Creative Brief - Miss L

Album Title/Artist: LHM Project Manager: Hande Silay Date: 28th September 2011

WHO ARE WE? Since 2009, LHM have been making mix tapes which have been successful within the streets of London. Representing the a street sub- culture for most young youths of this generation, LHM provide a modern style of the retro culture that was popular in the 80’s.

The Album Concept WHAT IS IT? Jerkin’ Can’t Diepresents a different approach to the Retro subculture, which includes upbeat songs as well as slow jams which give the consumer a variety of music to choose from depending on the mood they are in. this includes tracks featuring mainstream artists such as Chris Brown, Tyga & Dev which are all a part of this sub culture we are trying to represent. WHY ARE WE DOING IT? Not only to bring something new and unique to the music industry, but also help the recognition of the Retro sub culture which is now beginning to get popular around America. This is why we would like to start by bringing it to London, that way we can progress worldwide. COMPARABLE PRODUCTS The Rangers - Jerkin Is A Habit RBC Records Released Date – November 10th 2009 The Rangers – The Takeover RBC Records Released Date - November 3rd 2010

WHO IS OUR CONSUMER? Primary (60%) Males 13 – 19 DE Secondary (40%) Females 13 – 19 DE

What is the CONSUMER REACTION we want What do we want  our audience to think about our song is that it’s a new feel good music that the beat is catchy and makes the audience want to dance and have a energetic feel when the dance to this. Also for the love jams, we want the consumers to be able to relate and able to engage with the music

How we will know it worked we know if it worked if we reach the sales target  which is Sales target – 100,000 – first week

Description	To design a youthful album cover which the audience can relate to with this new style of dancing and this 80’s retro look
Deadlines	10th November
Objective	To bring something new to the music industry and bring back the old school retro 80’s style of clothes for example brightly coloured jumpers, snapbacks and skinny jeans
Proposition	We want this album to bring together a large variety of opinions and appeal to a large audience. Furthermore with the album containing dance music, we would like the Jerkin movement to expand
Tone of voice  / brand image	This album is aimed to people who dance and want to learn a new style of dance. The subculture of people who are into the retro style of clothing
Restrictions Limitations	The album cover will contain a logo, the artists for self promotion. Also logo will appear in the bottom left of the album cover
Production Specs	The variety of dance songs as well as slow jams to have a wider variety of consumers
Creative Edge Spectrum	On a spectrum score of 1 to 10, ours would be : 10 because our music is not mainstream and is very edgy since it is not mainstream
Budget	TBC