Hi, we are Sophie from Bluebird management a small company focused launching the careers of young professional bands such as the one were discussing today. This Pitch has been set up to launch the career of PRIM an pop rock brand with an independant approach to the music industry as seen through their truely unique style.
I am here today to present the small pop-rock band PRIM. Bluebird management truly believe that PRIM will thrive at Marshall Teller Records as they fit with your unique label in both style and production methods. As the management team we have carried out extensive research into the field and have came up with the findings that as the small band they are they will suit the independant label as it incouperates the right mixture of lifestyle and professionalism. They will suit your label particularly due to the musical backround which is very similair to that of bands that you have already signed such as The Vaccines and Winter Drones. Marshall Teller will suit the band as it allows them and the record to hold a tight relationship allowing them to develop further, this is needed as PRIM are new to the industry and have to take the first steps. This developmental period also helps the label in the way that they are slightly moldable and have the ability to grow.
C) Explain the band's genre and music- Link it to the label's existing roster and specialised genres
Prims existing genre is of the indie/pop rock genre this is mixed with retro influences mostly from the teddy boy era this can not only be seen in their style but also throught there musical choices. This is the top selling genre in the music industry at the moment as famous band like Fall out Boy and 5 seconds of summer are starting to take over the charts. Your label particular has produced larger stars in this industry this can be seen with the band The Vaccines and many more your label. Prim has unique twist in the way that they play that brings back the memories of old rock n roll this alternetive style can help the label grow the diversity of the bands that you sign.
D) Discuss the bands profile/identity - give musical background etc., then describe their demographic ( audience profile ) and explain their popularity ( existing fan base and social media followers)
Name: Prim
We chose Prim because of the line 'Prim & proper' which we feel matches our bands concept and style, hopefully contradicting the genre of music the band will play.
Number of members: 4 (Singer, Guitar, Bass & Drummer)
We choose 4 after iconic bands such The Beatles and All Time Low. This is also typical of a pop rock band. The lead singer will be female whilst the three male, we are hoping that this will make our band stand out in a limited market where male lead singers have dominated.
Music they will play and what it's about:
Pop rock
The bands music will have a message, each album will a concept for example, Green Day's album American Idiots and MCR's album The Black Parade. We have chosen this because these are often best selling albums in a popular market, it hooks young people, creating memories around the band and giving them a snapshot of their youth.
The look:
They will be suited to fit their name Prim (and proper) but with an underlining of mischief, for example how you would see someone looking in a suit after coming out of a club. We are hoping to take inspiration from Teddy Boys from the 80's (and 50's).
Individual members:
Lead singer
Name: Jennet Jane
Age: 21
Height: 5'6
Description of looks: fierce red hair with olive skin, slim physique, strong fashion sense, greeny grey
Interests: Instruments, art, foodie, music fanatic
Style: Vintage/Teddy Boys
Guitar player
Name: Nick 'Nasty Nick'
Age: 23
Height: 5'9
Description of looks: short dark hair (curled/messy), bit on the chubbier side (not fat!), olive skin, grumpy looking, baby blue eyes
Interests: foodie, singer/songwriter, fashion
Style: Rock/Teddy Boy (forced into vintage)
Drummer:
Name: Ted 'Teddy Boy'
Age: 18
Height: 5'11
Description of looks: weedy looking, pale skin, bad posture, hair colour changes, longish hair, black/dark brown
Interests:Social media, instruments, revolting (teddy boy era)
Style: Vintage/Teddy Boy
Bass Player
Name: Nate
Age: 21
Height: 5'6
Description of looks: Baby faced, dark hair, cropped short hair, bit of a posh tot, baby blue eyes
Interests: movie & comic buff, instruments, social media
Style: younger version of nick (nick wannabe)
The style inspiration seen on presentation.
To establish where our brand PRIM will market towards we have had to create a clear audience identity. This identity will be inspired from the resources we have gained whilst carrying out research on simlair bands within the same genre. The considerations will be :
Age : The age group of PRIMs audience is difficult to determine as although they are of a pop rock genre which will typical attract 18-25 year olds, they also have a vintage theme in their music that may appeal to older teddy boys at the age of 50-60. This wide spread audience is hard to pinpoint although we do think because of the nature of the music and the fact that its not about the look for the band they will attract mostly people in their early 20's.
Gender : The main gender of PRIM's listeners will mainly be male although we are hoping to make it as gender neutral as possible. The lead singer in the band is female, this has been done to attract female to the band despite the genre and style of the band that is more male orientated.
Social economics : PRIM's fans will be within the student age bracket meaning they fall into the C an D groupings. My fans will fall into this bracket as they will have limted money ti amy mean the band keeps their ticket prices low and may play only small independant gigs.
Physcographics :
A) Personality
The typical listener will follow vintage values. This may mean that they are quirky and confident as they don't mind sticking out from the crowd. They will carry this through to everyday events such as shopping by doing it in a truely orginal way. They are not afraid to buy second hand and do crafting and DIY. They highly respect fashion and music including the connection between the both. They will be talkative and have strong sense of humour and originality.
B) Values
They will have strong values that include helping charities that support difference and are against predjudice. I think this will be because they are different that have had to hear the odd comment about the way they dress or the music they like because its different and not mainstream.
C) Interest
I think that they will be into history, fashion and music. They will follow these religiously and because of the age bracket they are in it will be the majority of their social life time. They attend gigs regualrly to find new bands that are starting in the industry. They are strong beleivers in not only the music market but also the music itself.
D) Attitudes
They are forward thinking positive people that are confident although they are part of the rock scene which can have negative connections. This is similair to the attitude of the band who are part of the rock scene but have a niche approach to it.
E) Lifestyle
The age bracket means that they are most likely to be students so they will have a hectic lifestyle and may attend weekend gigs to calm down. This will be how they have social interation instead of going to pubs and clubs. They will enjoy music although they may not be hardcore fans of every band they enjoy.
Overall, PRIM's listeners will be confident with a relaxed approach to life and enjoy a wide variety of music. They are interested in smaller bands that are new to the market. They will spend the majority of their spare money on gigs and music supporting the indie music industry.
Geo demographics: England- They are a british based band that will typically tour in the UK. This will mean that these small indie band lovers will live typically in this area. They will tour round universities in this area as well.
Ethnicity: British- This will be because they are based in England and they will sell their music and tour in this area.
Sexual Orientation: Hetrosexual- I think that the listeners will mainly be straight although this will only be the typical for the majority of the audience. This means that there maybe outliers that also enjoy the band. The band themselves are hetrosexual and this will be projected in their followers.
Consumption History : I think their consumption history will be mainly made of smaller indie bands that are not well known and may play small pub or club gigs. These may be artist like The Holidays, Gold motel and Wilson. They will enjoy the industry but may not like what the larger more commercial bands are like.
Cross-Cultural Consumer Characteristics: I think that the listeners of our band will fall into the reformers into reformers category. They will be do gooders to the enviorment and the industry they support. They like the idelogy that is caring and supportive of the product.
Exsting fan base :
PRIM has a small following of students across the UK as they have toured university cities and town allowing them to reach to their desired target audience. They have also reached out using social medias such as facebook and twitter in which now they are gaining more and more followers on the daily basis. Their music has been published through Youtube to gain further knowledge from the market around them and allowing them to gain a proffesional edge. There typical follower will go to more then one gig a week and maining attends local pubs and gigs in smaller locations like university union rooms and more.
E) Media products- Explain design concept of Logo/CD cover and Poster.
To establish the band appereance and look we have made a mock edition of the CD cover for the bands first album The lady in Red. The first element of this photoshoot was the image taken proffesionally to suit the cover. We looked into the style that we wanted to portrait and found that it was an indie feel with the pop of the retro syle and colours this can be seen most in the photoshoot when looking at the contrast of the background from the lead singer who can be reconised on both the cover and poster. This was soon edited into the cover that you can see hear.
The poster is very simlair to the CD cover and had the same influences this includes the direct lines to the main subject and the use of clear bold text in simair fonts.
As you can see on both of these products the main logo has not been used this was due to difficulties in the production company.
F) Focus group research
In the development of PRIM we carried out research into the correct image for the band, we gathered mostof our research through primary research such as s focus group. When presenting PRIM to this group the main reaction was positive as they were unique and did not follow the trend. Although some changes were made through this including the decision of logo and some changes to the overall feel of the band including the age range of followers.
G) Wind it up- find something positive
Thank you for listening I hope to be hearing from you soon, have you any questions ?
