creative brief Project: VH1 network 20th Anniversary Create a campaign for the entire VH1 network stating it is VH1’s 20th anniversary Primary Target: Adults 18-49 Married, dual-income Watch television after work to relax Keep up with pop culture- have a general idea to what’s going on in the music world When discussing music, they feel more comfortable talking about artists from when they were younger Feel they have “outgrown” MTV About VH1: Began 3 years after MTV with the intention of appealing to an older, upscale audience. Likes to have a strong connection with the audience and produce shows which create a unique relation with viewers (i.e. I love the 70’s, 80’s, 90’s series). Hosts philanthropic events around the country (i.e. Save The Music: A Concert to Benefit the VH1 Save the Music Foundation). Promotional Strategy: VH1 and MTV attract two different audiences, as a result, VH1’s focus is not to convert MTV viewers. Link the nostalgia of the anniversary with VH1’s strong audience connection. Make them feel that they have been a part of the past 20 years. A Book of Memories Twenty years of VH1 Twenty years of Bruce Springsteen 1985 was the year that myself and The E Street Band completed our ‘Born in the USA tour.’ We were for- tunate to have several top 10 singles at this time like ‘Dancing in the Dark,’ ‘Glory Days,’ and ‘My Homet- won’ and performed them around across the globe. In ‘87 I got together with Mick and Bob Dylan to perform at the Rock and Roll Hall of Fame awards in New York. This was the first tine I had met Bob and playing with both of them was unforgettable. In ‘88 performers from all over the world participated in the Human Rights Now concert to benefit Amnesty International After coming off tour in 1993, I wrote and re- corded ‘Streets of Philadelphia’ for the movie. This song earned me an Academy Award and several Grammys...I’ve always liked that song! In ‘95 myself and The E Street Band released our greatest hits record. In 1999 I had one of my proudest moments. I was inducted into the Rock and Roll Hall of Fame and Bono of U2 was my presenter. The band and I went back on the road in 2002 for The Rising Tour. I went back to the studio after touring to record Devils and Dust. In 2005 this record was complete and took me back on tour around the world. ‘94- Streets of Philadelphia ‘85- Glory Days ‘‘95- Murder Incorporated ‘02- The Rising ‘87- Because The Night ‘86- My Hometown ‘97- Secret Garden ‘92- Better Days ‘85- I’m on Fire ‘87- Fire Here’s to another great twenty years. ‘87- Spare Parts ‘88- Chimes of Freedom ‘88- All That Heaven Will Allow ‘92- Human Touch ‘87- Tunnel Of Love ‘85- Stand On It ‘92- Leap of Faith ‘92- Roll of Dice ‘88- One Step Up ‘98- I wanna Be With You ‘85- Born in the USA ‘85- Trapped ‘05- Devils & Dust ‘86- War ‘87 Brilliant Disguise ‘85- I’m Goiu Down ‘92- 57 Channels(And Nothin On) A Book of Memories Twenty years of VH1 Twenty years of Madonna In 1985, I began to get my first real taste of being a ‘pop star’. The virgin tour brought me to 28 cities in 62 days and each night was its own experience. Once the virgin tour ended, it was back to the studio to go at it again. My hard work started being recognized by more than my fans and I was nominated for grammy’s in both ‘86 and ‘87. 1993 brought my second tour, “The Girlie Show.” This experience let me perform around the world and includ- ed “Bad Girl” and “Rain.” Evita was released in October of 1996 and I received a Golden Globe for best actress in a musical in 1997. Evita combined my love for both acting and singing. The movie produced a multi-platinum soundtrack and included the singles “You Must Love Me” and “Don’t Cry for me Argentina. With the new millenium I was fortunate enough to continue doing what I love and continue doing it my way. In ‘04 I went on my “Re-Invention Tour” in North America and Europe. 2005 brought trying times to our world, but it also brought great opportunity for us to help our fellow man. I proudly took part in a benefit show for Tsunami aid and also performed in London as a part of the worldwide Live 8 Concert to fight hunger in Africa. ‘93- Bad Girl ‘85- Dress You Up ‘03- Me Against the Music ‘84- Like a Virgin ‘98- Ray of Light ‘94- I’ll Remember ‘93- Rain ‘98- Frozen ‘03- Hollywood ‘86- Live to Tell ‘84- Borderline ‘85- Material Girl Here’s to another great twenty years. ‘90- Justify My Love ‘96- You Must Love Me ‘86- Papa Don’t Preach ‘90- Vogue ‘97- Don’t Cry for Me Argentina ‘86- Open your Heart ‘94- Secret ‘85- Crazy for You ‘04- Love Profusion ‘83- Holiday ‘87- Who’s That Girl ‘‘98- The Power of Goodbye ‘92- “This Used to be My Playground ‘00- Music ‘89- Cherish ‘86- True Blue ‘99- Beautiful Stranger ‘00- American Pie ‘94- Take a Bow ‘95- Bedtime Story ‘01 What it Feels Like for a Girl ‘84- Lucky Star A Book of Memories Twenty years of VH1 Twenty years of Janet Jackson “Control” in ‘86 was my third released CD but my first real success in. The record was once described as “A young woman’s decla- ration of freedom. I still consider this a great compli- ment to the meaning behind my music. In 1989 I released the Rhythm Nation 1814 record. The Control record was about my life, this record is about the world around me. This CD earned me my first grammy and took me on tour in ‘90. In 1995 I teamed up with Michael to record “Scream.” In addition to getting to spend time with my brother, we also won a Grammy In ‘97 I released my most personal record. “The Velvet Rope,” featured childhood and adult pressures and took a great deal of strength to per- form. I took these songs on tour around the world. In 2001, I released my “All For You” record. This record was more upbeat than “The Velvet Rope” and was fun to perform on tour. In 2000, I was given the opportunity to co-star with Eddie Murphy in “The Nutty Professor 2.” What a great job, I got to laugh everyday! I also worked on the soundtrack and resulted in a #1 hit called “Doesn’t Really Matter.” ‘85- Fast Girls ‘98- Go Deep ‘00- Doesn’t Really Matter ‘87- Let’s Wait Awhile ‘91- Again ‘93- That’s The Way Love Goes ‘94- Any Time, Any Place/And On And On ‘89- Miss You Much ;89- Rhythm Nation ‘04- All Nite (Don’t Stop) ‘01- Son Of A Gun ‘93- If Here’s to another great twenty years. ‘90- Escapade ‘90- Alright ‘90- Black Cat ‘91- Love Will Never Do (Without You) ‘87- The Pleasure Principle ‘04- I Want You ‘94- Because of You ‘94- You Want This/70’s Love Groove ‘97- Got ‘Til It’s Gone ‘86- What Have You Done for Me Lately ‘86- Control ‘95- You Want This ‘93- Throb ‘98- Together Again ‘01- Someone To Call My Lover ‘98- I Get Lonely ‘86- When I Think Of You ‘95- Runaway ‘90- Come Back To Me ‘01- All For You ‘04- Just A Little While ‘85- Fast Girls ‘98- Go Deep ‘00- Doesn’t Really Matter ‘87- Let’s Wait Awhile ‘91- Again ‘93- That’s The Way Love Goes ‘94- Any Time, Any Place/And On And On ‘89- Miss You Much ;89- Rhythm Nation ‘04- All Nite (Don’t Stop) ‘01- Son Of A Gun ‘93- If Here’s to another great twenty years. ‘90- Escapade 1. Live Bruce singing song from Devils and Dust ‘90- Alright 2. As song transitions, Bruce from 1994 appears record (2005). Transitions song into song from behind the present-day Bruce and joins him. The ‘90- Black Cat Born to Run record (1994). two Bruces are playing and singing together and then ‘91- Love Will Never Do (Without You) transition to a song from Born in the USA (1984). ‘87- The Pleasure Principle ‘04- I Want You ‘94- Because of You ‘94- You Want This/70’s Love Groove ‘97- Got ‘Til It’s Gone ‘86- What Have You Done for Me Lately ‘86- Control ‘95- You Want This ‘93- Throb ‘98- Together Again 3. As song transitions, Bruce from 1985 appears 4. Last shot. behind present-day Bruce also and joins the two of ‘01- Someone To Call My Lover ‘98- I Get Lonely them. The three Bruces play and sing together. ‘86- When I Think Of You ‘95- Runaway ‘90- Come Back To Me ‘01- All For You ‘04- Just A Little While 1. Live Madonna singing song from American Life 2. As song transitions, Madonna from 1994 appears record (2004). Transitions song into song from Bed- behind the present-day Madonna and joins her. The time Stories record (1994). two Madonnas are singing together and then transi- tion to a song from True Blue (1986). 4. Last shot. 3. As song transitions, Madonna from 1986 appears behind present-day Madonna also and joins the two of them. The three Madonnas sing together.