Below are some key primary insights that we found during the context stage, when started to build on our idea and what the consumer is looking for in order to progress within the music industry.

• Due to the expense of equipment, classes and software, the consumer will require the outcome to be as accessible as possible.
• Up and coming artists lean towards digital media over physical, with 80% of our interviewees never purchasing any music based publication.
• Creating a network for up and coming music artists within their local area is important to the consumer.
• The majority of consumers acknowledge that platforms like TikTok are vital for being noticed and should be integrated within the outcome.
• The consumer can suffer from a lack of inspiration: the outcome should seek to combat this. The consumer believes creativity is defined by mindset:
• Outcomes produced must aim to aid, clear and inspire the consumer’s creative headspace - both in content and design.

Key quotes from primary from the context stage:

These key quotes from our consumers are where our thoughts and ideas were when we started researching. At first we had an idea of handing out a workbook or some type of publication at an event and a lot of our consumers mentioned this would be a create way to network with other artists. However after soon realising the more interviews we carried out, the more we realised that a publication is not the way to engage with the consumer for this brand.

We asked them the same questions throughout, in order to build up the responses to see what were the most said answers. As you can see below a lot of these artists would love somewhere they can connect with others and find the right people to work with. They also struggle to get their music out there and when starting out they find it hard to find the right equipment that's not too expensive for them as upcoming artists.

“When it comes to creative blocks I have learned to just take a break, sometimes you just need to take a break or maybe go to new place work with new people” - Tenant

“I would have definitely looked into stuff but I probably wouldnt have bought a publication.” - tenant

“The marketing and just trying to get it out there was also a struggle, but the more you did it, the easier it was.” - Robin HD

“Okay, so don't blow all your money immediately on all the equipment and everything because you might be there in six months trying to sell it all on because you never did anything with it. Take it one step at a time.” - Robin HD