View GP Book compiled copy flipbook.
, &
4 Sponsor : M3 (M-Cube) Mentor : Aastha Gohil Consultant : Sandesh Jha Student : Vaibhav Sharma VOL. 1 of 2 Programme : Bachelor of Design (B.Des) Interdisciplinary Design The Propagation of Sound: Designing for the Medium of Music Marketing
Herewith, for the project titled “The Propagation of Sound: Designing for the Medium of Music Marketing” ˢˡ˙˨˟Ѓ˟˟ˠ˘ˡ˧ˢ˙˥˘ˤ˨˜˥˘ˠ˘ˡ˧˦˕ˬ ˆ˨˕˦˘ˤ˨˘ˡ˧˥˘ˠ˔˥˞˦˥˘˚˔˥˗˜ˡ˚˙˨˟Ѓ˟˟ˠ˘ˡ˧ˢ˙˥˘ˤ˨˜˥˘ˠ˘ˡ˧˦ Dean, Institute of Design ʽʾʿ˔˞˦˛ˠ˜ˣ˔˧ˈˡ˜˩˘˥˦˜˧ˬ ˇ˛˘ʸ˩˔˟˨˔˧˜ˢˡʽ˨˥ˬ˛˔˦˥˘˖ˢˠˠ˘ˡ˗˘˗ Vaibhav Sharma for graduation from Institute of Design, JK LAKSHMIPAT UNIVERSITY with specialization in Interdisciplinary Design Jury Chairman Jury Member Jury Member
Originality Statement Copyright Statement I hereby declare that the work submitted here is entirely my own and does not contain any substantial portions or complete copies ˢ˙ˣ˥˘˩˜ˢ˨˦˟ˬˣ˨˕˟˜˦˛˘˗ˠ˔˧˘˥˜˔˟ʡʼ˧˔˟˦ˢ˗ˢ˘˦ˡˢ˧˜ˡ˖˟˨˗˘˦˜˚ˡ˜Ѓ˖˔ˡ˧ˣˢ˥˧˜ˢˡ˦ˢ˙ˠ˔˧˘˥˜˔˟˧˛˔˧˛˔˩˘˕˘˘ˡ˔˖˖˘ˣ˧˘˗˙ˢ˥˧˛˘˖ˢˠˣ˟˘˧˜ˢˡ ˢ˙ ˔ˡˢ˧˛˘˥ ˗˘˚˥˘˘ ˢ˥ Ѓˡ˔˟ ˚˥˔˗˨˔˧˜ˢˡ ˙˥ˢˠ ˔ˡˬ ˢ˧˛˘˥ ˘˗˨˖˔˧˜ˢˡ˔˟ ˜ˡ˦˧˜˧˨˧˜ˢˡʟ ˨ˡ˟˘˦˦ ˣ˥ˢˣ˘˥ ˔˖˞ˡˢ˪˟˘˗˚ˠ˘ˡ˧ ˛˔˦ ˕˘˘ˡ ˣ˥ˢ˩˜˗˘˗ ˜ˡ ˧˛˜˦ ʺ˥˔˗˨˔˧˜ˢˡ ˃˥ˢ˝˘˖˧ʡ ʴ˗˗˜˧˜ˢˡ˔˟˟ˬʟ ʼ ˔˙Ѓ˥ˠ ˧˛˔˧ ʼ ˛˔˩˘ ˡˢ˧ ˕ˢ˥˥ˢ˪˘˗ ˢ˥ ˖ˢˣ˜˘˗ ˔ˡˬ ˖ˢˡ˖˘ˣ˧˦ ˪˜˧˛ˢ˨˧ ˚˜˩˜ˡ˚ ˔ˣˣ˥ˢˣ˥˜˔˧˘ ˖˥˘˗˜˧ʡ ˇ˛˘ ˜ˡ˧˘˟˟˘˖˧˨˔˟˖ˢˡ˧˘ˡ˧ˢ˙˧˛˜˦ʺ˥˔˗˨˔˧˜ˢˡ˃˥ˢ˝˘˖˧˜˦˦ˢ˟˘˟ˬ˧˛˘˥˘˦˨˟˧ˢ˙ˠˬˢ˪ˡ˘˙˙ˢ˥˧˦ʟ˘˫˖˘ˣ˧˙ˢ˥˔ˡˬ˔˦˦˜˦˧˔ˡ˖˘˥˘˖˘˜˩˘˗˙˥ˢˠˢ˧˛˘˥˦˜ˡ˧˛˘ ˣ˥ˢ˝˘˖˧Ϡ˦˗˘˦˜˚ˡʟ˖ˢˡ˖˘ˣ˧˜ˢˡʟ˦˧ˬ˟˘ʟˣ˥˘˦˘ˡ˧˔˧˜ˢˡʟ˔ˡ˗˟˜ˡ˚˨˜˦˧˜˖˘˫ˣ˥˘˦˦˜ˢˡʟ˪˛˜˖˛˛˔˩˘˕˘˘ˡ˗˨˟ˬ˔˖˞ˡˢ˪˟˘˗˚˘˗ʡʹ˜ˡ˔˟˟ˬʟʼ˔˦˦˘˥˧˧˛˔˧˧˛˜˦ ʺ˥˔˗˨˔˧˜ˢˡ˃˥ˢ˝˘˖˧ʟˢ˥˔ˡˬˣ˔˥˧ˢ˙˜˧ʟ˛˔˦ˡˢ˧˕˘˘ˡ˔ˡ˗˪˜˟˟ˡˢ˧˕˘˦˨˕ˠ˜˧˧˘˗˔˦˔˦˦˘˦˦˘˗˪ˢ˥˞˙ˢ˥˔ˡˬˢ˧˛˘˥˔˖˔˗˘ˠ˜˖˖ˢ˨˥˦˘ʡ ʼ ˛˘˥˘˕ˬ ˔˨˧˛ˢ˥˜˭˘ ˧˛˘ ʼˡ˦˧˜˧˨˧˘ ˢ˙ ʷ˘˦˜˚ˡʟ ʽʾ ʿ˔˞˦˛ˠ˜ˣ˔˧ ˈˡ˜˩˘˥˦˜˧ˬ ˧ˢ ˔˥˖˛˜˩˘ ˔ˡ˗ ˣ˥ˢ˩˜˗˘ ˔˖˖˘˦˦ ˧ˢ ˠˬ ʺ˥˔˗˨˔˧˜ˢˡ ˃˥ˢ˝˘˖˧ʟ ˘˜˧˛˘˥ ˜ˡ ˜˧˦˘ˡ˧˜˥˘˧ˬˢ˥ˣ˔˥˧˜˔˟˟ˬʟ˪˜˧˛˜ˡ˧˛˘ʼˡ˦˧˜˧˨˧˘˙ˢ˥˔˖˔˗˘ˠ˜˖ˣ˨˥ˣˢ˦˘˦ʡˇ˛˜˦ˣ˘˥ˠ˜˦˦˜ˢˡ˔ˣˣ˟˜˘˦˧ˢ˔˟˟˘˫˜˦˧˜ˡ˚˔ˡ˗˙˨˧˨˥˘˙ˢ˥ˠ˦ˢ˙ˠ˘˗˜˔ʟ˜ˡ ˔˖˖ˢ˥˗˔ˡ˖˘˪˜˧˛˧˛˘ˣ˥ˢ˩˜˦˜ˢˡ˦ˢ˨˧˟˜ˡ˘˗˜ˡ˧˛˘ʶˢˣˬ˥˜˚˛˧ʴ˖˧ʡʼ˖ˢˡЃ˥ˠ˧˛˔˧˘˜˧˛˘˥ˡˢ˦˜˚ˡ˜Ѓ˖˔ˡ˧ˣˢ˥˧˜ˢˡ˦ˢ˙˖ˢˣˬ˥˜˚˛˧˘˗ˠ˔˧˘˥˜˔˟˛˔˩˘ ˕˘˘ˡ˨˦˘˗˜ˡˠˬ˗ˢ˖˨ˠ˘ˡ˧ʟˢ˥ʼ˛˔˩˘ˢ˕˧˔˜ˡ˘˗˧˛˘ˡ˘˖˘˦˦˔˥ˬˣ˘˥ˠ˜˦˦˜ˢˡ˦˧ˢ˨˧˜˟˜˭˘˦˨˖˛ˠ˔˧˘˥˜˔˟ʡ ˆ˧˨˗˘ˡ˧ˁ˔ˠ˘˜ˡʹ˨˟˟ʭ Signature: Date: Place Vaibhav Sharma Vaibhav Sharmaˆ˧˨˗˘ˡ˧ˁ˔ˠ˘˜ˡʹ˨˟˟ʭ Signature: Date:
i n v o l v e s c r e a t u r e s o
p a t t e r n
Acknowledgement To the ten-year-old kid me who used to walk uphill to school every day with an immensely heavy bag full of books, humming a Bollywood song he picked up from TV while stepping out, and in his head wondered how big the world might be, how long the walk will be, and what the future holds. I would say that, it’s still quite 1%" 0 *"o '201 Y+! +"4 %&))0 +,4n +! 1%" ,,(0 &+ my bag have increased, but so has my ability to carry them. I’m still humming songs always remembering to pick them while stepping out, and the more I learn, the bigger the world gets. So, it will be a long walk. I am deeply grateful to everyone who made this project possible. To all the faculty and staff whose guidance has been the foundational base of my design understanding and approach, thank you. I appreciate all of engaging meaningful conversations, idea exchanges, and assistance in solving my vague questions. A hearatfelt thank you to my mentor for this project, Aastha Gohil. She has been a guiding light throughout the project, and the insightful dialogue and direction from her were crucial catalysts for making this project a valuable learning experience.
I extend my sincerest thanks to everyone who supported my learning journey at work. Working at M-cube has been both challenging and enjoyable. I am grateful to the founders, Sandesh Jha and Siddhanta Jain, who have been true rockstars. Their belief in me, continuous support, and patience with my learning process have been invaluable. * )0, !""-)6 1% +(#2) 1, *6 ,#Y " -""/0y /1&(n / +n +! * 4%, 4"/" $/" 1 1" * 1, 4,/( with. Thanks to the team from clients side as well - Piyush, Pankaj sir and Malvika. Also each and every artist who made me a part in building for their art. Furthermore, I extend my gratitude to the entire Black Cab Agency network. The colleagues there made the ,#Y " "5 &1&+$o -" & ) 1% +(0 1, )) 1%" !"0&$+"/0y /&0%1&n 0%+ n &+"0%n / +n +! 1%&/y4%, +,1 only helped me resolve doubts at every stage but )0, "5- +!"! *6 (+,4)"!$" ,# !"0&$+o &$+&Y +1 /"$ /!0 1, "3 )n ,1% &!0n ,1% / +0n %20%&n Dhananjay, Manali, Bhavika, and others who enriched my understanding of marketing, movies, business, and culture. All colleagues from Black Cab Studio team and REPRESENT. It was exciting to work alongside. I am grateful to my peers from class Anchita, Ugesh, and San for their invaluable support in navigating the project and city life. Immense thanks to my family and friends for their constant support. I appreciate all the interesting people I met along this journey, also who assisted me with managing accommodation, meals, and travel far from home. Andheri is special place in my memories. Lastly, I am thankful to city of Mumbai for all of its spirit and dreams it presented and Dehradun for all it taught me to believe in.
Preface This document is a record of my work completed over a -"/&,!,#Y3"*,+1%0&+1%"&+!201/6 0- /1,#*6#&+ ) year graduation project. It explores innovative strategies and nuances involved in creating a cohesive creative language for a music project and artist. Throughout this project, I delved into the intricacies of the industry, gaining a comprehensive understanding of how my /,)"Y10&+1, +! ,+1/& 21"01,1%"-/, "00"0,#*20& distribution channels, streaming services, social media promotions, and overall algorithm dynamics. The project allowed me to acquire valuable skills and insights into 1%" /" 1&,+n /"Y+"*"+1n +! -/"0"+1 1&,+ ,# *20& and marketing. By integrating music videos, artworks, typography, and content, I learned how to effectively deliver a compelling musical experience to the audience.
The role of design for me in this project has been pivotal, guiding me through each stage while fostering an understanding of context, problem causes, implications, and solutions. Design has enabled me to expand on creative and value-driven ideas, materializing them in various forms. It has also encouraged me to learn and ask informed questions, delve into issues deeply, and provide perspectives that might otherwise be overlooked. Engaging in meaningful discussions, I have learned to set aside biases and preconceived notions. Its an allegory in philosophy, that to question is to uncover the invisible 01/&+$0 1% 1 &+! +! ,+1/,))0 20y 201,*0n ")&"#0n 3 )2"0n #Y)& 1&,+0n +! &+# 12 1&,+0o 6 "5 *&+&+$ 1%" reasons behind these strings, we tug at the golden thread of reason. This is precisely what design has allowed me to do understand. Look at the world and its dynamics in a way that uncovers explanations, perceptions and patterns.
About My name is Vaibhav Sharma, and I am an interdisciplinary designer with a profound passion for art, culture, music, and stories. Hailing from Dehradun, Uttarakhand, my design journey has been driven by a desire to explore storytelling through various creative mediums and tools. As a student of interdisciplinary design, my curiosity to !")3" &+1, 1%" "00"+ " ,# +6 -/,'" 1 +! /"Y+" &1 &+1, the right material or medium has been a constant force. Inspired by diverse stories, artists, sounds, words, and thoughts, I strive to continuously learn, create better, and provide value in any form or shape. I seek opportunities that excite and inspire me, enabling me to contribute meaningfully to the cultural landscape.
%&0 -/,'" 1 4 0 !,+" 0 $/ !2 1&,+ -/,'" 1 1 Lakshmipat University, Jaipur. As a student of the +01&121" ,# "0&$+ n % 3" -2/02"! *6 #,2/v6" / degree in Interdisciplinary Design at this institution. My learnings in design, approach towards problem-solving, and general project navigation have been shaped by the curriculum and activities I engaged in during my time here. Being part of the second batch of the Institute, I with my class have had the privilege of witnessing and contributing to its growth. I am grateful for all the opportunities this place has given me to play a role in enhancing its offerings and developing the cultural values and philosophy it stands for and promotes.
Project Being always curious to learn more, I see poetry as ,+" 0&$+&Y$ +1 4 6 1, !&0 ,3"/ *" +&+$0q &1 -"/% -0 is the art of conveying meanings in vague methods. Learning more about design and art, I realize how all creatives see meanings in poetry, whether visual, spatial, auditory, or even experiential. A three-hour Y)* + ,**2+& 1" *"00 $" +! + 1%/""v minute instrumental. This curiosity sparked my interest in music, from the meanings in lyricism that translate to cover art masterpieces, to distilling the essence in music videos and concert experiences. 6 # 0 &+ 1&,+ 4&1% %,4 /1&010 %,)! &+Z2"+ "n /&+$ about reforms, be the voice for social and intelectulal beliefs, and shape culture.This led me to explore utilizing design in the music industry. I am intrigued by the possibilities this role holds and how I can retain and reform my interdisciplinary approach to contribute in a meaningful way. Exploring this pathway &0 0&$+&Y +1 - /1 ,# *6 ',2/+"6n 0 &1 )&$+0 4&1% my passion for art, culture, music, and storytelling.
This curiosity and passion for storytelling let me to navigate how industry works the artists I follow and look upto who do they work with, what companies, roles and professionals does it take to bring the prepared art to life from artist to audience. &+!&+$ 1%" 1%/" ! ,# !"0&$+ )" /+1 ,# ; v 2 " coming from the intersection of big players in industry - REPRESENT which is the biggest indie music management company of the nation and Black Cab Network Agency, which is one of the top marketting agencies for premium clients. I realized for two of the professionals from each came together to become founders of an organization 0-" &Y ))64,/(&+$1,2-)%"0 "+",#*20& &+ +!& o M3 based in mumbai, founded in 2023, is a marketting entity which stands for Music - Marketting - Memes founded by Siddhanta Jain and Sandesh Jha, heads of marketting from each parent company M3 is at the forefront in the world of music marketing, providing 360-degree solutions for independent artists, global labels alike. Their services include &$&1 ) 1/" *&+$ ) 1#,/* -&1 %&+$n content production, organic promotions, artist grooming, and social media management - all of which are essential in making the next hit release!
Contents
Be Together Studios 01 51 63 73 Allen Ling D Cali Mehfil Mood
11
1 Client and Brief Process Research Strategy Execution First Release Ch.1 Be Together Studios
2 Client Be Together Studios is an innovative concept brought to life by Alive Experiences, based in Delhi Alive Experiences have been a prominent name as performance organizers and as a music label. In association with the real estate organization, * 5" 6 1%"&/ - /1+"/0%&- 3"+12/" -/,$/ **" Alive Experiences has branded its music division 0 " ,$"1%"/ 20& #,/*"/)6 )&3" " ,/!0o When the ideas for this platform came to be as a stage to periodicaly release songs in these cohessive collection, got the branding as an extension of label as Be Together Studio. Throughout the past year, this concept has taken shape through the efforts of numerous talented individuals. Twelve songs were 4/&11"+n /" ,/!"!n *&5"!* 01"/"!n -"/#,/*"!n Y)*"!n and edited, culminating in a substantial body of work 0"1 1, " Y+ ))6 " /")" 0"! ,3"/ 1%" +"51 0&5 *,+1%0o
3 The Brief A holistic digital approach for 12 song releases with India’s Finest Sufi talents on one stage. Aiming to create a unique platform that unites the *,01 "01""*"! 2Y -"/#,/*"/0 &+ 1%" ,2+1/6n 1%&0 visionary project seeks to bring together the profound +! 0,2)#2) "00"+ " ,# "),3"! 2Y *20& &+ &10 modern form. As a collection of 12 captivating songs, each performed by a distinguished artist in their own unique style, this endeavor emphasizes presenting 1%" /& % 2)12/ ) %"/&1 $" +! 0-&/&12 ) !"-1% ,# 2Y 1/ !&1&,+0n &+1"/4,3"+ 4&1% /"$&,+ ) #,)( &+Z2"+ "0o Be Together Studios promises an unforgettable musical experience that transcends boundaries and resonates with audiences across the nation. M-cube was brought on board to manage the dissemination of this completed project. Acting as the label’s marketing agent, M-cube is responsible for navigating distribution channels and enhancing media and brand presence with distributed ads. Be Together Studios seeks a comprehensive design strategy centered around branding and individualized treatment for each release. This strategy shall unify *,!"/+ &+1"/-/"1 1&,+ ,# ) 00& ) 2Y *20& n #,01"/&+$ ,+1"*-,/ /6 --" )o "6 ")"*"+10 must include a cohesive visual identity featuring a distinct color palette that aligns with the tonal shifts of each release, elegant typography, and high- quality imagery capturing the heartfelt essence and spiritual depth of this musical journey. Additionally, two artists from Alive Music Label, Arjit Shrivastava as Composer and Arjun Sarkar as Lyricist, have been -&3,1 ) Y$2/"0 &+ 1%&0 -/,'" 1o %"&/ ,+1/& 21&,+0 should be emphasized throughout all releases.
4 Process Drawing from the framework of past projects prepared by the team for handling releases, I recognized the initial marketing- oriented focus. To reframe it, weaving a design perspective, several adjustments were made: certain steps were re-ordered, expanded, or bifurcated into more detailed methods. While the overall framework appeared comprehensive, execution required a keen focus on priorities.
5 %&)" #,)),4&+$ 1%" > }0 01"-0y !"+1n Investigate, Integrate, Ideate, Implement, 1"/ 1"y ("-1 /"*"* "/&+$ 1% 1 !"0&$+ should not be a linear approach. In practice, I often revisited the mid-stages to maintain project cohesiveness while avoiding monotony. This iterative process allowed the project to evolve dynamically, ensuring each stage ,+1/& 21"! 1, 2+&Y"! 6"1 !&3"/0" ,21 ,*"o Maintaining deadlines while allowing the -/, "00 1, Z,4 ,/$ +& ))6 4 0 /2 & ) learning experience. It involved balancing experimentation, research, and exploration across various media while keeping track of time. This approach ensured that we delivered a bespoke product that was both innovative and timely.
6 Research of Genre As someone who enjoys a variety of music but had +"3"/ - /1& 2) /)6 012!&"! 2Y *20& n "+1"/"! this domain with a Beginner’s Mindset. Starting from the very surface and delving into the origins of this genre and movement, I gained insights into how this form of music came to be, how it traveled across regions, and evolved over time. I discovered how classic ideas have developed in a contemporary context and how the intended demographic engages with this form today. 2)"/- &+1&+$0%,4&+$ +!/" **""1&+$,#2Y 0 &+10#/,* ,11,*)"#1v /&!n% 4 ' ) Qutub-ud-din, Hazrat Muin-ud-Din, Hazrat Dastgir, +)& ) +! /n +!% 4 ' &7 *2!!&+2)& 0 "+",# + &/ -,,/ 0 ,/! +-"/#,/*&+$ + ) &*"!02Y%6*+|2+ 6 2+}n #" 12/"!&+ -&3,1 )0 "+"#/,* *1& 7)&}0Y)*|, (01 /o} This study allowed me to approach the project with fresh -"/0-" 1&3"0 +! !""-"/ 2+!"/01 +!&+$ ,# 2Y *20& }0 2)12/ ) +! 0-&/&12 ) 0&$+&Y + "o 21&)&7"! 1%"0" &+0&$%10 when analysing comparable and distinct concepts of studio stage performances with various artists, their treatments over social media, TV, and streaming platforms. Additionally, I explored how artists’ personal brands and a platform brand could harmonize. This included understanding the hierarchy of information and the opportunities or constraints for each and every platform 01 !20/ 1 1"%)&% +n1%")"$"+! /6* "01/,n/"+,4+"! 0,+",#1%" $/" 1"01+ *"0&+1%"!,* &+,#2Y*20& 4,/)!4&!"o The idea from that was just this how the target audience has been consuming content for the genre, what is relevant and trending in that space and if there is any gap where our product can address /,* Y/01 $) + " ,**2+& 1&,+ to detailed vocabulary of the tonality we are getting to..
7 Mood Board Collection of curated images, artworks and renders which depicted the world setting of project, approved by the lead artists from client’s side
8 After gaining a better understanding of the content space, genre, and audience type, my team and I began analyzing the available content to determine what could be extracted for each phase. We received three large hard drives from the client, containing all the shoot data, behind- the-scenes material, and categorized photos ,#/"%" /0 )0n01 $" /"4n +!Y+ )/" ,/!&+$0o #"4 1" %+& ) %2/!)"0 4"/" &!"+1&Y"! " /)6 on, and with the assistance of experts from the production unit, I learned a great deal about codec conversions, safe handling to prevent Y)" ,//2-1&,+n +! /"1 &+&+$ *"1 v! 1 o Data Overview /$ +&7&+$ +! * + $&+$ 1%" "00& &)&16 ,# 1%" ! 1 ,/!&+$)6 " *" 0&$+&Y +1 % ))"+$" 21 )0, an opportunity to experiment with different methods. With a clear understanding of the quantity and variety of content, the schedule release plan went through several iterations. This helped in dividing the workload and ensuring assets were delivered with appropriate preparation time. Priorities were established in terms of high-execution or strongly emphasized assets, )),4&+$ #,/ *,/" 01/2 12/"! +! "#Y &"+1 4,/(#),4o Stills from shared footages of shoot data, only some were color corrected.
9 Strategy of Approach The goal now was to create an overarching identity that seamlessly integrates with each artist’s personal brand. The team curated several ideas and approaches to discuss with the marketing executives on the client’s side. We meticulously outlined the course of action, considering available resources, target audience, and the unique elements that would differentiate our approach in the market. Engaging in detailed conversations, we explored the layers of what works, why, and why not. This collaborative process helped !"Y+" +! !&01&)) 1%" # "10 ,# 1%" &!"+1&16 and release plan, ensuring a cohesive and impactful strategy. With all points laid out, we reached a solid plan to move forward. While a few gaps remained to be addressed along the way, the overall framework proved promising. The key highlights of the strategy were to emphasize the emotion and mood of the project over fame or hard work. It was unanimously decided that the project should present a sense of premium quality, appealing to those who truly value and resonate with the essence of the art form. With this in mind, the sequence was developed as a visual composition that conveys the "00"+ "Y/01o 1 "$&+04&1% /&"#1"512 )1"/*0n followed by poetry from the artists, gradually revealing the set, production elements, and silhouettes of the artists. Finally, the faces of the key artists and the brand name are revealed. Analysis of project’s competetion and influences.
10 Context Phase 5W and 1H Who and Where: The target audience primarily belongs to Tier 2 - 3 cities of India and the South Asian belt, the mass audience who consume media in Hindi, Punjabi, Urdu and Indian English speakers. The language and dialect of the songs catered to this audience. Involvement of big artists included Tier 1 also. When and How: This was dictated by the release and backtracked to rollout. We prominently planned to target Instagram and Facebook. Understanding the algorithms, as 1%" 1/ #Y &+ /" 0"! ,+ ,22 "n 4" &+ )2!"! ,22 " %,/10 ,**2+&16 #""! 0 4"))o Now, for what will attract this audience, we devised a comprehensive and structured plan. To ensure consistency throughout the entire approach, I prepared guidelines that established a standard order. Tushar Chouhan’s photography series depicts india’s mundane stories. Moolight Mysticism Smoke clouds Stars Antiques Fire Petals Engravings and Adornment Love and Longing Social Handles of Be Together and few textual framework of theme. #20455f #f3dc73 #08080b #f4e6e3 Typefaces and color codes to be followed at concept stage.
11 Reveal Order With research done and discussed in team meets, we went onto a brainstorming 0"00&,+nY/01&+!&3&!2 ))6 2/ 1&+$/"##"/"+ "0 and then bringing them together to build on ideas, somehwere we aligned on that the idea needs to go out as the central element, surrounded by chosen elements that weave together to form whole idea. Discussing the poetry elements, overarching themes, and references drawn, the idea of a poem being the central concept emerged. This approach allowed us to expand the poetry into a visual and accent-rich experience that encapsulates the entire world of the project. Textual Information Credits Establishing Visual Essence Poetry + Videos = Sentiment
12 2/15/2024 Static 2/16/2024 Static 2/17/2024 Static 2/18/2024 Static 2/19/2024 Static 2/20/2024 Static 2/21/2024 Static 2/22/2024 Reel 2/23/2024 Reel 2/24/2024 Reel 2/26/2024 Reel 2/26/2024 Reel 2/26/2024 Reel A grid of 12 posts where each picture contributes to set the mood and the feel. The gradual reveal teases the audience about what is coming up. Upcoming gems and Established artists: Modern meets traditional: Magic of Live Music: +"-,01-"/! 6#,/;! 60 0"!,+1%"1%"*"1% 1 ,+0&010,#1%/""01 $"0o &/01&0%,, 02/ 1&p1%"1,-& 4&)) "" 216,#2#&v " ,+!01 $"&0% 6 )p %"1%&/!01 $"&0 ) p Arjun’s press shot / motion poster Be together logo Arijit’s Press shot / motion poster
13 The Rollout %" Y+ ) --/,3"! -) + *" 1, narrating the reveal as a concept. With an Instagram grid forming series of posts, essentially creating a “digital billboard.” This grid would form a cohesive poster that comes together piece by piece, each section referencing the tracks. Each row would " !!"! ! &)6 +! 0% /"! 6 1%" #Y)& 1"! /1&010 +! * + $"*"+1% +!)"01,Y/01"+$ $"1%"(+,4+ 2!&"+ "0n spiking activity on the page. This strategy also serves as a callback when all songs are released, encouraging the interested audience to return and decipher the details. Following this, we will reveal information in layers: text taglines, a three-piece poetry collection crafted by lead artists that offers glimpses of the tonality and visual productions. We will feature the musicians, highlighting the performance nature of the videos. This multi-layered approach will gradually unveil the depth and richness of the project, engaging the audience on multiple levels. Leading to the reveal of the faces and names of the two artists who are the highlights of the entire body of work. Featuring them on both sides, with “Be Together” at the center of this row, will establish a symmetrical credit display. This arrangement will serve as the foundation upon which the entire project is built, emphasizing the roles of the artists who represent the brand. Preparing a rollout was a helpful exercise at this stage that helped the team and client to discuss the plan laid out in detail.
14 The Grid artwork The conceptualization began by noting down references, unique metaphors, and similes around the product. This process involved deciphering and distilling these ")"*"+10&+1,&* $"/61% 1'201&Y"!1%"&!" n%&+1&+$ 11%" same essence and emotion, and creating a linked piece to be interpreted as the songs gradually painted the picture. Additionally, understanding that the artwork would be split into sections, it was crucial that the individual elements made sense on their own or partly. The overall composition needed to maintain ,%"0&3" $/ ! 1&,+ /,00 1%" -/,Y)"n transitioning from complex to more sorted, aim 4 0 1, /" 1" #/""vZ,4&+$ 6"1 -/,$/"00&3")6 /"Y+"! / +! &* $" 4&1% " % /")" 0"o By conversing and aligning the client’s thoughts throughout the entire process, it became easier to address any doubts, reason through decisions, &+ ,/-,/ 1"#""! (n)" !&+$* &+1 &+"#Y &"+1 4,/(Z,4 +!,3"/ ))"5 &1"*"+1#,/!"3"),-*"+1o Initial rough sketch conceptualizing the collage made from refferences of songs Me presenting the Grid artwork to collagues as a presentation of the campaign I am working on, this was a audience test to grid.
15 Directions with Deviations As the elements came together, it was essential to ensure that the direction of the project remained appealing to a wide audience without inadvertently aligning too closely with unintended references. /& ) +! "//,/ -) 6"! ("6 /,)" &+ Y+!&+$ 1%" /&$%1 Y1 #,/ " % ")"*"+1o %" !/ 4+ ")"*"+10 1,2 %"! 2-,+ !' "+1 /" )*0 ,# 2Y /1n 02 % 0 0,*" 2/(&0% +! 7 (& !/ * 0 +! *20& 3&!",0o !!&1&,+ ))6n #,)( ( &+!%& +! ,0%2/ 0%*&/& performances offered unique accents, and music 3&!",0 ,# / + +! /"$&,+0n !"-& 1"! # *&)& / Z 3,/o By understanding our product and its differentiation #/,* 1%"0" &+Z2"+ "0n 1%" %,& " ,# ")"*"+10 " *" *,/" '201&Y"! +! -2/-,0"#2)o This approach offered a detailed depth to the project 6&+ ,/-,/ 1&+$/" ,$+&7 )"&+Z2"+ "0#/,*3 /&,20 cultures, while ultimately retaining its individuality for the Indian audience we were catering to. To determine this, we took the products to people, -) 6"!0+&--"10,#2+/")" 0"!0,+$0&+1%",#Y "n +! asked them to attach attributes or visual references to their feelings about this world. This process opened the gates for new, rich interpretations of the visuals. Later, when we presented the prepared /14,/( +! - )"11"n 1%"6 &!"+1&Y"! 4%& % ")"*"+10 they deemed closest to their mental imagery. Effectively generating insights from a broader perspective made the small stage to a group project. 3"/ ))),3"1%"!"0&$+o /(!""- +! 1 %&+$1%"02Y3& ",#,2/0 What does the window signify? Right in the center? GRID_ARTWORK_VERSION77Final Interesting. This looks impressive, as deep as the lyrics. A central element to focus on the concept that this project is an experience inside this nuanced world where all these complex situations are.The idea was to put a modern element against the busy yet beautiful traditional collage, to emphasize modern meets traditional ka fusion idea.
16 %"!"3"),-*"+101 $"0,#1%" /14,/(n" %")"*"+1-/, 2/"! 601, (#/"")& / /&"0n1/" 1"! +!* +&-2) 1"!,+%,1,0%,- +!Y+ ))6 00"* )"!&+ &$*
17 Jharokha :8:<
18 %" ,*-)"1"!$/&!-,01-/,1,16-"nY+ )0,),0%,10 )0,2-), !"!,+ !2**6 ,2+1o&1% /&!-,01&+$n /14,/( )0, ! -1"!1,!&##"/"+1!&*"+0&,+01, "2-), !"! 0 ,3"/ ++"/0o %"&+!&3&!2 )Z"5& &)&164 01%"/" 0,+#,/ 00"* )6&+$,+#&$ma
19 The solo cropped versions of artwork after all iterations were made to make sense individually as well, retaining the values of hierachy and emphasis as part of the story, all to come together as one complete.
20 Motion Iterations The idea of a grid started as a square covering A ;5; -,010o ,4"3"/n 4&1% !"3"),-*"+1n &1 "3,)3"!&+1, -,/1/ &1,#9:<5;n02 1)6+,!!&+$ to the 12 songs in the project. This change provided two central elements: hands and the window. &1% 1%" Y+ ) ,*-,0&1&,+ /" !6 1" * 4 0 evaluating these two central elements and how each could be given special focus in its own way. The idea to make one incorporate motion emerged. It represents a window into this world, integrating the brand name as a veil promising experience to the audience. After Effects comp timeline showcasing, a generative stroke effect revealing the brand name. This effect was set against the (!/,-,#1%""+1&/" ,*-,0&1&,+o +1/& 1")6("6&+$" %")"*"+11,Z,4&+ 04*,1&,+o Frames of a version export, in which the strokes glow to form a window to reveal Brand name /"'" 1"! ,+ "-1,# / +!+ *"&+-/,'" 1&!"+1&16$2&!")&+"
21 Context Tags Additionally, we explored typography to enhance the display. Bits were accentuated with a dreamy glow on the main texts, evoking the ethereal quality of moonlight in the night sky. Concise taglines were crafted to communicate the broader values of the project effectively. Appropriate background visuals were sourced from stock libraries, and elements from the grid artwork were incorporated into the treatments. Finalized variations of the context building tags
22 3- part poem This stage was the neucleous of the base building phase which was formed by a three-part poem. This poem delves into the higher context of%,4 " 216 ,# 1%" /" )* 02Y %"/" &+0-&/"0 and seeds thought to an artist and how that artist creates art as a nod to that beauty As the briefed concept was brought to life through the poems written, narrated, and elevated by a background score, Arjit and Arjun delivered exceptional pieces that laid the groundwork. I meticulously picked from assorted array of the BTS footage and extracted shots of - stage and props on set, - instruments and musicians, and - silhouettes of Arjun and Arjit. These elements were revealed in sequence, with each stanza of the poem. %"1&*")&+",#"!&1&+$1%"-,"* 00"10n1"51) 6"/0 --" /&+$,+" #1"/,1%"/* 0("!*,1&,+ +!4&1%!&00,)3"1&))0#/,*Y+ )/""),#-",*0 $ &+10#,,1 $"0o
23 the K concept In referencing this larger context upon uploading, the asset found its way to the audience. The audio pieces were also posted on Instagram as individual segments, which creators then used to spread the reach of the - $" "3"+ #2/1%"/ "#,/" 1%" ,#Y & ) /")" 0"0o The brand name and foundational identity were beginning to take shape and come to life. “The Beauty of Muse, evokes thought which distilled in skill presents art.” Cover pages of the poems
24 Title posters as completion /&$&+ ))6 &+1"+!"! 0 01 1& &* $"0 ,# # "0 +! logos, these elements were revamped at the last minute into motion assets to incorporate the “Be Together Studios” trailer in the middle. This change occurred over a long weekend. While our 1" *n 4 6 #/,* 1%" ,#Y "n 02$$"01"! !") 6&+$ the posts to recalibrate and develop further, the client completed an internal walkthrough and posted the assets with just a one-day delay. Upon returning to work, I created the covers for these posts. Navigating the client’s change to the language, for cover we edited a few things to work well with the platform UI, furthermore absorbed and incorporated this new direction as we moved forward. These assets concluded this phase of context building and transitioning to next phase the release was planned. Titke card covers made by me - extracted from the motion asset prepared by Pankaj Sir from Team Alive
25 The uploaded grid of entire concept build captued on @BeTogetherStudios Instagram handle
26 The First Artist from BTS SAGAR BHATIA
27 %" Y/01 0,+$ 1, " /")" 0"! 4 0 )0, 1%" Y/01 ,+" 4/&11"+ +! /" ,/!"! &+ the entire tracklist. Sagar Bhatia, a long-time collaborator of Arjit and Arjun, was given the opportunity to choose his 0,+$ #,/ 1%" /")" 0"o Sagar’s performances are known for his powerful voice and soulful singing. He has performed at various events and venues, including the Delhi International Arts "01&3 ) +!1%"2Y#"01&3 ) 1'*"/% /&#o 0 /"+,4+"!Y$2/"&+")&1"2#& ")" / 1&,+0 across the Asian belt and Sagar Wali Qawali is this moving tour shows across India.
28 Reveal Strategy /"0"+1&+$ 1%" -/,!2 1 0 Z,4 ,# &+#,/* 1&,+n the design seamlessly engages the audience through intuitive layers that captivate public perception on a subconscious level. the overall impact of the release. Tease & Excite Inform Direct Artist Trailer Song Title Stills from Shoot Announce Release Date Song Snippet Tease Context Shayari OUT NOW Asset Lyrics Post Music Video BTS Tease: Existing active listeners of the genre or artist are intrigued by the teaser, sparking curiosity about the project their favorite artist is involved in. Inform: Irregular listeners are informed about the song and its release date, building anticipation and a sense of closeness to the upcoming release. Direct: All listeners are guided to the full product with just one click, making it easy to access and engage with the complete content.
29 Preparing a trailer Sagar Bhatia is a qawwali artist and performer from Delhi, India, with a deep-rooted musical background. Starting his journey as a qawwali artist at the age of 15, he has been passionately singing for over a decade. "3" )&+$ %&* 0 1%" Y/01 /1&01 ,# 1%" -/,'" 1 n gave an interesting push. His versatile discography has collected a diverse audience of the genre +" ("6 /".2&/"*"+1 #/,* 1%" )&"+1 4 0 1% 1 Sagar should be introduced before the songs. Given Sagar’s abundant online content, which offers vibrant visuals and great music, we had a wealth of material to create an interesting asset . However, it became evident that since Sagar is an artist under Sony Music, his content is subject to their copyright laws. Using any visuals or songs could lead to copyright strikes on the newly formed Be Together Instagram and Facebook pages, which would not only hinder algorithmic reach but also harm brand relations. This posed a serious challenge as the limited content we could use was either from live shows with poor quality or existing social media content, which often &+ )2!"! 1/" 1*"+10n 4 1"/* /(0n ,/ Z, 1&+$ 1"51n additionally Be Together would come out as unoriginal. Covers of Content available from Saga Bhatia
30 With my team members, I scoured through the oldest videos of Sagar performing, including phone-recorded footage, landscape videos with logo marks that could be cropped, and Sagar’s earliest posted content that could be reused after years. In our search, I created a list of exactly what 4,2)! 02#Y "n #,/*&+$ /,2$% #/ *"4,/( of key shots that, if extracted, could be pieced together into a video of decent length. This video would align with the information and tone we intended to deliver. Extracting Shots Artist backshot- Walking upto stage Logo Name Endslate Crowd glimpse ),0"2--/,Y)"n hiding full face Face reveal Performance snippet The inital story board drawn by me to align the research of shots for entire team. %&0&01%"Y+ )#),4,#1%"1/ &)"/n1,#&+! +60%,11% 14,2)!#&1&1
31 Putting it together + 1%" "!&1 1 )"n 1,,( 1%" !" &0&,+ ,# 1%" testing out with sound by using tabla snippets #/,* 0,+& ) 1, /" 1" /%61%*1% 1 complemented the shayari. This enhanced the ,3"/ )) "5-"/&"+ "n /"02)1&+$ &+ 1%" Y+ ) 00"1 which got passed by internal team and even client’s side, but still had to go futher to get approved from Sagar’s Management as well. Sagar was out of the country at that time and no reponse from his side made the team consider schedule again, Be Together took chance to go ahead and post the asset by compromising the -) ++"! ,)) -,01o "1 1%" /".2"01 1, $ / was sent, which instantly accepted. Got the reply from Sagar’s team that he liked the asset. After many discarded shots and failed retrievals, we found usable footage in some of Sagar’s iconic qawwali sessions, including a notable performance of Ustad Nusrat Fateh )& % +}0 0,+ & ) o %" -/,!2 1&,+n done at a famous Delhi venue, had a logo that +""!"! /,--&+$1,Y1,2/-,/1/ &1!&*"+0&,+0o We mixed these trimmed clips with bits from other older performances, backing them with Sagar narrating a relevant shayari. Despite the good visuals, the content initially felt disjointed. Experimenting with a black-and- 4%&1"Y)1"/n4%& %* 1 %"!,2/ / +!) +$2 $" from reveal posters, helped unify the look. The selected contents which were used in the trailer
32 %&0 00"1 0-" &Y ))6 * !" *" --/, % "!&1&+$ &+ a new way. Typically, a song builds cadence for the scene, with dialogue setting the tone and exchanges creating a pattern. However, delving into the details of how the rhythm of the scene would become the hero element was a completely new process for me. %"Z,4,#1%"0% 6 /&) &!1%"#,2+! 1&,+#,/1%""!&1}0 structure. Aligning the right shots with these markings and ensuring proper composition brought all the pieces 1,$"1%"/o %" Y+ ) 1,2 %"0n &+ )2!&+$ -/" &0" 210n *,1&,+n 1"51 --" / + "0n +! )&$%1 Z2 12 1&,+0n !!"! to the intensity and brought the entire piece to life. Stills from the uploaded Trailer Reveal of Sagar Bhatia
33 Adjustment layer of Black and White Shayari Audio layer Tabla Snippets to bring rhythm engagement to video Audience Chant Riser SFX Text and logo Layers with dissolve effects
34 The First Song Release 0%. % *)& &+ &10 /&"# &0 !"0 /& "! 0 Within the heart of this creation lies a love story, narrated through Sarkar’s shayari that pierces the veil of the ordinary and Sagar’s seraphic voice, invites us to wander through the corridors of a love profound, a love that dwells in the sacred space between reality and dreams, 4%&0-"/&+$n & 6 / *"/ * ++! %& + %&o Which translates to - My beloved just doesn’t listen. The song captures Sagar singing from the heart of a girl lost in the whirlwind of love, her emotions a tangled web and the world conspiring against her. In this chaos, she yearns for the elusive one. The song is accompanied by a 4-minute and 21-second music video, which structurally features two shayaris by Sagar and Arjun at the beginning and near the end. The chorus --" /01%/""1&*"0pY/01 0 /&0"/n1%"+ 11%" "+1"/,#1%"0,+$n +!Y+ ))6 11%""+!,#1%" second verse, leading to an extended outro. Initially, these elements were simply noted !2/&+$ 1%" Y/01 )&01"+o ,4"3"/n ,+ " 4" moved to the editing table, determining which parts to use at various stages of the rollout became an intriguing exploration.
35 Positioning - Ishq Ch Kamli As we transitioned from brand building and concept-driven *,*"+12*1, + /1&01v0-" &Y 0,+$v#, 20"!"5" 21&,+n I tried to understand the growth of brands in terms of dimensional growth, where brands are considered planes. Be Together, in its initial development phase, would be the top layer, growing in its own direction. Sagar Bhatia, with his established brand presence, had his own positioning and guidelines. The intersection of these two brand planes resulted in 0%. % *)&n !&01&+ 1 ) +$2 $" &+Z2"+ "! by both Be Together and Sagar Bhatia. &1% 1%"0" &+Z2"+ "0 &+ %" (n 1%" * /("1&+$ -) + #,/ 0%. % *)& "$ + 1, 1 (" 0% -"n +! more elements of its design language emerged. Understanding the compounding communication of one element after another, I proceeded to ensure the direction remained consistent and aligned.
36 Cover Visuals From initial brainstorming sessions and permutations of which elements to include and how to visualize them, I took charge of the design from our team, while Pankaj Sir, the head editor from the client’s end, presented his inputs. The process involved continuous iterations and reasoning, driving the cover from wide explorations to focused directions. We agreed on keeping the title card and artist names as the base, allowing the artist’s face to take -/,*&+"+ "o%",3"/ ))0,/1&+$Y5"!1%"%"/,0%,1n 4&1% #"4"+% + "*"+10 +!1%"Y+ ) ,*-,0&1&,+ setup completed by the client’s team, which resulted &+ 1%" Y+ ) 3"/0&,+ ), ("! &+ 0.2 /" #,/* 1o I then proceeded to visualize the options in use cases, such as on platform interfaces, ensuring that the emphasis remained consistent. Ideation and Iterations for the Cover Visual Applying in context to judge The Finalized Artwork done by team and Pankaj Sir from Alive
37 Compatible Variations When the visualized assets were tested for upload, adjustments were made to ensure they accommodated different devices and their UIs "##" 1&3")6o %&0 &+ )2!"! ,22 " ++"/0n Facebook covers, ad banners for regional streaming platforms as clickable redirects, and assets for the client’s website. The sizes of elements were adapted across compositions to maintain the intended hierarchy, legibility, brand guidelines, and overall consistency of identity. To minimize errors, bleed margins and alignment guides were included with the "5-,/1"! Y)"0n "+02/&+$ 1% 1 1%" )&"+1 +! +6 further parties had clear guidelines for use.The Primary and Secondary Thumbnail artwork and cover composition The export version of cover to accomodate any crop and bleed spaces, also being responsive on wide screens.
38 Cohessive Variety Aligning with the key visual, the upcoming content pieces adhered to familiar language. The initial posts were simple, but as we progressed, the complexities increased, incorporating CTAs, platform icons, and video editing elements. Decisions regarding transitions and motion graphics that how sould the element appear. Audio snippets 4"/" *"1& 2),20)6 %,--"! 1, Y1 1&*" #/ *"0 that would retain attention, whether in a full reel ,/ 0% /" )" 01,/6 !2/&+$ oo %" Z,4 ,# &+#,/* 1&,+ 4 0 )0, /"#2))6 considered, ensuring that highlight achievements 02 % 0 /" %&+$ *&))&,+ 3&"40 ,+ ,22 " and special features (like renowned users 20&+$ 1%" 0,+$ ,+ /"")0 2!&, 4"/" -"/&,!& ))6 broadcasted without causing fatigue. Proposed reel layout Feedbacks incorporated version, with Artwork added Reel Layout with Hero CTA and handle plug
39 With Considerations Across entire rollout the guides for placement of elements were rigid even if working on !&##"/"+1 0,#14 /"0 ,/ -/,'" 1 Y)"0o + &+1"/+ ) team approval was done with checklist - Logo, element size and gaps, spell checking copy, any transition leak, frame loss or audio glitch all to be checked before sending to clients. All of these measures came from making few mistakes at early stages or some highlighted considerations from client’s side, the senior designers who were working next to me were quick to catch these nuances which let me slowly pick it up and by mid project the guidelines were by memory leading to all checks to be done early on and faster approvals. Test on mock accound for any UI overlap Song Title moton graphic layout in transitions Story layouts with emphasis and negative space for link
40 Across Dimensions Maintaining overall page hygiene was crucial for optimizing already posted content and elevating conversions from social media to streaming audiences. We carefully noted insights across platforms to understand what caught the eye and what didn’t, conducted reasoned evaluations, and suggested improvements. This approach allowed us to work effectively with the algorithm, ensuring sustained growth and engagement for the page and releases ahead as well. 0 1%" 0,+$ -"/#,/*"! 4"))n 1/ #Y 1, 1%" - $" increased, and engagement across posts grew. "1 +! ,22 " + )61& 0 /"3" )"! 4%"/" the audience was coming from, which content was performing well, and what needed a boost. Milestone Thumbnail variation, Story and highlight layouts, Covers hygiene considerate of all cropped compositions
41 And Content Types Brand collaborations also emerged, with Radio Mirchi and Jio Saavn scheduling post about the project. It was our responsibility to provide them with content pieces, and thanks to our organized assortment, it was easy to deliver short snippets that were unused until now, avoiding redundancy. Insights allowed us to navigate through associated ,2+10n &+ )2!&+$ $ /n /'2+ +! /'&1}0 -/,Y)"0n +!"3"+ #"4 /"4-/,#"00&,+ )0y1%"&/" 1,/ +! oo )0, "$ + 0% /&+$ ,+1"+1 ,21 1%" -/,'" 1o 2/ 01/ 1"$6 "5- +!"! 1, &+ ,/-,/ 1" 1%"0" elements as well, collaborating with major professionals associated with the project, utilizing static visuals and the artists’ personalities to promote the song across different channels Milestone Thumbnail variation, Story and highlight layouts, Covers hygiene considerate of all cropped compositions
42 Experimental Ideas After the high points of the project dialed down, we were nearing the exhaustion of content pieces. This led us to try some new ideas that wouldn’t be in constrain of revealing too much about the project as now it is already out. Some of these ideas were initially scheduled for the early release phase but were rejected during approvals and set aside. I utilized editing tools that aligned with our language, attempting to create some approved test ideas as- cinematic slow-motion appeal video, presenting themes symbolically away from shoot footage, and crafting motion by animating static visuals. While these ideas made it to the editing table, the results fell short in some areas. A few concepts remained in conversation and were pushed to be executed later. Slow motion ramp video’s still // A symbolic lyrical post from the MV’s elements // Speed Ramping timeline and Motion poster’s Comp timeline
43 Sustenance and Conclusion 0 1%" 0,+$ /")" 0" -) + /" %"! &10 Y+ ) 01 $"0n Sagar appeared in interviews to discuss the project and his song, taking the opportunity to thank his fans for their love and support throughout the release. With the next release scheduled and intersecting brands in play, we decided to maintain a subtle identity for the remaining assets in the editing phase. Subtitles and transitions were kept neutral, allowing the communication itself to be the focal point of the content. To wrap things up on a high note, we celebrated the milestone by acknowledging reach in reels We concluded by expressing our gratitude to the audience with a compilation of their performances to the song, creating a gracious and memorable ending. ,1&,+-,01"/}001&)) $ /,+ !&,&/ %& +1"/3&"41 )(&+$ ,21:8"")0 /,00"!*&)"01,+"-,01 01% +(6,21,"3"/6,+"4%&)" ,+ )2!&+$ *- &$+
44 Next Release - Laggiyan Shaheen is a relatively new star, yet she has been a /&$%1-/,!&$6#,/0,*"1&*"oY+ )&01,+1%"/" )&16 show *Hunarbaaz* on Colors TV, Shaheen is known to captivate audiences with her band, The Rocknaama. Her versatile on-stage performances span Indian 0"*&v ) 00& )n 2Y /, (n -,-n +! ,))64,,!o &1% "11"/ 2+!"/01 +!&+$ ,# 1%" 4,/(Z,4 #/,* the previous release, we were well-prepared this 1&*"o%" /14,/(#,/1%"0,+$ *"-/"!"Y+"! 6 the client and Shaheen’s management team, setting a clear path for our development. I began preparing the new deliverables according to the established guidelines, ensuring all considerations were met. Thumbnail and Cover concepts prepared out of Square artwork provided by Client/ Still of motion poster composition for backup Artist Trailer
45 SHAHEEN SALMANI Shaheen, being a young voice among seasoned veterans, needed a unique trailer to stand out. Crafted from a single concert aftermovie provided by her management, the heavily "!&1"! #,,1 $" 4 0 #2/1%"/ /"Y+"! 1, "51/ 1 captivating shots. These visuals were backed by an instrumental version of her upcoming song, introducing the artist in her mesmerizing identity. The research and content resources for this project were all very different. With new deliverables ready, the entire team from both our side and the client’s side met to recalibrate for this phase of the project. And the narrative of Be Together moving ahead. The slates from Shaheen Salmani’s Artist Trailer for Be Together Studios seacond release
46 Further role 1 1%&0 -,&+1n 1%" Y/01 /")" 0" ,# 1%" -/,'" 1 was completed, establishing the overall design language and setting guidelines for all collateral across platforms, each with a master layout. However, the only new challenge in terms of "#Y &"+1 !")&3"/6 4 0 1&*")6 --/,3 )0o 2/ team operating from Mumbai had to deliver to Delhi, and the continuous revisions and iterations that even if internally handled would increase at stages became a persistent hassle. "0-&1" % 3&+$ 1%" *,01 "#Y &"+1 4,/(#),4 for technical aspects now, the client and my seniors agreed that the creative approach and aesthetic sense would be deviating and uniting again and again for each project, making it an ongoing development process. Additionally moving forward few artists from project would like to be involved in developments that means more management layers and so the iterations and revisions from each side.. Lastly in discussion, we reached a consensus that the Alive Label itself could accommodate the editing work in-house if our team could prepare detailed plans and briefs to guide them. This approach aimed to streamline the process and ensure timely deliveries. As the strategy 4,2)! " Y5 1"! #/,* ,2/ "+! +! )&3"n 4&1% involevement of each Artist’s management would be able to work on creative inputs. All while deviating and uniting back to the central identity which has been established.
47 Learnings Exciting is understating it, this project unlike any had its highs and lows, as everyday it would be new surprise just waiting for us, when it seemed like everything undercontroll and nothing can go wrong, it did. But that is what I learnt most from this project and my team, that this is just how world of marketing and music and perhaps all professional environments operating in a creative capacity are +!1% 1&0 3"/6&+1"/"01&+$-) "#,/!"0&$+1,Y1&+o I believe that because, design should be problem solving in its core, it shall see the root of issue and navigate in constrains to deliver value. New challenges everyday tackles with persistence is perhaps what give the project its bespoke composition. +" &+1/& 1" +! &+1"+1&,+ ) 01/,(" 1 1&*" 4&1% 1%" 0"+0" ,# /" 1&3" Z &/ #,/ 1%" &$ -& 12/" - Working with brand mandates, in a big team across different organization involved. How process and interpretations can be weaved together. - Uniformity and deviation to build pattern but also personality. To understand how the series of perception is building and communicating effectively by subversion also. - Understanding demographics, working with algorithm and driving with realtime changes.
48 Campaign Wrap 103 Playlists 2.8M+ Reach 1.3M+LikesAs we concluded the campaign for Be Together Studios, the strategic and creative journey that has elevated the brand presence and engagement has been a cherished experience. Through carefully crafted content, we effectively showcased our unique offerings and values, resonating with the right audience across globe. %"0,+$4%& %4 01%"Y/01/")" 0",# 1,1 ))6 new name platform with a simple new approach to genre. It has seen more than expected success and love and just continues to grow, even after = 0,+$0 ,# 1%" -/,'" 1 ,21n 0%. % *)& 01&)) persists to be highest streamed one on Spotify. Additionally it is close to becoming the top 3 hit songs from Sagar Bhatia’s discography. %"% /1"1/& 1 10,#0,+$01&))$/,4&+$ #1"/<*,+1%0,#")" 0" $ /% 1& }0<1%-,-2) /0,+$,0101/" *"!0,+$,21,#=")" 0"!1%"0,+$0 :<
49 /,* 1%" &+&1& ) 1" 0"/0 1, 1%" Y+ ) releases, we have successfully gathered a loving community. Every element of our campaign was designed to build +1& &- 1&,+ +! #,01"/ ,++" 1&,+o 2/ directive approach ensured that the artists’ hard work in putting this project together paid off, allowing viewers to seamlessly "5-"/&"+ "1%"#2))/ +$",#1%"Y+ )-/,!2 1o %&0 *- &$+ +,1 ,+)6 *-)&Y"! 1%" essence of Be Together Studios but also forged stronger bonds with our audience. The collaborative efforts and innovative strategies have set a new benchmark for our brand, paving the way for continued success and growth. Thank you to everyone involved for making this journey memorable and impactful.
50
51 Client and Brief Tease and Release Tour and Interactions Sustenance Learnings Ch.2 Allen Ling
52 Client Allen Ling is an American-based singer, songwriter, entrepreneur, practicing chiropractor, comic book creator, publisher, and much more. Signed with The Big Beat Media Strategy Company, based in Delhi & Bangalore, Allen became a client of M3 through their handling of his music distribution, where our team managed his artist representation. Allen is an astounding personality, a gentleman in his sixties with a humorous demeanor. Despite having had 02 "00#2) /""/0 &+ 3 /&,20 Y")!0n %" ,+1&+2"0 1, pursue new passions. Last year, he released a debut EP titled “Heartbreak Trilogy,” featuring songs he personally wrote. Collaborating with an old friend Dave, they crafted the songs and went above and beyond to create music videos for each title, all with the support of a few close ones and driven by his unwavering passion. Allen Ling Still captured from Music VIdeo of his song Closer.
53 The Brief A new single by Allen is about to be released, featuring an exciting collaboration with his friend and producer, Dave Lopez. The song, titled “Closer,” is described by Allen as a “love ballad for all times.” This enchanting piece features a string quartet and ballerinas, capturing the innocence of budding love with a singalong melody. The video for “Closer” is a grand production. Initially presented as a music video, it showcases the song’s emotions and polished visuals. An extended version will follow as a music Y)*n,##"/&+$ !""-"/),,(&+1,))"+}0-"/0,+ )&16 +! /" 1&3" process, highlighting him as an emerging artist in pop and folk. This release also kicks off an Asia tour, with Allen performing at renowned venues and concert )&+"2-0 4%& % 4&)) " ,+Y/*"! 0 -/,'" 1 -/,$/"00o To design captivating content pieces and establish a strong social presence that highlights Allen as a brand, we will utilize 1%" 3 &) )" 00"10 #/,* 1%" 0,+$ +! Y)* release, tour, and leading photoshoots. %"0" 00"10 4&)) " "#Y &"+1)6 20"! 1, create engaging content, while new, organic content ideas will be generated to help Allen grow as an artist. This comprehensive approach aims to enhance Allen’s visibility and connect with a broader audience, solidifying his brand in the music industry.
54 Tease Assets Utilizing only the content from music video, and abiding by the creative language set, the edit was kept subtle highlighting the production visuals and Allen’s voice. The tough challenge was that before release the lip sync parts of him sining the song were not to be used much as they would reveal rather than tease, utilizing other elements from video and still highlighting Allen’s presence on screen came out in an interesting way. Closer teaser Reels - Release Date announcement reel, Music Film Trailer Reel and Closer Song Releasing Tomorrow Reel
55 Release Hygiene Extracting stills from main video, not adhering rigidly to only one key shot to be adapted everywhere, with Allen the much dynamic camera work and capturing the same scene in many interesting ways helped in utilizing the entire scene to present cohessive yet variety in visuals. Showcasing Allen’s personality was also an exercise that we got to by arranging meetings with him, learning about his life, habits and overall outlook for his music and content ahead. ))"+&+$q0 ,22 "% ++") "")v,+$/14,/( ++"/3 /& 1&,+ +!,+0-,1< *"#,,1 $" 0 +3 0 "%&+!1%"0,+$
56 Tour Collaterals 0 1%" ,+Y/* 1&,+ *"n ))"+ -/"- /"! 1, 3&0&1 india. Appearences in a few places were schedules and he would be performing at some grand venues. Also after that Dubai was his destination. An announcement banner for his tour was prepared showcasing the cities by iconic landmarks where he will be travelling to. An overall postcard aesthetic was brought in to extend the subtle song’s design language to a more dynamic tour identity. Handwritten font also became a part. With tour performances starting the curated images and recordings were shared realtime. By end of tour as gratitude posts continous carousals were made. Tour Announcement Banner with a postcard language scribed with Allen’s lyrics and Monuments depicting the places he will be visiting. // Carousal post of after tour photos
57 Interviews & Interactions With tour, Allen appreared on interviews with various media outlets of india, this allowed us to /&+$%&01 )("!&101,-/,Y)"n"+$ $&+$&+%&0-/, "00n experiences and like dislikes. Audience had better connect in knowing who and how he is outside music. Editing conversation bits were a very different experience, not just removing pauses, Also learning how rhythm of talking can be constructed, integrating music as intro-outro or a background score. I started to observe elements of editing working in simple ways to assist in create engaging content. Interviews wiih indian outlets about Closer and Allen’s Musical journey, Camera facing QnA and Instagram AMA series for audience engagement
58 Post Tour With conclusion of tour and after enough appearences, Allen returned America and continued to recieve videos of performances recorded here and there. This acted as content bank to go back to and reutilize footages as a callback post. There was also new audience on the accounts now so promoting the older projects for them to check that out as well and utilizing credibility building posts of which playlist or Radio has picked Closer up. Closer also retained spot in top 100 pop songs europe, publicizing that as well. 1%"/ 1% + 1%"0" -/,*,1&+$ ))"+}0 ), ) shows where he will be performing in. Delhi HT city event tour performance// 1 Million view milestone reel with comments // An American bar performance as a back to home feature
59 Sustenance and Experiments A successful attempt was a giveaway campaign that spiked Allen’s growth by audience participation. A totally new unit &!"+1&16 4 0 * !" 0-" &Y ))6 #,/ 1% 1 and variety of assets for sharing, running ! +! Y+ ) 4&++"/ ++,2+ "*"+10 made for a exciting development. %,4 0&+$ -"/0,+ )&16 +! !/&3&+$ 1/ #Y by memes, trends and UGC became part of strategy when approved. Closer’s variation in edits by utilizing funny snippets or moments of song out of context were song ideas executed. Additionally other trending reel audios to be utilized, experiments with AI and even Allen’s medical knowledge were planned to reach wider audience. GIveaway campaing posts made in a new Design language than earlier assets. Celebrating the song with meme approaches, being textual and using AI as creating variations.
60 Learnings Allen’s project being the shortest with contents was a very long project and has multiple sub identities which were in various directions. To work on it was a good journey with many change of plans at every checkpoint. Something I understood through the coarse of this project was how many variables do artist deal with. Just us being marketting and artist’s brand positioning is onto us but handling legality, distribution, travel and then every appearence and word which is recorded someway or other. How an artist navigates through them, creates space for themeselves, makes art and continues to get in the busy cycles. While working it Allen 4" % ! 1, Y5 1%&0 1% 1 ,+1"+1 +""!0 1, " around him, not the otherway around. Allen can live his normal life, do everyday things and gets to what he likes doing thats music, just our jobs would be to navigate points which wont exhaust him, audience reaches to him and his craft. - Content around artist and not the other way. Being considerate of personal and professional lives of artist and being strategic with planing artists’s projection. - Longer narrative with realtime opporunities. Being quick on feat for things, depending on audience interaction and the leading phases. v%" ,+1"+1 +! ,**2+& 1&,+!"Y+"0"!&1o Not to force or make an irrelevant piece of content by understanding what the communication is by the song and artist.
61 As wraping up this campaign, I was able 1, /"Z" 1 ,+ 1%" 01/ 1"$& ',2/+"6 1% 1 presented the product through a captivating Z,4 ,# &+#,/* 1&,+o /,* &+1/&$2&+$ 1" 0"/0 that hooked existing fans, to informative content that built anticipation among new listeners, every step was designed to engage and captivate. By directing audience in an experential manner to the full product, we ensured an inclusive and impactful reach with attemptming a bunch of creative routes. This campaign not only highlighted Allen’s artistry and brand but also successfully connected with a broader audience, setting a strong foundation for future projects and continued growth.
62
63 Ch.3 D Cali Client and Brief Release Development Disection and Assets Sustenance
64 Client and Album Brief D Cali, the rising star of urban Punjabi music. Born in New Delhi and raised in the vibrant culture of California, he fuses his Indian heritage with the beats of urban hip-hop to create a sound uniquely his own. D Cali’s discography includes a string of hits such as |"0&#,/+& n}|% 1,,n}| !&, &/)n} +!|%,/+&n}o &0 1/ (0% 3"$ /+"/"!*&))&,+0,#3&"40,+ ,22 " +!% 3"0,)&!&Y"!%&0/"-21 1&,+ 0 +"4%&1* ("/ on the block on the urban Punjabi music scene. The project which I got to work on a romantic #/""016)" |"/&6 + )) +}o %" Y/01 0&+$)" #/,* %&0 2- ,*&+$ ) 2* |/ + ,*&+ 1&,+|o )& *" with a focused vision of the project. He collaborated with his team from a long time Mijaz and Meet Sehra who wrote and produced his tracks. And he was a part of directing much videos for himself too D Cali has crafted this album, drawing inspiration #/,* 1%" -,4"/#2) &+Z2"+ " ,# 1%" 2/ + 2+' & music scene. Each song is presented as a unique piece of work, collectively showcasing the demeanor D Cali embodies. The album communicates how %&0 /1 % 0 !/&3"+ %&0 Y+ + & ) 02 "00 +! 0% -"! his relationships and lifestyle, offering listeners an experience into his journey and evolution. D Cali Still for the music video of Teriyan Gallan
65 The first single Teriyan Gallan “Teriyaan Gallan” is a romantic song with elements of fast urban groovy music. It is dedicated to admiring the girl’s looks and justifying her status as the talk of the town through heartfelt compliments. This being relaxed project I got to delve in the urban punjabi music scene and draw refferences and analysis to better present D Cali’s work. There were explorations for his artworks. Initial discussions and developments on those helped me gain better insights into what color, typefaces and tonality he has in his mind. We preared a few drafts and then it was delegated to an artist from California to enhance and execute with him being active part of the process.. %" Y+ )&7"! ) +$2 $" 4 0 "51/ 1"! by me to explore its further use. /14,/(,+"-10#,/1%"0,+$ ,3"/oo &+ )/14,/("0&$+"/6 +,'v /"") + "/1&01 +! 2&)!1, 1%2*+ &)3 / 1&,+ 6 me.
66 Disection and Sorting 3"/1&*"n*6*20& "!&1&+$ --/, %% 0 " ,*" *,/" 01/" *)&+"! +! "#Y &"+1o !"3"),-"! 1" %+&.2"1,-/,'" 1,-"+Y)"0&+1,-% 0"0 +!20" standardized master plans for common elements. When editing music videos, I prioritize continuity by using existing cuts and implementing a color- coding system for footage based on shoot locations. I organize shots into layers focused on artists, models, and background elements, ensuring clarity and visual impact. Structuring the music into verses, hooks, bridges, and beats helped pick right visuals with the music’s rhythm and mood.This also led to sorted utilization, less redundancy and easier selection. Lastly, I optimize composition for non-centrally framed shots while /"* &+&+$ Z"5& )" 4&1% ,1%"/ +$)"0 0 +""!"!o 00,/1"!!&1&*")&+" 0 -/"-"/ 1,/6Y)"#,/"!&1 %" !v 01"/".2"+ "o
67 Release Assets The assorted framework made the technical -/, "00 *2 % *,/" "#Y &"+1 4%& % )"! 1, *" having more time with the creative process. The quality of products became easier to execute as now instinctively it was clearer on where to cut, how transitions can be pin point precise and the auditory engagement variables. Experiments with Sound effect and dilations of treble and bass, even channels of audio. Elevated the experience and engagement factors Teriyan Gallan Teaser Assets- Made in Portrait and Landscape // The timeline for trailer.
68 Post Release Celebrating milestone, sharing Behind the Scene content and even seeing the rising popularity of song on reels, we ran a Dance Challenge campaign. Extending Teriyaan Gallan’s Identity further and further being sole from yet to be laid work of the entire Album’s branding. The content were more operational on stories and ads were being run so any account engagement could be read on stories. After release reels for 1 million views // Timeline of editing a Behind the scenes reel // Ad of the Dance challenege campaign we ran for boosting reels reach of the song.
69 Persona Sustenance Shortly after the release, D Cali had plans to visit various locations, which we seized as prime content opportunities. Capitalizing on the song’s thematic elements, we integrated stunning landscapes and captured his lifestyle to complement the music. In the editing process, I focused on creating dynamic visuals that resonated with the rhythm and mood of his song. This included meticulously syncing footage to the music, ensuring a seamless and engaging viewing experience. Reels with Lifestyle and Travel editing// Hills of Switzeland integrated with song// D Cali in streets of Paris
70 Learnings - How learning compounds with each project. From smallest to biggest how each stage of project will build to lead somewhere, if not this project then another. - Principles of engagement are most humane, design according to that. Most people will see it certain way, most people will feel about this like this. - The song structure shall lead strategy in algorithm. Positioning it right is to test and navigate plan accordingly. D Cali’s project highlighted the importance of the artist’s creative vision, serving as a wellspring from which we could draw small portions with each release. His approach 4 0 1, #, 20 ,+ 1%" ),0"01 0-" 10 Y/01n allowing him to remain unaffected by other distractions. This made the project’s 1/ +0&1&,+0 0""* )&(" 0&$+&Y +1 '2*-0n Y11&+$ %&0 ,+1"51 -"/#" 1)6o + !"0&$+n this approach taught me that sometimes, !"0&$+ !,"0+}1 +""! 1, Z,4 0" *)"00)6q taking small leaps can be just as effective if it communicates the right message.
71 D Cali’s project highlighted the importance of the artist’s creative vision, serving as a wellspring from which we could draw small portions with each release. His approach 4 0 1, #, 20 ,+ 1%" ),0"01 0-" 10 Y/01n allowing him to remain unaffected by other distractions. This made the project’s 1/ +0&1&,+0 0""* )&(" 0&$+&Y +1 '2*-0n Y11&+$ %&0 ,+1"51 -"/#" 1)6o + !"0&$+n this approach taught me that sometimes, !"0&$+ !,"0+}1 +""! 1, Z,4 0" *)"00)6q taking small leaps can be just as effective if it communicates the right message.
72
73 Ch.1 : Revisit Playlist - Mehfil Mood Be Together Studios as a project was operational for team with my roles primarily involved generating ideas, suggesting iterations, and providing design inputs to the 1" *o 0&,+ ))6n 0,2$%1 /"#"/"+ "0 1% 1 explained the required creative direction. Due to some issues on their end, Alive asked our team to assist with an upcoming asset. This was after four songs had already been released from the project, which led to my reinvolvement. By this point, I had worked on more projects and had gained a better understanding of the process and dynamics. This experience allowed me to contribute more effectively to the ongoing efforts of Be Together Studios.
74 The Cover The objective was to attract the newly gathered listeners to engage with the song in more ways. In digital streaming, playlist placements are crucial as they map and analyze songs to make recommendations. By packaging BTS releases with a mix of old and renowned Bollywood fusions, we !"3"),-"! 01/ 1"$6 1, $/,4 2Y 0 genre while advancing our songs in the mix. &1% 02 1)" +! Y11&+$ ,3"/ 3&02 )n 4" highlighted this content set as unique yet within the realm of an established language. The playlist cover art iterations and Final selected artwork
75 and Ad Visuals With cover locked and songs curated, the playlist came to be and initially were shared on platforms by Client and Artists involved. This further expands to distribution channels plugging the links in their collaterals and also boosting the Playlist in recommendation channels. Extension to these we prepared short snippets of ads which will be going on Spotify and Facebook. Picking visuals from the music videos and integrating it with more footages to expand the brand focused appeal. I picked the elements used in collage grid artwork, and with refferenes scoured footages and statics to be animated. %" Y+ ) 00"10 $,1 --/,3"! ,+ 1%" #&/01 attempt, the 3 reels ran as ads for two months and now with more releases will be reutilized by newer songs in similiar edit style. The uploaded playlist assest of spotify uploaded on instagram
76 Stills from the reel ads made
77
,/(Z,4 +! &+!201/6 2)12/"n handling clients and project navigation. This has been the most essential lessons on working creatively and effectively. That how to balance the importance of generating ideas, seeking inspiration, and conducting thorough research. However, the critical aspect is delivering high-quality work under tight deadlines. Balancing detailed execution and thoughtful iteration is crucial, as is "&+$ ,-"+ 1, #""! (y ,1% ,+ &0" +! ") ,/ 1"y1, )&$+ 4&1% 1%" -/,'" 1}0 3&0&,+o Above all, this experience has taught me to value ideas that resonate with me while also learning to let them go when necessary. That’s the reality of working in this industry. Design ethics and work philosophy To hold certain values, ways, or habits close and practice them diligently is essential. I believe design possesses the power to bring about change and impact lives in diverse ways. As a designer, it is important to be considerate and conscious of these aspects, as they 0&$+&Y +1)6 ##" 11%"-/,!2 1o%"!"!& 1&,+ and thoughtfulness invested in creating a -&" "/"Z" 11%".2 )&16,#1%"#&+ ),21 ,*"o Understanding the reasons behind design decisions and avoiding the trap of delivering work merely for the sake of completion are crucial. Without intentionality and calculations, can it truly be considered design? Reflections
Understanding and appreciation for Music Industry, posibilities of design. Lastly, working in and understanding the realm of music has broadened my appreciation for &10 -/, "00"0 +! 3 /&"16o ""-&+$ 2- 4&1% contemporary developments and reforms, I also explored the history and fascinating stories of songs from years past. Learning about how the industry has developed, including the tools, artists, and every profession involved, has provided valuable insights into the changes that have shaped it. This project has deepened my interest in contributing to this ongoing evolution. With design as a powerful tool, I am excited to see what the future holds and how I can be a part of it. 2&)!&+$ #,/ -"/ "-1&,+0n &+Z2"+ "0n How brands build desire and why? Studying how each element of perception is connected to emotions and how these sentiments are tool to build appeal, following, fanbases and demand. To understand this is to !"/&3"*" +&+$0,#!"0&/" +!&+Z2"+ "0o, build for them is to develop intricate models that appeal to the simplest chord for anyone. Now reanalizing them and adapting it to different cultures, socities and groups is how 02 "00#2) / +! +!&+Z2"+1& )#&$2/"0,-"/ 1"o This according to me heavily involves design to understand and to develop at both these stages.
By the end of this project, I have gathered all the reasons why I wanted to undertake it and /"Z" 1"! ,+ %,4 &1 12/+"! ,21o %&0 ',2/+"6 % 0 helped me realize various aspects about design, myself, world, humans and clarify some previously vague ideas. While I acknowledge there is still much to learn and experience, I now have a more 0-" &Y #, 20o * *,/" /1& 2) 1" +! -/" &0" about my preferences, the kind of songs, artists, industries, and roles I am interested in, and my aspirations to explore poetry in all its forms. I believe I am on the right path, ready to continue 1%&0 "5-),/ 1&,+ 4&1% *,/" !"Y+"! !&/" 1&,+o To be able to build and deliver better in the cultural consiousness. Conclusion
I decided to part my learnings in two parts, 1%" Y/01 &+ 4%& % )" /+1 6 !,&+$n 1/6&+$n testing, evaluating and studying. And seacond where I got to learn by observing, discussing, questiong and being part of the project from outside, this helped me understand the ideas which I pondered on while creating ,21 &10 &*- 1n &+Z2"+ " +! /" 0,+0o The second book has a collection of all those projects and ideas, some elaborating ideas from here too. To overview a few topics discussed, it explored how global artists manage their assets to effectively operate at regional levels and the use of faceless marketing channels such as meme pages, news outlets, and public discourse by music artists. Delved into the publication processes in music, addressing copyright, plagiarism, royalties, and censorship. Additionally, examined streaming services beyond subscriptions, also how market saturation and algorithm complexity are related. The different strategies employed by labels and independent music artists, emphasizing the role of design. Major past projects by the company, considering how music marketing techniques are applied outside the music industry. It roundsup on the future of music based on its history and current trends, providing a comprehensive view of the multifaceted nature of the music industry and its intersection with design and marketing. In Volume 2
T h e r e i s n o t h i n m o r e p o w e r f u l
w o r l d u e n c e .
Continuing %" &!" 0n *,1&3 1&,+0n +! 3 /& )"0 &+Z2"+ &+$ 1%" ,2/0",#-/,'" 104"/"/" ,/!"! 1,+"0&!" +!'2!$"! --/,-/& 1" 1, " )&01"! &+ &10 ,4+ 01 +!&+$ ,!6 ,# !, 2*"+1 1&,+&+1%" ,+1&+2 1&,+,#1%"4,/(0 //&"! ,21 +! !&/" 1&,+0 "5-),/"! &+ 1%" ,,(}0 3,)2*" 9o %20n 1%" $/ ! -/,'" 1 4,/(0 % 3" ""+ ,))" 1"! &+1, 1%&0 0" ,+! ,,(o ,/" 4,/( ,*-)"1"! 4&1% 1%" 0-,+0,/ ,*- +6n 0 4")) 0 / +$" ,# )&"+1")" +! 02 '" 10n /" ,3"/"!"5 *&+&+$1%"3 /&,20!&*"+0&,+0o % ! 1%" ,--,/12+&16 1, 01/ 6 &+o %" )"00,+0 1% 1 1%" ) /$" * %&+"n ,# 4%& % * - /1n % 0 )" /+1o % 1 ,1%"/ * %&+"0 "5&01n +! %,4 !&! 1%"0" !"3& "0 $"1 1, " 1%" 4 6 1%"6 /"l ")" 1&+$ ("6 1 (" 4 6 #/,* 1%" 0601"*0 1%&+(&+$ 2//& 2)2*n &+1/,!2 "! 1%" %,)&01& -"/0-" 1&3" /"0" / % *"1%,!,),$6 #,/ ,*-/"%"+!&+$ +! + )60&+$ 0601"*o 6 *" +0 ,# &10 &+1"/-/"1 1&,+0 &+ 0"*&,1& n 0%"* 1& n +! 06+1 1& !,* &+0n 0 4")) 0 &10 !"3"),-*"+1 /,00 2)12/ )n -,)&1& )n $",$/ -%& )n +! %&01,/& ) !,* &+0o %" #2+! *"+1 ) *,1&3 1&,+ +! #,/ "0 1 -) 6 &+ 1%" Y")!n 0 4")) 0 4% 1 /,2$%1 1%"* 1,$"1%"/ 1, /" 1" 1%" 01/2 12/ ) !6+ *& }* 0""&+$ +,4 +! )&(")6 &+ 1%" #212/"o
While collaborating with creative professionals from a variety of backgrounds and areas of expertise, these industry characteristics were observed and experienced. My approach incorporated design and its interpretations into the conversations, being able to analyse and reason from the viewpoints of seasoned colleagues, technological limitations, and resource time restrictions. As a result, I became more involved in the team’s problem-solving process and was held to a higher degree of performance in delivering both conventional and groundbreaking discoveries. Through this I discovered that, despite the unpredictable nature of the work, the creative industry must maintain a stable commercial front, which increases the pressure to perform. The only way to be able to accomplish that is to be able to provide reassuringly
Forward I think that the humane approach to understanding and creating design may have its roots in the earliest conscious creations. Everything from the tools we used to hunt to the clothing we wore to the homes we built to the tools we invented. To the languages we developed, the communities we assembled, the laws and traditions we changed, and the social order we established. The practical +!&+1"))" 12 )4 60,#)&3&+$4"4,3"+n1%"&+Z2"+ "0 and philosophies we aligned with, the thoughts that made more and the art that connected these thoughts. Humankind has lived through centuries by improving, from mechanical to industrial to digital inventions. And from civilizations to cultures to communities. Y+! &1 # 0 &+ 1&+$ +! -"/-)"5&+$ %,4 1%&0 "3,)3&+$ species throughout all kingdoms developed the ability to perceive, consider, evaluate, compute, measure, and judge in order to come to a choice. Additionally, 1%" 0 *" 0-" &"0 "3,)3"! 1%" - &16 #,/ "51"+!"! thought, which allowed it to facilitate and modify '2!$"*"+10 1% 1 "+"Y1"! 0,*"o %" ".2&)& /&2* ,# supply and demand underpins all monetary systems, notions of living standards, criminal activity, armed ,+Z& 10n +!% --&+"00&+!"5o%"0"+""!01,0 1&0#6 have made businesses essential to today’s society, and their ability to make money and cater for needs has been the driving force behind their success. As we approach saturation, is communication design the cutting edge?
That’s the reason I believe marketing, if not production, ought to take up the largest percentage of the budget. All investments made to make anything are promises to bring something back, preferably more, since that’s what yields returns. Additionally, there is a sea of market in this era of saturation where new ships are sinking every day. The best crew, the strongest sails, and the roughest deck are necessary, but the course of the journey is determined by the winds and waves of public opinion and preference. Furthermore, design is the condensed information that material sum-up of all the concepts presented in boardrooms. The voyage’s unique experience is attributed to its quality, inventiveness, consistency, and coherence.
Perception & Influence These societal constructions of like or hate, acceptable or taboo, provocative or customary, accessible or scarcity, do indeed give rise to the inclinations, affections, and aspirations for human nature. These characteristics determine the worth of all assets, and having some of them is a virtue in terms of expanding one’s possessions. These notions of what possessions contain what worth, of depriciating assets or invenstment liabilities, shape the class and social strata. The cycle economy allows the framework to pay for the resources, skill, strategy, technical infrastructure, and logistic commissions to perpetuate role and commissions for these goods to be made, positioned, catalogued, and sold right sustainingly as the owned commodities bear returns and lay as capital for more propositions.
Furthermore, as humankind’s desire for ownership grows, so do its means of need and want. The jobs come together to establish companies that offer products +! 0"/3& "0o 2/1%"/*,/"n ,+02*-1&,+ &+1"+0&Y"0 0 monetary values become more uniform. Nowadays, the pursuit has evolved into the centre of all activity, with money serving as the driving force. The perception of any and all bodies operating has been the strengthening component in an environment where expenses are immenent . What really distinguishes these perceptions in culture is how they are formed and what ideologies they propagate. The extent to which people’s perceptions are shaped by the ideals that are spread and become part of consumer mindset is known as brand loyalty. This sense of loyalty and belonging that comes with being a patriot
Major Bodies Creation and Production: This category encompasses the initial stages of music creation and recording. Songwriters and composers craft the music and lyrics, while music publishers manage the rights and royalties associated with their work. Recording artists perform and record the songs, with music producers overseeing 1%" /" ,/!&+$ -/, "00 +! 0% -&+$ 1%" Y+ ) 0,2+!o Recording studios provide the necessary environment +! ".2&-*"+1n +! * 01"/&+$ "+$&+""/0 Y+ )&7" 1%" audio to ensure it sounds polished for distribution. Distribution and Release: These entities handle the dissemination of music to the public. Record labels are /"0-,+0& )" #,/ Y+ + &+$n -/,!2 &+$n +! -/,*,1&+$ music, ensuring that it reaches audiences through various channels. Distribution companies manage both physical and digital delivery of music, while digital aggregators assist independent artists in getting their music onto streaming platforms and online stores. Promotion and Publicity: This category focuses on enhancing the visibility and market presence ,# *20& o /,*,1"/0 ,/$ +&7" "3"+10n 1,2/0n +! ,+ "/10 1, ,,01 /1&01 -/,Y)"0n 4%&)" publicists handle media relations and manage the artist’s public image. Music supervisors 0")" 1 +! )& "+0" 1/ (0 #,/ 20" &+ Y)*0n shows, and other media, helping to further promote and integrate music into popular culture. Consumption and Revenue: These components &+3,)3" 1%" "+!v20"/ "5-"/&"+ " +! Y+ + & ) aspects of music. Streaming platforms like Spotify and Apple Music provide access to a vast library of music, facilitating discovery and consumption. Royalty collection agencies ensure that songwriters, composers, and publishers receive compensation for the public performance of their music, distributing royalties based on usage and performance.
Contents Side A : Working With 01
47Side B : Reasons Behind
19
1 1.Events 2.Record Publishing company 3.Artist PR 4.Talent Management 5.Film Production 6.Marketting Outreach Side A Working with
2 A.1 Events It’s crucial to recognize that the presence of consumers at any gathering is a strong indication of their belief in the message being conveyed. For artists of today, live events, concerts, and performances are the primary sources of income. With the increasing disposable income among different consumer demographics and the evolving landscape of experiences, designing for large-scale events requires a comprehensive approach that integrates visual, sensory, experiential, and strategic components. These major events gradually develop a distinct identity over time as positive feedback spreads through word of mouth from one season to the next, making their design an organic and constantly evolving entity.
3 RISE//Del With the music scene and entrepreneurship on the rise in India, RISE was established to turn these discussions into real dialogue events. RISE is India’s pioneering interdisciplinary conference that links music, creative industries, and startups. Our goal is to provide a platform for creative professionals to collaborate and grow together. M3 was not only invited as panelists to discuss the evolving landscape but also served as the marketing partner for the event. The M3 team developed the logo identity and extended it to marketing materials. ',&+"! 1%" -/,'" 1 !2/&+$ &10 Y+ ) "3"+1 ! 60 1, provide additional support for real-time event assets.
4 Schedules Dealing with constantly changing schedules due to delays and other unforeseen circumstances, I had to quickly adjust the itinerary multiple times. This &+3,)3"! * (&+$ #/".2"+1 *,!&Y 1&,+0 0 0,*" panelists couldn’t attend, others were reassigned due to crowd engagements, and potential technical or refreshment delays altered the course of the event. Despite these changes, I ensured that they aligned with the established guidelines for the event. I utilized current information, communicated "#Y &"+1)6n +! * &+1 &+"! )"$& &)&16n /" 1%&+$ space, and coherence throughout the process.
5 Managing the master schedule itinerary was essential, and handling the information within its sub- components was equally important for maintaining clarity. It can be challenging to keep track of details when focusing only on the big picture. Therefore, the artisan working with the materials must also document how the artifacts impact the collection in various ways. This interconnected thinking became /")"3 +1 4%"+ /"Y+&+$ 1%" * 01"/ 0 %"!2)" )"! 1, revising announcement posts, captions, and tagged accounts. It’s not only about working with information to make it usable but also about communicating this information to the team to ensure a record of the work completed and the affected counterparts.
6
7
8 An artist’s completed music pieces, whether recorded at home, a friend’s studio, or in collaboration with others, are yet to be monetized. The artist can recoup expenses by submitting the work to a publishing company for valuation. These companies are found worldwide and specialize &+ !&01/& 21&+$ 0,+$0 #,/ -/,Y1o %"6 * 6 "+$ $" directly with the artist, signing exclusive deals or collaborating with management and PR agencies. %"0,+$}0-&1 %*201/"Z" 1&101 /$"1!"*,$/ -%& n marketing costs, and potential ROI for the artist. According to which the publisher offers deal. This money is utilized in promotions, should the song have a music video or not. The ads that will go on platforms, live events, engagement campaigns all funded by the investments of company. A.2 Record Publishing Company
9 Partisan Records The company after song release handles the distribution and legalities involved. These are the revenue streams for the Artist and ROI of publisher. The meta data of songs attached recognizes whats the rate of streaming on devices, demographics and regions. Which generates streaming platforms to reward artists. The play and placements across Radio/ TV and liscenced royalties collected from across platforms. Partisan Records is an independent record ) ") 4&1% ,#Y "0 &+ ,+!,+n "/)&+n +! ,0 Angeles, as well as in New York City, where the company was co-founded in 2007 by Tim Putnam and Ian Wheeler. Presently Partisan is involved with the biggest global artists.
10 Cigarettes After Sex is an American dream pop band, formed in El Paso, Texas in 2008 by Greg Gonzalez. The band is known for their ethereal, limerent and often dream-like musical style, lyrics often based on the themes of romance and love. Signed with Partisan Records, CAS had an upcoming album named X from which 2 songs were released in March month’s gap and rest were set to release in July. M3 was a regional partner with placements of CAS on indian streaming visibility. Which gave me the access to work in the project thats working on a global complexity of thousands of people involved and working around the same identity set by the creative direction in advance. Ciggs After Sex
11 Assorted Operations The most prominent takeaway after seeing the backend organization what to look at the delivered regional marketing kit, an all inclusive asset library assorted to every recquired dimension, orientation and adaptive composition. These kit comprised of all information regarding the intended positioning of the musical project. Across platform resourses which 1%" )" ! 1" * % 0 Y$2/" +! ), ("! +" /)6 > *,+1%0 "3"+ "#,/" 1%" /")" 0" ,# Y/01 0,+$o The holistic package of all creative necessities of every song individually and of the parent ) 2*n ! 1 ,# +! *"* "/0n 0,+$ Y)"0 encrypted and writeups delivering the idea, process and plans for the project.
12
13 Playlist Placements With the assets provided, M3 as regional marketer worked to pitch and gain slot positioning for CAS’s latest and upcoming releases on various playlists across streaming platforms. The placement of songs in playlists is a crucial factor in predicting how long a song or album will stay relevant. The initial days of high streaming activity are the best time to attract fans and new audiences, which can only be achieved if the songs are easily accessible. Depending on social media redirects is a temporary measure, but for long-term growth, songs +""!1, "/" ,**"+!"! 6 )$,/&1%*0n" 061,Y+! through search, and added to queues based on genre ,/ 20"/ -/,Y)"0o %"0" ,++" 1&,+0 "14""+ 0,+$0 are facilitated through playlist placements, where songs are grouped together based on tags, equalizer statistics, BPM, artist’s brand values, and overall streaming positions. The top slots and even covers for these platform-based playlists are available for purchase and are often included in marketing budgets.
14
15
16
17 Promoting us with CAS ;% ! 0&$+&Y +1&+1"/+ 1&,+ ) )&"+1&+&$ /"11"0 #1"/ "5 0&+ " &10 &+ "-1&,+o &1% 1%" ,+ )20&,+ ,# ,-"/ 1&,+0n 1%" 1" * 4 0 )" 1, 0% /" ,+ 0, & ) *"!& 1%" ,*- +&"0 1% 1 ,+1/& 21"! 1, 1%&0 02 "00o " -,01"! /,20")0 +! 01,/&"0 1, 4/ - 2- 1%" *- &$+o !!&1&,+ ))6n #,)),4&+$ 1%" ) 2* }0 01/,+$ -"/#,/* + " ,+ 01/" *&+$ -) 1#,/*0n 4" -&1 )&7"! ,+ 1%" %6-" +! 1%" /1&01}0 /"!& &)&16 1, /2+ !0 #,/ ;o 2/ 00"10 4"/" )&$+"! 4&1% } / +!&+$n &+ ,/-,/ 1&+$ 1%"&/ "01%"1& 0 +! 3, 2) /6 1, -/,*,1" ;}0 0"/3& "0 0"! ,+ } /" ,$+&1&,+ 6 )&"+1")"o
18 A.3 Artist PR Artists’ public relations (PR) professionals play a crucial role in managing the public image and media presence of artists. Their responsibilities include crafting press releases, organizing events, securing media coverage, and building /") 1&,+0%&-04&1%("6&+!201/6Y$2/"0o+$ $&+$ with PR professionals as a designer in marketing can be both challenging and rewarding. The challenge often lies in balancing creative freedom with the PR’s vision for the artist’s brand. However, this collaboration offers valuable learning experiences in navigating industry dynamics, enhancing communication skills, and understanding the intricacies of brand management, ultimately contributing to more successful and cohesive marketing campaigns.
19 Mark Ambor Mark Ambor is an American singer-songwriter based in New York City. Coming up as a buzzy viral artists with success on both TikTok and Instagram, Mark built up a dedicated following on social media, before seeing these numbers translate into real-world chart success in 2024. The acoustic-laden love song Belong Together " *" /(}0 Y/01 /""/ "+1/6 &+1, 1%" ##& & ) &+$)"0 % /1n "+1"/&+$ 1%" ,- <8 #,/ 1%" Y/01 time in April 2024, before quickly rising into the ,- :8n * /(&+$ %&* 0 !"Y+&1" ,+"v1,v4 1 %o As a rising slope to his streaming numbers he considdered India’s young demographic as an ideal demographic to reach the songs to and thus the service of marketting though memes was proposed.
20 Belong Together “Belong Together” by Mark Ambor is a heartfelt and uplifting track that beautifully captures the essence of connection and togetherness. The song’s vibrant melodies and soulful lyrics create an atmosphere of warmth and positivity, resonating deeply with listeners. Ambor’s smooth vocals and the song’s catchy rhythm make it an anthem for those who believe in the power of unity and love. With that approach the song found its positioning, reaching out to content pages that do deliver this zone of idea were contacted based on the performance of their pages and were shceduled to post close apart for each other. Further some recent push of these initial reached out pages grew to enable more pages continuing the trend on their own.
21 Faceless Marketting Working with Big Beat, an Artist PR company, we executed a unique faceless campaign that cleverly integrated the artist- Mark Ambor’s : Belong Together, a romantic and upbeat songs into meme and social media content pages. By aligning the emotional feel of the music with the content, we 02 "00#2))6!/,3"1/ #Y +!&+ /" 0"!01/" *0o This was interesting to see for me as I myself in my algorithm am getting the content pieces of the song but cross checking the list I know that the song has navigated that on own. At this point, few more friends were catching to the song and it became a small remark for my perception of songs in general. How often have I liked a song because I am hearing it often of am I conditioned to like the song because its this repetation which someone planted.
22 Placement Campaign As campaign wrap I got to work on the announcement posts which summariesed our role in the entire project. As I got to scour through brand indentity of Mark Ambor and his single Belong together, the carousal came to be one in the same warmth as the identity. Out of 20 planted song -,010 +! 1%,20 +! *,/" 1% 1 4"/" &+Z2"+ "! by it I selected the 3 we had participation in +! -/"0"+1"! 1%" 3"/0 1&)&16 ,# 0,+$ Y11&+$o %" *- &$+}0 "##" 1&3"+"00 4 0 *-)&Y"! by tapping into India’s diverse demographic, featuring content like nostalgic edits of old movies, celebrity montages, and real-time IPL team edits. This approach not only showcased the music but also created a deeper emotional connection with the audience, making it a valuable learning experience in creative marketing strategies.
23
24 A.4 Music Labels Music labels are companies that sign, promote, and manage artists, playing a vital role in the music industry. They provide the resources, expertise, and infrastructure needed for an artist to succeed. This includes funding for recording sessions, marketing campaigns, distribution channels, and connections with producers, songwriters, and other industry professionals. Music labels also help artists navigate the complexities of contracts, royalties, and branding, allowing them to focus more on their creative work. By leveraging their industry knowledge +! +"14,/(0n *20& ) ")0 + 0&$+&Y +1)6 *-) + artist’s reach, helping them to grow their fan base, secure performance opportunities, and ultimately achieve long-term success in the competitive music industry. %"02Y01 $"-/,-"/16"5- +!"!&+,)2*"9,# ,,(n comes from the Be together music division under Alive Entertainments Label. Alongside that project I also worked on marketing new artists from Alive and in different genre and same client drafting rollout plans expaned my capabilities in different dimensions.
25 MOON Release “Moon” by Abhinav is a captivating urban pop Punjabi track that creatively complements a girl by drawing a beautiful comparison to the moon. The song’s vibrant tone is matched by the stunning visuals, shot in the serene valleys, which add depth and emotion to the overall experience. The extensive effort involved in capturing the vivid scenes, along with the meticulous process of assembling the project, made working on this projejct a truly refreshing and rewarding experience. The blend of cultural sound with modern pop elements, paired with the picturesque setting, results in a unique and memorable piece. Additionally getting better at segmenting, working with and around lipsyncs, abrupt cuts, portrait composition and beat signature reading. The practise of these were remarkable.
26
27 The overall rollout of the release for “Moon” was a meticulously crafted process that leveraged the song’s intricate components to create a cohesive and impactful presentation. The instrumentals were carefully highlighted, while motion graphics with title cards and advanced editing techniques in the main video enhanced the song’s visual appeal. The broader positioning of the song and artist within contemporary trends and topical content was strategically executed, ensuring relevance and resonance with the audience. The music video featured artistic touches such as black- and-white matte layers, light burn transitions, and shake animations, which were thoughtfully /" /" 1"! +! /"Y+"! 1, * &+1 &+ ,%"0&3" aesthetic throughout. These elements not only elevated the video’s visual narrative but also reinforced the song’s thematic depth, making the -/,'" 1 -,)&0%"! +!2+&Y"! /1&01& "5-/"00&,+o Rollout
28 Brand Personalle %&00&+$)"* /("! %&+ 3}0Y/013"+12/" 4 6#/,* %&0 +!n )),4&+$ %&* 1, "5-),/" %&0 -"/0,+ ) 016)" +! "5-"/&*"+1 4&1% 1%" *"!&2* &+ 4 60 %" % !+}1 "#,/"o , 02--,/1 1%&0 +"4 % -1"/ +! "01 )&0% ,+0&01"+1 #/ *" ,# /"#"/"+ " #,/ %&+ 3 0 + /1&01n4" /" 1"! %&$%)&$%10"/&"01&1)"!+,4&+$1%" /1&01o%&00"/&"0!")3"!&+1,%&03 )2"0n ($/,2+! &+ *20& n -"/0,+ )&16n +! 3"/0 1&)&16n ,##"/&+$ # +0 +! )&01"+"/0 !""-"/ ,++" 1&,+ 1, %&0 4,/(o %" "+"Y10 ,# 1%&0 /1&01v#, 20"! 0"/&"0 4"/" 0&$+&Y +1o 1%")-"! 2&)! 01/,+$-"/0,+ ) / +!#,/ %&+ 3n!&01&+$2&0%&+$%&* 0 0,), /1&014&1%%&0,4+ 2+&.2"&!"+1&16o60% /&+$%&0',2/+"6n&+Z2"+ "0n +! /" 1&3" -/, "00n 4" #,01"/"! 0"+0" ,# /") 1 &)&16 +! 21%"+1& &161% 1/"0,+ 1"!4&1%1%" 2!&"+ "o%&0 ,++" 1&,+ +,1 ,+)6 "+% + "! 1%" /" "-1&,+ ,# 1%" 0&+$)" 21 )0,) &!1%"$/,2+!4,/(#,/#212/"-/,'" 10n /" 1&+$ ),6 ) # + 0" " $"/ 1, #,)),4 %&+ 3}0 "3,)3&+$ /1&01& - 1%o%"0"/&"0 )0,-/,3&!"!3 )2 )" ,+1"+1 #,/ * /("1&+$n !/&3&+$ "+$ $"*"+1 /,00 -) 1#,/*0 +! "+02/&+$ 1% 1 1%" /,)),21 ,# ,,+ 4 0 +,1 '201 ,21 1%" 0,+$n 21 ,21 &+1/,!2 &+$ %&+ 3 0 #2))6 /" )&7"!n *2)1&# "1"! /1&01o
29
30 A.5 Film Productions I had the opportunity to collaborate with a few production houses when my music industry contacts were involved in projects outside the company. Seizing this chance, I eagerly '2*-"! &+1, 4,/(&+$ ,+ Y)*0n #&")! }3" )4 60 been interested in. This experience not only deepened my understanding of the music industry and marketing but also provided valuable &+0&$%10 #/,* 1%" -"/0-" 1&3" ,# Y)** (&+$o Films, especially in Bollywood, have long been massive money-making ventures, with songs playing a crucial role as powerful marketing tools. The involvement of production houses that expand their work into music videos and documentary musical projects further sparked my interest. As I delved into these projects, I had the privilege of working closely with directors, 4%& % 4 0 + &+ /"!& )6 "+"Y & ) "5-"/&"+ "o
31 Open Ended Productions -"+ "+!"! -/,!2 1&,+0 &0 *2* & 0"! Y)* ,*- +6 4%& % % 3" ""+ /" 1&3")6 -/, 1&3" &+ 1%" 0%,/1Y)*0 +! !3"/1&0"*"+1 0- "o ,/(&+$ "51"+0&3")6 &+ -/,!2 1&,+ +! * /("1&+$ #,/ ,1%"/ / +!0 ))1%"1&*"n4%"+1%"6* !" 0* )) 2!$"1 0%,/1vY)* ))0%,1&+,+"/,,*4&1%: 1,/0v% *o %"64 +1"!1, /&+$&++"4&!" 0#,/-/,*,1&,+0,# 1%&0 +!1%204&1%"3 )n * /("1&+$ ,+1"+1 /" 1,/ Y)* 012!"+1 +! -/,!2 1 * + $"/ 1 *6 ,*- +6 1,,(1%&0,--,/12+&16 3,2 %"!&+1,"5-),/"1%"0 "+" +! " ,# 00&01 + " 4&1% "5" 21&,+ ,# )) 00"10o ,)!&+$1%"-,0&1&,+,#* /("1&+$!"0&$+"/ 0 41%" Y)*n +! * !" *6 +,1"0 ,+ 4% 1 ")"*"+10 + " 20"!%,4n#2/1%"/*""1&+$0 +!!&0 200&,+,#4% 1 &!" 0n 1/"+!0 +! &!"+1&16 3 /& )"0 !, 4" )) $/"" ,+20&+$o)0, ($/,2+!0 ,/" +!20",#0,2+!0 1%/,2$%,214 00,*"1%&+$4"4 +1"!1,%&$%)&$%1o
32 Shaam %" Y)* &0 " 21)n &+1&* 1" -&" " 0"1 &+ 1%" 0&*-)" ,+Y+"0 ,# ,2-)"}0 /,,*n 4%"/"n ,3"/ 2-0 ,# % &n 1%"6 0% /" 1%"&/ 1%,2$%10n 4,//&"0n +! --/" & 1&,+ ,# 4,/)!)6 ,+ "/+0 +! *,/"o %&0 ,+3"/0 1&,+ ) + // 1&3" &0 1%" %" /1 ,# 1%" Y)*n 4%& % &0 0"1 1, /")" 0" ,+ ,22 "o " *"1& 2),20)6 4,/("! 1%/,2$% 1%" "+1&/" -/, "00n#/,*1%"0%,,1 +!"!&11,1%"2-), !n "+02/&+$ 1% 1 1%" * /("1&+$ ,)) 1"/ )0 4"/" )&$+"!4&1%1%"Y)*}0&!"+1&16 +!) +$2 $"o &1% 1%" Y+ ) 21 /" !6 #,/ 2-), !n ,2/ * &+ % ))"+$" 4 0 !"0&$+&+$ 1%" -,01"/o 0&+$ #/ *"0 #/,* 1%" *,3&"n 4" / #1"! 3&02 ) + // 1&3" 1% 1 -12/"! 1%" "00"+ " ,# 1%" Y)*o %&0 &+3,)3"! "5-"/&*"+1&+$ 4&1% ) 6,210n &+1"$/ 1&+$ /"!&10 0" *)"00)6 &+1, 1%" ,*-,0&1&,+n +!"+02/&+$1% 11%",3"/ )) !"0&$+ /"0,+ 1"! 4&1% 1%" Y)*}0 *,,!o !!&1&,+ ))6n 4" #, 20"! ,+ * &+1 &+&+$ ,),/ ,+0&01"+ 6 /,00 )) ,)) 1"/ )0n$&3&+$ 1%" -/,*,1&,+ ) * 1"/& )0 ,%"0&3" +! -,)&0%"! ),,( 1% 1 * 1 %"! 1%" Y)*}0 1,+"o
33 The Poster / 4&+$ &+0-&/ 1&,+ #/,* 3 /&,20 &+!&" Y)*0n - /1& 2) /)6 1%" 0&*-)" 6"1 "##" 1&3" ) 6,210 ,# 1 )& + +! +!&+ 3& + &+"* n 4" --/, %"! 1%" -/,'" 1 4&1% #, 20 ,+ *&+&* )&01 6"1 &*- 1#2) !"0&$+o 0 4" &!"+1&Y"! 1%" /2 & ) 0-" 10 1, %&$%)&$%1 &+ 1%" Y)*n 4" + //,4"! &1 !,4+ 1, 1%/"" ("6 ")"*"+10 1% 1 4,2)! !/&3" 1%" 3&02 ) + // 1&3"o %"0" %&$%)&$%10 " *" 1%" #,2+! 1&,+ ,# ,2/ /" 1&3" --/, %o !"3"),-"! 1%" ($/,2+! ,*-,0&1&,+n /"#2))6 /"1,2 %&+$ +! "51"+!&+$ 1%" "!$"0 1, "11"/ ,**,! 1" 1%" !&*"+0&,+0o , "+% + " 1%" ,3"/ )) "01%"1& n4" !!"!02 1)"+,&0"n ,),/0-/" !0n +! 4 /* 0% *"3"+&+$1,+"1,1%"-,01"/n4%& %%")-"!"3,("1%" Y)*}0&+1&* 1" +!/"#)" 1&3" 1*,0-%"/"o%&0 --/, % )),4"! 20 1, /" 1" -,01"/ 1% 1 4 0 +,1 ,+)6 3&02 ))6 --" )&+$ 21 )0,!""-)6 ,++" 1"!1,1%"Y)*}0"00"+ "o ,4"3"/n Y11&+$ )) 1%" +" "00 /6 /"!"+1& )0 ,+1, 1%" -,01"/ -/"0"+1"! &10 ,4+ 0"1 ,# % ))"+$"0o &1% *2)1&-)" &1"/ 1&,+0n 4" 4,/("! 1, ) + " 1%" /" 1&3" ")"*"+10 4&1% 1%" +""! 1, ,**,! 1" 1%" &+#,/* 1&,+o % /*,+&,20)6 &+1"$/ 1"!n 2)1&* 1")6 )" !&+$ 1, ,%"0&3" +! 4"))v/,2+!"! Y+ ) /" 1&3"o
34 Marketting Assets " "5-),/"! 4&!" // 6 ,# &!" 0 1, /"Y+" ,2/ --/, %n +! 4&1% 1%" Y+ ) !/ #10 ,# 1%" -) ++"! /"")0n 4" *,3"! #,/4 /! 1, -12/" #,,1 $" 4&1% 1%" * &+ 01 /0 ,# 1%" Y)*o %"&/ ,+3"/0 1&,+0 +! !&0 200&,+0 4"/" &+01/2*"+1 ) &+ -,/1/ 6&+$ 1%" %" !0- " ,# 1%" Y)*n "##" 1&3")6 ,**2+& 1&+$ 1%" ,/" &!" 0 +! 0"11&+$ "5-" 1 1&,+0 #,/ &10 &*- 1o%"0"&+0&$%1#2)"5 % +$"04"/"- ( $"! &+1, -,! 01 1/ &)"/n 4%& % "!&1"!n &+ ,/-,/ 1&+$ 3&!", ")"*"+10n "##" 10n +! 0,2+! !"0&$+ 1, /" 1" ,*-/"%"+0&3" +! "+$ $&+$ -/"3&"4o %&0 -,! 01 1/ &)"/ ,##"/"! /, ! 2+!"/01 +!&+$ ,# 1%" -/,'" 1}0 &+1"+1 +! 1%" /"0,+ + " &1 &*"! 1, %&"3" 4&1% &10 2!&"+ "o 0 4" -/,$/"00"!n 1%&0 ) /&16 ,+)6 !""-"+"!n )),4&+$ 1%" -/,'" 1 1, Y+! +"4 #,/*0 ,# "5-/"00&,+o
35 &1% 1%" Y)*}0 01,/6 +! % / 1"/0 1 1%" %" /1,#,2/ ,**2+& 1&,+n4""5-"/&*"+1"! 4&1% 3 /&,20 1/"+!0 +! 1" %+&.2"0 1, -/,*,1" % *o %&0 !6+ *& --/, % +,1 ,+)6 "+% + "! 1%" Y)*}0 3&0& &)&16 21 )0, "+02/"! 1% 1 1%" -/,*,1&,+ ) ,+1"+1 01 6"! 1/2" 1, 1%" "00"+ " ,# 1%" Y)*n "##" 1&3")6 /" %&+$ +! "+$ $&+$ 1%" 1 /$"1 2!&"+ "o &$ )" /+&+$ -,&+1 )0, --/, % 0 % ))"+$"#,/1%"-/,'" 1 0 2+!"/01,,!!") 60 #,/ +6 * /("1&+$ ,/ "+1"/1 &+*"+1 -/,'" 1 &0 2/0"o %&0 % --"+"! 1, " 0 1%" /"4 $,1 &+3,)3"! &+ +,1%"/ ,**&1*"+1 !") 6&+$ 1%" -,010 #,/ 1%&0n &$$"01 %2/!)" 4&1% *"*" ,/ 1/"+!0 &+ ,/-,/ 1&,+ &0 1%&0 1% 1 4&1% 0)&- ,# 1&*"1%""##" 1&3"+"00!" /" 0"0o% +(#2))6&1 4 0+}11,,# / 4 61, "&//")"3 +1o%"* ',/ &!" 0,#Y)*1,,( "+1/"01 $" 0&+1"+!"! +! 1%" 01/ 1"$6 "Y11"! #/,* )"00 1/ ##& &+ 0 *" )$,/&1%01/" *o" !&+$1,02 "00,# *- &$+o
36
37
38 Semicolon Films Working with production studios owned or co- owned by directors offered a unique advantage. I found that this ownership often led to greater experimentation and a more hands-on approach in / #1&+$ 1%" Y+ ) -/,!2 1o %&0 ),0"/ ,++" 1&,+ to the creative process enabled us to develop materials that were more aligned with the artistic vision, ultimately enriching the projects and providing me with a deeper appreciation for 1%" &+1"/0" 1&,+ ,# Y)*n *20& n +! * /("1&+$o "*& ,),+ Y)*0 % 3" ""+ 0&)"+1 6"1 /"+,4+"! + *" &+ &+!201/6 ,# &+!&" Y)*0o &! / ,0%& ,+" ,# 1%" ,v#,2+!"/ ,# 1%" ,*- +6n !&/" 1"! Y)* &+ Y+ ) 6" / ,# %&0 ,))"$" 4&1% %&0 #/&"+!0n #1"/ college went ahead to pitch it to producers and 12 ))6* + $"!1,"5- +!&11,Y+ ))6 #1"/?6" /0 Y+ ))6 $"11&+$ 1, -/"*&"/" 1%&0 #&)* &+ ,+!,+ 0 1%" Y)*#"01&3 ) -/,*,1&+$ /"$&,+ ) &+"* 0 /,00 $), " % 0 0")" 1"! 1%" Y)* 1, " 0 /""+"!o
39 Shunya is a remarkable journey that evolved #/,* 7"/,v 2!$"1 0%,/1 Y)* &+1, #" 12/" #&)* 1% 1 .2 )&Y"! #,/ 1%" ,+!,+ +!& + &)* "01&3 ) n -/,2!)6 /"-/"0"+1&+$ 2' / 1& &+"* ,+ + &+1"/+ 1&,+ )01 $"o%"01,/6 "+1"/0 /,2+! 6,2+$ $&/) + *"! +2n 4%, $/ --)"0 4&1% 1%" ,+ "-1 ,# %"/ $/ +!*,1%"/}0 !"*&0"n ")&"3&+$ 0%" % 0 $,+" 1, ,!}0 %,*"o 2")"! 6 !"1"/*&+ 1&,+ 1, Y+! +! /&+$ %"/ $/ +!*,1%"/ (n +2 "* /(0 ,+ ',2/+"6n "3"+12 ))6 ',&+&+$ /"$&,+ ) ,)( 61%,),$& ) 1%" 1/" $/,2-o , +2n 1%"0" 1,/0n * 0("! 0 $,!0n %,)! 1%" +04"/0 0%" 0""(0o %" Y)* !")3"0 &+1, ,*-)"5 1%"*"0 02 % 0 !" 1%n 1%" #1"/)&#"n$,!0n +!1%""00"+ ",#)&#"1%/,2$%1%" &++, "+1 "6"0 ,# %&)!o +2}0 0&*-)" 6"1 -/,#,2+! .2"01&,+0 ,21 1%"0" 01/ 1 ,+ "-10 &+3&1" 1%" 2!&"+ " 1, "5-),/" 1%"0" *601"/&"0 ),+$0&!" %"/n * (&+$§%2+6 § 1%,2$%1v-/,3,(&+$"5-"/&"+ "o%" + // 1&3"}0 &)&161, !!/"00!""--%&),0,-%& )&002"0 1%/,2$% %&)!}0 -"/0-" 1&3" +,1 ,+)6 % ))"+$"0 3&"4"/0 1, /" ,+0&!"/ 1%"&/ ,4+ ")&"#0 21 )0, %&$%)&$%10 1%" !")& 1" ) + " "14""+ &++, "+ " +! 2+!"/01 +!&+$ &+ 1%" # " ,# )&#"}0 2+ "/1 &+1&"0o Shunya
40 Premiere at Festivals The core focus of our campaign for *Shunya* was to 0-/" !1%"4,/! ,211%&00&$+&Y +1 %&"3"*"+1n #/,*0%,4 0&+$) 2/")01, /" 1&+$"+$ $&+$3&!", ++,2+ "*"+10o )1%,2$% 1/ 3")&+$ 1, ,+!,+ #,/ 1%")&3"0 /""+&+$4 0+,1#" 0& )"n,2/$, )4 01, attract an audience from afar and make this small 6"1 *" +&+$#2) 0 /""+&+$ /"* /( )" "3"+1o " &*"! 1, "01 )&0% 1%" Y)*}0 &!"+1&16 +! /" 1" buzz that would open doors to future possibilities. 6 )"3"/ $&+$ 1%" Y)*}0 ,) !"0 +! 1%" "*,1&,+ )!"-1%,#&1001,/6n4" / #1"! *- &$+ 1% 1 /"0,+ 1"! 4&1% 2!&"+ "0 +! ,+3"6"! the essence of *Shunya*. The challenge was to "+02/"1% 1"3"+#/,* !&01 + "n1%"Y)*}0&*- 1 4 0 #")1n !/ 4&+$ &+ 3&"4"/0 4%, ,2)! ,++" 1 with its themes and support its journey. This --/, % +,1 ,+)6 ")" / 1"! 1%" Y)*}0 02 "00 but also set the stage for its continued growth and recognition in the global cinematic landscape.
41
42 A.6 Commerical Outreach With the learned lessons on the creative delivery and deviating experiements, the revelation to uphold most has been the clarity of the struggles that a creative service goes through. The cost to maintain the liberty of creating and delivering with chance is something that design and creatives can afford only , not that much business can. &1% 0,*" "51/ 1&*" +! /"0,2/ " !"Y &"+ 6 on side of agency I voulenteered to help out in more domains of company. Which prominently involved the business development division. The department which attaracts and expands the clients and work catalogue from side of the company.
43 Black Cab Agency Black Cab Agency, based in Mumbai, has been a powerhouse in marketing, production, and creative services for the past eight years. Renowned for its ability to build brands and tell compelling stories, Black Cab has earned a reputation for delivering exceptional quality and fostering growth across various industries. This success has 11/ 1"! !&3"/0" // 6 ,# %&$%v-/,Y)" +! 2+&.2" brands, making Black Cab a prominent player in its niche, with all high-ticket clients secured. The Business Development (BD) team at Black Cab plays a crucial role in expanding the agency’s horizons and bringing in new opportunities. They focus on pitching the agency’s name and services to potential clients, demonstrating how Black Cab’s expertise can add value to their brands. However, the component of design, despite being vital, is often overlooked in these pitches. Emphasizing the importance of design in BD efforts could further enhance Black Cab’s ability to showcase its full range of capabilities +! 11/ 1 "3"+ *,/" %&$%v-/,Y)" )&"+10o
44 Brand Development In various stages of client meetings, I was tasked with studying and adapting their brand languages to create a collaborative proposition. The goal was to merge the client’s tone with our own voice, highlighting the importance of aligning brand identities—a process that parallels the essence of music in creating harmony. Recreating brand tonality without direct access to client assets demonstrated our ingenuity and adaptability. I focused on not only the aesthetics of the presentation but also on ensuring strategic coherence. This involved distilling ideas visually to make the proposition more impactful, which ultimately strengthened our ability to present compelling and effective pitches.
45
46
47 Why we hum songs? Cognition Evolution of Media ,)) 1"/ )0 +Z2"+ " Projection and more. Where Design Fits Side.B Reasons behind
48 Why do we hum songs? %" 0 &"+1&Y "5-) + 1&,+ 1, 4%6 %2* +0 "+',6 *20& " 20" &1 1&3 1"0 1%" / &+}0 /"4 /! 0601"*n /")" 0&+$ !,- *&+" +! /" 1&+$#"")&+$0,#-)" 02/"o20& "+$ $"0 ,2/ + 12/ ) &+ )&+ 1&,+ #,/ - 11"/+ /" ,$+&1&,+n ,##"/&+$ ,$+&1&3" 0 1&0# 1&,+ 0 4" -/"!& 1 +! #,)),4 /%61%*0n *"),!&"0n +! % /*,+&"0o *,1&,+ ))6n *20& /"0,+ 1"0 4&1% 20 6 01&*2) 1&+$ 1%" )&* & 0601"*n "3,(&+$ !""- #"")&+$0 1% 1 / +$" #/,* ',6 1, 0 !+"00o 3,)21&,+ /&)6n *20& )&(")6-) 6"! /,)"&+0, & ) ,+!&+$n01/"+$1%"+&+$ ,**2+&16 1&"0 1%/,2$% 0% /"! *20& ) "5-"/&"+ "0o !!&1&,+ ))6n ,2/ 2)12/ ) ($/,2+! +! -"/0,+ ) *"*,/&"0#2/1%"/0% -",2/*20& )-/"#"/"+ "0n* (&+$ *20& !""-)6&+$/ &+"! +!"+',6 )"- /1,#%2* +)&#"o %" +04"/1% 1 * !"#,/*60")#&01% 1 )) "&+$0% 3" + ##" 1&,+#,/- 11"/+0 +!0(&))0&+-/"0"+1&+$1%,0"- 11"/+0o %" /1,#*20& 0,*"4%"/"&01, 2&)!"*,1&,+0 +!1%&0% 0 "3,)3"!1, 2)12/ ) ,+3"/0 1&,+0 +! ,**2+&1&"0 /,2+! 1%" *"00 $"n 016)" +! ,3"/ )) &+Z2"+ " ,# 1%" $"+/"o
49
50 The relation of Cognition to Music When humans listen to music, their cognitive processes engage in a complex interplay of perception, memory, and emotional response. The brain automatically starts analyzing the patterns of rhythm, melody, and harmony, activating regions involved in auditory processing. This analysis triggers the release of dopamine, a neurotransmitter associated with pleasure, "0-" & ))6 4%"+ 1%" *20& )&$+0 4&1% ,/ !"Y"0 our expectations. Simultaneously, memory plays a role, as familiar tunes evoke past experiences and emotions, deepening the listener’s connection to the music. The emotional centers of the brain, particularly the limbic system, are also activated, allowing the listener to feel and interpret the emotional nuances of the music, whether it be joy, sadness, or excitement. This intricate cognitive engagement is what makes listening 1, *20& /& % +! !""-)6 #2)Y))&+$ "5-"/&"+ "o
51 Beat signatures and structures Different genres of music feature varied beat 0&$+ 12/"0n 4%& % 0&$+&Y +1)6 &*- 1 ,$+&1&,+ +! 0% -" *20& ) 1 01"0o ,/ &+01 + "n 1%" << 1&*" 0&$+ 12/" ,**,+ &+ -,- +! /, ( *20& &0 01/ &$%1#,/4 /! +! " 06 #,/ 1%" / &+ 1, -/, "00n * (&+$ 1%"0" $"+/"0 /, !)6 --" )&+$o + ,+1/ 01n $"+/"0 )&(" ' 77 ,/ ) 00& ) *20& ,#1"+ 20" *,/" ,*-)"5 1&*" 0&$+ 12/"0n 02 % 0 =< ,/ ?@n 4%& % /".2&/"*,/" ,$+&1&3""##,/11,#,)),4 +! + 11/ 1 )&01"+"/0 4%, "+',6 *"+1 ) 01&*2) 1&,+ +! /%61%*& ,*-)"5&16o %&0 ,$+&1&3" -/, "00&+$ &+Z2"+ "0 ,2/ *20& ) -/"#"/"+ "0n 0 0,*" -",-)" /" + 12/ ))6 !/ 4+ 1, 1%" -/"!& 1 &)&16 +! ,*#,/1 ,# 0&*-)"/ " 10n 4%&)" ,1%"/0 0""( 1%" % ))"+$" +! +,3")16 ,# *,/" &+1/& 1" /%61%*0o 2/ *20& ) &+ )&+ 1&,+0 /" )0, 0% -"! 6 2)12/ ) "5-,02/" +! -"/0,+ ) "5-"/&"+ "0n 4%& % 1/ &+ ,2/ / &+0 1, /" ,$+&7" +! --/" & 1" "/1 &+ - 11"/+0 *,/" /" !&)6o )1&* 1")6n 1%" 4 6 4" -/, "00 " 1 0&$+ 12/"0 -) 60 ("6 /,)" &+ !"1"/*&+&+$ ,2/ *20& ) 1 01"0o
52 Evolution of Media The evolution of music devices has dramatically transformed how we experience and create music, enhancing quality, accessibility, and artistic possibilities. From vinyl records to cassette tapes, CDs, and now digital streaming, each advancement % 0 &*-/,3"! 0,2+! Y!")&16n )),4&+$ )&01"+"/0 to enjoy music in higher quality and with greater convenience. Portable devices like the Walkman and iPod revolutionized music consumption by making it personal and mobile, while modern streaming platforms have made an extensive range of genres available at ,2/ Y+$"/1&-0n "+ )&+$ )&01"+"/0 1, "5-),/" !&3"/0" musical landscapes. For artists, these technological advancements have opened new avenues for creativity, from multi-track recording and digital production to global distribution, allowing them to experiment with various genres and reach wider audiences. As a result, the evolution of music devices has not only enhanced the listening experience but also expanded the creative possibilities for artists across the world.
53 Across Mediums %" "3,)21&,+ ,# *20& !"3& "0 % 0 0&$+&Y +1)6 impacted distribution services, digital streaming, and the revenue landscape for artists, reshaping 1%" *20& &+!201/6o &$&1 ) 01/" *&+$ -) 1#,/*0 )&(" -,1n --)" 20& n +! ,22 " % 3" * !" music more accessible than ever, allowing artists 1, /" % $), ) 2!&"+ "0 &+01 +1)6o %&0 0% #/,* -%60& ) 0 )"0 1, !&$&1 ) 01/" *&+$ % 0 !"*, / 1&7"! music distribution, enabling independent artists to /")" 0" 1%"&/ 4,/( 4&1%,21 1%" +""! #,/ * ',/ ) ")0o However, while streaming has expanded access to *20& n &1 % 0 )0, )1"/"! /"3"+2" *,!")0o /1&010 now earn through streams, which often generates !&##"/"+1 &+ ,*" -"/ -) 6 ,*- /"! 1, 1/ !&1&,+ ) ) 2* 0 )"0o "0-&1" 1%&0n 1%" "00& &)&16 +! $), ) /" %-/,3&!"! 601/" *&+$ +)" !1, "11"/ /""/ opportunities, as artists can build large followings, 1,2/ &+1"/+ 1&,+ ))6n +! )"3"/ $" *2)1&-)" /"3"+2" 01/" *0 )&(" *"/ % +!&0" +! )&3" -"/#,/* + "0o
54 The Content and Collaterals The evolution of music devices and digital streaming has revolutionized music marketing, artist social presence, and promotional strategies. With the shift to digital platforms, marketing has become more targeted and data-driven, leveraging analytics to 1 &),/ *- &$+0 +!/" %0-" &Y 2!&"+ "0o, & ) media allows artists to build a direct connection with fans, share personal content, and maintain a strong public image, enhancing fan engagement and loyalty. Promotion campaigns have also become more innovative, utilizing viral challenges, interactive live 01/" *0n +! &+Z2"+ "/ ,)) ,/ 1&,+0 1, /" 1" dynamic, real-time strategies. These advancements have empowered artists to experiment with new marketing techniques and effectively navigate the digital landscape, transforming how they promote their music and engage with their audience.
55 Platforms and Connection The advancements in music devices and digital streaming % 3"-/,*&+"+1)6&+Z2"+ "!3 /&,20 2!!&+$0, & )-) 1#,/*0 +!)&3""5-"/&"+ "0n0&$+&Y +1)6 ##" 1&+$%,4# +0 ,++" 1 4&1% /1 +! /1&010o*"/$&+$-) 1#,/*0)&("&(,(n +01 $/ * "")0n +! ,22 "%,/10"+ )" /1&0101,/" % 2!&"+ "0 4&1% /" 1&3"n 0%,/1v#,/* ,+1"+1n ,#1"+ )" !&+$ 1, 3&/ ) 02 "00 +! &+ /" 0"! 3&0& &)&16o %"0" -) 1#,/*0 # &)&1 1" !&/" 1 +! 21%"+1& &+1"/ 1&,+0 "14""+ /1&010 +! # +0n )),4&+$ #,/ *,/" -"/0,+ ) +! "+$ $&+$ ,++" 1&,+o &3" "5-"/&"+ "0n 1,,n % 3" "3,)3"! 4&1% 1%" &+1"$/ 1&,+ ,# !&$&1 )1,,)0o&/12 ) ,+ "/10 +!)&3"v01/" *"!-"/#,/* + "0 % 3" " ,*" &+ /" 0&+$)6 -,-2) /n ,##"/&+$ # +0 +"4 4 60 1, "5-"/&"+ " )&3" *20& #/,* +64%"/" &+ 1%" 4,/)!o 3"/ ))n 1%"0" !"3"),-*"+10 % 3" 1/ +0#,/*"! %,4 # +0 !&0 ,3"/n &+1"/ 1 4&1%n +! 02--,/1 *20& n * (&+$ 1%" /") 1&,+0%&- "14""+ /1&010 +! 1%"&/ 2!&"+ " *,/" &+1"/ 1&3" +! "00& )" 1% + "3"/ "#,/"o
56 The Influence in Market The evolution of digital platforms and streaming services has transformed consumerism, with brand jingles and sound designs playing a crucial role in enhancing brand recall and engagement. Catchy audio patterns are crafted to be memorable and resonate with audiences, driving brand loyalty. Marketers employ personalized recommendations, 1 /$"1"! !0n +! &+1"/ 1&3" ,+1"+1 1, &+Z2"+ " consumer choices and shape market trends. This --/, % "51"+!0 1, &+Z2"+ &+$ 0, &,v-,)&1& ) concerns, as brands align with social issues or political movements to connect with audiences and enhance their image. Thus, sound designs, behavioral insights, and engagement tactics collectively guide market directions and impact public perception and discourse.
57 Relevance and Sustenance Marketing maneuvers can yield short-term success, but their long-term effectiveness in a saturated market requires continual adaptation. In a landscape where new trends and consumer preferences evolve rapidly, maintaining relevance becomes challenging. For artists, staying in the public eye through these schemes can help sustain visibility, but long-term success often hinges on continual reinvention and adaptation. Without regular updates or fresh content, even the most engaging marketing strategies may lose their impact. Artists who fail to evolve risk fading from prominence as audiences and trends shift. Therefore, while initial marketing efforts can establish a strong presence, sustaining a successful career often demands ongoing innovation and responsiveness to changing market dynamics. &620%&0%/ &+Y)*, (01 /n-) 61%",4+"/,# *20& ) ") 0&$+&+$ ,/ ,/! + -) 6"! 1%" + &/ -,,/o 0 &+ Y)* ',/! + "01 )&0%"0 %&*0")# 0 + artist, the dark side of industry is presented by Piyush Mishra that how controversies are fuel to the fame.
58 Projection of Stability In the music industry, achieving a point of stability and certainty where artists can focus solely on their art without business concerns is challenging. While some artists may reach a level of success that -/,3&!"0 1%"* 4&1% Y+ + & ) 0" 2/&16 +! creative freedom, the dynamic nature of the industry means that even established artists must remain engaged with business aspects. Marketing, brand management, and industry trends continue to evolve, and maintaining relevance often requires active involvement in these areas. However, artists can mitigate these concerns by building a strong support team, including managers, publicists, and business advisors, to handle the operational aspects of their careers. This allows them to focus more on their creative work while trusting their team to manage the business side. Achieving 1%&0 ) + " + )" ! 1, Z,2/&0%&+$ artistic career, but it typically requires ongoing effort and adaptation to the ever- changing landscape of the music industry.
59 Moreover, a focus on ethical practices and respect for the art can build stronger, long- term relationships with audiences and industry professionals, contributing to a more stable and rewarding career. When artists and their teams work together with mutual respect and a shared vision, it can create a more supportive environment that nurtures creativity and sustains artistic careers ,3"/1&*"o%&0-,0&1&3"06+"/$6+,1,+)6 "+"Y10 the artist’s career but also enriches the cultural landscape with meaningful and impactful art. If artists are able to focus solely on their creative work while supported by a backend team that operates ethically and prioritizes the integrity of the art, it can indeed lead to a more positive impact and a sustainable career path. When the support team values and respects the artist’s vision over -2/")6 Y+ + & ) *,1&3"0n &1 #,01"/0 $"+2&+" partnership that can enhance the artist’s creative output and public perception. This ethical approach can lead to more authentic and impactful art, as the artist is free to innovate and express themselves without being constrained by business pressures. Shelf-life & Impact
60 Where Design Fits in? A positive approach to uplifting meaningful art is deeply rooted in understanding its cultural impact and fostering conscious conversations about its role in society. Design, as a social impact discipline, plays a crucial role in shaping how art is communicated and perceived. By aligning design with the values and narratives that resonate with the right audience, we can enhance 1%" &+Z2"+ " +! /" % ,# *" +&+$#2) /1o Design not only helps create compelling identities and experiences through audio patterns that connect with emotions and memories but also facilitates social dialogue. Music, as a rapidly spreading art #,/*n &+1"/0" 10 4&1% Y)*n ! + "n 4/&1&+$n and more, serving as a powerful medium to propagate philosophical ideas and inspire societal reforms for a better future.
61 the web of perceptions Through thoughtful design and impactful art, &1 &0 &+!""! -,00& )" 1, -,0&1&3")6 &+Z2"+ " societal perceptions, drive reforms, and /" 1" ,--,/12+&1&"0 "6,+! -"116 ,+Z& 10o Art and design have the power to shape public discourse, challenge existing norms, +! &+0-&/" +"4 4 60 ,# 1%&+(&+$o 6 addressing pressing issues and promoting inclusive narratives, they can foster empathy, 2+!"/01 +!&+$n +! 0, & ) ,%"0&,+o %&0 &+Z2"+ " "51"+!0 1, "+ ,2/ $&+$ !& ),$2"n breaking down barriers, and uniting diverse $/,2-0 /,2+!0% /"!3 )2"0 +!$, )0o%"+ art and design are used strategically to highlight important social themes and advocate for positive change, they contribute to a broader cultural shift, paving the way for meaningful /"#,/*0 +! ,)) ,/ 1&3" -/,$/"00o
62
63
64 Beato, Rick (Creator). (2024). I Thought The Spotify Top 10 Couldn’t Get Worse [Youtube]. Binder, Studio (Content). (2024). The Book Every Editor Has to Read — Walter Murch and In the Blink of an Eye [Youtube]. Breitman, Kendall (2022, April). What is Content Engagement? How to Measure It | Full Guide. Riverside. Bruno Nettl, Alison Arnold, Ruth M. Stone, James Porter, Timothy Rice Taylor & Francis (1998). The Garland Encyclopedia of World Music: South Asia : the Indian subcontinent. Bullock, Lilach. (Journalist). (2017). The Evolution of Content Marketing [Youtube]. /& -- n,% +o/,Y)"o &- ,-,+1"+1/" 1,/o /6-1o/,Y)"o &- ,-,+1"+1/" 1,/o Doc, Biz Podcast. (2024). Half century of music evolution - Tik Tok ban Update. Dostcast (2024). Historian Breaks Down the Evolution of Indian Music - Dostcast with Vikram Sampath. This Guy Edits (Content). (2016). The Science Behind Film Editing [Youtube]. This Guy Edits (Content)). (2018). Documentary Filmmaking: Process of a Pro Editor [Youtube]. This Guy Edits (Content). (2019). Why Does an Edit Feel Right? (According to Science) [Youtube]. Jam Family (Creator). Publication Initiative of Andro Films . Genius (Media). (2020). An English Professor On Kendrick Lamar’s “FEAR.” | Genius News [Youtube]. Goldstein, Ian (2016, March). Music and Cognition. Oxford Bibliographies. /0%&1n $>o/,Y)"o,"1n/ +0) 1,/n,,(!&1,/ +! &+!i Language lead at Apple. helloyassine (Creator). (2023). The Genius Birth Of The “Evil” Music Industry [Youtube]. IndieFolio (Podcast). (2023). From Dentist to Designer | Journey of Parikshit aka Sasta Acid, Creative Lead at Gully Gang India [Youtube]. +. ) o&+o/,Y)"o"0& &- ,-2 )& 1&,+%,20"o Insider (Media). (2020). Why Music Videos Look Like Food Commercials | The Art Of Music [Youtube]. Bibliography
65 Institute of Content Marketing. (Media). (2014). History of Content Marketing [Youtube]. Institute of Content Marketing. (Director). (2015). Documentary- The Story of Content: Rise of the New Marketing [Youtube]. '#*20&5o/,Y)"o/ --"/ +! !"0&$+"/o %" ))1/""1 ,2/+ )"!& o:89@o /,*%,+,$/ -%01, -,1p/&"# &01,/6,#1%"20& +!201/6 ,212 "o *& +"6"0o&/" 1,/o:8:9o%")1&* 1" 2&!"1,20& 2 )&0%&+$ ,212 "o (&+$5$/""+o/,Y)"o &- ,-,+1"+1/" 1,/o Learn by Leo(Director). (2024). How to edit SO good your viewers get addicted to your videos [Youtube]. )1"/2/ %o:889o +1%")&+(,#+6"p:+!!&1&,+o&)*an- *"0/"00noo ,,( --)"20& o,! 01o:8:9o!")"p%"|;8} +1"/3&"4--)" Music [Youtube]. "&),//"))n * / 6 +9A@8o +!& +20& &+"/#,/* + "p / 1& ) +1/,!2 1&,+o + %"01"/+&3"/0&16/"00o ,,( &+"&+"&/" 1,/o:8:;o/,2+!1%"), ( 01 &!P 02 89AA&/" 1"! 6+2/ $% /* ,212 "o 3&!"++"11& +,o&/" 1,/o:8:<o3"/616-",#,+$ 1/2 12/" ,1&,+& 12/"o ,! 01n&0" 1o&/" 1,/o:8::o 1 )("! ,21 +6""01at *6 )( ,212 "o %"20& ,! 01:8:;o%"20& ,! 01"/&"0o %"20& ,! 01+o!oo % 10#" 12/&+$&+!201/6&+0&!"/0. +" 0) */,!2 1&,+o&/" 1,/o:8:;o 020& / * + 0) */ 201 (/2%l ,212 "o 02@<&/" 1,/o:89?o3,)21&,+,# +!& +20& p /1 ;888v9A<= ,212 "o Renee. (Director). (2022). Music Distribution Services: How %"6,/(©%,0""01l ,212 "o %" ,))64,,!"-,/1"/o&/" 1,/o:8:<o 2)),+$4/&1"/0 ,2+!1 )"p&))&"&)&0%n)&3& ,!/&$,n2 &- n6+1%& /ivo & More [Youtube]. , (o:8:;n"-1"* "/o,+1"+1+$ $"*"+1p% 1 0 +! %""01 (01, + /" 0" 1o, (,+1"+1o 6 /,#1noo:889n +2 /6o20& ) ,4 % /- ,4 /o / *20& )n / 0,+,/"q "/o20&( ,$"+q 1o / ,0,+,/"q-o / , *20& )o /,3"20& +)&+"o
66 ,4&1% *""//,Y)"o,+1"+1 /" 1,/ +! &+!&/!2 -,"1/6"!&1,/o %&),0/ +0, ,+!&,) &:89=n / %o &3" #2+! *"+1 ) ,+01/ &+10,+1%",/&"0,#1%",/&$&+0,#*20& o 1&,+ )& / /6,#"!& &+"o 0%46+&+$%o/,Y)"o1 +!2-,*& +!&+$"/o /&(0%&1&+$%v 01 &!o/,Y)"o"+1&01 +! " ! "0&$+"/#,/ 2))6 +$ ")o *&1%n &))&"/o&/" 1,/o:8:<o=!&1&+$" /"10 ,2}))" * // 00"! ,2&!+}1+,4 ,212 "o % ) %&1/ )(0o&/" 1,/o:8::o2 )"6 20& 00 +&n ")#v ")-,,(0n +01 $/ *"")0% ) %&1/ )(0 ,212 "o % ) %&1/ )(0o&/" 1,/o:8:;o% /&+$-,1) 6)&01 1o +&n & % 3n &+!,)© 1%&( ,212 "o "! )(0o&/" 1,/o:89Ao/&"# &01,/6,# +!& +20& * *- 1%5 ,212 "o ,#120& &/" 1,/o:8:9o ̗͎ ˶̯̃˴̪˝̫̘̪̗̃ /19 /19 &01,/6,# +!& +20& 20& 1%",/6 ,212 "o %&+(n&$o&/" 1,/o:8:;o%6!,0,*" /1&010 " ,*" # *,20l) "/1vō07)Ɵ / ō0& ,212 "o %&0o&/" 1,/o:8:;o ,4,"0%&012## (",2+!lll ,212 "o &+ + & )&*"0o"!& o:8:9o ,4/" ,/!!" )04,/( +! * (&+$*,+"6&+1%"*20& &+!201/6 &)* ,212 "o ,**,3&0&,+"!& o:8:<o= " /0,#!&1&+$ (0&+= &+21"0 ,212 "o ,+"n9o/" 1,/o:89>o%"+ 1,*6#,+$ ,212 "o / ()& /" 1,/o:8:9o"$"+! /6-/,!2 "/"1", (,+ 4,/(&+$4&1% 0n2 )& +"*6n2+vn +6""01© *,/" ,212 "o / ()& /" 1,/o:8::o *-)"/" (!,4+p%"&$$"01 *-)"0:8:: ,212 "o / ()& /" 1,/o:8:;o *-)"/" (!,4+p%",01 ,+& &-v ,- *-)",#3"/6 " /9A?;v:8:; ,212 "o / ()& /" 1,/o:8:;o *-)"/" (!,4+p%",01 ,+& &-v ,- *-)",#3"/6 " /9A?;v:8:; ,212 "o / ()& /" 1,/o:8:<o *-)"/" (!,4+p"+!/& ( * / v,1&("0 ,212 "o )) /&+,&/" 1,/o:8:<o%" "+&201,/6,# +6""01}0 ) 2*,3"/0p&02 ) ,2/+"6 ,212 "o +&no/,Y)"o- 1& )©5-"/&"+1& )"0&$+"/o Bibliography
67
Conclusion Through this experience, I’ve gained a deeper understanding of the intricate dynamics within the music industry, from the creation of a song to its journey into the public sphere. Engaging with various aspects of production, promotion, and distribution has broadened my perspective on how these elements work together 1,0% -" + /1&01}0 /""/ +!&+Z2"+ " 2)12/"o%&0 journey has taught me the importance of adaptability, ethical collaboration, and the need for innovation in sustaining relevance in a rapidly evolving landscape. Additionally the meaning of design in its actionable sense, the professionalism that creative pursuits demand and in chaos of complexity the need of being tethered to the material in hand to deliver the bespoke stroke in grand trapestry of discography. My outlook has shifted to appreciate not just the artistic process but also the strategic considerations that are essential for bringing meaningful art to life and ensuring its impact resonates on a broader scale.
In the future, I seek to continue exploring the intersection of art, design, and strategic thinking within the music and creative industries. My goal is to contribute to projects that prioritize meaningful and impactful art, working with teams that share a commitment to ethical practices and innovation. And empower the culture that empowers and promotes a more vibrant proposition for generation ahead. I aim to use my skills to support artists in expressing their vision while navigating the complexities of the industry, ensuring that their work reaches audiences in ways that resonate deeply and inspire positive change. Ultimately, I want to be part of creating a cultural landscape where art thrives and contributes to a better, more thoughtful world.
Afterword This experience has taught me a lot about Design, the music industry and the creative process. Alongside handling ideas, navigating life in a big city, engaging and building on fun conversations with seasoned collagues and people from all walks of life. It has deepened my understanding of the challenges and opportunities that any creative face and has shown me the importance of aligning creativity with strategy. I’ve learned the value of creating with thought and I aspire to take that forward. This journey has shaped my perspective, and I’m now more focused on contributing to meaningful art that resonates with audiences and has a lasting impact.
Acknowledging everyone who played a part in this journey, I am deeply grateful for the lessons I’ve learned from each of you. Your kindness and patience have been invaluable, and I am thankful for every force that guided me to these experiences. The stories I’ve encountered have not only inspired my storytelling but have also given me countless tales to share in the future. I am committed to continuing my journey with art, amplifying the voices around me so that they may reach others who, like me, are searching for light in their interpretations. I hold immense respect and admiration for all the scenes, senses, and savouries that have shaped my taste and fueled my passion, and I look forward to the adventures yet to come. Thanks To
To all the faces who made me miss home a )&11)")"00 +!12/+"!1%",#Y "&+1, -) ",# memorable moments—I am truly grateful. You guided me in the right directions, and together 4" ) 2$%"!n /&"!n +! 02--,/1"! " % ,1%"/ 1%/,2$% "3"/6 01 $" ,# 1%" -/,'" 1o /,* 2+ /&! 601,1%"! &)6 * / !"/&" 1,2/!"0(0n 6,2"+02/"!1% 1" %! 64 0+,1'201 ,21 4,/( 21 ,21)" /+&+$ +!$/,4&+$1,$"1%"/o ,2 "5- +!"! *6 2+!"/01 +!&+$ # / "6,+! 1%" -/,'" 1n !&3&+$ &+1, +" /)6 "3"/6 1,-& imaginable, fueled by our shared interests. Your -/"0"+ "* !"1%&0',2/+"6*,/"*" +&+$#2)n and I cherish every moment we’ve shared. The Office
I write this letter with a heart full of gratitude and admiration. You have been my constant companion, guiding me through moments of joy, struggle, and discovery. Inspiring me to see the world in new and profound ways. ,/(&+$ #,/ 6,2 % 0 ""+ -/&3&)"$"y,+" 1% 1 % 0 Y))"! my life with purpose and creativity. You’ve taught me to see " 216 &+ 1%" *2+! +"n 1, Y+! *" +&+$ &+ 1%" % ,0n +! to express emotions at scale. Through you, I’ve discovered stories and truths that needed to be shared. All creative endeavors has been a step closer to understanding the depths of your power and the impact you have on the world. As I look to the future, my hope is to continue this journey with you—to keep exploring, creating, and pushing boundaries. I want to amplify the voices of those who have something meaningful in them, to shine a light on stories that matter, and to contribute to the ever-evolving tapestry of human expression. Thank you for being my muse, my teacher, and my guide. I promise to be deligent in my work, to remain curious and open, and to keep striving for excellence in all that I do. With deep respect and love. The Art
The Graduation Project document of Vaibhav Sharma Batch 2024 Programme Interdisciplinary Design at Institute of Design, JK Lakshmipath University Mahapura, Jaipur Sponsors M3 (M-cube) A black cab marketing agency network, Mumbai, Maharashtra www.m-3.in Mentor Aastha Gohil, Head of Department for Integrated Communication Design (ICD) at the JKLU, Jaipur - Institute of Design