Track a track - A Hyper Island project for the record label INGRID The record label INGRID consists of members such as: Miike Snow, Lykke Li, Peter Bjorn and John, Nicole Morier, Jocke Åhlund, Johanna Beckman, Jonas Torvestig, Tomas Nordmark and Nille Perned. INGRID plans to offer a home for the new guard of musicians and artists. Track a Track is a unique project that use your social graph in social media platforms to spread a song. The idea was to take the advantages of both, analogue and digital music, to create a unique experience in music listening. Project group: Charlie Montagut Gareth Lymer Bernhard Kahles

1. FINAL PRESENTATION
OCTOBER 14, 2011

2. PRESENTATION CONTENT
Research
RESEARCH INSIGHTS
Insights
Strategy CREATIVE
Creative
Guidelines
STRATEGY

3. RESEARCH
The Brief
Our Process
Music Industry
Ingrid DNA

4. RESEARCH – THE BRIEF
“Ingrid has great possibilities to become the
music label of a new generation, but as we are
just starting out, we are lacking awareness
within our future audience. We therefore wish
to develop and create digital ideas and presence
for increased notion of Ingrid.
So, how would you be a contributing part of Ingrid
and take her further creatively, visually and
communication-wise?”

5. RESEARCH – MUSIC INDUSTRY
EMI – Publishing
supplied 29% of revenues
and 45% profits (2010)
19 of every 20 tracks
downloaded are
illegal
LIVE!
Price of concert
tickets doubled
in a Decade

6. RESEARCH – MUSIC INDUSTRY
TRADITIONAL MUSIC LABELS
- Collect copyrights etc.
- Complicated approval process
- Artists as products
- Clinging to the past

7. RESEARCH – MUSIC INDUSTRY
- Scarce/Valuable - Trending towards “free”
- Permanent - Easy to access & spread
- Authentic - Always available on
- Hard to track multiple platforms
- Trackable

8. RESEARCH – MUSIC INDUSTRY
- Engages senses
- Album as art
- Convenience
- Music as
- Cost effective
emotional exchange
Why are we forced to choose?

9. RESEARCH – INGRID DNA
PONTUS WINNBERG
“Why does music have to be
delivered in the most boring way?”

10. RESEARCH – INGRID DNA
Authentic / Original
Follow inner voice
Integrity
Eclectic
Creative
Family

11. RESEARCH – INGRID DNA
- Create stories around people and music
- A collective hub for musicians and artists
- Focus on producing music experiences
- “No assets other than it’s members”

12. INSIGHTS
Tension
ON TOUR
LIVE!

13. INSIGHTS
There is an emotional, almost primordial bond
that we have with music, this bond connects us all.
The way we choose to participate in the music
experience reflects the people we have been, the
people we are and the people we would like to
become.

14. INSIGHTS
Scarcity
Tension
Abundance
What is scarce increases in value,
what is readily available, decreases in value.

15. INSIGHTS
LIVE! ON TOUR
The same consumer wants to experience music in
different ways at different times.

16. STRATEGY
Brand platform
Thought into action pyramid
The story of an idea

17. STRATEGY
8. WHAT DO WE FIGHT FOR? 1. WHAT DO WE WANT ACHIEVE?
Mission Vision
7. WHAT ARE WE LIKE AS A PERSON? 2. WHAT DO WE DO BEST?
Personality Competence
6. WHAT DO WE STAND FOR? 3. WHO ARE WE FOR?
Values Consumer
5. WHAT DO WE PROMISE? 4. HOW ARE WE DIFFERENT?
Promise Differentiation

18. STRATEGY – VISION
1. WHAT DO WE WANT ACHIEVE?
A collective of influential artists creating
and sharing authentic experiences using
all available platforms.

19. STRATEGY – COMPETENCE
2. WHAT DO WE DO BEST?
Producing music experiences that are of
personal importance to the artist and the
audience.

20. STRATEGY – CONSUMER
3. WHO ARE WE FOR?
Open-minded people that seek new
experiences and inspiration through music.

21. STRATEGY – DIFFERENTIATION
4. HOW ARE WE DIFFERENT?
- Quality over quantity
- Unpredictable
- Co-operative label
- Physical representation (Café Mellqvist)

22. STRATEGY - PROMISE
5. WHAT DO WE PROMISE?
Follow the creative process wherever it may
lead, allowing the artist to speak.

23. STRATEGY – VALUES
6. WHAT DO WE STAND FOR?
- Family
- Authenticity
- Exploratory
- Collaborative

24. STRATEGY – PERSONALITY
7. WHAT ARE WE LIKE AS A PERSON?
- Has integrity
- Dares to be different
- Inquisitive
- Passionate
- Discrete

25. STRATEGY – MISSION
8. WHAT DO WE FIGHT FOR?
To connect the artist with their purpose and
their audience.

26. STRATEGY
MOMA
“Draft the scripts that allow people and
things to develop and improvise a
dialogue...(around the music)”

27. STRATEGY - THOUGHT INTO ACTION PYRAMID
VISION
PROMISE
HOW
Balance Digital & Analogue
Telling stories around music
Engage the Social Graph
PLATFORMS / CAMPAIGNS

28. STRATEGY – STORY OF AN IDEA
ANALOGUE TWIST ANALOGUE TWIST
Insight Idea Stage 1 Idea Stage 2 Idea Stage 3 Idea Stage 4 Concept
DIGITAL TWIST DIGITAL TWIST DIGITAL TWIST

29. CREATIVE DIRECTION
Develop campaigns that create
and develop stories around the
music, engage the social graph
and work effectively in digital
and analogue form.

30. CREATIVE
Creative

31. CREATIVE
IDEA 1 – TRACK A TRACK
“Put it out there and let people discover it for
themselves”

32. CREATIVE

33. CREATIVE

34. CREATIVE

35. CREATIVE

36. CREATIVE
TRACK A TRACK
Website

37. CREATIVE

38. CREATIVE

39. CREATIVE

40. CREATIVE

41. CREATIVE

42. CREATIVE

43. CREATIVE

44. CREATIVE

45. CREATIVE

46. CREATIVE

47. CREATIVE

48. CREATIVE

49. CREATIVE
Idea development
ANALOGUE TWIST ANALOGUE TWIST
Track like Reward sharing,
Discovery & Music Hand Location based, a marked dollar. Track a Track
Spread like Vinyl limited
Scarcity To Hand Encourage
virus edition
sharing.
DIGITAL TWIST DIGITAL TWIST DIGITAL TWIST

50. CREATIVE
WHY IS THIS A GOOD IDEA?
- Analogue sharing & discovery utilising
social graph
- Creates a story around a release
- Establishes Stockholm & INGRID as a
music influencer

51. THANK YOU FOR LISTENING
ANY QUESTIONS
PONTUS WINNBERG
“Do what you love and the world
becomes a more diverse place”