HUNDREDTH
I have chosen to design a campaign for Hundredth's latest album release, 'Free'.
Another important aspect of Hundredth is their charity work. Here are some examples:
Hope Into Humanity
Hope Into Humanity was a non-profit organisation launched by Hundredth. Vocalist Chadwick Johnson says: "Hope Into Humanity is about getting back to basics, and about realising our human responsibility of doing everything we possibly can to help other people, whether it be across the world or in a back yard. We're just starting this thing from the ground, and basically we want to unite with other people like us who want to see some change in the world, and if we unite together, our resources combined, and we get together as one we can make a difference, and I think that's what Hope Into Humanity is all about."
The Water Cause
Starting on the 1st January 2012, the band united with fans to raise money to provide clean water to people who are deprived of safe drinking water. In a statement by vocalist Chadwick Johnson on The Water Cause's promotional video, he says: "Hope Into Humanity is about getting back to basics, and the most basic necessity of humanity is water, so the first thing we want to do is launch The Water Cause.'
This isn't about what religion you may follow, or what political stance you may have; this is about being a human, and taking care of humans that breathe the same air that we do but don't get the privilege of drinking the same water that we do, and I feel recognising that need and doing what you can to help others meet that need is what this thing's all about."
Through the campaign, they raised over 10,000 dollars and provided 2 villages in India clean water forever.
Since this is something the band has formed themselves, it would be an idea to incorporate this into the campaign, however this could be challenging as charity does not involve gaining profit, and the main focus of the campaign is to promote and increase sales of the album and ensure chart success.
Through researching on spotify, it displays how many monthly listeners there are from different locations around the world. As seen above, a large amount of Hundredth's demographic comes from various places in the U.S, and the UK.
Looking at bands of the same genre, it also showed that the most listeners came from Los Angeles and other places in America, demonstrating that this is the key audience and where the most listeners live. However, through designing this campaign, the designer must consider each key audience (UK, Germany, France, US & Australia) and try and engage with all of them to ensure as much sale and traffic as possible.
LEAN PERSONA
The main purpose of a lean persona is to gather information and create a 'narrative' about a generic member of an audience you are designing for. Below is an example for Hundredth.
Image:
Info:
From: Los Angeles
Age: 20
Marital status: Single
Family arrangement: Divorced parents
Job: Custom skateboards
Behaviours:
- Interested in a variety of hxc music
- Straight edge/vegan
- Gets tattoos with wage
- Promotes anti-violence
- Collects vinyls
Needs and goals:
An aesthetically interesting and engaging website that connects the user with the band by various methods. Easily navigated and neat/concise. Reflects style of music and has a unique feel. Allows the user to feel included and keep them on the page for as long as possible. Fundamentally promotes sales in various mediums (CD, digital, vinyl).
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