We have undertaken extensive servicing and investigation of the current create a community. Having reached out to around 23 different independent creatives, we have kept in touch of them the whole way through a process. We kept their involvement right from the beginning when we started research, all the way into idea and concept feedback as well as getting their input and feedback on the final product which we have created for DMY. This has been an extremely important part of our process because we have decided to focus on artist to artist communication, and so making sure that we kept the artists themselves in the loop throughout our project and a big part of the creation was vital – we did this thorughtly and effectively.
The DMY deck is an initiative, original and practically useful product for the consumer that DMY need to target. It puts a new spin on what a publication can be and pushes the boundaries for tangible communication, that the music industry is simply not offering to up-and-coming artists currently. The product puts DMY at the forefront of the exact area that they want to specialise in – supporting artists and creating a community.
The DMY deck is set to offer advice on anything and everything ranging from song writing, equipment, networking tips in combating writer’s block. It will cover a huge range of topics because it is coming from the very people that know what it is like to learn as you go when you are trying to become an artist. Using the deck, DMY will be able to assert themselves as the type of brand who not only promote young artistry, but promote the idea that young artists should share, collaborate, and help each other – for a more inclusive and community lead space.
The DMY deck is extremely well promoted through brand partnerships as we have created the collaboration with Pirate Studios to reach the consumer not only when they are the most receptive to creative information, but also somewhere they regularly interact with. We would have loved to have expanded on the collaboration of Pirate Studios even more, looking at potentially designing a launch event and other marketing tactics that could be used to promote this amazing new outcome for DMY.
Not only have we met the brief, but we believe we have completely torn the brief up and redesigned it to fit what DMY require the most – to innovate. It combines physical communication with a digital communication – something that we learned during our research was imperative to engage this consumer long-term. Not only have we gone on to make lots of digital content which brings to life how effective this outcome could be when it’s fully finished, but we have also used new and exciting technology to implement this.
We are extremely proud of our outcome and feel that it went above and beyond to deliver what DMY asked for. We are extremely happy with the feedback that we received from the brand, as well as the consumer, and feel that this validates our efforts to create an exciting and practical new product to practically inspire and uplift up-and-coming artists.
