Our Group Proposal

We had to research and plan for our group proposal in order for our idea to be greenlit. As part of our proposal, we had to present our idea using visual references, marketing ideas and artist identity. Some of the things to consider in the presentation were:

• The song choice, style and reasons for the choice
• The brand identity of the original artist
• Visual style, including iconography, thematic props, costumes and hair/make-up
• Audience profiling, including wide and niche markets
• A brief overview, followed by a detailed breakdown of our idea
• Influential album artwork and conventions of album art that we found
• A rough idea of our album cover proposal
• Websites of similar artists and conventions

This was the handout we gave out to reference alongside our presentation:

Feedback (and how we would improve on these points):

• The lyrics of the song do not correspond with the theme of feminism and the notion of Ava as a strong, independent female artist (the lyrics and the music video could however be used in a satirical fashion)
• Presenting Ava as an activist may put her in a negative light (she could have an active interest in human rights and support several charities than work on a variety of causes)
• Ava's character has a USP in the sense that she is a wholesome character- she avoids the highly sexualised modern music industry but is still current and contemporary, and also reflects the traditional values of the 50s, without projecting female oppression.
• "The Little Paris Kitchen"/ Rachel Khoo's brand identity may be a good visual reference 
• The 'tween' market is perhaps a little too young for our idea. They are probably less likely to understand the comical references to popular culture and are also more used to manufactured, mainstream pop music rather than alternative, independent tracks.
• Ava, as an artist, has a novelty about her that makes her very accessible to specific types of women. She is, for example, a post-modern feminist, whose life is not characterised by men.
• We need to carry out further research into record labels, how they function and how each label tends to be branded. (We have a rough idea for an all-female record label called Fruit Bowl Records that needs refinement in terms of institutional identity.)
• We may need to work a little on our ending - does Ava go off set by herself or with another guy? Which one of these fits her artist identity most?