2. Idefi Music:
Meet the New Record Label
Our campaign focuses on two target
publics:
 Primary Public: Struggling Artists
 Secondary Public: Potential Investors
Struggling Artists:
 Rejected by traditional labels due to
marketing $$
Potential Investors:
 Desire fully detailed business plan
and mitigated risk

3. Idefi Music:
Meet the New Record Label
Before designing the campaign, we
conducted primary research to reveal
idefi Music’s market situation:
 Lots of competitors but still room for
growth
 Many music fans prefer to pay for
music that’s easy to get
 Music communities are big business
– and vastly overlooked by labels

4. Idefi Music:
Meet the New Record Label
We also researched the company’s
background in the music industry:
 idefi Music was formed in 2009 by
people passionate about the music
 The company values artists and
works to nurture obscure talent
 idefi Music also pays artists fairly,
breaking with the traditional label’s
“cut system” (debt!) that keeps
artists chained to the mass market
 idefi Music’s distribution and
promotion platform enables artists to
set their own pay rates and
determine:
 The kind of music they make
 How and how often they
promote themselves
 Where their money goes

5. Idefi Music:
Meet the New Record Label
Collectively, our research revealed the
following problems for our campaign to
address:
 Complicated rewards system
 Digital touchpoints lacked persuasive
features and guiding social strategy
 Lacked updated media kit with new
promotional materials
 Obvious disconnect between artists
(with their unique needs/desires)
and idefi Music

6. Idefi Music:
Meet the New Record Label
Given these concerns, our primary goals
and objectives for this campaign are to:
 Raise brand awareness
 Establish idefi Music’s reputation –
 And enhance what is already known
We want to position idefi Music as:
 A new modern type of record label
 A promotion partner
“We don’t just publish music – we
develop artists. We are The New
Record Label.”

7. Idefi Music:
Meet the New Record Label
Our proactive strategic advice is for idefi
Music to:
 Think community: You need to be
where artists and music lovers are
 Think connection: You need to
update your own promotional
materials, including blog content and
social channels, to engage
 Think opportunity: You need to
sponsor an artist’s “start”

8. Idefi Music:
Meet the New Record Label
Our message strategy is split between
our two publics:
 Artists: “idefi Music is the New
Record Label that takes the time to
develop its talent.”
 Investors: “ideif Music is a new kind
of record label. Let us show you how
the business model works.”

9. Idefi Music:
Meet the New Record Label
Our campaign uses the following tactics:
 Interpersonal Materials:
 Press release, pitch letter
 Organizational Materials:
 Brochure, social strategy
 News Media Materials:
 Media kit content
 Advertising Materials:
 Mockups

10. Idefi Music:
Analyzing the Situation
The digital distribution/promotion
market still has room for growth:
 Significant boom within digital music
distribution industry
 Competitors need strong, aggressive
positioning to stand out
 Artist development
 Artist promotion
 People will pay for fairly priced,
unique music to support their
favorite artists
 Music communities are deciding hits
now: Influencers and music fans are
overriding label-controlled radio
 There’s space in this arena for a
distributor who “gets” artists, music
fans, and online music communities

11. Idefi Music:
Analyzing the Organization
We performed a digital competitive
analysis to support idefi Music’s website
redesign objectives:
 We found room for improvement in
artist pages, the blog and readability
 We recommend more transparency
and simplicity in the point system –
and less text!
 We suggest clearly explaining artist
development and artist promotion
 Video demos would clarify the
business model
 Music fans are “missing” from the
site – build and leverage
communities!

12. Idefi Music:
Analyzing the Publics
After interviewing members of both
target publics (artists and investors), we
discovered:
Struggling Artists:
 Desire to create, distribute, and
market their materials
 However, they also desire label
support and connections
 Want fair pay and ROI
 Just want to focus on the music
Potential Investors:
 Want to minimize risk
 Desire fully detailed business plan
 Want demonstrated ROI
 Feel “safer” with strong social
presence and recognizable artists

13. Idefi Music:
Goals and Objectives
Our goals and objectives for this
campaign are to:
 Raise brand awareness
 Establish idefi Music’s reputation
 Increase investor understanding of
idefi Music’s business model
 Present idefi Music as a legitimate
newcomer in this market
We want to position idefi Music as:
 A new modern type of record label
 Credible publisher and promoter
 Unique
 A promotion partner
“We don’t just publish music – we
develop artists.”

14. Idefi Music:
Goals and Objectives
In line with these goals and objectives,
we provide the following detailed
proactive strategies:
 Adopt a social strategy to leverage
music communities/artists
 Devise a content calendar for
consistent blog and social updates
 Form alliances with key competitors,
especially those who can offset what
idefi Music lacks
 Sponsor events/stages for artists to
get their “start”
 Select a spokesperson for the
company to recruit new artists
 Develop video demonstrations of a
simple, 3-step process to publishing
with idefi Music

15. Idefi Music:
Message Strategy
Our message strategy is split between
our two publics:
 Artists: Focus on control, ease of use,
benefits, free tools, and how idefi
Music helps them grow as artists
“idefi Music is the New Record
Label that takes the time to
develop its talent.”
 Investors: Focus on the business
model, ROI, how idefi Music fills a
gap in market and think long-term
“idefi Music is a new kind of
label. Invest in a re-envisioning
of the music industry. We’ll
show you how it works.”

16. Idefi Music:
Message Strategy
Each public receives its own
spokesperson:
 Artists: Either an established,
endorsed artist or a newly discovered
artist using idefi Music
 Appeal: Artists like to hear from
other artists who care about the
music and succeed
 Be positive and motivate talent
 Investors: Broker or business partner
who understands both the music
business and investing
 Appeal: Investors want to learn
about a new company from a
business standpoint
 Be clear and stick to facts and
ROI

17. Idefi Music:
Campaign Tactics
Our campaign uses the following tactics:
 Interpersonal Materials: Music
tradeshows and events as venues for
recruiting new artists and investors
 Press release
 Pitch letter
 Flyers
 Business card
 Organizational Materials: Extra
components for communicating from
the organization’s view
 Brochure
 Social strategy

18. Idefi Music:
Campaign Tactics
Our campaign uses the following tactics:
 News Media Materials: Components
for communicating with new and
alternative media
 Media kit, with updated content
 Positioning paper
 Feature release
 Advertising Materials: Print or
Interactive Media
 Mockups provided by lead
creative Rachel Hornay at
Lindsey+Asp

19. Idefi Music:
Rebranding Artist Tiers
Although not originally part of our
campaign, we simplified the points
system to enhance understanding
among both target publics. We did so
because:
 The point system forms the heart of
the idefi Music business model
 The brand fails to answer the
question, “Why would anyone use
this service instead of another?”
 The artist pages need improvement
 Difficult to visualize where you
stand as an idefi artist

20. Idefi Music:
Rebranding Artist Tiers
With this in mind, we brainstormed the
following changes:
 “Premiere artists” or “idefi artists”
are renamed Endorsed artists
 “idefi artists” are renamed trial or
basic artists
 We cut the point system into clear
levels to communicate progress
 We added a progress bar for
motivation and terminology that
connects with younger audiences

22. Idefi Music:
Rebranding Artist Tiers
Remember:
“Anyone can distribute.
Anyone can make CDs.
But only idefi Music actively
develops talent.”
We suggest that idefi Music focus on
what benefits matter to artists,
including the ways the company
nurtures talent.
This is a great competitive position in a
lopsided market.
 Too many distributors
 But they’re crummy promoters
 idefi Music can fill this gap

23. Idefi Music:
Interpersonal Tactics: Events
Our campaign uses the following
materials for events:
 Press release template
announcement
 Pitch letter template announcement
 Artist flyer
 Investor flyer
 Business card mockup
 Schedule for preparing materials in
advance
The following slides provide samples of
the:
 Artist flyer
 Investor flyer
 Business card

27. Idefi Music:
Organizational Tactics
Our campaign focuses on two
organizational tactics:
 Brochure
 To quickly introduce artists to
idefi Music, The New Record
Label
 Social Strategy
 To build, connect, engage and
leverage online communities
passionate about music
The following slide provides a sample of
the social strategy.

28. Idefi Music:
Social Strategy
 To convince: struggling artists, music
prosumers, Oklahomans and
potential investors
 To: support idefi Music’s distribution
platform, Endorsed Artists and
promotional efforts by engaging with
idefi Music on social media
 Instead of: competitors
 Because: idefi Music develops talent
and diversifies music, enriching the
industry while making the market a
fairer, more interesting place for us
all
 Tone: Friendly, Open, Transparent,
Helpful, Excited (about music and
industry changes), Challenging (the
status quo in the industry)
 Position: Music Advocate (on behalf
of artists, fans and those who love
the industry)

29. Idefi Music:
News Media Tactics
Our news media tactics are designed to
fit into a media kit. These include a:
 Feature release
 The ‘idefi Music” family
 Positioning paper
 Why we need competitors in the
music industry
 Letter of introduction
 A bonus pitch letter template
 Point system overview
 Simplifies the point system
 Fact sheet
 Quick facts on idefi Music
The following slide provides a sample of
our fact sheet.

31. Idefi Music:
Advertising/Promotion
We crafted a creative brief to base
advertising materials:
 Our People: Artists. They are
motivated by their love of music and
a dream of sharing their own creative
spirit with the world.
 Goal: To establish idefi Music’s
reputation as modern, legitimate and
fair: The “new record label”.
 Objective: To positively impact the
awareness of artists seeking to
distribute and promote their music;
specifically, to increase their
understanding of idefi Music’s unique
services/rewards.

32. Idefi Music:
Advertising/Promotion
We crafted a creative brief to base
advertising materials:
Strategy:
 To convince: Artists
 To use: idefi Music’s distribution and
promotion services
 Instead of: its online music
competitors and traditional record
labels
 Because: idefi Music provides expert
knowledge, services and connections
without ripping off struggling artists
trying to “make it big” in a
competitive industry
The following mockups are provided by
Rachel Hornay, a Lindsey+Asp creative.

36. Idefi Music:
Thank you
Thank you for sharing in our campaign
for The New Record Label.
Campaigns Team:
 Shiva Stella: Account Executive
 Whitney Strittmatter: Assistant AE
 Jennalee Hughes: Assistant Designer
 Sam Thomas: Copywriter, Researcher
 Sydney Chase: Copywriter,
Researcher
We’d also like to thank Rachel Hornay
for her creative samples, and Mr. Brady
Deaton, CEO idefi Music Group, for
tolerating our surprise Google Hangout
requests and late-night emails.
[Thank you.]