GRIMES3.23.15

nenah, michcraig, ravina

“The Grimes brand is about doing pop through another circuit... But I don’t define my music because I think that is inherently going to limit it.

I want to change all the time.”

Meet grimes...

The umbrella brand containing all of artist claire boucher’s DIY multimedia productions. She is best known as a musician, but expresses her creativity through a variety of outlets.

1Product

Grimes’ dominant markets are in America and Canada, and her engagement grows steadily at 1K-5K per week.

CANADA

LIKES ON FACEBOOK

738,000

FOLLOWERS ON TWITTER

268,000

FOLLOWERS ON INSTAGRAM

158,000

Current reach.

2product

AMERICA

EUROPE

ASIA

Claire has never defined the genre of her music officially, so we’ll just call it “a mixture of things” pop.

Hodgepodge pop.

3Product

DanceFantasy

Experimental

electronic

goth

sci-fi

punkmidievil

eclectic

textured

CURRENT MARKET.

extrinsicallymanufacturedessence (pushed)

4product

intrinsically produced

expression(Pulled)

Lady Gaga BJORK

Grimes

Rebeccablack

GOTYE

industry resonance

Justin bieber

We believe the world needs more Breakthrough Go-Getters.

VisionFearless Quirky Trailblazer

BeliefUnorthodox Creative Expression

BehaviorIntriguing Juxtaposed Productions

ConventionBoring Commercialized Content

DisruptionStimulating Authentic Experiences

Brand Script.

5product

audience truth:progressive talent enthusiasts.

6audience

audience truth:progressive talent enthusiasts.

A Never Ending Dedication to the Next Best Thing

In their own words.[

“Grimes is a genius. She’s self-created. I have so much respect for that girl. She wasn’t made for mainstream,she’s her own thing. ”

“She is so completely and utterly different, soindividualised! I love her and I love her whole view on the world.She’s so interesting!”

“She is an artist to the fullest. She is experimenting witheverything. It’s a greatmedium for creativity.”

“She is so incredibly unique.The fact that she produced everything for her music inside out is so special.”

“Oh I love her… sheis just so talentedand REAL, not amannequin. ”

“For those of you who don’t understand what she’s saying, you don’t need to. All you needto do is feel the emotionthrough her voice.”

7audience

[ [

[ [ [

Audience insights. To Fans, Grimes is...

Fans look to Grimes as a leading female in the industry and they respect her talent and hard work.

A ROLE MODELFans idolize her as a representation of freshness in a fake world and respond to her bravery in when she stands up to ethical issues.

A Compass

Fans share powerful emotional experiences together through the universal language of music and art.

An artist Fans enjoy living like Grimes because it allows them to pass through a threshold from reality to fantasy.

An Escape

8audience

engagement guidelines.

ALWAYS: intriguing/individualized/imaginativeIn-the-moment of whatever she feels, likes, learns, thinks

Addresses concerns without being molded by them Journeys in and out of the real world at-will

Endlessly exploring, discovering, evolving Infectious curiosity, perfectly imperfect

Produces, produces, producesMysteriously obvious

Never: dull/normal/fake

Specifically

fFacebook - Big Announcements

ex: Album releases, tour schedules

Instagram - Minor Updates

ex: Day-to-day, sneak peeks, and artwork

TTwitter - Personal Interactions

ex: Thoughts, shout-outs

UTumblr - Similar Content Curation

ex: Music recommendations to the audience

9audience

y& Repeat

Music is a ‘try before you buy’ experience. Fans can see if they like Grimes’ current music by listening to it on free streaming services.

Youtube: GrimesVevosoundcloud: actuallygrimes

bandcamp: grimesmusicspotify: Grimes

Loyal fans can opt-in to any of Grimes’ social channels to keep updated, based on the degree and type of interaction they want from her.

Once a fan has decided they like Grimes, they can choose to monetarily support her through making music and art purchases on various platforms, or can invest in a concert to explore her live.

Each new album release refreshes the cycle.

Consumer decision journey.

10audience

Awareness

pitchfork: grimespublications: Grimes

wikipedia: grimes (musician)arbutus records: Grimes

4AD records: grimes

website: grimesmusiccarbonmade: claireboucher

itunes: grimes

support

tumblr: actuallygrimesfacebook: actuallygrimes

instagram: actuallygrimestwitter: grimezsz

loyalty

partner websitespartner magazinespartner channels

venue: Grimesamazon: Grimes

ticketmaster: grimesgoogle play: grimes

last.fm: grimes& media ecosystem

devices

s

loyalty

challenge: we’re in a grimes drought

11opportunities

BRAND MAINTENANCE OBJECTIVES.

Talent naturally gravitates to Grimes. Picking out different musicians, artists, organizations, designers, and filmmakers to work with will lead to efficient, frequent, and intreguing content creation.

collaborate

1. Going above and beyond simple responses to fans will nurture their overall dedication to Grimes over long periods of time between albums.

Strengthen loyalty2. More content means more to share with fans. Distributing new collaborations or original creations more frequently and in a higher variety strengthens Grimes’ interdependent brand ecosystem for a more radical brand experience.

share content3.

12opportunities

opportunity 1: art collector.

Grimes will accept submissions of fan art on a new Tumblr, and as it collects, it will create an online art gallery. Grimes will pick one piece of art that was created in each city of her tour, and then on her next tour will give the artist two VIP passes and will sell it as a limited edition tour poster. Profits will go to a charity of the artist’s choice.

About the project

• Create a new Tumblr for Grimes art• Collect submissions and information• Choose winners periodically • Produce limited edition tour posters • Distinguish fan charities of choice• Distribute VIP passes to winners• Disperse profits to designated charity

key tasks:

Frequency: Monthly content curation Tour-to-tour selectionPrimary Target: Fans who love

Grimes as an artist.

• Announcement of project across all social channels• Periodic reblogs of art onto Grimes’ personal Tumblr• Winner announcements on Tumblr• Shoutouts to winners on Twitter• Meet & greet with winners at concert venues• Final donation to charity post on Facebook and Tumblr

contact points:

13opportunities

fTU

opportunity 2: kickstarter perks.

Grimes will pick one Kickstarter per month that supports a cause she cares about, and will offer the organizers a piece of her original artwork, t-shirts, or other creative collectables to use as an incentive perk. She will then prepare a follow up social media post each year summarizing the successfully funded projects.

About the project

• Choose Kickstarter to support• Contact organizer of campaign• Produce exclusive materials• Distribute perks to funded campaigns

key tasks:

Frequency: Bi-monthlyTarget: Fans who love Grimes as a compass.

• Announcement of project on Facebook• Sneak peeks to perk production on Instagram• Shout-out to campaign she is supporting on Twitter• Annual post of funded campaigns on Facebook

contact points:

14opportunities

fT

opportunity 3: Film series.

15opportunities

Grimes will find a variety of filmmakers that she respects and will collaborate with them on a multi-perspective behind-the-scenes film series of her creation and touring process.

About the project• Scope potential independent filmmakers• Reach out to each• Storyboard potential episodes• Schedule a film schedule• Upload films to Youtube channel

key tasks:

Frequency: Tri-Annually Target: Fans who love Grimes as an escape.

• Announcement of project on Facebook• Behind-the-scenes of filming process of Instagram• Shoutout to filmmakers on Twitter• Engagement with fan responses on Youtube

contact points: fTY

opportunity 4: Concert openers.

Grimes will scope out breakthrough go-getter bands or musicians who reside in cities on her upcoming tour. She will offer them a chance to open for her, showing support for their ambitions and providing an opportunity to get recognized locally. This project will showcase Grimes as an inspiration, role model, and mentor.

About the project

• Scope out talent pool in select cities• Reach out to the talent• Coordinate screenings• Practice with talent pre-tour• Perform with talent on tour

key tasks:

Frequency: Tri-Annual curationTour-to-tour selectionTarget: Fans who love Grimes

as a role model.

• Announcement of project on Facebook • Shoutout to talent on Twitter• Behind-the-scenes of band practice on Instagram• Recommend artists to others on Tumblr

contact points:

16opportunities

fTU

The Gameplan

17Gameplan

maintenance calendar.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Art Collector: April 10thConcert Opener: May 10thKickstarter Perks: June 10thFilm Series: July 10th

Announcements

Art Collector: monthlyConcert Opener: tri-annuallyKickstarter Perks: bi-monthlyFilm Series: tri-monthly

frequency

18gameplan

& activation sequence

y

Art Collector: VIP Passes - $5,000 [$250/VIP ticket, 2 tickets/show, 10 shows/tour]

Concert Opener: Band Practice Travel - $8,000 [$200/flight, 4 band members/ flight, 10 bands/ tour]

Kickstarter Perks: Perk Production - $18,000 [$10/perk, 300 perks/campaign, 6 campaigns/year]

Film Series: Film Equipment - $5,000 [Includes camera, sound, and accessories]

Primary CostsArt Collector: Paid Media - $25,000 [$25,000 minimum spend on Tumblr at $12/engagement]

Concert Opener: Paid Promotion - $6,250[$2.50/ticket, 250 tickets/show, 10 shows/tour]

Film Series: Miscellaneous - $2,000 [Food, transportation, props]

Secondary CostsArt Collector: Social Media - $14,400 [$30/hour at 40 hours/ month at 12 months/ year]

Concert Opener: Talent Management - $24,000 [$30/hour at 80 hours/ show at 10 shows/ tour]

Kickstarter Perks: Perk Production - $7,200 [$30/hour, 40 hours/campaign, 6 campaigns/year]

Film Series: Production - $24,000 [Direction $150/hour for 20 hours, Editing $100/hour for 10 hours, Crew of four $200/hour for 20 hours, 3 films]

Labor Costs

32%

$44,400

Art Collector

19gameplan

29%

Kickstarter Perks

$25,20077%

Film Series

$31,00063%

Concert Opener

$38,250

Budget Breakdown.

50%

Total

$138,850=

overall kpis.

2x

Post on all social channels twice a week

20%

increase the usageof Grimes’ hashtag

10M

10 million cumulative views within first

year of album release An indicator of performance will be our

stamina in posting and engaging on all our social channels. We need to show that

we are reaching out.

An indicator of performance will be our success in getting people to engage with

Grimes and her content. This will show that fans are reaching out.

An indicator of performance will be our ability to acquire potential new fans and stimulate old ones. Excitement and consumption of a

new product shows that we can turn loyalty into sales.

20gameplan

the future of grimes.

If this is what grimescan do with an accident, imagine what she can do

with a plan.

21conclusion

22conclusion

Questions?-TEAM ROLES & CONTACT INFO

-IN-DEPTH AUDIENCE ANALYSIS-KICKSTARTER CAUSES TO SUPPORT

-SUGGESTED FILMMAKER COLLABORATIONS-included tour concert cities

-PER-opportunity KPI breakdown-OVERVIEW RECIPE FOR SUCCESS

IN THE APPENDIX:

appendix

23appendix

CONTACT INFORMATION.

Nenah BondiGrimes Guru

ravina sainiAudience Analysis

Mich LaiOpportunity Optimization

Craig westhusingBudget Breakdown

rsaini@lion.lmu.edu

24appendix

michthlai@gmail.com cwesthusing@gmail.comnenahbondi@gmail.com

& team roles

Fans of grimes as a role modelThese people are not insecure and do not care about what others think. They appreciate those who are extremely genuine with their personalities. These are creative and inspired individuals who feel if they find someone who is talented it would only make sense to reach out to them. These individuals spend a lot of their time on social media and they are especially very active on either Twitter or Instagram. They post very abstract and creative pictures and thoughts through their various channels. They follow various extremely talented underground artists and singers before all of their friends and are the go to person when in need of someone fresh and different to listen to. They always work extremely hard and go above and beyond in all the work they produce.These people are very meticulous and will not stop working until they have surpassed their expectations for whatever they are working on. Everything they do, they give it their best shot. They are the epitome of the work hard, play hard mentality. They are the leaders of their groups and are known to be extremely reliable.

Fans of grimes as a compassThese people strive for social reform and will actively do something about the changes they want to see in the world. These people did not necessarily graduate from UC Berkeley, but they are those who are passionate and hungry for change. Christopher Colombus is good representation for this group. When everyone says the world is flat, they are not afraid to say “No, the world is actually round.” Theyare extremely active on yelp and it excites them to check in to a new location to give their feedback and critiques on the place they were at and hope their comments help other people when deciding where to go. Fans of grimes as an artist

These people thrive off of music. Music can almost be seen as an addiction to thesepeople because it plays such a strong role in their lives. The melody, the message,and the vibe are all key components that this group relates to. These people enjoylong drives where they can jam out to music the whole way. They love going toconcerts, intimate small show clubs, and over the top musical festivals. Hole in the wallrestaurants and food trucks are always a go to spot when grabbing food with friendsbecause they are authentic and the real deal. They have an Instagram and blogwebsite because they enjoy sharing their thoughts and creativity with the world. Theycould care less about likes or follows on their posts/pages but at the same they happen to naturally get a strong amount of likes on their content. These people buy tickets on their own and do not really care who else is going they are confident they will have a good time regardless because music is the only thing they need.

Fans of grimes as an escapeThese people like living in their own world, and are not afraid to be themselves. They strongly relate to people like Lady Gaga, who is fearlessly herself. These people are oftentimes referred to as hipsters, but because that term has become so mainstreamed, it actually bothers them to be called hipsters. They are not your average human being and are not too active on Facebook or Instagram because everyone else is doing it. They are different and can never see themselves following the crowd. This group are more Android users rather than iPhone users. They are very into DIY projects and majority of their room decor was hand made. They hesitate to ask people for help, and prefer to get everything done themselves because defeating the challenge satisfies them.

audience analysis.

25appendix

Here are the types of causes that Grimes has been known to support, and should therefore be kept in mind when browsing potential Kickstarter campaigns. Examples of two that she has supported directly in the past are below.

Human rightsexample: climate change

"Vancouver Observer has again struck a chord with backers. Perhaps propelled forward by star power (singer Grimes

designed a T-shirt for the campaign), it took National Observer a little over two weeks to hit a $50,000 goal. Vancouver Observer is now responsible for the #21 and #24 most funded campaigns

in the history of Kickstarter’s Journalism category." http://goo.gl/CYL3cu

example: beauty products“Alexis from Sleigh Bells has been working on project to

educate about chemicals in makeup/ shampoo etc. and how our government doesn’t regulate it at all. Love this because unhealthy beauty supplies harm humans and

animals and benefit mega corporations that exist to make people feel bad so we buy their bullshit like exfoliators

with microbeads that fish choke on.” http://goo.gl/pPq7d3

cause advocation.

26appendix

environmental Rights

animal rights

FILM COLLABORATION.Here are some passionate filmmakers who could create amazing things with Grimes.

Sugimoto pictureswww.sugimotopictures.com“Passion cannot be taught, but it can inspire. Jon has buckets of passion for his craft and it spreads to everything and everyone he works with. Me included.”

- Scott Denton-Cardew, Levis

ToBy & Petewww.tobyandpete.comToby & Pete are multidisciplinary creative directors with roots in photo-illustration, CGI imagery and typography. The two friends have quickly expanded their fun and polished aesthetic across other creative crafts, producing and directing music videos, animations, installations, and creative direction for live music concerts.

01 02

27appendix

We chose some cities that are likely to harbor unique underground musical talent and interesting people.

-Population 20-34: 30%-Labeled as “ahead of the curve” -Filled with start-up savvy hipsters -Eco-friendly restaurants and lifestyle-New conversations over coffee dates -Rich and varied music scene

seattle, WA

-Percent aged 20-34: 31.8% -11.4% work in arts or food service -Lively night life scene -“Keeping it weird in Austin” -Laid back people, but not lazy -Food trucks parked outside of bards and music venues every night

Austin, TX

-Population 20-34: 26.8%-Plenty of galleries and studios -Facial hair and farmers’ produce -Popular migration points for young-Filled with trendy restaurants-Tolerates non-luxury fashion -Resists mainstream trends

portland, OR

-Percent aged 20-34: 47.2% -People have a taste for yoga and cafes -Known for knowing bands before “cool” -High percentage of the population walks -Influx of trendy restaurants, bars, coffee-#13 among the nation’s top hipster zip codes

Hobeken, NJ

-Largest concentration of street art -People not afraid to express themselves-Effortless sense of style -Street performers and out of the ordinary-Grimes stands for self -expression, being unique, and being yourself which the people of SF embody really well

san francisco, CA

-Fun girlfriends’ getaway -Art and music festivals-Beer tasting dinners-Has some of the best hipster neighborhoods Ex: Logan Square with it’s solid working class heritage and bicycle friendly streets

Chicago, Il

CONCERT OPENERS.

28appendix

Art Collector Kickstarter Perks Film Series Concert Openers

10K 15% $10k 6 20% $120k 100k 5%15% 5% 30% $10k

opportunity KPI’s.

29appendix

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making it a ‘Realiti’.

Description: Online art galleryTarget: As an artistFrequency: MonthlyChannel: TumblrBudget: $44,400Main KPI: 10,000 new followers

Description: Cause fundraisingTarget: As a compassFrequency: Bi-monthlyChannel: Kickstarter, InstagramBudget: $25,200Main KPI: $120K raised

Description: Behind-the-scenes Target: As an escapeFrequency: Tri-annuallyChannel: YoutubeBudget: $31,000Main KPI: 100K new views

Description: Supporting local bandsTarget: As a role modelFrequency: Tri-annuallyChannel: Facebook, TwitterBudget: $38,250Main KPI: 5% ticket sale increase

30appendix

art collector

kickstarterperks

film seriesconcert openers

Sustainableloyalty+ + + =

Who: Brand & fanWhat: sustainable loyaltyHow: creative maintenance