Research
CLIENT
Advanced Media is UMG’s full-service content production unit that provides the blueprint, production, distribution and amplification for the demands of today’s audience.
CHALLENGE
To design a launch campaign for Jack Garratt that appeals to a youthful market segment without the appearance of over commercialization, and re-imagine the music industry and use Advanced Media as a way to turn Universal Music Group into a transmedia company.
61% of them attended at least one live music event in the past 12 months.
introducing
He won the BBC Sound Of 2016 poll back in January.
His debut album ‘Phase’ hit the #1 spot after it was released in February 2016.
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
Before becoming a star, Jack was in college training to be an elementary school music teacher!
His most well-known song ‘Breathe Life’ was recently covered by fellow UK artist Craig David.
Music is more than just songs.
They are looking for new and authentic ways to experience music.
Always connected.
They want to feel involved in the creation, branding, and taste-making process.
When an artist has managed to build a certain level of intimacy with his/her audience, fans fully give their support to their favorites.
Strategic Insight
Our audience is part of an artisanal movement which values human-scaled output, non-mechanical aspects of creativity, 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.
the big idea
It is not a tour, IT’S A JOURNEY
the campaign
Governor Ball Music Festival
NYC
Renegade Craft Fair
Brooklyn, NY
(Sensory Exp.)
Day 1
Newport Folk Festival
Newport, RI
(Collaboration)
Day 11
The Music School@Sound Crossing
Windsor, Con
(Giving Back)
Day 17
TED Talk
Boston, Mass
(Giving Back)
Day 22
Craft Beer
Minneapolis, MN
(Collaboration &
Sensory Exp.)
Day 27
Lollapalooza
Chicago, IL
Become Transmedia
Advanced Media’s Role
Advanced Media On the Ground
Advanced Media On Social Media
Advanced Media with Publishers
Advanced Media Partnerships
Measurement of Success
Changing UMG
Become Transmedia
Journey never ends...
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