Interpreting the Brief
- 1. Assignment brief for assessment unit A1 in: BTEC Level 3 in Creative Media Practice PROMO
- 2. Client Eighteen Promotions Context Eighteen Productions is a newly formed music promoter which has undergone a rebrand and is looking for a range of content to market and promote freelance artists, bands and fresh talent to potential venues. Requirements Work in media and digital design to produce portfolio of work that markets and promotes the artists, musicians and upcoming performances who are represented by Eighteen promotions. Audience The primary target audience is 16 - 25. Deadline January 2024 Resubmission deadline February 2024 Assessor Sally Taylor Promo Brief
- 3. Promo campaign Requirements – detail: The outcomes should relate to the requirements of Eighteen Promotions and must include a range of audio-visual, audio and digital print outcomes. The following are suggestions from Eighteen Promotions, but the list is not exhaustive or exclusive but you must produce a package of print and video: • Music video or social tease • Showreel • Advertising or promotional material for example poster and album cover designs • Website design • Podcast with podcast cover design Note: you should agree your plans with your tutor to ensure they meet the assessment criteria before you begin working. Promo
- 4. Client background Eighteen Promotions is a newly formed music promoter aimed to represent both new and established young artists and performers in the Northeast region. They are looking to increase audience interest in their latest productions. Young design practitioners have been asked to explore and develop a range of marketing material to promote the artists and musicians to potential performance venues and generate interest and tickets sales to their latest gigs. Promo
- 5. Inspiration: What methods of promotion would appeal to the target audience? These are purely starting points to provide some inspiration for the ‘Promo’ campaign and are not the expectation of outcomes: • Low budget, indie music videos • Social media tease • Showreels •Posters • Album covers • Radio interviews • Podcasts Promo
- 6. Guidance overview You will need to plan and organise your project individually as part of your professional practice and problem solving. The assessment criteria are not a series of tasks that are completed independently. You will use a combination of skills relating to the criteria continuously throughout the assignment. They criteria are equally weighted, meaning they should be given equal importance in your project. The guidance slides of this assignment brief indicate how you could approach each of those skills and what types of evidence you could produce. AC1: Informing ideas Use skills for informing ideas, interpreting the brief and developing ideas and outcomes as they progress. AC2: Problem solving Show problem solving throughout by engaging with the brief and its requirements including ideas generation, experimentation, testing and reflection on the meaning, purpose function of your work. AC3: Technical skill Show technical skills throughout by exploiting the potential of media, materials, techniques and processes. In early stages of the project, this might be when investigating material opportunities. Later it would be in the outcomes or their presentation. AC4: Professional practice Show how you apply professionalism to your assignment through technical practice, project management and working safely. Informing ideas Problem solving Technical skills Professional practice Communication AC5: Communication Show skills in communicating the meaning, purpose and function of work, including development, outcomes and presentation, in order to engage the audience. Promo
- 7. Informing ideas You should inform your ideas at all stages of the assignment. The ‘Production Eighteen’ campaign offers a wide potential of starting points such as: • Personal energy use • Actual unsustainable products and practices • New technologies • Lifestyle changes Primary and secondary methods for informing ideas: • Interpret the brief – client, audience, requirements, purpose • Explore the work of practitioners related to music genres • Explore the potential of a variety of media in relation to your outcome • Make observations and records of energy use • Use of research to inform development, outcomes and presentation to improve and refine work and ideas Evidence could include: • Initial intentions presentation - informed by research, explaining how it will meet the brief • Blog, digital portfolio and/or sketchbook of iterative use of research to inform ideas for development, outcomes and presentation Guidance Promo
- 8. Problem solving You should use problem solving at all stages of your work by testing, reviewing and reflecting on progress of: • Interpreting the brief, client, audience, requirements, purpose • Generating initial ideas • Experimentation • Applying stages of the creative process in order to develop and refine • Testing and feedback Evidence could include: Blog, digital portfolio, sketchbook and/or showreel documenting: • Treatment or pitch • Stages of development and refinement • Outcomes of testing and/or feedback • Critical review and reflection Promo Guidance
- 9. Technical skills You should use the most appropriate and effective technical skills throughout your project: • Development of work: ○ trying different techniques and seeing what is the most useful ○ exploring the properties and applications of materials and media and making comparisons ○ taking work through a series of different processes to compare outcomes. • Production of outcomes Evidence could include: Blog, digital portfolio with: • Initial intentions presentation – with early draft work and practical research into media • Series of prototypes • Outcome presentation Promo Guidance
- 10. Professional practice You should apply professional practice when working on the assignment by: • Identifying and using best practice associated with the type of work you are creating: ○ consider and test what others do in industry ○ keep things safe and manage risks. • Applying project management: ○ breaking up the assignment into manageable parts ○ exploring ways of working efficiently. • Setting actions and targets for meeting the brief: ○ creating a proposal or plan ○ organising resources ○ Exploiting stages of the creative process. Evidence could include: Blog, digital portfolio with: • Presentation of plan for project • Submission on time of an organised portfolio • Outcome(s) that show an understanding of related professional practices Promo Guidance
- 11. Communication You should use communication skills throughout the project by: • Considering the client and audience needs • Working to ensure the meaning, message and impact are clear • Using visual language and creative forms of communication Communication opportunities: • Expressing clear intentions at an early stage by aligning work with the audience and purpose of the brief • Using testing and review to reflect on the quality of how the work communicates • Producing prototypes and outcomes that clearly communicate ideas and concepts in relation to the brief • Working with others and presenting intentions Evidence could include: Blog, digital portfolio and/or sketchbook with: • Initial intentions presentation – personal communication • Series of prototypes that communicate ideas • Reflection on stages of development with explanation of choices in relation to assignment • Outcome(s) presented in relation to audience and related industry conventions Guidance Promo
- 12. Promo