We have chosen to go with the first idea statement and slightly combine it with the fourth. With a view to mainly focus on shifting the way that people are inspired and the way that they receive most of their learnings and tutorials. Previously this has mainly been done by big brands and big celebrities, but we want to bring this down to a more local level. This is mainly due to insights from our interviews that proves that people like to be spoken to by people their own age. Lots of people learn stuff from their friends that they don’t necessarily see as extremely important or credible – but this is where a lot of exciting development can happen for young artists, so we want to make sure that DMY highlights and supports this. This is always a view to create community and inspire confidence within the consumer which will inherently have a more emotionally focused end goal, however, it comes without the traditional overly sweet and saccharine styles of communication.