1. Research.pptx

1. Research.pptx

• 1.
  Client Project Research EmmaBowers
• 2.
  Audience It’s unlikely anyonein the target age range doesn’t like music so I think this would be an interesting idea for anyone to take part in. To make an interesting poster advertising including pictures of some of the musicians and for it to be somewhat like an egg hunt, walking round live music venues and there would be a QR code that takes you to a list of famous artists that have played there over time or maybe a playlist that gives you some of the artist’s greatest hits. I will include ways of transport if not everyone wanted to walk for example the hop on hop off bus could be a good one as they could use that the whole day whilst completing the task. If they complete the whole list they will get a prize of some sort and when they register to do it they could get discounts or vouchers for things like the hop on hop off bus or vouchers/discounts on drinks at these venues. Kind of similarly to ideas like Pokémon Go where they have to go round getting everything. Doing this music treasure hunt type idea could work for anyone as it could be done without spending money like if someone just wants to walk round to all the venues. There would also suggestions for travel like the hop on hop off bus which could also be done with vouchers so there are options. Anyone who lives in York or who visits York would be able to do it and I think it is fairly accessible to everyone who is in the age range of 18-24.
• 3.
  Audience The idea ofhaving the people participate find different Spotify playlists codes would probably work the best as the majority of users are under the age of 35. Even if anyone taking part doesn’t use Spotify or have the app the codes would lead you to the website which would still show the playlists and would still work. Without paying for Spotify Premium it is completely free so it is accessible to absolutely anyone who has a phone. With there being approximately 422 million people using Spotify every month, I think it is the best choice and as it has codes that you can search in the search bar with a camera it will take you straight to the playlists. The most popular age range using Spotify is 18-24 at 26%, which shows it is clearly popular amongst the target age range and would therefore be the best choice to go for.
• 4.
  Audience Looking at thisgraph, it shows the popularity of different music platforms and it shows that Spotify is more popular than all the others throughout the years and is especially more significantly popular recently.
• 5.
  Audience These statistics showleading social media sites used by 15-25 year olds in the UK in the third quarter of 2020. With the project being aimed towards 18-24 year olds, incorporating social media to the project would most likely benefit it as they’re more than likely to have the apps. The latest 2022 Ofcom Adults’ Media use report states that 98% of 16 to 24-year olds have a social media profile, making them the biggest users of social networking sites in Britain. With 98% of people within the target age range, advertising mainly on social media would be the best idea. Making a good advertisement poster could be a good idea to do for this project. Tik Tok has more than 8.9 million users in the UK and is the most popular with Gen Z with the largest audience is 18-24. With social media being so popular, making an advertisement poster/video would work well as it is likely way to advertise the final product to the target audience. Since this project is aimed at 18-24 year olds I will keep the project modernised and include things that that age demographic will be interested in. This will help me with how to do the layout and how to present and advertise the project, for this I will look into things targeted at this specific age range and look at the similarities of different existing products. My idea for this project would be very accessible for people so things like socioenomic status wouldn’t matter so much as it could be done without spending money in comparison to some tours which can get expensive.
• 6.
  Existing Product Research
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  Existing Product Treasure HuntYork Treasure Hunt York gives you a map of York on your phone and guides you round taking you to the most interesting spots and it’s hidden gems. Being a private and self-guided activity you can go at your own pace and have fun in your own groups. This is a good idea for visitors to be able to make their way around York, finding different spots to visit in no rush and in their own time which is something I want to use as inspiration for my project.
• 8.
  Existing Product York ScavengerHunts One of the features in York Scavenger Hunts is that you text a number in order for it to start – I would like to somewhat take inspiration from this like if they start to get close to a certain venue that has a really famous artist, they get a text with a hint at who it could be like a song lyric or something well known about the artist and gives the person doing it a chance to guess who it is before they get there and get the answer. The Secret City’s York scavenger hunt gives you a starting point and guides you completely with a route to follow around York, although I think this is a good idea I don’t think it would work with my idea so much and would rather give a map with all the spots on them and they can make their way in no rush – especially as my idea is all based on live music venues people probably wouldn’t want to go to all of them all at once so I will make changes to that. There is a section on their website with reviews of the scavenger hunts which I like – using inspiration from this I would have every person doing it has to take a picture at every venue they go to and upload it to win a prize/voucher or maybe some kind of point system which they could get when they have completed the hunt.
• 9.
  Existing Product Famous bandsplayed in York : • Paul McCartney – York University 1972 • Rick Astley – York Racecourse 2021 • Red Hot Chilli Peppers – Pocklington Arts Centre 2020 • Tears For Fears – Knavesmire 2019 • Manic Street Preachers – The Barbican 2019 • Paloma Faith – Knavesmire 2018 • Paul Weller – The Barbican 2018 • Michael Kiwanuka – The Barbican 2017 • Shakin’ Stevens – The Barbican 2017 • Kaiser Chiefs – York Racecourse 2016 • Adam Ant – The Barbican 2016 • Tom Jones – York Racecourse 2015 • Madness – York Racecourse 2010 • Suzi Quatro – The Theatre Royal 1976 • Status Quo – The College Of Ripon & York St Johns 1972 • Slade – The College Of Ripon & York St Johns 1972 • Def Leppard – The College Of Ripon & York St Johns 1980 • Blur – The Rip Club 1990 • Joy Division – The Revolution/Hypnotique 1978 • The Cramps – The Pop Club • Tangerine Dream – York Minster 1975 • Pink Floyd – New Earswick’s Folk Hall 1967 • The Beatles – The Rialto 1963 • The Who – The Railway Institute 1968 I found a website that showed multiple artists playing multiple venues throughout the year, I will research further to get more artists so I can use these at each location on the scavenger hunt.
• 10.
  Existing Products Live MusicPosters Since my project is mainly focused around live music events, I want the main advertising poster to look somewhat similar to a live music poster. To do this I have found some examples of a style that I like and think would work quite well. I will experiment and make some posters of this style and play around with what ideas I think would look good and how I can incorporate that with the scavenger hunt. I want the poster to look as if it’s a flyer for a concert and think these examples achieve that look quite well. I’ll experiment making different ideas with more complex versions, more simplistic and see what works the best. As it’ll be going on social media to advertise the target audience I want it to be eye catching from the moment it comes up on their feed. I could include images of some artists included on the scavenger hunt to increase the likelihood of people looking more in depth to the initial advertisement if it’s a famous artist they know and are already familiar with as well as including aspects or hints at York.
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  Existing Product Live MusicPosters While experimenting in different styles when I’ve found one I like I might make multiple different main advertising posters so they’re more like a series and can all have different artists/colour schemes but come together in similar styles. I think this could interest more people if they see different posters with particular artists or more artists they like.
• 12.
  Bibliography
• 13.
  Bibliography 1. Advertising, M.19th 2015 / and Media, S. (2015). Want to target the 16-24 age group on social media? [online] Whizz Marketing SEO Hampshire. Available at: https://whizzmarketing.co.uk/want-to-target-the-16-24-age- group-using-social-media/ 2. Gjorgievska, L. (2021). 30+ Enlightening Social Media Statistics in the UK | 2021. [online] Don’t Disappoint Me. Available at: https://dontdisappoint.me.uk/resources/technology/social-media-statistics- uk/. 3. Iqbal, M. (2022). Spotify Usage and Revenue Statistics (2022). [online] Business of Apps. Available at: https://www.businessofapps.com/data/spotify-statistics/. 4. thesecret.city. (n.d.). York Urban Adventures | The Secret City. [online] Available at: https://thesecret.city/locations/york/ [Accessed 16 Sep. 2022]. 5. Treasure Hunt York. (n.d.). Treasure Hunt York: Have fun and discover the city. [online] Available at: https://treasurehuntyork.com/#ab15=b [Accessed 16 Sep. 2022].