences over Stuff
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40% of Millennial participants in a recent Edelman Digital study prefer to shop locally, even knowing that they’ll have to pay a little more for their goods
Who's driving the engagement?
Based on the research, we have recognised that for Jack Garratt fans:
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Music is more than just songs. They are looking for new and authentic ways to experience music
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Always connected. They want to feel involved in the creation, branding, and taste-making process
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When an artist has managed to build a certain level of intimacy with his/her audience, fans fully give their support to their favorites
Therefore, Advanced Media decided to brand Jack Garratt as a musician that delivers better music and provides his fans with an authentic music listening experience. He achieves this by engaging with his fans in unique ways on social media and in-person at multiple live-performance events.
Who is Jack Garratt?
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He won the BBC Sound Of 2016 poll back in January.
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His debut album ‘Phase’ hit the #1 spot after it was released in February 2016
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He wrote his first song at the age of 12, and can also play a variety of instruments including everything from the guitar, drums and piano to the harmonica, mandolin and ukulele
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Before becoming a star, Jack was in college training to be an elementary school music teacher!
Who is a Jack Garratt fan?
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Chooses SxSW over Coachella.
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Chooses a cold craft over a Coors.
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Is not a hipster, but rather is hip to what’s next
Insight
Jack Garratt's audience is part of an artisanal movement which values creativity, process and attention to detail.
But that can be hard to find in the mass produced, algorithmic-driven music today.
Therefore, Jack’s virtuosity inspires even greater fascination. His audience is hungry for more than just the sounds themselves. They’re interested in his craftsmanship and his process.
And they want to be surprised!!
The Idea
It is not a tour, IT’S A JOURNEY.
And we're calling it Jack Garratt "Locally Sourced" Journey.
Redefining the stage tour as not just a string of performances, but an act of exploration within the time between concerts.
This journey will exhibit his process, struggle with creation, and his search for sources of inspiration.
User engagement through the branding of Jack Garratt and artist interaction.
A slice of the Journey!
On ground events:
Artist interaction at Renegade Craft Fair, Brooklyn NY.
Artists paint Jack Garratt inspired t-shirts at the event venue.
Engaging with Surly Brewery in Minneapolis, Minnesota. They will create limited edition special "Jack Garratt" beers based on the interpretation of each of his songs.
Following his love for teaching and sharing his process at The Music School at Sound Crossing. He will engage in conversations with the students to teach them about how to better craft music and understand the process of music creation.
Jack Garratt performs at Tedx Talk and delivers a presentation related to the return of craftsmanship, the DIY movement in pop culture and why it’s important.
At the end he asks people to give toward a existing education initiative such as Education Through Music.
Social Media Engagement:
Engagement through promotional partnerships:
Measurements of Success
