rebranding vh1
TRANSCRIPT
Rebranding: The New
Victoria SpadacciniAugust 13, 2014
Post Research:
Insights
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Brimming with
passion and soul
Mid twenty to mid
thirty year olds living
in America
and have endured an uphill battle to get to
where they are today. Hard work, honesty,
and perseverance are key parts of their
journey.
Who feel their
way through
life
Who Is Your Audience?
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Musically, What Matters to Them the Most ?
Stories They Can Relate To
Songs That Can Match or Set Their
Mood
Truth
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The Demand for Transparency
As technology has changed the way information is presented,
we have become more aware of the veils that are placed
before us. As a result, we crave media that feels real and
honest.
Country music is a genre I like, because it shares a
story that I can relate to, even if I don’t make millions or
perform in front of sold out crowds.
Other genres are just talking about things completely
unrelatable…like popping thousand dollar bottles and
having girls (wearing next to nothing) dance around
you.
❞
❞- Tyler, 24, Martinez, CA
This Not This
Keynote Template
Music is Their
Emotional
Compass.
”Sometimes I feel like rock, or if I’m tired I want
something catchy and upbeat. With that said, if I hear
a really great song, it can totally change my mood.”
–Holly, 32, Alabama
“My music allows me to get lost in it so I can come back
more centered and balanced which in turn impacts me and
how I express myself more positively.”
-Maurice, 27, IL
Music is open-minded.
It is for self-interest,
not social status.-
“You like what you like. And that's okay! There are
different personality types, life experiences, and many
other intangibles that shape your "taste" in music. It
might be your age, your region, or your ethnicity. Maybe
you're into gangsta rap, or pop-country, or spoken word.
If it moves you, go for it.” – Matt, 35, CA
“I no longer am influenced to what my friends listen to,
because I know I'm not being myself if I'm doing that. I've
gotten to the point in my life where I make decisions solely
on what is best for me.” –Tyler, 24, CA
Keynote Template
Music is Their
Support System.
“Whether I feel like a million bucks or I feel down in dumps you are there for
me . You always know how to make me feel better. You enlighten me and
you lift my spirits.”
– Christy, 34, NJ, in an open letter to music.
Music is Where
Their Memories
Live.
“I can still remember three of the songs that were played
at my dad’s memorial, and now whenever those songs
come on, whether it be on the radio or in the grocery store,
I flash back directly to the day of my dad’s memorial and at
times have to hold myself together.” – Tyler, 24, California
Music is Identity.
Discover Research Share Buy
The Process of Music Consumption
Friends
Youtube
Pandora
Wikipedia
Itunes
Concert Tickets
Shazam
1Keynote Template
Top 3 Platforms, According to Them
YoutubeBest for Watching
Music Videos
PandoraBest for Free Streaming
Best for Paid Streaming
ItunesBest for Purchasing Music
Best for Downloading Music
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Their Guidelines to Worthiness
If it really speaks to you, go for it! It is the best way to support the artist.
If not, save your money and just stream it.
This is the best way to get free, instant access to music you love,
and discover amazing artists like never before.
Absolutely worthy.
By finding them relatable, their music is better.
Sharing
Streaming
Buying
Share because you love spreading joy into people’s lives.
Because you know how good it feels to discover amazing music.
Because they’ll appreciate it.
Connecting to
Artists Online
They passively discover music,
rather than actively searching
for it.
What Makes 2014’s Music Lovers Unique?
They do not have a defined taste,
but rather, a broad set of likes.
They gravitate towards musicians
who embrace their individuality,
who are unafraid to be strange. Insight:
Music is no longer the top priority
It is found out of convenience.
Insight
They haven’t formed any deep emotional connection with
new music. They are desperately craving a new genre.
Insight:
Sameness is boring. Bold,
honest expression isn’t.
“Different” has mass appeal.
Strategy
& Execution
VH1 Rebranded: Music for the People(Not the Paparazzi)
“I Wanna Rock!”
A School of Rock type
competition between
outrageously gifted youth who
are paving the way in the
future of music. Featuring
celebrity judges. Partnered
with the Save the Music
Foundation.
“Music Revolution”
An interactive social media
show that discusses how
their generation feels about
music today and tomorrow.
Includes interviews with
legendary musicians from
different genres.
“Street Music”
Documentary / girl on the
street type series on
musical street performers.
Cultural. Fascinating.
Different. A new form of
music discovery.
#ThrowbackThursday
#SoundtrackofMyLife
Strengthen fan-artist
connections with “music
confessionals”, viewers
submit clips/comments
talking about the most
meaningful songs in their
lives. The most mentioned
songs are re-recorded
exclusively for VH1, featuring
fan stories.
“Play it Forward”
Viewers create playlists for
VH1’s charity cause of the
month. They post it on
VH1.com with a special
message, where others can
listen, like, share, and
comment. The top 20 are
made and sent over to the
people the charity supports.
The New : A Breath of Fresh Air
Thank You!
The End