Planning - Album Cover Design Brief

Design Brief

Date: 17.11.2014

Project Manager: Rhea/David/Talal/Lisa
Dept: 

Artist / Album Title : THE AFTERPARTY/ T$

Release Date:  1^st July 2015

 

Product Overview

Who are they?

Jacques Webster better known by his stage name Travis Scott (stylized as Travi$ Scott), is an American hip hop recording artist and record produc

er from Houston, Texas. Scott signed to Epic Records before eventually signing to Kanye West's GOOD Music production wing known as Very G.O.O.D. Beats. In April 2013, it was announced he signed with T.I.'s Grand Hustle imprint.


The Album Concept

Travis Scotts' introduction to fame and his romances over the course of confessional, club-oriented, and sexual songs. Travis' emotionally transparent, self-deprecating lyrics are delivered in both rapped and subtly sung verses, and explore feelings of doubt, insecurity, and heartbreak.

Why are we doing it?

This is Travis Scott's debut album and we need this album to break through in the UK; the artwork is key to our success. The

consumers should be able to recognise our artist through the style of artwork used, this is his first album release as his previous work has been free mixtapes online. The album would be in the Hip-Hop genre section of any store and we want our album cover to stand out amongst the rest. Looking at Hip-Hop covers, most are dark in colour, we want to produce something following these elements but with a twist, challenging the typical conventions of covers. 

One of the subject matters featured in many of Travis Scott's song lyrics is drug use, the psychotic and hallucinogenic effects of drugs reflect his distorted and warped sounding beats and vocal style which was influenced by artists such as Kid Cudi and Kanye West, also, artists such as Childish Gambino, Chance The Rapper and Danny Brown have all displayed a similar style, this is apparent in the artists album cover artwork which all utilize bright, mellow, dreamlike colours.

Consumers:

Primary audience 60% males ( 18-24)

Secondary audience 40% females ( 16-21 )

What is the reaction we want?

We want the audience and the consumers to feel like they can understand the artist. The target audience should be able to build and de

velop a relationship artist.

How Will We Know It Worked?

We will know this from our sale targets. If this is met or higher than the target, then we will know this is a success. Also we are going to do focus group where we will pay a few fans to look at our first drafts and give us their feedback. This will be helpful as we will be able to improve on the criticism they make.

Sales Target: 50, 000

Kay launch dates

Press Campaign: May 16^th 2015

First album song release: June 29^th 2015

Album Release: July 1st 2015