Ultra Music Festival Lecturer : Mr
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Name : Jacqueline Sornia Lourdes Paul Xavier ID Number : 1001130269 Topic : Ultra Music Festival Lecturer : Mr. Lam Foo Tseng 1 A) INTRODUCTION This part will be contenting the following sections: 1) History of Ultra Music Festival 2) Genre 3) Location 4) Line Up 5) Consumer Insight 6) Copywriting Profiles and Styles 7) The T-Plan 1) History of Ultra Music Festival Fifteen years ago when electronic dance music (EDM) was a distant European fad blowing up across the ocean, Ultra Music Festival creators Russell Faibisch and Alex Omes were brainstorming ideas on how to cultivate a domestic EDM following. They then decided to throw a one-day concert coinciding with the annual Winter Music Conference, a Miami EDM expo which invites industry insiders and rising DJ’s for a month of workshops, concerts and roundtables. The results was the first Ultra Music Festival – more towards the average daytime rave taking place on the beautiful sands of South Miami Beach. 2 After the huge successes in 1999 and 2000 events, Faibisch and Ames moved the festival to Bayfront Park in downtown Miami to accommodate the expanding crowd. They partnered up with Winter Music Conference to make Ultra the conference’s anchor event.- shoving the small but mighty festival into the limelight for all of the world to see and attend. As the American EDM movement grew, so did Ultra Music Festival. The 2010 Ultra Music Festival marked an exponential explosion for the scene when Ultra sold out, motivating Faisbisch and Ames to expand the festival to a three – day soiree. In 2011, Ultra clashed with Winter Music Conference who then decided to throw its own festival earlier in the month but somehow Ultra held strong to its festival which is in the end of March dates, and so did the DJs and after-party planners who followed the festival’s lead, asserting the festival’s dominance as Miami’s largest electronic music event. A global brand, ULTRA MUSIC FESTIVAL it is as it takes place in Miami, Brazil, Argentina, Chile, Ibiza and Korea, expanding into Europe with ULTRA EUROPE July 2013 in Croatia. The latest Ultra Music Festival was recently held in March 28, 29, and 30 March 2014 in Bayfront Park, Miami, Florida. And so year after year, Ultra Music Festival continues to assert its supremacy as the best EDM festival of the year 3 2) Genre Today there are many varieties of music known worldwide, from pop, classical, rock, jazz and R&B, and these are just a few examples of different types or “genre” of music that could be any of our ‘kind’ of favorable music. Music genre can be described as a type or form of music, but what makes these types of music different from each other? What makes them different from each other is that genres help categorize and organize the many different types of music which is of existence by giving it a sense of identity, culture and purpose so that we could know what types of music differentiate from one another. Ultra Music Festival also has its own set of music genres in particular which makes them easier to be identified as what types of music festival they cater or belong to. Hence, these are the music genre for Ultra Music Festival: i. EDM ii. House Music iii. Trance iv. Dance v. Electro House vi. Drum and Bass (D&B) vii. Hardstyle viii. Dubstep 4 3) Location Ultra Music Festival has expanded the locations of where the music festival was being held. As mentioned before, this is to reach the aim of being a global brand. Hence, there are the years and the location of the Ultra Music Festival being presented chronologically: i. 1999-present (Miami) ii. 2007-present (Ibiza) iii. 2008-present (São Paulo) iv. 2012-present (Buenos Aires) v. 2012-present (Seoul) vi. 2012-present (Santiago) vii. 2013-present (Split/Hvar) viii. 2014-present (Johannesburg/Cape Town) ix. 2014-present (Bogotá) x. 2014-present (Tokyo) xi. 2015 – upcoming ( Miami) xii. 2015 – upcoming (South Africa) xiii. 2015 – upcoming (Brazil) 5 4) Line – Up Ultra Music Festivals (UMF) lines- up consist many artist to bands, however they are divided into two main parts which are DJ EHADLINERS and LIVE HEADLINERS. The image below is taken directly from the official website of UMF (http://www.ultramusicfestival.com/home ). This snip shot was taken from the recent poster of UMF March 2014 which covered the overall line ups for the UMF. The poster is as shown below in Figure 1: 6 Figure 1 7 5) Consumer Insight Consumer insight is important to be looked into as it will help to uncover the realistic vs. ideal state of consumers which would lead to a path which would bridge the both. Raving has become a part Gen Y feels like a true of the Gen Y generations raver, with a whole new (born during the '80s and holistic and experience level the early '90s) identity. with the best EDM which is However, what could Ultra Music Festival. possible make the best EDM music festival to be a true raver? Realistic Ideal (Current Situation) (Hopeful Situation) 8 6) Copywriting Profiles and Styles Copywriting Profile The copywriting profile for Ultra Music Festival would be the CONFORMIST profile. This profile will best suit for this music festival as it caters more towards the Gen Y generation group of people. In majority in scale, this group of people is those who constantly seek out to gain new challenges to experiences of life. Besides that, they are open to views and would want to give everything a shot. Hence from here, they are well-known to be risk takers however being attached to emotional and positive attributes. Copywriting Styles The copywriting styles for Ultra Music Festival would be Emotional and Likeable as it best suits this category. People in this group are generally more open to ideas and suggestions. In addition to that, there a more risk takers present here. Emotional is form of copywriting style which would portray the lighter side of life being filled with bliss, joy and other emotions as well. Hence, using emotional related content could be used to trigger the emotions of the targeted audiences easily. Likeable is a form of copywriting style which uses the element of likeability which commonly uses animals, icons create a likeable reaction from the target audience. 9 7) The T- Plan The T- Plan consists of five target components which are: i. Target Objective: To create a true raver with a whole new holistic and experience level with Ultra Music Festival. ii. Target Audience: - Both male and female aged between the age of 18 – 30 from the Gen Y generation. - Who is willing to spend money to experience the best EDM Ultra Music Festival, - Who wants to experience a whole new holistic level to become a true raver. - Who is an EDM Enthusiasts. iii. Target Belief: To ensure our target audience to feel a whole new holistic experience of a true raver. iv. Target Reaction: Our target audience should react positively towards the Ultra Music Festival. v. Target Action: Our target audiences will be motivated to be a part of Ultra Music Festival. 10 B) BODY CONTENT (discussion) This body content will be content with the following parts: i) Copywriting for Print Advertising ii) Copywriting for Radio Advertising iii) Copywriting for TV/ Video Advertising iv) Copywriting for Direct Mail i) Copywriting for Print Advertising. Figure 3 in page 12 shows the final product of the copywriting for print advertising. This print advertising was done using Adobe Photoshop CS6. Here is the evidence in Figure 2: Figure 2 Work files are arranged accordingly to theme folders and all this is done in Adobe Photoshop CS6 11 Figure 3 – Print Advertising 12 The type of layout for this is the standard (one of everything). It consist of all the five components which are required which is the headline, image, sub-headline, body and the call to action. The headline is the Ultra Music Festival. The image is the glowing guy with shades. The sub - headline is the actually the tagline which ‘EXPERIENCE IT’ A HIGH VOLTAGE! Besides that, the body is the names of the line- ups and finally the call to action is right at the below and the middle says visit us at www.ultramusicfestival.com/home . A standard layout would best suit this copywriting profile even though they are from the conformist group. This is because they would surely want to know the line-ups as that is what would be the main attraction to attend and be a part of the Ultra Music Festival. The technique is present time speaking from a third person point of view. The font and typography in this print advertising as can be shown in figure 3 comes with different types of font and typography. It is very much transparent in the display foe the line- ups. This is done with a purpose to show and maintain the identity of each band or artist as well as a sign of respect and acceptance towards the line-ups people. The colors used are towards the slant of neon colors and to the set back of electro, dance and house music genre. The media planning for this print advertising copy would be Clash Magazine, Q Magazine, Vibe Magazine and EDM World Magazine. These magazines are all magazines for music lovers containing contents related to music. Therefore, the readers would be aware of the upcoming festival. 13 ii) Copywriting for Radio Advertising The copywrite for radio advertising starts with a creative brief and then to the radio script.